Brenda's Business with Rimowa's EMELIE DE VITIS
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Brenda's Business with Rimowa's EMELIE DE VITIS
Customers must want the product. That sounds simple, I am sure, but to get advertising right is very, very difficult—it’s difficult to get advertising to represent the true brand. Most companies think it is enough to use advertising to present a picture of the product. That’s not enough. You need to project the image of the brand itself.
The latest... See more
The latest... See more
Suzy Wetlaufer • The Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH
Thanks to a logistics overhaul executed a year earlier, Proenza Schouler’s spring collection was by March already in stores and paid for. By luck, their collaboration with Birkenstock — for which they topstitched the German sandal-makers’ popular Arizona and Milano styles, glazing them in what have become signature colours like cobalt blue and burg... See more
The Nine Lives of Proenza Schouler
Hong, 48, had no experience in luxury. She was, however, a Proenza Schouler customer, and had specific ideas about how to crystallise what the brand stood for.
“My observation was that there was zig-zagging; an inconsistency,” she said. “Even as an outsider to this industry, I knew that inconsist... See more
“Inconsistency made it difficult to build a business.”
“My observation was that there was zig-zagging; an inconsistency,” she said. “Even as an outsider to this industry, I knew that inconsist... See more
The Nine Lives of Proenza Schouler
But can you translate this relatively localized experience into something broader and more accessible to the masses? Can the idea of artisanal quality and personal connections exist beyond the bounds of a neighborhood farmers’ market? And can it exist with prices that the mainstream consumer can afford?