That Ralph Lauren Feeling
This started with the Seventh Avenue, shop-and-copy approach that has defined the industry, but no longer works with consumers on a global scale. America created the concept of lifestyle brands—it drove the rise of casualization as early as the 1950s, first through denim, then khakis, and now leggings. But the fashion itself has long been predicate... See more
Coach & Kors’ Marriage of Convenience
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
As much as so-called luxury goods are sold as adornment reserved for the very rich, the major European brands reap great profits from middle-class customers.
W. David Marx • Status and Culture: How Our Desire for Social Rank Creates Taste, Identity, Art, Fashion, and Constant Change
Sales don’t necessarily drive these sensorial pop-ups. “It’s not just about buying,” commented Jacquemus on his Instagram story. “It’s also an experience, a concept. The idea is to break the frontiers in the world of luxury. We want you to come in feeling welcome and have a great experience no matter what you do inside. You can also just walk in an... See more