Comments on: Fashion 2.0 | LuxuryLab Innovation Forum

By: ZoommoxersCed

ZoommoxersCed — Fri, 15 Jan 2010 13:14:26 +0000

I would just like to take some time out Thank all the people for doing what you do and make this community great im a long time reader and first time poster so i just wanted to say thanks.

By: sxljk

sxljk — Mon, 07 Dec 2009 02:03:18 +0000

who can help me with the details of “links of london”??

By: market research in Spain

market research in Spain — Mon, 16 Nov 2009 09:39:10 +0000

During May 2009, news emerged that Karl Lagerfeld had asked the English singer Lily Allen to model a collection of Chanel line bags for the 2009/10 autum/winter season.

Lily Allen, although she might be musically talented she is far from the type of model that has previously been used in Ad Campaings.

This poses three interesting questions:

• How will the choice of Lily Allen as its image affect the Chanel brand?

• What is Chanel looking for with an image such as Lily Allen?

• Does this collection pave the way for a change in the selection of models?

http://www.slideshare.net/microresearch/market-research-branding-research-chanel-lily-allen-microresearch

By: market research in Spain

market research in Spain — Mon, 16 Nov 2009 09:37:11 +0000

METHODOLOGY:

Focus group:
• In person: three groups of women aged 18 – 24, 25 – 39 and 40 or over, between 7 and 10 people.
• internet: two groups of women aged 18 – 24 and 25 – 39.

Delphi:
• Expert test: in marketing and advertisment, music and fashion.

Deep interview was given to 50 women to many diferents nationalities; Spanish, British, North american, Brasilian, Argentinian, Venezuelan, Portuguese, German and Russian; the majority residents in Spain and Great Britain, but also in their native countries.

Analysis of the content of gossip columns, specializing in music and fashion press. Also an analysis of internet forums about gossip, fashion
and music.

http://www.slideshare.net/microresearch/market-research-branding-research-chanel-lily-allen-microresearch

By: George

George — Thu, 12 Nov 2009 05:20:16 +0000

One mote thing – then, I’ll shut up. The last paragraph of the article is true: “Brands should engage around interests and communities,” said Bart Sayer, citing successful digital platforms like Nike+ and Nike Playmaker which enhance the way people run and play football, attracting and inspiring authentic positive conversations and community around shared passions, not just products. “Nike just gets digital,” he said. —————————————————————————————————————————————– I would like to point out that Nike has always directed their marketing efforts, as well as a high percentage of their product offerings toward the select few. Nike sells a lot of products to the masses, however they market only to the key influencers across all sports, and they’re loyal to their core consumer in every way. When Nike entered the skate sector, they pointed all of their marketing toward the pro-skaters, the die-hards, the “inner-circle” of the sport. Nike also limited distribution of some of their skate products exclusively to skate shops. Nike understands how important it is to get the right people talking. As a result, Nike is never perceived as a “sell-out” by their core audience. Nike has built a behemoth business by thinking small. This is nothing new. in fact, it has been part of Nike’s corporate culture long before digital.

By: George

George — Thu, 12 Nov 2009 03:00:29 +0000

Great point, David Royce. Getting big too fast may work for impressing investors in the beginning, however it doesn’t usually translate to long-term sustianable growth. Many brands fail to allow time to properly “seed” an early adoptive market segment. This phase is crucial during the early stages of a brand’s development. It is only by communicating the brand message with the select few that a brand can cultivate a core audience for its products. The early market needs time to adopt the brand before attempting to reach a broader consumer base. This is what fosters brand loyalty. At the same time, a brand needs to remain loyal to their early adoptive market and continue to direct their marketing efforts and product offerings to their core consumer as the brand grows.

The new luxury consumer won’t be force-fed anything. This consumer vehemently resists traditional marketing and doesn’t necessarily trust big corporate enterprise, therefore brands need to be authentic in everything they do. Futhermore, marketers will really have their work cut out for them as the “millennials” gain wealth in the next decade. This consumer only trusts their peers.

I believe that there is more opportunity now than ever for independent designers to carve a niche. Managing a peer-to-peer marketing effort is certainly more cost effective than advertising, and it’s a way to communicate with consumers on a much more intimate level. It’s an exciting time for entrepreneurs.

Having said all of that, the product must come first. Gone are the days when brands can be built on image alone. Fashion brands need to have a well-defined point of view and products must have a very high standard of quality. Luxury consumers are redefining luxury right now, and brands need to prepare themselves to exceed consumers’ expectations on all levels.

By: David Royce

David Royce — Wed, 11 Nov 2009 15:08:17 +0000

George – Thanks for the book ideas. Clarence, the only luxury brands are that are “terrified” are the ones not selling. Vuitton, Hermes and countless small brands seem to be doing OK. The reason 90% should be terrified is because they have no USP, no heart or soul — they are faceless companies who make expensive products that do not resonate. Brands with heart & soul, that appear “real” to the consumer are doing OK and, in fact, growing. The problem is the corporate brands want to get big fast — they want to make loads of money. That’s not the right attitude to build a long term business in luxury or unique, high end fashion products.

By: David Watts

David Watts — Wed, 11 Nov 2009 14:21:27 +0000

I would consider that many fashion brands albeit Luxury or not are very aware of how the Digital age is speeding ahead. I would suggest that whilst they see this as part of the way the market is moving it is also quite apparent that many do not know how to innovate or produce content that will excite, engage, and attract their customers through no fault of their own. I work with many new and emerging fashion brands and constantly challenge them to be as creative with their digital/web offering as they are with their products. Alas it takes both specialist knowledge combined with great creative skills to achieve this and both can come at a huge cost. This may be fine for Luxury brands but is a lot more difficult for smaller brands to do. Furthermore, things are moving so quickly that it is hard to be creative and forward looking in a digital content market that is almost ‘old news’ before it’s ‘today’s news’!

By: George

George — Tue, 10 Nov 2009 15:13:27 +0000

One more book recommedation: Brand Hijack/ Marketing Without Marketing by Alex Wipperfurth. Published in 2005, this book was ahead of its time. Alex breaks down the dynamics of peer-to-peer communication with great detail and by using many case studies, he explains that “Your brand doesn’t belong to you, it belongs to the market”.

By: Paula K

Paula K — Tue, 10 Nov 2009 11:44:06 +0000

Excellent post!! Insightful