The Basics | Part 8 – Marketing

Source: Shutterstock

The Basics is BoF’s recurring series on how to set up a fashion business from scratch, developed in partnership with Ari Bloom, a NY-based entrepreneur and strategic advisor. Today, we examine a critical element that can ultimately separate a successful fashion business from the rest: marketing.

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Kim Jones’ Gospel at the Church of Vuitton

Louis Vuitton Menswear Spring/Summer 2014 | Source: Nowfashion

PARIS, France — The staging of this season’s Louis Vuitton menswear show was nothing short of ecclesiastical: a steeple of fresh cut pine bordered the runway’s exit, a singular adornment in a room almost entirely constructed of glass.

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Lane Crawford: A Creative Lab for Menswear

HONG KONG, China — Once a retailer catering to colonial elites in British-governed Hong Kong, Lane Crawford has grown into a market-leading department store group with additional stores in Beijing, Shanghai, Chengdu and online, known for setting global luxury industry standards with its bold product assortment, store concepts, visual merchandising and omni-channel “connected commerce” strategy. Often acting as a conduit

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Inside Warby Parker’s First Offline Flagship

Warby Parker Flagship, Soho, New York | Source: Warby Parker

After experimenting with a series of offline “showrooms,” trendy online eyewear company Warby Parker has launched it’s first physical flagship, complete with sensors that replicate online analytics, in New York’s Soho. BoF investigates.

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IMG Partners Up with B2B Online Marketplace Joor

Calvin Klein Autumn/Winter 2013 | Source:

NEW YORK, United States — IMG Fashion, the fashion division of global brand and event management giant IMG, which represents designers and produces fashion shows and fashion weeks around the world, has announced a partnership with Joor, a B2B online marketplace that connects brands with retailers and brings the simplicity of B2C e-commerce to what can often be an archaic, paper-intensive wholesale buying process.

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