In our tangible offline world, retail has evolved. Making the transition from simple spaces where all kinds of products were being presented, without any form of marketing, to highly designed retail experiences for specific product ranges with targeted price points. In the digital space, we are following a similar trend and we seem to be stuck somewhere halfway.
Brand Positioning, Commerce, Content Strategy, Design & Usability, Digital Branding, Ecommerce, Social Commerce »
The Power of the Brand in Online Retail
Brand Positioning, Content Strategy, Design & Usability, Digital Branding, Tools & Resources, Web 3.0 »
Paradigm of Choice
We live in a world of unlimited possibilities. The enormous amount of discoveries and innovations has led to a moment in time where all seems possible and for every dilemma that arises, there are a million known answers.
Aspirational Consumers, Brand Positioning, Luxury Mentality, Marketing, Post-Recession Marketing »
A Winning Combination in Affordable Couture
Recently re-launched French brand Carven exemplifies those fashion brands predicated on offering a value proposition based on excellence. As of late, Carven has been taking up more than its fair share of column inches. Originally founded in 1945, the then-waning ex-couture house was acquired in 2008 by businessmen Henri Sebaoun and Marc Sztykman, with the backing of Paris-based private equity firm Turenne Capital. Together, they set in motion what can only be lauded as an extremely successful re-brand. Designer Guillaume Henri, previously at Paul Ka and Givenchy, was hired and charged with the task of revitalizing the label. Within three short seasons, Carven’s fresh, easy, insouciant aesthetic has become the talk of the town.
Brand Positioning, Content Strategy, Digital Branding, Marketing »
Does Digital Mean the End of Control?
Possibly one of the most significant obstacles for luxury brands when faced with digital marketing is the fear of losing control…and rightfully so. Historically, luxury has translated to exclusive. The idea that access was not widely attainable made luxury brands, and goods, covetable. As the internet launched and gained momentum and warp speed, it brought with it full and total inclusion. Anyone with an internet connection, anywhere around the globe, can access a brand, twenty-four hours a day, seven days a week.
