Collections are often inspired by themes. Marketing campaigns aim to attach consumers to that theme, hoping that it inspires people on an emotional level. And while brands in our industry do pursue artistic brand expression, we often see campaign videos that don’t showcase any product. Similarly, it is often the most creative silhouettes of a new collection that are used for marketing purposes, (shows and campaign videos) while they may not be available in stores because retailers buy into more mainstream merchandise.
Brand Positioning, Commerce, Digital Branding, Ecommerce, Emerging Platforms, Innovative Campaigns, Social Commerce, Social Media, Web 3.0 »
Merging Marketing and Sales Through Shoppable Video
Brand Positioning, Digital Branding, Innovative Campaigns, Marketing »
3 Fashion Brands on the Cusp of Reinvention
The phrase “out with the old, in with the new” has defined our belief system as humans, and in many ways fueled our culture of consumerism. Within fashion especially, it is necessary for brands to present what’s current every season in order to remain in business. Simply stated, reinvention is at the crux of the fashion industry.
Style »
Taking Notes at the Geneva Auto Show
The 81st International Motorshow, which I had the pleasure of attending, wrapped up about a week ago here in Geneva, Switzerland. Let me first say that I know very little about cars and this article is anything but an analysis of the vehicles themselves. There are far better resources to read up on which automobiles made a splash at the show. For example, here or here.
Innovative Campaigns, Marketing, Mobile, Mobile Apps, Mobile Strategy »
Gucci Serves a Mobile Feast of Fashion Lifestyle Marketing
The theatrical pageantry of the runway show has recently become more available via the internet, providing users with previously unimaginable access to the artistic vision of the houses they most admire. Once the exclusive domain of celebrities and industry insiders, the catwalk has now become the visual province of legions of connected fashion devotees across the World Wide Web. This increase in accessibility has, in turn, afforded portability through mobile devices, allowing audiences a glimpse into the previously unattainable, without regard for time or space. The New York, Milan, and Paris experiences have become a mobile feast of perceived brand intimacy. All that being said, can true intimacy exist without connection? Without a taste of the brand lifestyle they aspire to, will loyalists feel their admiration unrequited?
Innovative Campaigns, Marketing »
Digital Superlatives, The Best of 2010
As fashion trends have pointed out, looking back can also mean looking forward. However, when it comes to online marketing, the ink on the history books has yet to dry.
What Does Having 3 Million Facebook Fans Mean?
Over the past year, we have watched the needle climb higher and higher on the Burberry Facebook page, getting closer to being the top fashion brand on the entire platform, until it was finally reached this past Friday. A close second was Gucci, who just yesterday hit the 3 million fan milestone.
