Articles by Joshua Williams
The Ins and Outs of Fashion
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Fashion by definition, is the style or styles worn by the majority of a population at any given time. In other words, whatever most people are wearing right now—a particular, color, pattern, cut or silhouette—is “in fashion,” “in style,” “a la mode.” Contrary to popular parlance then, fashion is more about fitting in than standing out. It...
Podcast: The Ins and Outs of Fashion
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In this episode, “The Ins and Outs of Fashion,” we explore the cost of doing business in an individual consumer driven economy.
Conversation with Schanel Bakkouche, Retaining Exclusivity via Social Media
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Luxury brands are increasingly under pressure to expand their market beyond their typical customer base, particularly to younger consumers. Many luxury brands turn to social media as a tool to achieve this objective. However, social media, by its very nature is not exclusive, and is characterized by its mass appeal, accessibility, and overall...
Podcast: Conversation with Schanel Bakkouche, Retaining Exclusivity via Social Media
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In this episode, “Retaining Exclusivity via Social Media,” the final episode of a three-part series featuring Schanel Bakkouche, editor and stylist at Vogue International Publications and founder and creative director at the advertising agency, SFB Creative, we further discuss the strategies luxury fashion brands employ to engage current...
Content Marketing for Luxury Fashion: Content Snacking
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In much the same way that food snacks provide us instant gratification to a lavish spread, such is the case with content snacking compared to traditional marketing” states Schanel Bakkouche, founder of SFB Creative as well as an editor and stylist for Vogue Publications. She points to Twitter as the perfect example of content snacking,...
Podcast: Conversation with Schanel Bakkouche, Content Snacking
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In this limited series, featuring Schanel Bakkouche, editor and stylist at Vogue International Publications and founder and creative director at the advertising agency, SFB Creative, we discuss the strategies luxury fashion brands employ to engage current customers and to attract a new clientele. Part 2: Content Snacking.
Are Fashion Collaborations Successful?
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On the surface, fashion collaborations might seem like an exciting way to generate new business and overall sales performance. Whether the collaboration is relatively obvious, such as Gucci and Adidas, or more surprising, such as Crocs and Balenciaga or Alexander McQueen and Target, they certainly create interest and engagement, typically in...
Podcast: Are Fashion Collaborations Successful?
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In this episode, “Are Fashion Collaborations Successful?,” we question the reasoning for and efficacy of collaborations for luxury brands, and if they signal an issue around relevance.
Content Marketing for Luxury Fashion
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Content marketing is a buzzword within the marketing world, with social media as it’s foundation. It is becoming of increasing importance in the area of luxury fashion, as brands compete for new customers in a global market. In the past, luxury fashion companies were hyper focused on their key customer–a small sliver in the larger market. But...
Conversation with Schanel Bakkouche, Content Marketing for Luxury Fashion
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In this limited series, featuring Schanel Bakkouche, editor and stylist at Vogue International Publications and founder and creative director at the advertising agency, SFB Creative, we discuss the strategies luxury fashion brands employ to engage current customers and to attract a new clientele.