Branding news and archive
Lids appoints Ariel Sandler to lead the branding department
Sports retailer Lids has appointed Ariel Sandler as its head of brand and collaborations. Sandler, who has previously helped lead brand and marketing efforts for the NBA, New Era and StockX, will be responsible for leading Lids’ new branding department across partnerships, activations, and brand development. Commenting on her new role, Sandler...
Content Marketing for Luxury Fashion: Content Snacking
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
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?
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?
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
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
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.
The Rise of Mass Luxury
Ask an average consumer what luxury fashion is, and they’ll likely respond with well-known brand names such as Gucci, Yves St. Laurent and Louis Vuitton. But what makes these brands luxury? Well, that question is a bit harder to answer and elicits a wider range of responses: quality, craftsmanship, high price, exclusive, made in France, made in...
Podcast: Defining Luxury in Fashion
In this episode, Defining Luxury in Fashion, we delve into the shifting strategies of luxury fashion brands as they balance growth and exclusivity.
Chanel Raises Price of Bags to Breakaway from Mass Luxury
Chanel’s recent announcement to precipitously inflate prices on their bags, and limit quantities customers can purchase, has hit the headlines, with some questions about how the luxury fashion industry continues to grow despite overall economic inflation. And in this case, considering the level of the price change, Chanel is not raising its...
Podcast: The Three Levers of Creating Brand Exclusivity
In this episode, “The Three Levers of Creating Brand Exclusivity,” we focus on tools brands have to facilitate exclusivity with a focus on Chanel’s recent announcement to raise the price of their bags.
Collaborations Create Community
When it comes to noteworthy collaborations in 2020 that managed to infuse real energy into the fashion space, Caryn highlights Gucci and The North Face. “This collaboration is about accessibility, playfulness and brand story. It was completely unexpected due to the price point difference between the two brands.” Listen to the full podcast here.