As readers of this blog know, I am highly interested in the concept of narrative marketing, ie the use of storytelling to sell and advertise different products. Even though I’m a writer who runs a brand strategy and marketing business, … Continue reading
The first day of London Fashion Week was a whirlwind of shows, beautiful designs, new people, and waiting, waiting, waiting endlessly in the cold. This morning, the first show I attended was Jena.Theo at the ON/OFF space at the Mercer … Continue reading
How important is narrative point of view for luxury advertising? To put it another way, how much pressure is there on luxury brand advertisers to establish a sense of story and brand identity in a consumer’s mind? Or is good … Continue reading
Since the inception of New York Fashion Week (NYFW) in 1943, semi-annual fashion weeks have come to be the seminal events of the fashion calendar. Indeed, fashion weeks are the place where brands and fashion houses officially unveil their latest … Continue reading
When you watch an advertisement on TV or see one in a magazine, how important is context or market knowledge to the product being advertised? To put it another way, when you see an advertisement, to what degree are you, … Continue reading
I recently had the opportunity to chat with Ben Reynolds, Founder and Editor-in-Chief of LDN Fashion. Since its inception earlier this summer, LDN Fashion, a site celebrating the glamour and edge of UK fashion, has been listed as a “Top 20 Fashion Site to Follow” by The Times and “One of the Top 10 Fashion Blogs Men Should Follow” by AskMen UK. It also has grown to nearly 50,000 followers on Twitter. Continue reading
Is it more difficult now for fashion designers to get their message across to consumers? Is it more or less difficult for young and up-and-coming designers to be noticed in the age of websites, blogs, and social media marketing? In what ways have changing consumer priorities resulting from the recent economic crisis as well as an onslaught of new media outlets affected how designers and fashion houses conceptualize, brand, and market their work? Continue reading
On the eve of the Spring/Summer 2011 London Fashion Week and in the aftermath of both NYC S/S 2011 Fashion Week and Fashion’s Night Out here in Washington, DC, it seems appropriate to reflect quickly on the defining characteristics of fashion: good design, quality craftsmanship, and a keen attention to medium (i.e. material/fabric). But, identifying its characteristics doesn’t necessarily help in coming up with a definition either for style or the art of fashion itself. Continue reading
Two weeks ago, a new UK fashion group, the Young British Designers, released a video trailer in advance of the September launch of their new website. Edgy, cheeky, yet sophisticated, the Young British Designers’ video trailer represents an “historicist” approach to marketing. Continue reading
From 2006 to 2007, the British lingerie company Agent Provocateur launched a lavish e-mail marketing campaign with four short films entitled “The Dreams of Miss X,” featuring Kate Moss. The campaign promised to be a new concept for e-mail marketing, … Continue reading