In a market where competition has increased over time, even successful companies need to come up with new ideas to expand their brand exposure. This is why co-branding has become more widespread and it has proved to have several benefits. Besides improving the brand image, partnership is a way of enabling brands to compete in new markets, offering unique competitive advantages in their own markets, and even a way of gaining new distribution. Various fashion companies have embraced collaborations and most of these joint ventures have turned out to be very successful. H&M is without any doubts a leader in this field. Every November a capsule collection made in collaboration with…
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Youtube, the “New” Frontier for Influencer Marketing in the Fashion Industry?
A recent article published on Fashionista.com said that many top fashion influencers are now investing significant resources into a new frontier: Youtube. “According to James Nord, founder of influencer marketing platform Fohr Card, YouTube can be a lucrative platform for content creators, and while the beauty space is already super-crowded with vloggers who have millions of subscribers and command top dollar for product reviews and placements (not to mention those that have scored campaigns with brands like Maybelline and CoverGirl), fashion is still an area that’s ripe for fresh personalities and one where brands are increasingly looking to spend their marketing budgets.” The problem with this line of reasoning is…
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Runway diversity: so close, so far
Diversity, equality, inclusivity: today these concepts are heard from everywhere. The world of fashion, setting the standards for our perception and the system of ideals since day 1, serves as common ground for the dispute. In the society where every message is transmitted in no time, discussed in to time and causing effect in no time is it possible for a designer to be discriminative in his show cast with no impact? Or it is high time to change the attitude? Slowly (really slowly) but surely, we see increased ethnicity representation and more diversity on fashion shows. So we tend to think that the fashion industry is on its way…
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The Importance Of Being Social
Just a few years after the Second World War, the director of Harper’s Bazaar America telegraphed “The New Look is born!” during a Christian Dior défilé. Today, Fashion travels all over the world in just one second, allowing people to be in the front row of every fashion show while in the comfort of their home. Thanks to Social Networks there are no more secrets about what happens during castings, catwalks or backstage: is this new type of communication positive or is it just something that is diminishing the value and exclusiveness of fashion? Diane Von Furstenberg proposed to divide the show in two parts: the first one dedicated to authorized…
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Adidas’ Revival : How The Three Stripes’ Brand Is Fighting Back.
Founded in 1924 by two German brothers, Adidas is the original sportswear brand, originally making shoes for soccer, track-and-field and tennis. From then on, the brand grew exponentially, expanding beyond footwear to become a leading player in both the sportswear and streetwear markets. Becoming one of the most successful corporation in the world, Adidas had to deal with its increasing spectrum of products and countries, which, as one may have guessed, required a few adjustments from the company. Adidas has been much heard of over the past few days, following the announce of their positive financial results over the third trimester of 2016.
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A Very Stylish Algorithm: How Math Will Sneak Into The Fashion World
Do you imagine walking down the streets, taking pics of people around you and then being able to reproduce that outfit you fell in love with? It may sound crazy, but it is just a matter of math, and it seems we are getting pretty close to achieving some actual results. As Quartz has just revealed, the south korean SK Planet’s Lab will launch on the market a search engine focused on the fashion world by the end of 2016. The Artificial Intelligence that they have designed is able to understand the concept of style and to match clothes according to the latest trends through scanning the huge amount of…
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#Shopping: The real benefits of Instagram Shoppable
For almost a week there has been all the buzz about the new Instagram feature currently being tested. The platform is coming up with shoppable tags for the businesses’ profiles and it is hard not to be excited as the process of buying for us as consumers gets increasingly easier. But what exactly are the opportunity and the challenge for the brands? According to Instagram research, 60% of the application users admit they learn about products and services on the platform; 75% say they take actions like visiting sites, searching, or telling a friend after being influenced by a post on Instagram. Try recollecting how many times you wanted something…
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The Cleavage Gate: Vogue Under Fire
According to British Vogue, cleavage is “out.” In Kathleen Baird-Murray’s Desperately Seeking Cleavage, featured in the December issue of the magazine, she notes the distinct lack of pertinently pushed-up breasts everywhere from runway to red carpet. “The tits will not be out for the lads. Or for anyone else, for that matter,” she states. In the edition she explores the history of a “bosom focused” fashion industry and analyses the different approaches women of today take cleavage. As per usual, the Internet was not having it, with articles being published left and right, attacking the magazine for dictating the closets of women and seemingly degrading a woman of a certain body type.…
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Fashion Photography: Telling a Story about Storytelling
Storytelling about evolving lifestyles. This is the essence of fashion photography. From a more practical point of view, it is a mean to show and describe what is going to be offered to public, to persuade people to desire it, to make us fall irremediably in love with the Zeitgeist. Due to the fluctuation of people tastes and the happenings influencing society, fashion photography has to keep itself up-to-date. How is it possible? Thanks to its Bards. The strength and effectiveness of a fashion image is due to the ability of the one who stands behind the camera and the editor supporting him/her, whose mantra is: “everything or anything for…
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American Apparel’s Farewell ?
American Apparel, the Los Angeles-based clothing manufacturer, figment of Dov Charney’s imagination and entrepreneurial nature, running since 1989, is now indisputably one of the largest apparel manufacturer in North America. At least virtually… A growing rumor, supported among others by Bloomberg, has it that the double A brand would be preparing its second bankruptcy filling within the next few weeks, making it the second one in less than two years. But one shall fully comprehend what American Apparel has been through also by considering the founder’s attitude, Mr.Charney, whose role in the brand’s downturn is not to be ignored. Let’s have a quick remainder of what happened up to now.…
