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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Fashion is Garbage
When the final model walked down the Moschino runway in Milan Fashion Week 2017 the only thing that was left on the audience’s faces was a shocked expression with jaws dropped to the floor. Brand’s creative director Jeremy Scott created a provoking collection, as always, that was made up of extraordinary materials such as cardboard, Kleenex boxes, packing tape, toilet paper and garbage bags. This unconventional use of materials was not only to draw media’s attention; Scott had a message. The collection received many negative backlashes as anyone can imagine. Many critics were not happy with Scott playing with fashion; many said the collection was “a joke”. The highlights of…
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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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Made in Italy: between heritage and globalization.
On the 22nd February the conference held at Bocconi University, moderated by Francesco Perrini – Professor of Management at Bocconi University – and hosted by Bocconi Students for Fashion and Blab was a testimony not only of the importance of Made in Italy in the era of globalization, but also of successful entrepreneurship in Italy and, more specifically, in Naples. The guest-speakers, Maurizio Marinella – President and CEO E. Marinella Napoli –, Gianluca Isaia – President and CEO Isaia SpA – and Dario Di Vico – journalist at Corriere della Sera -, talked to us about producing handcrafted, tailor-made goods on a long-term basis. This last point highlights a problematic faced by many Italian…
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Pop and Rock shoes: the Italian shoe Industry in a fast changing world
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Philosophy by Lorenzo Serafini – The Show
Close your eyes and imagine a woman flying down an aisle covered in light blue, floating veils of plissè tulle, striking in her fierce spirit: what you are imagining is the essence of the Philosophy by Lorenzo Serafini fashion show. Serafini has been designing Philosophy since the end of 2014, after having worked for Roberto Cavalli and Dolce Gabbana. Although Philosophy has been the young branch of Alberta Ferretti since 1984, when Serafini took over he had carte blanche and managed to entirely rethink the label. In only a few years he built a successful business based on the idea of offering high-end pieces at attainable prices which are usually below…
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The ROMAntic class of Laura Biagiotti F/W 2017-2018.
A business woman in her forties, walking in Piazza di Spagna in her leisure, surrounded by sunset colours, ancient buildings and chic boutiques. She is proud and imperious, with her hair tied back from her face, wearing a pair of sunglasses and stunning cozy, but stylish garments. This is the image inspired by the new Laura Biagiotti’s collection, which can be defined as classic, chic, cozy, romantic but strong at the same time. A collection made up of various elements, textures, lengths, colours, but with a vena of cohesion linking all the pieces. In the space of the Piccolo Teatro Studio Melato of Milan, the runway held on the 26th…
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F&W Call for Color at Vivetta and Angel Chen.
If all the color associations you get for the fall-winter season are black, grey and everything in between, get ready to be surprised. Vivetta and Angel Chen are among the brands giving a different perspective and we are glad to share some color-infused inspiration with you after having attended the shows. At Vivetta colors were essential as the primary inspiration for the collection was the 1940s circus. The theme was made obvious in every possible way: from the embroideries depicting all kinds of performers you can imagine on the arena to “Pierrot” heels to curtain-inspired velvet garments and rope belts. There was leopard printed fur, vinyl boots and velvet bringing…
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Made in Italy: between heritage and globalization.
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Winter wonderland at Moncler Gamme Bleu show
Once you entered into the Moncler showroom, you could not but be amazed by the venue: a mountain landscape with trees covered in snow. A deem blue light added that touch of mystery and wonder that reigns in the wood. As the show began, snow started falling down from the roof as a party of men dressed in a jump suit entirely covered with hooks and ropes, outlined the catwalk. On the notes of a touching music, the models slowly walked across the snow showing the new Gamme Bleu collection: the main features worn by everyone were a cap and a pair of rounded, mirror goggles, a huge backpack that…
