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Brand's Newest

H&M teams up with Katy Perry for the Holidays: Golden Goals

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It’s no secret H&M is a Titan when it comes to retailers.

Having over 17 billion annual sales, they are the second largest apparel retailer in the world just behind Inditex Group which includes Zara, Massimo Duti,  Bershka and others.

Wanting to be ahead of the game, they teamed up with Katy Perry for their Christmas Collection. Being the most profitable Pop Star worth over 135 Million Dollars and having a successful career means a lot to the brand. She just finished her well acclaimed “Prismatic World Tour” and presented at the SuperBowl Half Time this year (which set a record being watched by over 118.5 viewers). This strategic move is really clever, without mentioning the exposure she gets because of her videos on Youtube (2 Billion Views) and her other endorsement deals (Covergirl).

In the campaign we see a very joyful Katy Perry which has a set of various costumes that perfect represent her bubbly personality. This goes perfect with the cheerful holiday and the “eclectic-ness” the Brand wants to show in each one of their fashion lines.

H&M‘s very successful business model relies on having two main collections through the year (Spring and Fall), in which they have all the basics. Then they have two sub-collections in which they present the more “fashion-forward” pieces.  Here they have made important alliances with powerful Fashion Houses which include Versace, Roberto Cavalli and the most recent one, Balmain.

Of course, we know Katy Perry is not the first. Knowing the importance of public figures, they have made collaborations with style icons which add up to the branding lifestyle. Including; David Beckham, which is the brand ambassador people relate directly to the brand. He has a permanent underwear collection that has been quite successful. Being named “Sexiest Man Alive” in 2015 by People’s magazine gives him the right amount of exposure the brand wants and needs to be indirectly in the consumers mind.

Without a doubt, with these business strategies, H&M will reach their golden goal which means being the most important fashion retailer in the world.

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An Icon for an Icon: Madonna for Versace

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Creative director, Donatella Versace, chose the Queen of Pop to be the brand’s inspiration. No other theme or concept is used but Madonna herself.

Versace, the Italian fashion brand by excellence that is world-known for its luxurious extravagance has a new face for its SS15 Campaign: Madonna.

Shot by Mert & Marcus ( who´ve work with her previously directing her “Girl Gone Bad” video), the black and white campaign shows a stylish femme-fatale Madonna. The photographs portray a very sexy and powerful woman with a very strong look. Image which Madonna has constructed over the years.

When an important Fashion House like Versace invited Madonna and told her for this Campaign to “be herself”, means she has being branding herself the right way. She is being the face of the brand, just as well renowned models that are powerful l in the Fashion Industry like Lara Stone, Adriana Lima, Cara Delavigne and Candice Swanepoel.

This joint venture came with perfect timing. Her new album “Rebel Heart” is being released this year, but in the Music Industry, the music isn´t enough. Artists need to expand their horizons and try other things to build themselves an image that can turn them into a powerful brand. Madonna tried that and conquered the Fashion one. Her constant image changes with very defined concepts made herself an inspiration.

 

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Kendall Jenner: Victoria’s not so secret weapon?

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Victoria’s Secret is well known worldwide because of the concept they’ve created. The sexy but yet classy brand has built through the years a certain image that is inspirational to women and appealing to men.

 

With nearly 5.2 billion dollars in sales (ended January 2014), we can agree that the company may seem all bubbly and fun but they are dead serious when it comes to business. Since the early 90’s, the company strategizes investing in their famous and anticipated annual fashion show.

The beautiful “Angels” that light up the runway are perfectly selected. Not only beautiful, but being at the top of their careers, Victoria’s Secret uses this to their favor to add popularity to a show that is seen in over more than 200 countries.

Living in a digital Era, companies must understand where the public is paying attention so they can get a chance to sell. This is where Kendall Jenner becomes relevant to the brand. With over more than 15 million followers on Instagram and being part of the most successful reality shows ever (Keeping up with the kardashians), Kendall could definitely add some scope to the youth audience the brand is aiming at.

If she is confirmed for The Victoria’s Secret Fashion Show, that will be held for the first time in London, she will join a long list of models which are iconic in the fashion business such as: Tyra Banks, Naomi Campbell, Heidi Klum and Gisele Bündchen.

She was part of New York and Paris Fashion Weeks last season working for brands like: Givenchy, Balmain, Chanel, Dolce & Gabanna and Marc Jacobs. It doesn’t matter how she appeared in the business, she is definitely getting the credentials to be a part of it. Giving her the “wings” might be controversial but profitable for the brand.

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Celebrating an Icon: The Louis Vuitton´s Monogram

Celebrating Monogram

The name of the brand and the logo are a company´s most valuable asset. When Georges Vuitton Designed in 1896 the Iconic LV monogram in honor of his late father (Louis Vuitton) he was not just creating a fashionable pattern, he was making history.

The famous monogram has been the same ever since its creation, making it a universal fashion symbol. It positioned the brand making Louis Vuitton the company that is today, the world largest luxury brand (according to Forbes).

Delphine Arnault (daughter of LVMH chairman Bernard Arnault) and Nicholas Ghesquière (artistic director of LV) decided to celebrate the monogram´s 160th birthday in a special way. They gathered six of the best designers in their field to interpret in their own way the LV signature monogram. Having such an eclectic group of iconoclasts made each one of the pieces for this collection very unique. The chosen designers for this celebration are:

Christian Louboutin.- Shoe Designer

Frank Gehry.- Architect of the” Fondation Louis Vuitton” in Paris

Mark Newson.-  Industrial designer and Apple new Colaborator

Rei Kawakubo.- Founder of Comme des Garçons

Cindy Sherman.- Photographer and Performance Artist

Karl Lagerfeld.- Creative Director of Chanel And Fendi

The items will be available only for a few months (Launch date: October 15th), and the price range will be from €2,000 to €4,000.

This collaboration-strategy will be highly effective. Not only you have a “Art de vivre” piece of the top French Designers House. You have a limited collection of six of the most creative designers in the world. Louis Vuitton  may be a Classic Luxury Brand, but they sure know how to innovate and keep proposing in the fashion Industry.

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Abercrombie & Ditch: A Brand that digs it´s own grave

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Once on top, Abercombie & Fitch was the IT brand among teenagers. It´s fresh style and cool look made the young segment to look at them as the preppy brand-to-wear by excellence.

A couple of bad institutional decisions, communicational faux pas and a huge arrogance later, places nowdays the company in jeopardy. Being part of one of the toughest industries there are (The Fashion Industry), Abercombie must strategize wisely or the future will never be as bright as it once was.

Colossal Competition– Yes A&F, there are other fashion brands out there, and huge ones. Forever 21, H&M and Zara are revolutionizing the fashion business. Their controversial strategy of copying designs right of the runways of the high fashion brands and selling them at a cheap price is working so well for them.  Trying to compete with them, but with high prices, makes no sense.

Brand Friendemy– Having a terrible CEO, Michael Jeffries, who seems more like an enemy to the brand than a friend. Making terrible declarations saying that their target are the “cool kids” and that they are “exclusionary”.  Seems that they are trying so hard to fit in.

Logo-less Brand– Removing the institutional Moose from the clothing in the US and not in the other countries sends a mixed message. Trying to follow the same strategy as Tommy Hilfigher and Ralph Lauren (in some of their fashion lines), without sophisticating the clothes it’s a big problem.

Abercrombie needs to go back to marketing basics. Get to know the consumer insight and innovate in what they offer. A brand can always keep the same concept essence, but they must evolve somehow. Looking at the brightside, they do have models actually wearing clothes in their new advertisement for Spring 2015.  

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From the “Night’s Watch” to a must Watch: Kit Harrington for Jimmy Choo

Kit Harrington for Jimmy Choo

Why Kit Harrington was not the right, but the perfect choice for being the new face of Jimmy Choo for men.
Where Rock N´Roll meets Posh.

If you are all about the Celebrity Exposure Strategy, just as the iconic fashion brand, which initial strategy of getting shoes and handbags into the red carpets boosted the company’s name, you´ll be interested in knowing the reach and Exposure the “Game of Thrones” star has.

Portraying Jon Snow, in HBO´s most popular show EVER!, gave Kit 18.6 million viewers per episode in the last season, counting replays in all the platforms (according to Nielsen). In addition to this, he is getting exposure as FRONT COVER man,  in some of the most emblematic and popular magazines; such as Rolling Stones, Men´s Health, GQ and Entertainment Weekly in just this 2014.

Seems like he didn’t had enough with his looks, his fame or his popularity, this Brit, even comes from Noble ancestors. You cant deny that this last one adds a lot to his “cool” factor, his it-guy Personal BRAND.

3 Reasons why Jimmy Choo’s choice is PERFECT EXPOSURE

1. Looking sharp in every A-list red carpet he appears

2. His show is having an exponential growth of viewers each season.

3. He is the leading man in every It magazine out there.

No surprise that Jimmy Choo chose Kit Harrignton to be the face of their menswear, specially in time for their first fragrance launch this September.

By Bernardo Torices Franco

 

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