Fashionising.com > Fashion Industry > Marketing & Publicity
Uggs destroy celebrities, not create trends
Written by Daniel P Dykes
Seth Godin, I love your work. But your knowledge of fashion trends is reassuring. If you knew what I know about fashion trends, then you'd be better than me at both marketing and fashion. And then I'd be in real trouble.
Thankfully not.
Talking of marketers gaming signals, Godin recently mused;
A few celebrities wearing Uggs in the middle of the summer sends a signal to fashion wannabees everywhere: these are hot. It doesn't matter too much if they actually are hot, all that matters (to these wannabees and the retailers that serve them) is that in the past, when beautiful people in Santa Monica did something, it was an effective signal to the market.
What Seth doesn't know, but most fashionisers do, is that a few celebrities wearing Ugg boots in Summer doesn't make create a fashion trend, but creates an unfashionable celebrity.
If anything, we'd stop taking our cues from that celebrity altogether.
Still, I can see where Seth was coming from. Even if he might have been wearing Crocs when writing.
Written: 27th October 2008 at 02.14
Author
Written by Daniel P Dykes.
Traditionalist and futurist are two of the labels applied to Daniel, but he sees the two as being in perfect balance. With a keen eye on the future and his finger on the pulse he helps keep fashionisers everywhere ahead in the fashion stakes as Fashionising.com's lead fashion trend analyst. Believing that the late-2000s credit crisis will be ultimately good for fashion, Daniel sees a future for fashion where grounded in traditional values; where luxury fashion again comes to represent quality production as opposed to being solely label driven.
Currently based in Melbourne, Daniel is Fashionising.com's Editor in Chief and Chairman.