Fashionising.com > Fashion Industry > Marketing & Publicity
Uggs destroy celebrities, not create trends
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;
How not to market your fashion label
Or, rather, how not to let someone else market your fashion label for you.
You see, I continue to be gob smacked as to how little a large majority of Marketing and PR firms know about the Internet.
Take one of the most recent sign-ups to Fashionising as an example.
They're representing a big client, a fashion label that I have no doubt you've heard of and have, at some stage of your life, probably spent money on.
And they're going about it all wrong.
April 77 + Domino Records
April 77 is one of my favourite jeans companies. In the past they've teamed up with the likes of Gibson, and PETA2 (but I'll forgive them).
This time they've teamed up with the fantastic independent music label Domino who represents one of my favourite artists, The Arctic Monkeys, and also Franz Ferdinand. Together they've put together a special face to face limited editions box set including a 12'' vinyl, an April 77 'Manchester' Polo (which of course has a pick holder) and a limited edition Domino/April77 guitar pick, cause this pack is only for those who are so rock they make Pete Doherty look like Celine Dion.
AussieBum Bathers Reality TV Series
There are a variety of different ways to get your brand noticed, and aussieBum bathers have started their own reality series which aired recently on Youtube.
In this episode "They Looked Hot" you can follow the aussieBum team as they struggle through red dust and bush fires to achieve a photoshoot.
Designers, let us know what you think - would you start your own reality series to promote your brand? Have your say in our forums.
Just how much advertising...
At Vogue, September advertising pages jumped 16.2% to 727; and at W, the 22% spike was even more marked, with advertisers purchasing 477 pages in the magazine.
By the by, if you've missed any of the new campaigns why not take a look in our Ad Campaign forum where plenty have been posted.
Source: WWD
Who knows about your label?
Have you ever considered who you want to know about your label? Who you want it to be available to? Most designers think of (or at least hope for) mass proliferation. When the Kate Moss for TopShop capsule was released it depended on mass exposure to move the most amount of stock possible.
Apple loves Fashion
Apple is reported to be installing a store taking up a full NY block. The store will have room for promotional billboards to be displayed on top, and may contain fashion billboards. It will be situated at 9th Avenue and 14th Street, and it will be three stories and covering 32,000 square foot. One has to wonder, what will they actually do with all that space?
Celebrity fashion: Versace to Ed Hardy
The success of lavish couture brands such as Versace has largely been hinged on celebrities promoting and wearing them. Celebrities support expensive labels with their access to the media, and both Keira Knightly and Hilary Swank have both been known to promote Versace.
More recently designers such as Ed Hardy are conquering the market by getting celebrities to don their clothing first. Hardy's tattoo inspired tops and caps have been seen on celebrities such as Madonna, Fergie, Ludacris, Megan Gale, and Lara Bingle.
Designing Kate Moss
Want to know the work that went towards putting Kate Moss together? Two parts Croydon, one part London, 3 lin... okay we're joking.
Instead of the hypermodel Kate Moss, we are instead talking of the logo created to represent the brand that is Kate Moss.
Who'll be wearing your designs at RAFW?
Small riff from a friend: How many upcoming fashion labels have asked someone to wear their threads at Australian Fashion Week?
Irrespective of who they are, if they're in the front row or a sneezer (someone who's going to drop the designer's / label's name) then what do you really have to lose?