For Coach, the biggest brand in the Tapestry portfolio, the show—a display of oversized leather blazers and pointy-toe jelly flats embossed all over with Cs, with J.Lo in the front row—is a customer acquisition cost.
Could they do it another way? Perhaps. But it’s part of the formula devised by creative director Stuart Vevers , who moved to the U.S... See more
The company also landed a series of high-profile customers — Man Repeller’s Leandra Medine, model Karlie Kloss, and payments startup Venmo — as well as designers like celebrity interiors guru Orlando Soria.
Why does luxury brand Balenciaga sell a $2,000 purse modeled after a $1 blue Ikea shopping bag? What’s behind the craze for seemingly distressed and worn-out Gucci sneakers? What is Sarah Jessica Parker doing rummaging through the dusty clothes in Rome’s Via Sannio flea market? Why is Cracco, a Michelin star–winning Italian chef, using commercial p... See more
Independent brands — even those with significant backing — were boxed out by luxury’s biggest players, whose heft gave them a major edge in distribution and marketing, where they enjoy greater leverage with multi-brand retailers, mall owners, real estate developers, magazines, influencers and other key players in the fashion ecosystem. In 2019, LVM... See more
“we can't **outspend** these people is what makes me most alarmed
how do you overcome that? what changed, if anything? what leverage can be applied on ad spend and shows?
it might just be storytelling
it's like the old granddad authors who have a pitiful enough looking face for tiktok that their books start flying off the shelves in support
Now, it’s Khaite’s turn. The Cate Holstein -designed label is now under the watch of Stripes, one of the few investment firms that regularly takes bets on fashion. Backstage at that show, I asked Holstein how the money has empowered her: I expected her to mention supply chain upgrades or more freedom with show budgets. (The Park Avenue Armory stagi... See more
It still services the core Zara customer (trend-chasing, deal-seeking), but it adds aspirational dimension to their consumption. Getting a $9 turtleneck feels more aspiring with Sasha Pivovarova’s editorial next to it.