KARLA OTTO’s Post

THIS! @CathyHoryn @thecut @ system_magazine "Cathy, you just said you felt the shows were better 20-30 years ago. So, what is your memory of the week that’s just taken place. Did you feel let down? Has there been a lapse in quality control? Cathy: The fundamental shift is down to branding and marketing. Fashion’s no longer really about design as much, and yet I think that is what we’re all hungering for. I don’t mean fantasy, I just mean more really good design that moves the needle. I think some of us still believe that it can exist, if you look at Jonathan Anderson at Loewe or Demna at Balenciaga, and probably a few others. I think what we’re seeing now is more about these big brands expressing their power and domination. Chanel’s a $17-billion brand today, Dior is multiple billions, and they have these huge shows. Look at Dior in the Tuileries; it seems to have gotten bigger and bigger and it’s got all these K-pop stars. It’s just about something else today; it is not really about innovation. Or it just serves so many other purposes today, whether that’s social media or the influencers, all kinds of other things." https://lnkd.in/eQurfd4a

Another year, another Met Gala but it is never without fun surprises and the Gap as a star in the show was unexpected! As a center stage for the best in luxury fashion and beauty at a coveted venue that I have had the privilege to create an event at, it serves as a clever platform to elevate a brand. Each year, celebrities and brands align in front of a media powerhouse as is Vogue. Never underestimate what a powerful marketing tool a well-positioned event can be for brands, offering numerous channels for brand visibility from press to social media to influencer marketing. I noticed that the Gap isn’t the only brand to take advantage of the chance to upscale with an appearance: →      Starting with the Gap, having appointed media-worthy luxury designer Zac Posen as the new creative director gives the brand’s appearance at the gala more context. Repositioning the Gap with Posen’s contribution worn by Da’Vine Joy Randolph, while still in keeping with the fabric of the brand by featuring denim, points to elevation without abandoning its core, following Banana Republic’s lead. →      Not typically known as a luxury brand, Tommy Hilfiger was worn by Gen Z favorite Madelyn Cline, catering to the brand’s youthful audience. Hilfiger has been quoted saying that he’s positioning his line as an affordable version of luxury with a more polished look. Having worked at one of his fashion shows, I’ve seen firsthand the influential following he can attract, so this appearance was a smart play. →      In the beauty world, it was nice to see ambassadors like Gigi Hadid for Maybelline and Madelyn Cline for Revlon representing their brands at the gala. This is a great stage for Revlon as it seeks to rise above recent setbacks by reinventing itself to attract a new generation interested in trendsetting, affordable luxury makeup. →      Brands can look at the success of Charlotte Tilbury, winner of the 2014 Emerging Luxury British Brand, and frequent gala guest. Leveraging her past as a notable makeup artist, Tilbury has grown her beauty brand globally and further into luxury, prominently becoming part of the Puig portfolio. Last night, the Matte Beauty Blush Wand made an impact on the red carpet, worn by Rita Ora, Demi Moore and Sarah Jessica Parker among others, and covered in a piece today in WWD. There’s no doubt that the Met Gala continues to prove to be a formidable force in influencing strategic partnerships for brands to form or further their narrative in front of a grand global audience. #metgala #luxurybrandmarketing #beauty #fashion #popculture

In the world of fashion, the only rule is: there are no rules. That’s Moschino’s signature smirk. From the huggable Moschino Teddy backpack to the hamburger clutch, Moschino’s runway shows are rewriting fashion rules with models dressed in inflatable cartoon dresses and tongue-in-cheek reinterpretations of iconic brands. Here is an analysis of Moschino’s branding strategy- Brand Positioning: Moschino’s fashion is a dose of irony, a splash of colour, and generous fun perfect for everyone who craves stories, experience, and a brand that speaks stories more than just fashion. For example - A Chanel jacket adorned with playful teddy bears, or a classic trench coat reimagined in vibrant neon pink is the essence of Moschino. Target audience: The target audience are focused towards psychographics. They seek trendsetters, artists, playful rebels, and anyone who embraces their unique spirit with witty style. Celebrity Endorsements: The brand is a unique mix of fashion and pop culture fueled by strategic celebrity endorsements that focuses on weaving captivating narratives suitable for vast global audience. For example- Katy Perry commands the stage in Moschino burger dress. Social Media Presence: With over 20 million followers across platforms, they’ve bloomed into digital landscape. For Example- The brand focuses on user generated content like platful photoshoots, partnering with influencers, and turn viral trends into opportunities for playful storytelling. Runway Shows and Fashion Events: Their collaborations with  renowned stylists and unexpected themes, like their 40th anniversary “40 Years of Love” celebration, is a cornerstone of the brand’s marketing strategy, ensuring their brand remains fresh, provocative, and unforgettable. Limited Editions and Collaborations: Their creative partnerships with brands like H&M and Hudson’s Bay and fleeting fashion offerings are more than just marketing campaigns; that showcase the brand’s exclusivity. Retail Experience: Stepping into their stores is more than browsing garments. The geometric floor designs, oversized logo wink from stark white walls, and even shopping bags morph are a unique approach to retail solidifying their brand identity and captivating customers at every touchpoint. What are your thoughts on this? Comment below! MOSCHINO #moschino #HeenaKhubchandani #Branding #BrandStrategy #Fashion #LuxuryFashion #CreativeStrategy

The Hottest TikTok Party Dress Trends of the Week! We've delved into the data of TikTok's top influencers and uncovered three dress attributes that have been skyrocketing in popularity across social media: 1️⃣ Mini Dress: Luxurious mini dresses have perpetually epitomized style, sophistication, and youthful vibrancy. It's no surprise that influencers are donning them to showcase their unique sense of fashion and individuality. 2️⃣ White Dress: As the holiday is right around the corner, there are several occasions that call for donning a white dress. Whether you're jetting off to a sunny destination, attending a wedding, or joining in a festive celebration, white dresses will invariably enhance your elegance. 3️⃣ Minimalist Dress: There’s something classy about a minimalistic modern dresses that can elevate one’s look. It’s simple and timeless and some might see it as quite luxury. Follow us on LinkedIn for more fashion trend updates! For a more detailed report (including runway trends), check our website Trendeetech.com #FashionTrends #PartyDresses #TikTokFashion #StyleInspiration #FashionData

Dior's Marketing Strategy: Crafting a legacy of Prestige👜 We should first be aware that luxury brands like Parfums Christian Dior don't market similarly to other brands. They concentrate on an extremely narrow audience. Dior's target market consists of Rich people who value luxury. They include both Young professionals and seasoned elites.💸 🌟 To make its offering accessible to the target market, Dior combines #segmentation tactics based on demographic, psychographic, and behavioural factors. 👉A sense of exclusivity is a key to the success of luxury businesses like Dior. 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿𝘀 𝗮𝗿𝗲 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗶𝗻𝗴 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝘁𝗵𝗲𝘆'𝗿𝗲 𝗮𝗹𝘀𝗼 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗶𝗻𝗴 𝗮 𝗹𝗶𝗳𝗲𝘀𝘁𝘆𝗹𝗲. People want to think they are purchasing a luxury item or something that only a selected few can afford. All of its products are aligned with the vision of the brand.💯 Dior has a competitive market advantage : 📍One of the well-known brands in the fashion industry, Dior has been upholding its history and tradition ever since it was founded. 📍The use of billboards, television ads, primarily in Vogue and Harper's Bazaar magazines.🎞️ 📍effective parent company Christian Dior Couture , which includes brands like LVMH , Parfums Christian Dior , and several more, is the entity behind the Dior brand.🪙 📍Dior promotes the brand through endorsing art exhibits, fashion shows, and collaborating with well-known people like Johnny Depp, Rihanna.🎬🎭 In the 𝗕𝗖𝗚 𝗺𝗮𝘁𝗿𝗶𝘅, the business sectors in which it operates are remarkable. It engages it's operations where 971 million euros were generated by the #retail and other activities sector, 56 million euros by #wholesale , and 15 million euros by licence #royalties. (December-2016) 👉Gaining a competitive edge in the market and enhancing the company's reputation may both be accomplished with a well-maintained website.👨💻 POV - In addition to making the brand a global fashion icon, its compelling marketing tactics have established a standard that other brands can follow. Christian Dior Couture 👜 Follow Ashish Mohanty and stay connected to know how other brands make their strategy 😊 #dior #marketresearch #strategicmarketing #ashishmohanty #linkedinforcreators

Christian Dior Couture's "Rose des Vents" campaign experimented with a virtual try-on (VTO) using AR. The experience allowed consumers to try on earrings virtually on their smartphones without leaving a publisher's website. With a reasonable price tag of $5,000 to $15,000, the ad and user experience needed to be excellent. Using the VTO format, Kantar Profiles recorded that Christian Dior saw a 43% increase in advertising recall and a 62% increase in brand linkage compared to traditional video formats used by the brand. Engagement with the advertisement saw growth, including a 12% rise in users who indicated that they were eager to share their experience and a 36% lift in purchase intent. Most importantly, the campaign has positively impacted Christian Dior's brand perception, indicated by a 17% increase in respondents recognizing the brand as premium. Luxury brands have steered away from AR because it can be gimmicky, but technology can elevate a brand—even a luxury one when executed well. Credit and image: CX Dive #luxuryfashion #technology #ar #brandstrategy #digitaladvertising

Valentino ‘s creative director Pierpaolo Piccioli announced his departure from the house last week, marking the end of an era defined by his marvelous contributions. On October 2nd 2020, the day I completed my quarantine and the day of the #UnboxingValentino fashion show, one season after the iconic #ValentinoPink, Pierpaolo introduced shimmering materials and print elements, once again cheered the fashion industry. By the end of the show, Pierpaolo and the models stepped onto the streets, bringing avant-garde designs to 4 Rue Eugène Spuller,Paris in sunshine, as well as reaching audiences worldwide through #livestreams. There is a six-month lag in the fashion industry from runway to real life, as this year's spring shows are typically presented in the autumn of the previous year. Livestreams represent a privileged moment for fashion enthusiasts and a portal that reflects the brand's #influence through views. I recorded #AW24Runway performance, the livestream views as instant publicity metrics. Versace (👑), 古奇, Christian Dior高級時裝公司, and BALENCIAGA delivered outstanding performances on Instagram and YouTube while 古奇 (👑), Loewe, 普拉達, Christian Dior高級時裝公司, and Marni excelled on WeChat and Weibo Corporation. Quantifying livestream counts offers valuable insights into #AudienceEngagement. As evidenced by #VogueRunway's AW24 rankings, numerical data serves as a mean. Last week on #ü, while documenting instant publicity for 33 fashion shows, I designed an experiment to manifest shows' performances in algorithm. Not offering a livestream function yet, Xiaohongshu emerged as THE thread of fashion influence in China, garnering significant traction. From February 21st, 2024, to March 5th, 2024, I posted relevant visuals with #brand and #mfw/#pfw hashtags immediately after each show release and recorded the exposure views by March 12th, 2024. ❗️Among the 42 brands observed, Versace (worth 22 🥝) garnered the strongest natural traffic during AW24, followed by Loewe (worth 21 🥝), MOSCHINO, GIVENCHY and 古奇 (worth 18 🥝). For a comprehensive overview, full article is available via 👉https://lnkd.in/gPGFHZ5S Influence had been important before exposure could be accurately measured. Driven by numbers, a more transparent procedure promotes the effectiveness of #BusinessDecisions. It exudes sophistication and elegance too.

IS THE MET GALA WORTH THE INVESTMENT? The Business of Fashion by Imran Amed: For dozens of brands, dressing stars for the Met Gala comes at a significant cost. It’s not always clear how they should measure their return on investment, writes Imran Amed. But brands are understandably tight-lipped about how much they spend. Loewe likely got a big table as part of its estimated $2 million sponsorship deal. Adding in all the other expenses of bringing these people to the Gala would take the total cost well beyond that, resulting in a back-of-the envelope estimate of about $250,000 per attendee. 🎖 So is the Met Gala worth the investment? An entire industry has developed around trying to put a dollar value on the conversations and content generated by big events like these, from fashion shows to the Superbowl. And every year just after the gala has finished, the BoF team receives press releases from a growing number of companies who claim to have cracked the code on who won the Met Gala. But comparing the findings from these companies, each of which has their own methodology to measure the volume of the online conversation and the engagement it generates, surfaces some pretty significant inconsistencies. Take for instance the difference in findings on the most talked about and visible brands at this year’s Met Gala. According to Lefty, the most visible brand was Thom Browne (who dressed Gigi Hadid and Cynthia Erivo, among others) based on 34 posts generating $2 million in earned media value or EMV, which the company defines as “the equivalent ad spend of the impressions gained, calculated by estimating the number of impressions of each publication and associating a CPM of $100, equivalent to $1 per engagement.” This sounds like $1 per like, comment and share. Over at CreatorIQ, which has its own measure of EMV analysing co-mentions of a brand with the hashtag #metgala based on three factors: platforms, audience engagement and creators. So for example, a YouTube video is accorded more EMV than a tweet; an Instagram post that gains lots of likes and comments has more value than those where a user just scrolls by, and brands are not rewarded for engagement on their own posts, just on the posts created by third parties, which in this case would include posts created by celebrities, who often have terms in their contracts about how much they have to post and where. https://lnkd.in/geyj8tWV #fashion #invstment #metaverse