Marketing

Stage two in the re-invention of Miley Cyrus has begun, thanks to Marc Jacobs and his new ad campaign. After taking a wrecking ball to her Disney image via Terry Richardson and the twerking with Robin Thicke VMA incident, thus rendering her former self unrecognisable, she is now rebuilding. It’s one of fashion’s talents, after all; the Eliza Doolittle story writ lux. Will it work in this case? Betcha yes. Indeed, the entirely canny one-two-punch of Richardson/Jacobs to recreate Miley seems like strategy at the highest level. I don’t think this all happened by accident. Read more

So marketing megalith IMG has just been sold to private equity firm Silver Lake Partners and talent agency William Morris Endeavor for more than $2.3 billion – which means, as those of us who follow these sorts of thing know, that assorted fashion weeks from New York to London, Berlin, Tokyo, Moscow, Miami, Toronto and Sydney have just also been sold, IMG owning the rights to those events (among others). Which has interesting implications for the debate currently raging in fashion about the purpose of fashion weeks itself: namely, are they for the trade (for buying and selling clothes) or, as fashion becomes more and more a part of pop culture and a driver of social media, are they entertainment for the public and marketing for the brands? Read more

Delphine Arnault, aka the woman who is doing all that designer wooing/moving at LVMH (think Nicolas Ghesquiere to Vuitton, and J.W. Anderson to Loewe), is not the only tall, blonde, smart daughter of a luxury brand founder to be making an impact on the creative side of luxury; now Virginie Courtin-Clarins, aka the granddaughter of the founder of beauty group Clarins, aka the new Director of Development, Marketing and Communications of Mugler Fashion, has just announced the appointment of David Koma as Artistic Director. Like Mr Anderson, Mr Koma is part of the new wave of Hot Young British designers. And like Ms Arnault, Ms Courtin-Clarins, who is in her late 20s, is part of a new generation of luxury scions entering the business and reshaping their brands. Read more

No, that is not a type in the title. A new paper recently landed on my desk from a New York consultancy called Open Mind Strategy that introduces what may be the best acronym I’ve ever heard for one of the biggest trends driving fashion/luxury right now: IWWIWWIWI – aka “”I want what I want when I want it.” It’s certainly the longest. Still, get comfortable saying it ten times fast, because I’m telling you: this is the wave of the future.  Read more

This being Black Friday in the US, and the topic of spending money being very much in the news, here’s an interesting study on the latter: BusinessInsider.com has put together a list of the 35 biggest advertisers on Facebook this year. And guess what? Despite all that lip service paid to interaction and transparency and so on and so forth, there’s only ONE luxury brand on it. Also only one fashion brand. And they are probably not the ones you would expect. Read more

It’s all about football for men’s luxury brands. What else to make of the fact that Lanvin just became the first French brand to joined the ranks of Paul Smith (Manchester United), Armani (Chelsea, plus the English national football team, twice), Brooks Brothers (InterMilan), and Dolce & Gabbana (the Italian National team and Lionel Messi, the Argentinian football player they dressed for so long, they made a whole book about him), by becoming the “official tailor” to Arsenal, the UK football club immortalised by Nick Hornby in “Fever Pitch”?  Read more

What a week. Monday, LVMH announced it was opening a giant, Google-like beauty campus in central France to help research and the local economy; Tuesday, Kering announced it was entering into a JV with Bottega Veneta designer Tomas Maier to grow his eponymous business. Yesterday, LVMH announced the establishment of the LVMH Young Fashion Designers Prize, which would award a young designer E. 300,000 and mentorship, from an LVMH exec (plus three grads a smaller amount and a year’s employ at LVMH); today, Kering announces it is creating the “Python Conservation partnership” in conjunction with the International Trade Centre (ITC) and the International Union for Conservation of Nature (IUCN SSC Boa & Python Specialist Group) “with the aim of contributing to the improved sustainability of the python trade and helping facilitate industry-wide change.” (Kering likes snakeskin; that’s a look from the Gucci spring/summer 2013 show, above left.) Zowie. What are they putting in the water over there in Paris? Anyone else feel competition to be good heating up? Read more

Phoebe Philo (that’s her, left) is in New York thanks to Celine’s support of the MOMA’s Isa Genzken retrospective, which opens tonight, and we were chatting about it when she revealed some exciting news: she had decided NOT to bring her pre-collection to New York, but was just going to show it in Paris, and she had decided NOT to post it immediately on-line on such sites as style.com, but to keep it behind the scenes until just before the clothes actually were delivered to stores. That’s some pretty active swimming against the tide there. Read more

The news yesterday that Marco Zanini, former creative director of Rochas, would become the new creative director of the relaunched House of Schiaparelli, which would also join the couture calendar, is the sort of news that normally would send the fashion world into such a frenzied show of breast-beating (what will happen to Rochas!!) and excitement (what will this mean for Schiaparelli?!) it would put the actual shows on the runway to shame. Except this time no one batted an eyelash. They yawned, and moved on. How’d that happen? Expectations management via social media. There are lessons here for us all. Read more

It is one of the great ironies of the digital age that, in order to get people’s attention, the best way to do it is with a physical product. Last night, in Paris, the web site the Business of Fashion hand-delivered, ‘round midnight to a big chunk of the fashion crowd, a thin, matte paper magazine entitled “The BoF 500,” aka the Fashion 500. Catchy title, no, for those all obsessed with the Fortune 500? What do you think THEY’RE going to be reading at breakfast/in the car/on the bleachers while they are bored waiting for shows to start (which is when you normally see a spike in Twitter traffic)? Way to grab some eyeballs! Way to be part of a trend! So what is it exactly? Read more