Is the Fashion Industry going to face the Millennial Bubble?

I always thought that consumer trends should be taken with a pinch of salt. Apparently Fashion and Luxury brands are becoming obsessed with Millennials. Why? It’s easy to understand: – targeting the young and cool allows more eccentric and crazy collections helping the brand visibility – catching new generations with purchase power means increasing the … Leggi tutto

Let’s Go Back to the Basics!

Dear Fashion Brands, Let’s go back to the basics! Before getting obsessed for VR and AI and avant grade technologies, make an assessment on the foundations of your Brand and how they are put in place effectively. Must-haves for any Brand are: – a clear and detailed written Brand vision and positioning based on the … Leggi tutto

Why Bulgari does it better in Experiential Marketing

Following the Bvlgari CEO Jean Christophe Babin Instagram account we experienced live and through his lenses the luxury experience that the Brand provides to its own followers and customers. The real time reportage recently highlighted a few details that make the difference for a Luxury brand: – the authentic passion of the CEO for the … Leggi tutto

Chanel and the Wealth Trap

Chanel is a legendary luxury brand owned by the Wertheimer family with an (unofficial) turnover of around 5.6 billion euro. A strong partnership between the Wertheimer family and Karl Lagerfeld, brand mastermind since 1983, made possible the healthy growth of the business and the strong enhancement of the Brand equity during the decades. Apparently (source … Leggi tutto

Burberry or the Challenge of Restructuring a Cool Brand

Marco Gobetti recently joined Burberry as CEO, Christopher Bailey made a step back focusing his perimeter on design and brand image. Some key learnings from the recent past of this staple brand are: – A Brand with 2.8 billion turnover must have CEO and Creative Director roles split. – The Creative Director (unless he is … Leggi tutto

Louis Vuitton and the Magic of a Super Brand

In a very interesting interview recently released to the SCMP, Michael Burke, the CEO of Louis Vuitton (and maker of the successful relaunch and turnaround of Fendi), pointed out some interesting Key Success Factors for Louis Vuitton in China. 1. Deep and effective work of streamlining of retail network, fixed cost optimization and margin optimization … Leggi tutto

3 Reasons Why Fashion Brands open to E-Commerce in China

Why luxury brands are eagerly jumping on the e-commerce train in China? It’s simple. 1. Because they need to keep the expected growth rates 2. Because China is the still “younger” and fresher market for fashion, full of eager customers 3. Because very likely the brick-and-mortar markets worldwide won’t perform well in the next future … Leggi tutto

Would You Ever Hire an Electrician to Repair your Patek Philippe Tourbillon?

Would you ever hire an electrician to repair you Patek Philippe tourbillon? A fashion and luxury change of mindset in the top management recruitment is needed and, finally, acknowledged. That’s a very interesting article from today’s WWD. It’s the first time we hear about the most appropriate CEO profile for fashion and luxury after so … Leggi tutto

When the CEO is a roadblock

The CEO is always concerned about digital transformation but too quickly he returns to the old path and continues with business as usual…So very true

On Slow Luxury and Women

LVMH Moynat CEO is right on luxury brands and pretty questionable on women customers segmentation Authentic Luxury Brands Should Be ‘Slow,’ According to Moynat CEO In brief luxury is: 1. Slow and niche 2. Balance between productivity and quality 3. No sales and revenues obsession (Steve Jobs anyone?) 4. Specific target of customers=5% High Net … Leggi tutto