There are two predominant trends in fashion strategies at the moment. One is going to be as widespread on as many media platforms as possible. Here Burberry and Louis Vuitton are at the forefront.
The other trend is the opposite - exclusivity and secretion, to get lots of publicity. Here Tom Ford is one of the pioneers. He had issued a camera ban and only invited 100 people for the display of his new collection.
The question is then, what works best. I mostly lean on the last strategy. Because the luxury goods become mainstream with the first method, that exacerbates the exclusive when luxury grows.
They may sell more on the short run, but simply undermines their brand in the long run.
Tom Ford will in turn achieve the opposite.He is creates greater interest, making his design more exclusive and rewarding.
It will be exciting to follow and see who succeeds. You can read more about these tendencies on website of Fashion Forum here.
The other trend is the opposite - exclusivity and secretion, to get lots of publicity. Here Tom Ford is one of the pioneers. He had issued a camera ban and only invited 100 people for the display of his new collection.
The question is then, what works best. I mostly lean on the last strategy. Because the luxury goods become mainstream with the first method, that exacerbates the exclusive when luxury grows.
They may sell more on the short run, but simply undermines their brand in the long run.
It will be exciting to follow and see who succeeds. You can read more about these tendencies on website of Fashion Forum here.
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