• We would like to welcome Exquisite Trimmings as an official Affiliate Vendor. Exquisite Trimmings is a UK based purveyor of the very best in clothing and accessories, from gloves by Thomas Reimer to leather portfolios from Il Micio, to watch rolls by Rapport London. Please visit their new thread and give them a warm welcome.

  • STYLE. COMMUNITY. GREAT CLOTHING.

    Bored of counting likes on social networks? At Styleforum, you’ll find rousing discussions that go beyond strings of emojis.

    Click Here to join Styleforum's thousands of style enthusiasts today!

Discussions about the fashion industry thread

cb200

Senior Member
Joined
Jan 30, 2010
Messages
394
Reaction score
387
I love the gift bag pitches that PR reps will send out. I think we'll pass on paying to give away product at your gifting tent at the daytime emmys.
 

IJReilly

Senior Member
Joined
May 12, 2010
Messages
779
Reaction score
546
or influencer, if it's still a thing these days...
I always thought influencers were mainly used by weak brands to build a story. A strong brand would probably have influencers by their cheaper stuff to gain status. That’s my guess at least. Would be interesting to hear from somebody with real knowledge.
 

London

Distinguished Member
Joined
Dec 26, 2006
Messages
1,644
Reaction score
266
I always thought influencers were mainly used by weak brands to build a story. A strong brand would probably have influencers by their cheaper stuff to gain status. That’s my guess at least. Would be interesting to hear from somebody with real knowledge.
Strong brands use them to help contextualize their stories in a way they could never think of. Beyond their media platform and distribution a great influencer will actually influence and shift the way that people inside and outside the company think, feel and behave.
 

sushijerk

Distinguished Member
Joined
Aug 19, 2006
Messages
1,060
Reaction score
6,465
I wonder if Lil pump gets free Gucci. If anyone does it shoild be him.
 

OccultaVexillum

Distinguished Member
Joined
Aug 1, 2013
Messages
9,355
Reaction score
8,535
And here I am getting excited when Lemaire and Jil send my orders with a branded coat hanger
 

Joytropics

Senior Member
Joined
Oct 5, 2018
Messages
509
Reaction score
462
I always thought influencers were mainly used by weak brands to build a story. A strong brand would probably have influencers by their cheaper stuff to gain status. That’s my guess at least. Would be interesting to hear from somebody with real knowledge.
People over-complicate marketing, but a lot of it is just jamming your brand into people's brains over and over again. There's a common notion that it takes 7 touches to make a sale, which I think is roughly true.

This usually won't make people purchase something they wouldn't have in the first place, but it can shape a purchase between brands.

If you're in the market for cheap canvas sneakers, you're not going to buy Gucci loafers just because you saw influencers wearing them. But if you're in the market for Italian status symbol shoes and you're bombarded with Gucci over and over again on Instagram, you'll probably end up choosing them over Ferragamo.
 

London

Distinguished Member
Joined
Dec 26, 2006
Messages
1,644
Reaction score
266
People over-complicate marketing, but a lot of it is just jamming your brand into people's brains over and over again. There's a common notion that it takes 7 touches to make a sale, which I think is roughly true.

This usually won't make people purchase something they wouldn't have in the first place, but it can shape a purchase between brands.

If you're in the market for cheap canvas sneakers, you're not going to buy Gucci loafers just because you saw influencers wearing them. But if you're in the market for Italian status symbol shoes and you're bombarded with Gucci over and over again on Instagram, you'll probably end up choosing them over Ferragamo.
I wish it was that simple
 

LA Guy

Opposite Santa
Admin
Moderator
Joined
Mar 8, 2002
Messages
47,327
Reaction score
21,368
He prob gets a lil pumped
Styleforum formally apologizes for the above post and emphasizes that while we maintain community standards, we are also commited to protecting the creative expression of its members.
 

GoldenTribe

Distinguished Member
Joined
Jan 7, 2010
Messages
3,806
Reaction score
2,144
If brands like Fear Of God stopped making thousands of pairs of $1100+ sweatpants every season, they might not need to discount them all to 70% off. (They don't have a fly -- not even a non-functional stitched fly, which I've seen on $19 mall-brand sweatpants.)



I remember Demna declaring at the beginning of Vetements that it never went on sale because it didn't need to. Within 4 years, Vetements clothing was routinely available at 70% off during end-of-season sales. Part of it was probably people getting sick of the Veblen business model, but I have no doubt that another important factor was that there was just too much Vetements clothing and it was priced astronomically (even leaving aside the fact that it was all pretty much grubby printed cotton basics).

Today, there is "too much" expensive clothing in every category.

The discussion about the seasonal schedule, the timing of sales, and the magnitude of discounts a few pages back was interesting, but it seems to have largely ignored this other factor.

Nobody actually needs a $900 dress shirt, let alone at a cost of $900, even if it's one of the rare items that seems to fully justify its price in materials and craftsmanship. And the number of $900+ shirts out there for sale at any given moment is absolutely staggering. (Most of them, needless to say, do not [seem to] fully justify their price; I will never forget a plain men's cotton button-up shirt by Marc Jacobs for $1,100, with no embroidery or details of any kind to explain the cost. The price was like a challenge to the consumer.)

Now repeat the same observation for every other category of menswear, and then repeat it again -- amplified tenfold -- for every category of women's clothing and accessories. Even if you erase all fast fashion from the marketplace, the sheer amount of clothing is numbing. Of course it's never all going to sell at MSRP.
 
Last edited:

London

Distinguished Member
Joined
Dec 26, 2006
Messages
1,644
Reaction score
266
What's missing?

Of course simple doesn't mean cheap or easy. Effective media-buying is very difficult, and the well-known specialists command huge fees.
Just throwing media weight at something isn't the whole answer. Brand strategy, Audience and cultural insights, Media, messaging, product proposition, service, context, targeting, seasonality, distribution, etc have to all add up to drive a relevance point of view that people buy into. It ain't easy process man.
 

bry2000

Distinguished Member
Joined
Oct 22, 2004
Messages
7,167
Reaction score
3,487
If brands like Fear Of God stopped making thousands of pairs of $1100+ sweatpants every season, they might not need to discount them all to 70% off. (They don't have a fly -- not even a non-functional stitched fly, which I've seen on $19 mall-brand sweatpants.)

They don’t even have side tabs and extended waistbands. SMH.
 

Styleforum is proudly sponsored by

Featured Sponsor

How do you feel about spending money on non-essential goods during the Covid-19 crisis?

  • I don't want to spend money at a time of economic uncertainty, even if I could afford it.

  • I feel compelled to spend to help small businesses that are struggling.

  • I reduced my budget for non-essential goods and I'm not spending at the moment.

  • Not much has changed for me and I'm still buying stuff I can't afford.


Results are only viewable after voting.

Related Threads

Forum statistics

Threads
438,649
Messages
9,455,092
Members
198,158
Latest member
retamasten
Top