Discussions about the fashion industry thread

[clee1982]

or influencer, if it's still a thing these days...

 

[cb200]

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]

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]

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]

I wonder if Lil pump gets free Gucci. If anyone does it shoild be him.

 

[OccultaVexillum]

And here I am getting excited when Lemaire and Jil send my orders with a branded coat hanger

 

[dieworkwear]

I wonder if Lil pump gets free Gucci. If anyone does it shoild be him.

He prob gets a lil pumped

 

[Joytropics]

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]

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]

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.

 

[Joytropics]

I wish it was that simple

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.

 

[GoldenTribe]

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.

 

[London]

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]

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.

 

[Texasmade]

Chrissy Teigen Tells 'Rich' Friends to Stop Asking for PR Boxes—With a Side of Shade for Alison Roman

At least one celebrity isn't going to be giving away as many PR boxes. Good for Chrissy on calling out her rich friends wanting free ****.