CentrallyLocate
Well-Known Member
- Joined
- Sep 13, 2019
- Messages
- 64
- Reaction score
- 69
I think they really went about the worst way in launching the brand. Menswear labels have, like womenswear, a core of dedicated fans (albeit smaller in number both proportionately and absolutely) - such as those of us on this board - who follow every major designer, runway show etc... But beyond that the name recognition of men is much, much narrower and more limited to the very biggest brands.
Think about it this way: the average woman who enjoys dressing well and wears designer, but who is not a fashion ‘fan’ (ie. doesn’t watch runways or follow designers) can probably name 20+ major houses, designers or labels, plus a few streetwear or more avant garde brands. The average man who enjoys dressing well may be able to name some edgier streetwear brands, but among the major houses has probably only heard of LV, Dior, Chanel (this is why Hedi setting up a Chanel Homme would be legendary), YSL, Gucci, Prada and maybe Balenciaga and Balmain. Celine is not on that list. Even for men who know/are in relationships with women into fashion, they probably don’t know or care about Celine’s men’s collection.
So the only audience the brand has had so far over the last year is mens fashion fans who actually know who Hedi Slimane is, who know what Margiela and Haider Ackerman and Ann D and Rick Owens are. Guys who probably follow fashion meme pages and make jokes about archive raf bombers etc etc... In other words, a niche audience. The brand that LVMH wants Celine to become for men has to be built up over time. It won’t take 3 years, it will take a decade or more.
Think about it this way: the average woman who enjoys dressing well and wears designer, but who is not a fashion ‘fan’ (ie. doesn’t watch runways or follow designers) can probably name 20+ major houses, designers or labels, plus a few streetwear or more avant garde brands. The average man who enjoys dressing well may be able to name some edgier streetwear brands, but among the major houses has probably only heard of LV, Dior, Chanel (this is why Hedi setting up a Chanel Homme would be legendary), YSL, Gucci, Prada and maybe Balenciaga and Balmain. Celine is not on that list. Even for men who know/are in relationships with women into fashion, they probably don’t know or care about Celine’s men’s collection.
So the only audience the brand has had so far over the last year is mens fashion fans who actually know who Hedi Slimane is, who know what Margiela and Haider Ackerman and Ann D and Rick Owens are. Guys who probably follow fashion meme pages and make jokes about archive raf bombers etc etc... In other words, a niche audience. The brand that LVMH wants Celine to become for men has to be built up over time. It won’t take 3 years, it will take a decade or more.