Here’s the latest ‘Ask Alison’ guest post from retail expert and DRG contributor, ALISON BISHOP, on how brands are using new social strategies to monetise fashion week
Fashion month has kicked off and already the digerati style-set are hot on the heels of the latest ‘influencers’ and their preferred social media platforms. As fashion designers, media publishers, retailers and luxury brands all assess their ROI (return on investment) across social media spend, it’s influencer clicks and double-screening activities that are driving digital trends this season. (more…)
Cara Delevinge snapping selfies on the Giles catwalk; Kendall Jenner announcing her Estee Lauder gig on Instagram; the entire Victoria’s Secret show strategically hashtagged on every social stream going – welcome to the world of modeling 2.0. Boom! Suddenly the era of Versace’s lip-syncing supermodels seems rather quaint.
But then I remind myself that it’s nearly 25 years later and the fashion industry itself has undergone its own metamorphosis. (more…)
What next for Valextra? It’s a shame Design Director Alvaro Gonzalez has left the building, I thought things were going so well. It’s still one of my favourite artisanal luxury brands though – any guesses who’s in next? (more…)
Well, isn’t Gap’s new ‘Dress Normal’ campaign interesting?
As we all know, this year’s buzzword ‘normcore’ is steeped in anony Gap-style dressing, so Gap has nodded to that in its Dress Normal strapline. But don’t expect 90s-tinged bland-chic. Gap’s imagery is far more elevated and beautiful, so we’re shown not normal people (thank God, I’m a bit over normal people), but Hollywood elite types in ‘normal’ situations to represent modern-day Gap.
My favourite is Angelica Huston (top) having a coffee in a gorgeously lit diner situation (as opposed to a normcore Starbucks). (more…)