Quote of the day
“The It Bag is a totally marketed bullshit crap. You make a bag, you put all the components in it that you think could work, you send it out to a couple of celebrities, you get the paparazzi to shoot just when they walk out of their house. You sell that to the cheap tabloids, and you say in a magazine that there’s a waiting list. And you run an ad campaign at the same time. I don’t believe that’s how you make something that’s lasting — that becomes iconic as a design.”
Bottega Veneta’s Tomas Maier
[Bottega Veneta bag, Netaporter.com]
31 December, 2010 @ 1:30 pm
YES. Interestingly, they're doing this more and more with make-up and skincare too – when the D&G range launched last spring, there was talk of huge waiting lists. I went there a few days after the counter opened, and nothing had sold out. This sort of marketing increasingly turns me completely off a brand – I haven't even bothered to take anything other than a cursory look at Burberry cosmetics.
31 December, 2010 @ 1:39 pm
This is a very interesting quote, I wonder how far this kind of thing extends into all kinds of market, especially things like the technology and gaming world. Thanks for sharing!
31 December, 2010 @ 2:51 pm
Yes, but how then did the Birkin come about? It was named after someone (as is the Alexa – erghhh), a wait list applied and celebs carrying it. It's what it's all about – aspirational!
31 December, 2010 @ 5:04 pm
Very Simon G, can I suggest you get yourself a copy of Bringing Home The Birkin by Micheal Tonello? which might put a stop to the Birkin waiting list myth? it's an entertaining read. Ax
2 January, 2011 @ 2:26 pm
One more reason to buy what you love, not what's "IT" for the season!