Ad execs talk about how cutting-edge fashion brands are tailoring technology to fit their marketing plans in exciting new ways
Editor's Note: Once again, we gather some ad agency friends around the virtual water cooler to get their answers to a burning industry question. This time we asked them, “What can brands and advertisers learn from the world of fashion marketing?”
Julie Michael, Executive Director, Team One
Fashion is about interesting details. The best brands pay attention to the details, and they care about creating and telling the stories behind those details. Burberry and LVMH are brands that often get it right. Their heritage is a big piece of their craftsmanship story, but that story continues to get expressed in modern, digital, and useful ways. The secret sauce is to always pair fashion with function. A marketing effort that serves a useful purpose, tells an interesting story, or meets an unmet need will win every time over a purely visual exercise—which proves, once again, that beauty is more than skin deep.
Carolyn Hadlock, Partner/ Executive Creative Director, Young & Laramore
It's difficult to separate fashion from branding, because fashion defines culture, and that's where advertising looks for inspiration. In rare cases, culture influences fashion. For example, take the Gatsby collection that was just released this week from Tiffany. The hotly anticipated summer blockbuster gave the Tiffany brand a lift through earned and social media. Fashion is even infusing the utility/work brand Carhartt with its new Carhartt WIP line that just opened its flagship store in New York. I think that brands that fit in lifestyle or enthusiast categories should have a stylist on staff to help track and leverage fashion for their brands.
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