Fashion Consort News Bytes

著者： Fashion Consort / Joshua Williams
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  • A unique, short-format podcast that features insights and perspectives on breaking news and current issues, all focused on the multi-faceted business that is fashion. News Bytes is written by Joshua Williams, produced by Fashion Consort and distributed in partnership with FashionUnited, your trusted global network for fashion news, business intelligence and jobs.
    © 2020 Fashion Consort
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A unique, short-format podcast that features insights and perspectives on breaking news and current issues, all focused on the multi-faceted business that is fashion. News Bytes is written by Joshua Williams, produced by Fashion Consort and distributed in partnership with FashionUnited, your trusted global network for fashion news, business intelligence and jobs.
© 2020 Fashion Consort
政治・政府 社会科学 ファッション・テキスタイル
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  • The Ins and Outs of Fashion

    The Ins and Outs of Fashion
    2022/03/31
    Fashion by definition, is the style or styles worn by the majority of a population at any given time. In other words, whatever most people are wearing right now—a particular, color, pattern, cut or silhouette—is “in fashion,” “in style,” “a la mode.”  Contrary to popular parlance then, fashion is more about fitting in than standing out. It emphasizes group identity, highlighting those groups who wield the most power, or social significance, in the moment. Fashion underscores and externalizes the cultural zeitgeist. And by recognizing what is “in fashion” companies are able to best engage their audience and make a profit. It seems then that fashion companies should simply be keen observers of the present in order to ensure their ongoing viability. And yet, it’s not quite so simple in an industry where determining what to produce often begins two years before a product arrives. This requires companies then to be constantly ahead of the curve in terms of potential societal trends, in order to deliver appropriate styles. Experts in trend analysis help to facilitate this process—and have become highly sophisticated at mining data to do so--albeit still victim to global health pandemics and Mother Nature. But there is another interesting tool at play—and that is the role of marketing in selling a particular trend. It starts in the business-to-business space—mills selling brands what fabrics they determine will be “in style,” brands then selling retail buyers on the clothes made from these fabrics at trade shows or on the runway, and then retailers selling customers on these same looks. In short, it’s the fashion industry, at large, that sells society on what will be “in fashion.” For the full transcript, visit: FCNewsBytes.com Learn more about your ad choices. Visit podcastchoices.com/adchoices
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    7 分
  • Conversation with Schanel Bakkouche: Retaining Exclusivity via Social Media

    Conversation with Schanel Bakkouche: Retaining Exclusivity via Social Media
    2022/03/24
    Joshua Williams: Luxury brands are increasingly under stress to expand their market beyond their typical customer base. And in some cases, many brands have been effective, but in other cases, it's alienated the core customer. So, my question for you, Schanel, is can luxury brands retain their exclusivity, notwithstanding the consistency required around digital content distribution. Schanel Bakkouche: Thank you for having me again. Social platforms characterized by their mass appeal, accessibility, and availability, contradict the very concept of luxury. Obviously, if we think exclusivity of brand, we can think of iconic items from renowned luxury brands; and not everyone owns them. This exclusivity helps luxury brands to maintain their stature: known by all, but paradoxically consumed by a few.  I would mention a few points that are very important. First would be apply the personal touch and stay more authentic. Too often luxury brands will use one generic message.  Then another point that it's very important is use consumer data. I think that customer data needs to be used to gain insight into what customer browse and add to their shopping cart, the offers that resonate with them and they respond to. By using signals such as purchasing behavior, interest, context, and location, luxury brands can make consumer feel that the communication are explicitly tailored to them, to receive personal attention, not to be addressed as a member of a broader audience. You know, this mindset can help luxury brands approach content and service in more meaningful ways.  The other point would be experience. Obviously social media platforms are taking steps to embed the entire shopping journey from discovery to checkout. So, incorporating live streaming sales, integrated product catalog, and now even AR. So, the experience is very crucial point here again, to keep the exclusivity of luxury brands.  For the full transcript, visit: FCNewsBytes.com Learn more about your ad choices. Visit podcastchoices.com/adchoices
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    12 分
  • Conversation with Schanel Bakkouche: Content Snacking

    Conversation with Schanel Bakkouche: Content Snacking
    2022/03/17
    Welcome back Schanel. It's so nice to have you. What is content snacking?  Schanel Bakkouche: Yes, of course. So, we all love snacks, right? So they can never compare to a lavish spread, but the instant gratification that snacks give is undeniable. It's the same with the way we consume content. If we take today Twitter and I think Twitter is very good example, who would have thought, a few years ago, that this just 140 character medium of expression will change the way we communicate with each other. I feel like, the discipline of word limits imposed on Twitter user has saved us from rambling often found on the internet. And which actually made it even a better tool today and even a more relevant tool. Joshua Williams: And you're absolutely right about Twitter in the sense that in many ways it's easier to consume. It comes in much more curated means. What does that mean for a luxury brand? How do they create strategies around content snacking, when usually their focus is on telling a much more lavish, as you said, story or narrative about their brand?  Schanel Bakkouche: I mean, I would say that due to the fact that we are living in a time where visibility matters most, the flip side is that competition and growth within the luxury industry here is forcing brands to find new ways of developing creative brand awareness. I think this is where, like, you know, content snacking means a lot for brands, to develop their marketing strategy because they just need to communicate differently. For the full transcript, visit: FCNewsBytes.com Learn more about your ad choices. Visit podcastchoices.com/adchoices
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    10 分

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