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As luxury goes digital, 'diffusion' brands become obsolete. The diffusion brand, as it has existed for the past few decades, feels ancient in the modern fashion industry.

As luxury goes digital, 'diffusion' brands become obsolete

In fashion, the term “diffusion brand” means a secondary line by a well-known designer. (Think Marc by Marc Jacobs, CK by Calvin Klein.) They are intended to reach a younger, aspirational demographic with lower price points and edgier items — all while generating extra revenue. Do Diffusion Lines Still Make Sense? LONDON, United Kingdom — Since their inception, second-tier “diffusion” lines like Emporio Armani, D&G and Marc by Marc Jacobs, which combined the halo of a designer brand with more accessible fabrications and lower price points, grew to become crucial channels for increasing awareness, recruiting younger consumers and generating reliable revenue streams.

Do Diffusion Lines Still Make Sense?

But in recent cycles, seismic shifts in the market have since put significant pressure on the concept of diffusion lines. For one, diffusion lines, which once dominated the middle market, must now contend with the rise of accessible luxury titans like Michael Kors and Tory Burch, both of which position their more affordable offerings as genuine mainline product. Diffusion lines are now “squeezed on three fronts,” observed Luca Solca, head of luxury goods research at financial services firm Exane BNP Paribas. Art of the Trench. How social media is transforming the fashion industry. Image copyright Brooklyn Beckham/Burberry When Brooklyn Beckham revealed on his Instagram feed that he would be photographing Burberry's latest fragrance ad campaign, the outrage was palpable.

How social media is transforming the fashion industry

Commentators rushed to criticise the fashion house's choice of the 16-year-old son of David and Victoria Beckham for the shoot, instead of an established industry professional. "Insulting to every artist out there"; "completely disrespectful to the artist community"; and "so tired of these celebrities buying their kids into everything" were some of the printable reactions. But Burberry boss Christopher Bailey suggested it might have been Brooklyn's 5.9 million Instagram followers, rather than his parents, that got him the gig. What’s the point of social media for luxury brands? Research from Emerson College’s Engagement Lab, suggests luxury brands performing well in social media engagement often lagged behind in word-of-mouth (WOM) performance.

What’s the point of social media for luxury brands?

At the same time, brands who performed well in the WOM arena were making less impact in social media. Tiffany, Kate Spade New York, Valentino and Christian Louboutin were showing high eValue scores in the research, while Ralph Lauren and Gucci were top of the index for offline conversations. Online and offline sharing is crucial for luxury brand success. The fashionable rise of Selena Gomez, from Disney to the new face of Louis Vuitton  Style Notes: Selena Gomez, Nicolas Ghesquiere Front Vogue; Ashley Graham's InStyle Gig. 4:06 PM PDT 5/25/2016 by Sam Reed Selena Gomez Shares Vogue Brasil Cover with Nicolas Ghesquiere [Instagram] Selena Gomez and Louis Vuitton's creative director Nicolas Ghesquiere were photographed by Bruce Weber for one of two covers for Vogue Brasil's June issue.

Style Notes: Selena Gomez, Nicolas Ghesquiere Front Vogue; Ashley Graham's InStyle Gig

Gomez shared the news with her 80 million followers on Instagram and hinted at a possible collaboration with the brand, writing, "exciting things coming with this brilliant man. " Gomez has been a strong ambassador for the French fashion house already, attending Ghesquiere's shows and wearing Louis Vuitton to the Met Gala. Selena Gomez Stars in Louis Vuitton’s Latest Campaign. See more photos of: Read Caption Vogue may earn compensation on these sales through affiliate programs.

Selena Gomez Stars in Louis Vuitton’s Latest Campaign

At the Louis Vuitton Spring 2015 Fashion Show, Paris 2014 Photo: Getty Images. Alexander Wang Takes See-Now-Buy-Now Approach to Resort 2017 – WWD. Alexander Wang Giovanni Giannoni/WWD Alexander Wang is trying something new for resort 2017.

Alexander Wang Takes See-Now-Buy-Now Approach to Resort 2017 – WWD

Chanel President Of Fashion Bruno Pavlovsky on See Now Buy Now and Ecommerce. FUTURE thinking was the order of the day at Chanel yesterday.

Chanel President Of Fashion Bruno Pavlovsky on See Now Buy Now and Ecommerce

While the latest chapter of the label’s great set story took on the guise of a digital data centre and the spring/summer 2017 collection was opened by two robots (followed by futuristic models carrying digitalised clutches and laptop holders), backstage at the Grand Palais, the future of the fabled French fashion house itself was the subject of our conversation with its president of fashion Bruno Pavlovsky.

Indigital From e-commerce to the harmonisation of pricing, global growth to his relationship with creative director Karl Lagerfeld, Pavlovksy was transparent as to where the company stands on all fronts – especially on the fashion industry’s favourite discussion point of the season: the subject of see-now buy-now. “Every brand has to decide what they want for their future. Post NYFW: The Success of Buy Now Wear Now for Fall 16. Looking back post New York Fashion Week at the success of “buy now, wear now” models for Fall 16 has gotten mixed reactions.

Post NYFW: The Success of Buy Now Wear Now for Fall 16

For over 70 years New York Fashion Week has influenced our apparel and beauty trends by giving the media a glimpse into styles four to six months in advance, and buyers enough lead time to procure on-trend clothing for their brick-and-mortars. This month, in response to the rise of social media stardom and the snapchat generation, a handful of fashion powerhouses including Tom Ford, Rebecca Minkoff, Donna Karan, and Ralph Lauren, changed their runway game completely by showing current season styles and making them instantaneously available for consumers to buy. ‘This “see now, shop now’, ‘buy now, wear now’, ‘stream now, buy now’, ‘ready-to-buy’, phenomena is making a statement that’s comparable to the pret-a-porter evolution of the 1920’s – and it’s shaking-up the industry as we know it.

Intimidated? Don’t be. How ‘See Now, Buy Now’ Is Rewiring Creativity. NEW YORK, United States — Fourteen campaign images.

How ‘See Now, Buy Now’ Is Rewiring Creativity

Six videos. A string of celebrity portraits. All in one day. “It was a large list of deliverables,” says photographer Inez van Lamsweerde, who, along with partner Vinoodh Matadin, was tasked with turning around all of the above in less than 24 hours. Are People Actually Seeing Now and Buying Now? The biggest topic of conversation among New York Fashion Week show-goers, aside from the weather ("Ugh, it's so hot!

" exclaimed those wearing Vetements hoodies in 93-degree heat), was "see now, buy now. " We even have the jackets to prove it. And while this September was not the first season designers experimented with showing in-season merchandise, we've seen more of them do it than ever before — in both New York and London — to varying degrees, including Rebecca Minkoff, Tom Ford, Tommy Hilfiger, Michael Kors, Alexander Wang x Adidas, Burberry, Club Monaco, Ralph Lauren, Thakoon, Opening Ceremony and Topshop. Confused yet? Fashion world balance of power shifts to social media superstars in Milan.

The most powerful women of the catwalk circuit are no longer to be found on the front row or in the industry boardrooms – but on the catwalks themselves. A tiny elite of models who have become social media superstars wield influence and commercial clout the like of which the supermodels of the 1990s could only have dreamed of. Milan fashion week has long been ruled by luxury brands, but this week a new brand leapfrogged Prada and Gucci to dominate coverage: that of 21-year-old Gigi Hadid, whose stratospheric rise in modelling is inseparable from the 23 million followers she has on Instagram. (To put this figure into perspective, consider that Donatella Versace has 858,000 followers.) This week Hadid, the star of MaxMara’s advertising campaign, walked in their catwalk show along with her 19-year-old sister Bella.

London Fashion Week 2016: As LFW AW16 nears, designers must pay attention to the increasing problem of copycat rip-offs. Burberry is one of the few luxury brands to challenge copycats (Source: Getty) As London Fashion Week gets underway, it's another reminder that designers must be vigilant to ensure their coveted designs aren’t copied by high-street retailers. Today’s copyists are quicker and better than ever before. The minute a model sets foot on the catwalk, a copycat design is already being sketched and, within a matter of weeks, or sometimes days, the copy is in production and on display in high street windows. ndiu sethrTy .s”esefmfso -tpoi rh“a vtee earctcse phtgeidh tthuaotb al osorkeanlgiiksee dd emsoirgfn ss tanriea lipnmeovci tealbilfeo.r pF-ohrg isho mwee,f syulcehv iitmailteart inoenesb meavya he veerne hbte erteagda rodte d, yalsg nfilsaitrtperruyS. Archive: I Don't Shop Fast Fashion. Here's Why … As consumers, we have come to expect fast, cheap, trendy fashion.

We have been trained to shop often and to consistently succumb to new trends, the latter of which, at the retail level, are nothing more than a marketing ploy to keep us in the sped-up shopping cycle. The prices of garments and accessories offered for sale by fast fashion retailers (think: $24 pants and $19 blouses) largely facilitate this pattern of consumption, and their ad campaigns actually make it look pretty appealing.

But fast fashion - the model of retail that typically prices garments and accessories much lower than the competition, operating in a manner that emphasizes low quality and high volume and which is pioneered by brands such as Forever 21, H&M, Topshop and Zara - is cheap for a reason, and because retailers are not paying the price it costs to manufacture clothing in a reasonably responsible manner, that means, logically, that someone else is. You can't buy style. To survive on the High Street, shops must prioritise experience and ethics. How Zara took over the high street. Say you were to walk into a London fashion week catwalk show today and order everyone to undress (this is hypothetical, by the way – please don't), an inventory of which high-street label is most worn by the fashionables would, I suspect, surprise many.

Topshop would be well represented, naturally, especially the tuxedo trousers, and the so-on-trend dungarees, and the JW Anderson knits (the high-street fashionista's answer to a Jonny Saunders). Cos and Whistles would be punching well above their retail square footage. But the name you'd find over and over again, from the front row to the standing section, in shoes and tailored jackets, in subtle navies and greys as well as this season's lemon sherbet bright? Zara. Zara has become everyone's favourite fast fashion hit, and the watercooler fashion name to drop.