Behind Zegna’s Big Bet on Film - The Business of Fashion SHANGHAI, China — The closing event of Shanghai Fashion Week last Wednesday was not your typical runway spectacular. Instead, Italian menswear giant Ermenegildo Zegna took over the city’s Exhibition Centre to premiere a big-budget cinematic thriller, A Rose Reborn, directed by internationally acclaimed South Korean director Park Chan-wook. It’s not the first time that Zegna’s creative director, Stefano Pilati, has used film to tell his story of the brand. Amidst slumping sales growth in China, the film was explicitly created to reaffirm Zegna’s position in the market, where the brand opened its first store in 1991, long before other luxury brands. Pilati assembled an impressive team to bring the concept to life. “What I knew is that I wanted to work with an Asian director and a Chinese actor. The film follows an aspiring and passionate engineer (Huston) as he attempts to broker a business deal with an enigmatic Chinese tycoon, Mr Lu (played by Wu).
Louis Vuitton Ranked World's Most Valuable Luxury Brand In the luxury world, the top dogs are exactly who you might expect them to be. According to a new ranking from the research group Millward Brown and the advertising conglomerate WPP, Louis Vuitton — the crown jewel in the luxury conglomerate LVMH's portfolio — is worth an estimate $24.7 billion, making it the most valuable brand in the sector. To calculate a brand's value, the study looks at corporate earnings, its potential for future earnings and qualitative factors like meaningfulness, distinctiveness and salience that speak to consumers' attitude toward purchasing its products. For brands like Vuitton that are part of a larger company, figuring out that financial value is a matter of figuring out its percentage contribution to overall sales. Trailing behind Vuitton, there's Hermès ($19 billion), Gucci ($13 billion), Chanel ($9 billion), Rolex ($8.5 billion), Cartier ($7.6 billion), Prada ($6.5 billion), Burberry ($5.7 billion), Michael Kors ($3.8 billion) and Tiffany ($3.2 billion).
Top 10 Fashion Films of the Season - The Business of Fashion LONDON, United Kingdom — As online video consumption continues to grow, short fashion films have become an increasingly important component of brand advertising campaigns, though, on the whole, the genre still suffers from a host of challenges relating to lack of budget, poor distribution strategies and the political power wielded by photographers and their agents. In past seasons, big-budget cinematic-style epics, snappy dance-driven shorts and films propelled by humour have typically attracted the largest audiences. This time around was not much different. Zegna’s ambitous “A Rose Reborn” directed by Park Chan-wook made our list, as did Alexander Wang’s funny Autumn/Winter campaign film, featuring Chris Kattan as Mango, a character from the American comedy show Saturday Night Live. This season, we also created a fashion film of our own! Now, without further ado, sit back, relax and enjoy BoF’s Top 10 Fashion Films of the Season. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Konnichiwa!
Queen 'helps sell UK luxury brands' The Queen plays a key part in selling Britain's luxury brands abroad, according to Warwick Business School. With the luxury market worth around £167 billion last year, many brands have found a perceived association with royalty provides a key advantage over rivals. "Luxury goods are defined as those satisfying hedonic rather than functional needs and our research has found this is an area that Britain enjoys a distinct advantage in," said Professor Qing Wang. "The Queen is a significant reason for this, as a very important factor that makes Britain stand out is that it incorporates tradition and innovation seamlessly. "Put differently, Britain's advantage lies in the so-called soft power, which is defined as the ability to get what you want through attraction rather than through coercion, and the UK's royal heritage is a key part of that." The research focused on the China, one of the biggest markets for luxury goods.
Johnnie Walker Aims for Luxury Status with Five-Star Exclusive Theater Johnnie Walker is upping the stakes in experiential, content marketing to promote its latest exclusive whisky blend and transform into a luxury brand. Following on its growing stable of Johnnie Walker House local retail experiences in Shanghai and beyond and its global campaign that included a short film starring Jude Law, JOHNNIE WALKER® BLUE LABEL™ next week will stage a one-of-a-kind brand experience in London: Symphony in Blue, billed as "the world’s first theatrical, experiential, musical and artistic journey." Three performances (two evening and one matinee) will take place on Sept. 16/17 in a multi-sensory cultural event designed to turn elite influencers into brand advocates. The event is being "exquisitely crafted by a star-studded team" that produced the memorable London 2012 Olympics opening ceremony. The goal of the upscale activation is to put the brand on the level of a Burberry or Tiffany with a discerning and deep-pocketed class of consumers.
The Challenge of Creating Digital Content for Luxury Brands Digital media has given luxury customers more power than ever before to shape the image of the brands they follow. How can these brands translate their heritage and historical image into content that will resonate with the hyperconnected consumer of today? Luxury brands are masters of inspiring their customers with the heritage, history and loftiness of their products. They do this with an almost unspoken code that only their loyal followers truly understand. People don’t just buy handbags; they buy the heritage, the workmanship and the story of the brand. Yves Carcelle, former CEO of LVMH says in an upcoming INSEAD Knowledge interview with my colleague Andrew Shipilov, INSEAD Associate Professor of Strategy that “the [fashion] houses have a soul. In a digital world, leaders of luxury brands will still play a significant role in building the brand dream. How to integrate new media with the customer journey? Digital fits perfectly into this role.
10 Most Powerful Luxury Fashion Brands In The World The luxury market has been growing significantly over the past couple of years and is still continuing on an upwards trend. Experts forecast an annual growth rate for the luxury goods market of 5-6% between 2013 and 2015. The Brain & Company estimated the luxury market to be valued at $274 billion, with a potential to reach an astonishing value of $290 value by 2015. Whilst the luxury market has been dominated by Louis Vuitton, which continues to be the most valuable luxury brand on a global scale, other names have been emerging as potential market leaders. It is believed that Prada and Gucci experienced such high growth in brand value due to an increase in Asian customers, at home and abroad. On the other hand, in the past year Louis Vuitton dropped its brand value by 12%, but it sill maintaining a top 30 position in the world’s most valuable global brands. Read on to find out the Top 10 World’s Most Powerful Luxury Brands. 10. 9. 8. 7. 6. 5. 4. 3. 2. 1.
Chanel vs. Chanel: Coco's Brand Steps Off the Runway and Into the Courtroom Chanel is ubiquitous—on the runway each fashion week, in its boutiques lining Fifth Avenue and Rodeo Drive, and now in the courtroom as it seeks to uphold its trademark rights against a little-known salon and spa in Indiana. Merrillville, Indiana, to be precise. According to papers filed in the US District Court in Hammond, Indiana, Chanel Inc. has filed a trademark infringement action against Chanel’s Salon, arguing that the salon is benefiting from an association with the chi-chi brand’s reputation. The LVMH-owned brand also claims it has sent cease and desist letters that have been ignored. The fame of the Chanel trademark is hardly disputable, a factor weighing in the luxury brand’s favor. The court will also consider that Chanel’s Salon is owned by Chanel Jones, and therefore, it would seem that her use is not intended to be adverse to the label started by designer Coco Chanel. Unfortunately for Ms. It might be hard for a Mrs.
Versace Official UK Online Store | Fashion Clothing & Accessories Class Action: The Fashion Brands Training Tomorrow's Artisans - BoF - The Business of Fashion Traditional fashion schools are in the business of producing the runway stars of tomorrow. Top-ranking education centres such as Central Saint Martins (CSM) in London, Parsons The New School for Design in New York and the Royal Academy of Fine Arts in Antwerp have had considerable success in forming famous fashion designers, include Marc Jacobs, Tom Ford, Christopher Kane and Raf Simons. When they aren't churning out the next generation of headline fashion names, these institutions are busy schooling future design teams, who toil anonymously behind the scenes, not to mention the marketing, communications and business departments that support the creative endeavours. What they don't do, however, is produce the next generation of highly skilled artisans. 'The primary purpose of our school is for the students to learn to develop their own creative design signature,' says Anne Smith, dean of CSM in London. This is where luxury goods companies are keen to enter the picture.