Archive for ‘Marketing ideas’

October 24, 2012

Tavi Gevinson. Young Phenomenon of Future Fashion Business

Tavi Gevinson. A phenomenon of todays fashion publishing.

Today Toronto Star has made a post about Tavi Gevinson, an American fashion blogger who several years ago has blown Internet with her creative blog about fashion. Tavi made headlines when her photos in front rows of Paris Fashion Week surfaced up , and then a few more together with John Galliano. This was back when John Galliano was still a living legend, still a head of House of Dior and Tavi a child really, but flamboyantly dressed with grey colored hair.

Tavi’s story was very simple. She was blogging about fashion posting simple pictures she found online and in fashion magazines about what interested her. And then after a year or so, her blog somehow was picked up by Google attracting millions of hits a month. When you get millions hits a month, your blog becomes something like a Justin Bieber early YouTube videos – a phenomenon of todays Web 2.0. Tavi’s blog was mentioned by a fashion magazine and then she got interviewed by New York Times and subsequently endorsed by fashion brands to blog about them. She became an Internet sensation.

Few months later, back in 2010 I wanted to show her blog to my daughter and found that Tavi’s blog was down. There was a message from Google Blogger service stating that the blog was taken down for “copyright” concerns. I was a bit puzzled and thought it was some kind of a joke. But today when Toronto Star has wrote about now 16 year old, I am more than happy. Young people should get a chance. All that hard work she did travelling around America, making photos and writing creatively can not be wasted. In fact it is remarkable that her blog The Style Rookie is still hosted by Blogger…

Anyhow, I find Tavi a phenomenon of today’s publishing. Ever since blogging became a norm and the most common form of website, people like Tavi overpower fashion magazine editors and journalists. When you look at her blog today you see that she mostly writes about herself, her ideas and likes slightly connecting them to brands, trends, fashion news and so forth. Her blog appears very far from commercial bias, information presented in a free opinionated, a little bit childish form. People love that. Young people love that. Teenagers love that. Young people feel good about not being lied to, they are fed up with outdated advertisements that haven’t changed since 1960’s. Ads themselves didn’t change, just where they are shown has changed. Tavi simply gets it.

Tavi has a bright future. I surely hope that she can one day head the Elle, or Vogue magazine or some very large Advertising company.

June 2, 2011

Designer Mobile Phones and Smart Phones – Future of Tech Luxury Accessories

Designer phones and smart phones is an untapped market that presents opportunity of $10 billion. Such phones are created in collaboration between phone manufacturers and fashion or jewellery designers and launched with a collective effort through either distribution chain. In the past Nokia and Samsung were most active and have brought the idea to the mass market through collaborations with Dolce & Gabbana, Dior, Armani, Versace and others.

First phones started to appear in 2006, but by 2011 offering has surprisingly dropped. Today only handful of such collaborations is active and selling. Gucci, Hugo Boss had rumours that failed through. We did our research to see what is out there or what was out there. Our list includes Fashion and Jewellery companies only. Some of the auto manufacturers filled the niche quite strongly currently offering phones from Ferrari, Porsche, McLaren Mercedes in collaboration with Alcatel, LG and Sharp.

We would really like to see such companies as Bvlgari, Tiffany, Valentino, Gucci, Luis Vuitton join the game – this is really a serious untapped multi billion market. In fact we yet to see BlackBerry or iPhone join the game. Yes, there are many accessories such as cases, pockets in purses or chain links offered by almost every major designer label, but entire phones is something completely different.

Dior Nokia Phone

Are selling now on Dior website. First released in 2008. There are mother of pearl, gold sapphire, sapphire crystal and diamond designs offered. Diamond sells for $29,000 in case you wonder. Made in collaboration with ModeLabs, phone has a touch screen display and camera. Blogger reviews give the overall functionality low reviews, but design is definitely fronts the market right now.

D&G phone

Dolce&Gabbana Phone

What can make Motorola Motorazr still interesting? Initially released in 2006 in collaboration with Dolce Gabbana MOTORAZR V3i DG by Motorola phone is equipped with 1.2 Megapixel camera, MP3/Video Player, Bluetooth technology, and a solid battery life lasting 6.5 hours of talk time.

Armani phone

Armani Smart Phone

Armani collaborated with Samsung and in 2007 released design for SGH-P520 model. Minimalistic style seems to only include Armani logo with everything else coming from standard Samsung smart phone. Phone has been since discontinued. It included 2.6 in display, 3.15 Megapixel camera and battery allowing 6 hr talk time.

prada phone

Prada Phone

Released in 2007 LG’s Prada Phone KE850 has 2-Megapixel camera, also capable of recording videos, 8 MB of storage space, built-in MP3 and video player. Just like Prada sunglasses this phone comes with a Prada cell phone carrying case and cleaning cloth.

Levis Phone

LEVIS Phone

Jeans manufacturer LEVIS was not going to just watch premium brands play the game. Released in 2008 phone has a radio, an MP3/Video Player, 2 GBs of storage space and 2 Megapixel camera. Phone is offered in two colors “Silver Shiny” and “Gold Shiny” and a flip-open cosmetic mirror.

Giambattista Valli Phone

Giambattista Valli Phone

Giambattista Valli is a niche designer for Vatican, formerly with Fendi and Ungaro. His collaboration with Nokia produced 7373 model equipped with 2 Megapixel camera, an MP3/Video Player, a Radio, and Bluetooth Technology, built-in “Rhodium” ring tone.

Versace Versus phone

Versace Phone

Versace Samsung E500 was released under the youth label Versus in 2006. This flip phone is available in three colors and contained all specifications of typical Samsung’s basic SGH-E500: 1.3 megapixel camera, a music player, and support for Bluetooth wireless connections.

tag heuer phone

Upcoming Tag Heuer Phone

Tag Heuer is taking orders for over 12 designs of their signature phone. Design is inspired by their watch collection integrating several functions, such as reversible clock, 1/100 of a second chronograph and incoming call identification. Dual display is especially convenient as one shows time while the other addresses phone functions. 2 megapixel camera, long battery life and integrated Blootooth technology are the highlights of long list of specifications. Many design variations are offered with most luxurious being Full Diamond overall weight 7.42 carat with rubies on place of red and green button. Prices start at Euro 4250 for steel models.

April 18, 2011

Roberto Cavalli – Success Driven by Instincts

Roberto Cavalli was born on November 15, 1940 in a humble family of a weaver and a tailor. Grandson of a prominent Italian artist Giuseppe Rossi, Roberto grew up influenced by art, beauty and creativity. His father died during the World War II impacting the lifestyle of the family. It was common for young Roberto to hang out with bad guys and to pick up fights on the street. After he finished high school his mother put up a condition to either find a job or to leave home permanently. Roberto chose the latter, however, after some time he made up his mind and enrolled into the Florence Academy of Art.

Roberto was a dreamer. He dreamed of glory. He made his first money painting on fabric. After he gained some skills in this field, his friend, who owned a small factory, commissioned him to do a large number of signature T-shirts. One of the models demonstrating the T-shirt was Bridget Bordeaux, who still young and unknown cheerfully walked along to the Cote d’Azur coast creating buzz. This was an official starting point in the career of Roberto Cavalli.

70’s were years of laying the foundation for his fashion empire. While he hasn’t gained as much recognition as Armani and Missoni, he used this time to develop his style and to obtain maximum creative edge for his designs. He became popular among local Bohemia elite.”This was the prime development time for the Italian fashion industry, we were all so free. The memory of war was still fresh, this is why people wanted to live to the fullest “, he remembers.

In 1972 Roberto Cavalli demonstrated his first collection in the grand Palazzo Piti in Florence. At that time his style was already clearly defined. Fashion for him was part of contemporary art. But his creations were criticized as a bad taste. You bet! Leopard and zebra printed suits, tight pants and rainbow coloured evening dresses. Chosen fabrics were not usual cotton and silk. It was coloured denim with lycra additives. Clothing looked more like a second skin.

The public reaction didn’t stop Roberto. In fact it encouraged him to experiment with fabrics even further. In the hands of a master, leather, another not so popular material at that time, has evolved into a flexible, lightweight and soft material to be used for regular clothing. Dresses made out of this processed leather looked completely natural. And again deception. Again Innovation: use of a laser to create drawing on the leather.

In the 80’s Cavalli’s name has been neglected. He just got lost among the many young designers and rivals such as Gianni Versace, who managed to win the glory of the “celebrity” fashion designer. Loud sexy dresses, bright colors, rich details and finishing took the center stage making Versace uber popular brand taking over runways and stealing critics’ attention.

But in the early 90’s fashion world has undergone slowdown. These were the years of minimalism, which followed a global economic crisis. A short era of supermodels has begun. Claudia Schiffer, Cindy Crawford, Naomi Campbell – no matter what they wore as long as they did. They took the podium during the show. By the end of the decade a meaning of “brand” emerged in the new light. Focus has shifted to the business element of fashion and through the efforts of Tom Ford, brand that stands behind every garment, started to dictate the collection direction. And then many turned to Roberto Cavalli as a consistent designer who had a persistent style and it turned out that his style was associated with elements of brightness and flashy pop, rap, punk and rock’n roll.

In 1994, after 30 years, at the age of 54, Roberto opened his first boutique in San Barthelemy and 4 months later the second one in St. Tropez.

After the death of Versace Cavalli took the celebrity designer status. Celebrities lined up to get his gowns for Oscar ceremonies. Of course who else could surprise with color and associative animal decorative prints making star bodies centre in all magazine coverages. His client list counts a huge number of celebrities: from Britney Spears, Christina Aguilera, Ricky Martin to Sting, Catherine Zeta-Jones and Sharon Stone. Many singers commissioned designer to dress their entire performance tours.

The success of the 90’s was so swift that by the early 2000’s, the company Roberto Cavalli SpA has expanded into several more lines, among which are youth line Just Cavalli, knitwear line, a collection of children’s clothing, accessories, eyewear, watches, perfumes and interior decorations. By 2001 revenues reached 147 million Euros (up to 10 times more than in 1996), 100 million of which came from licensing his brand name.

Today Cavalli is a self made millionaire, husband of a former miss Universe, Austrian model Eva Duringer, who was behind the scenes orchestrator of rapid growth of Cavalli empire. They live in their famous villa in Tuscany. Same place also houses the headquarters of the company, studio and a showroom. More than 2 million Euros has been spent on reconstruction and modernization of the house. Tax authorities has charged Cavalli family for writing off the house renovation as business expense in 2007. Court hearing stretched on for months, and witnesses were Madonna, Jennifer Lopez and Cindy Crawford. Cavalli argued that the villa is indeed part of his business, it is used as an office to create new collections, as a studio for advertising campaigns and as a banquet hall for holding business entertainment functions.

However parties is not only a part of his business, it is the essence of his life. In his 70 years Roberto Cavalli sustained childlike enthusiasm and amazement to everything new. Latest creations feature floral pattern and snake symbols. Roberto dresses alike. Always jeans and elegant jacket, riders’ boots and a cigar. He sees the world through rose coloured glasses. “I do not understand people who to the question “How are you?” answer “So so”. I always say “Excellent!” even when it is not the case. You can only achieve something in life by tuning it to the positive channel “.

February 9, 2011

Placed Advertisment Works for Eyeglasses

Britney in Tom Fords

Many argue that TV business that was dominating developed world in the past 50 years is now going away, specifically how advertisement part of the business. Short 50-60 seconds ads about a product showed between movies or TV shows is no longer  great way to expose  your goods. A new trend that takes advantage of idolizing celebrities has emerged – placed advertisement.

There is a history behind this. Over 20 years ago Adidas pioneered the idea of giving popular sport stars  their clothing and shoes to wear. It progressed into actually paying a fee to an athlete for agreement that their stuff will be worn exclusively. Today millions of dollars are paid through complex agreements that are dozens of pages thick. There could be encouraging terms such as a tennis star will get paid double  in the year it appears in a Grand Slam final for example.

Films  have been a great advertisement source as well. Many still remember Arnold Schwarzenegger wearing famous Ray Bans in the Terminator movie. Rolex watch in James Bond have also become a trademark. This tactic is called Brand Advertisement or Targeted Brand Placement. Currently there are whole agencies that do just that – place your brand on a person in the film or sport event to  get maximum exposure.

Paris Hilton in Diors

As of recently celebrities started to receive free goods sent to them with hopes that they will wear it. You may have wondered why Tom Ford eyeglasses have flooded Beverly Hills. Anyone from Britney Spears to Madonna is wearing them. Answer is simple – Tom Ford, a genius creative director, sends celebs his pre-released products. Other celebs are often seen wearing Bvlgari eyeglasses, Gucci sunglasses or even Roberto Cavalli glasses.

Eyeglasses  are probably the best items to be advertized this way. Paparazzi always try to get a head shot of the celebrity. And as you noticed these stars don’t come out without glasses, ironically protecting themselves from  flash cameras. So you see the photos in popular magazines such as People, Voque and others. Such ad trend is not as effective for less visible items like watches or shoes.

There were some exceptions that worked for shoes. Uggs and Crocks for example are very noticeable due to their shape and color. So celebrities did appear on photos wearing them. Britney Spears was one of them, and one would think why did she do it in the hottest summer? Perhaps she even got paid.

Kim Kardashian in Tom Fords

Movies tend to have more flexibility with pointing your eyes to a certain detail such as watches, underwear, cars etc. When arranged a director can always order a camera to stay still on certain detail for your brain to digest. One of the most recent target ads was Transformer movie with GM cars being showcased so memorably.
Internet has changed how we purchase things today.