Diary of a Labellover By A. Fashionista

The Brand That Thought Too Much

Recently I worked on an RFP for a potential high-end fashion client.  It prompted me to write this post because after looking at their site I realized clearly the creators of this brand were in love with themselves.  Don't get me wrong, I am all for creativity and uniqueness in the site experience but when it hampers the ultimate selling proposition then that vision becomes lost in translation.

I believe there is something to be said for a luxury brand creating an online experience that mimics that of the brick and mortar experience.  Whether the site is set up for e-commerce or not, it is critical that the value the brand brings to the consumer be evidenced simply and effectively, whether through a strong mission statement or through demonstrative visuals.

Ultimately,  a better use of that creativity should be spent thinking about communications plan that includes word of mouth, guerrilla marketing, events and strategic partnerships.  Last time I checked, business did exist to serve their customers and turn a profit, right?

Photo Credit:  werner-reiterer

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Why the Brits Do it Better

I realize it has been awhile since I have posted but generally I just haven't been feeling that inspired.  However, a recent visit to a Hudson News stand while I was waiting for the train to AC changed all of that.

British Esquire v. American Esquire

Battle of the Rags

 

Let's get down to brass tacks.  I've read the latest Esquire issues cover to cover and I stand behind the old saying that the "Brits just do it better."  Now before you call emigration, keep in mind that I can validate my reasoning.

1.  "No Strings" sex advice - The columnist provides no anesthetic when it comes to doling out advice to insecure hubbies and boyfriends. Everything from bedroom manners to ex-distress is discussed.   Whether An advisory message should come with it for weak-hearted men who "Can't Handle the truth" as Jack Nickolson so passionately put it in "A Few Good Men" is the only question that I want to ask...

2.  Grade A Masculinity - British Esquire is Redbull and American Esquire is Diet Coke.  The Brits uncannily get how to represent the well-rounded man - a sprinkling of executive tips, a dash of fashion & grooming tips, a pinch of party etiquette blended with inspiring down to earth articles on pioneering entrepreneurs. Simmer and serve....

3.  Cover looks - This may be a tighter race because the Coverboy has to do more with personal taste. Daniel Radcliffe v. Gerard Butler?  I'll leave that decision up to you, except to say that here again we see the "well-rounded" card being played more often in the British edition.  Extra points, of course, go to the Brits too for a cleaner design layout.  Using different typefaces just looks messy on the front cover rather than intended purposed of  "creative and rugged".

4.  Virtual Rag - No contest here.  The Brits rule.  The site takes on a blog like feel where the US site is way too commercial and busy.

5.  The "IT" Factor - Taking into consideration design and layout, the up and comers featured, and the cutting edge brands, the Brits definitely have the "IT" factor.

Note: A. Fashionista is single.  If you know a dishy, charismatic Brit, feel free to send him my way. :)

Proper Cloth Gets Funky with a New Fabric Selection

It's no secret that I am a huge fan of Seph Skerritt's virtual made-to-measure shop, Proper Cloth. In all honesty, the biggest drawback to the site for the longest time was the fabric selection - I'm not afraid to say that it was limited. Recently, however, that has changed with the addition of 20 new fabrics - 10 in the accent patterns for those who like to be different, and 10 in various weaves to suit every budget and style in 100's, 120s and 140s.

What I love about Proper is that they understand what a man is looking for in style, customer service and in a website experience. The shopping experience is thorough without being overcomplicated, showing you several different perspectives of the fabric -the experience almost mimics a visit with your tailor. They styles they have let you build and develop your own. Starting off with the conservative basics, they appeal to both the conservative male and the edgy guy by providing accent fabrics in the collar and cuffs.

 With Father's Day right around the corner, why not target your inner fashion designer and design the ultimate Proper Cloth shirt? Proper Clothing makes the man.

 photo credit: flickr courtesy of carbonated

The Battle of Luxury Brands - Fighting to Stay Chic

 The battle that luxury brands fight to in a downturn economy definitely separates the um.. shall we  say,  gentlemen from the boys.  While the average consumer may not be contemplating  purchasing an authentic Louis Vuitton, Hermes or Chanel handbag, there is still a segment of the market for which a $3,000 accessory still applies.   It appears 'quality over quantity' seems to be top of mind for this consumer in an economy experiencing a down cycle.

According to market research company Millward Brown who conducted the survey using the BrandZ database of their WPP parent company, Louis Vuitton ranked highest followed by Hermes, Chanel and Rolex. What does this mean when a brand notorious for never discounting their products is ranked #1 in a struggling economy? Clearly it speaks volumes that when a brand holds true to its identity it pays offs.  These brands understands that SUPERIOR customer service is a critical factor in keeping wealthy customers happy.  And while it's true most people have been affected, they just aren't purchasing the entire luggage set anymore but rather resorting to  purchase of  only the carry on.  Since top tier management is involvement in almost every aspect of the business from manufacturing to the customer experience, it doesn't come as a surprise that these brands are able to hold their own in tighter times. 

That is not to say that all luxury retailers are basking in the glow of resilience.  Many jewelry designers are losing their sparkle.  Cartier which has long been know for their blinged out watches saw a 12% decrease in sales in Q4'08*.  The attitude of ostenatiousness clearly has taken a backseat to one of understated elegance.   Scarily, jewelery  designer Fred Leighton, long known for bedazzling Hollywood A-Listers for red carpet events recently filed for bankruptcy protection.

Another reason brands might fall out of favor in the high net worth consumer's mind?  Brand exploitation.  Brands such as Armani have too many line extensions, which can cause cannibalization especially with the lower-end lines or moving too far away from the roots of what made you great. Luxury clientele appreciate specialty and when a brand like Armani starts branding themselves as hoteliers, it results in depreciation of the name.

The best advice to prospering in tough economic times?  Concentrate on innovation of product in what you do best and ensure that your customer experience, whether in-store or online, is seamless and attentive.

*Luxury Institute, The Two Top Luxury Brands Louis Vuitton and Hermes Show Resilience, May 09