All posts tagged: fashion marketing

Fashion marketing + Why I love the bridal industry.

Today I want to write about two things close to heart: Fashion marketing and bridal. Most fashion marketers have love-hate relationships with the fashion industry. Sometimes we also see so called “fashion-influencers” or “celebrity-wannabes” spamming/ wearing fast-fashion and simultaneously preaching ethics. Those ignorant know-it-alls make me want to laugh until I drop dead and die. Beneath the feet of beautiful girls are dispersed corpses, unpaid interns by the queues, an entirely business-like industry which operates by demand and supply and pays by market rate. Yeah, go ahead and hate fashion and vanity then. Practise what you preach–“Yes, wasn’t it fairness?” and please do it to the max. *smiles* The fashion/arts/ creative industry isn’t for the meek, nor the faint-hearted. When I was doing my unpaid internship in ANA-Crowne Hotel Hiroshima at the age of 19, I couldn’t take my eyes off the gowns in the bridal department. They call it ブライダル. I love the wedding coordinator, she had such a beautiful smile, and a warm and sincere demeanour. You could sense her positivity from a mile away. Till today I remember …

Once seen, never unseen.

“Some people think luxury is the opposite of poverty. It is not. It is the opposite of vulgarity.” – Coco Chanel – Can you tell the difference between an off-the-rack suit and a tailored suit? Increasingly, I can. Gosh, these days I even know a little about the difference between MTM and bespoke suits. And that’s akin to increasingly stepping across the boundary between vulgarity and luxury. This…feels the same as the first moment when I saw for myself the difference between point-and-shoot and DSLR. I don’t think I can ever un-see “it” again.

Fashion Marketing: Instagram or Facebook?

Today’s post about fashion marketing. Fashion start-up owners often ask us this during strategy meetings—should they use Instagram or Facebook to market fashion? Ideally any new fashion start-up should have both of course. However, if budget is tight and resources do not permit, which should they choose? The concern is that most consumers probably have a Facebook account, but increasingly, the younger generation (= defined as born after 1990) is getting more and more active on Instagram/Snapchat, especially in Singapore. My answer is without a doubt: Instagram! Now we all know that one of the more important indicators of social media strategy is engagement. According the social media researchers Hurrle and Postatny (2015), Instagram achieved a daily engagement level that is 15 times that of Facebook, topping the engagement level of more than 20+ social media channels. Every single day, 55 million pictures are uploaded onto the portal, with 1.2 billion likes (p.13). The next question we might want to ask ourselves is: Exactly why does instagram work better than Facebook? The reason of course …

In Praise of Frivolity.

Last Friday, I got a call from a client: “Wan Wei! I bought a Agnes B bag for you as your Xmas present!” I was happy, really happy! Until I googled the limited edition Agnes B Le Casino bag and realized that it is goddamnugly. It looks like this: Then, I saw the price tag–220euros. I cringed. Why would someone dear buy an ugly designer bag as a thoughtful gift for someone else for 220euros? It got me depressed for the whole of Friday. I could have gotten a grade AAA imitation for 25euros from aliexpress.com, and nobody could tell the difference. Serious. It’s most probably because of the brand’s storytelling. The masterpiece story probably seeped into the mind of my client, consumes and convinces her to the extent of changing her world view and perception of beauty, and made her even want to buy such an ugly gift for her friend. It depresses me because I’m appalled at how human beings can change so much because they believe in a story. Brands do tell stories to manipulate consumer’s behavior. Yet, is it bad? …