HighKey Agency’s Post

We are all aware of how luxury brands have long mastered the art of exclusivity, employing sophisticated strategies to attract and retain their most esteemed customers. Gone are the days when having the means to purchase was sufficient to acquire luxury goods. In today's market, one must not only be a VIP but also exhibit a social image that resonates with the brand's ethos. Moreover, being a repeat customer is increasingly seen as a necessity—highlighting a stark contrast between perceived 'one-time buyers' and loyal patrons. This leads us to an intriguing question: when consumers are placed on extensive waitlists and required to have a portfolio of purchases from the brand before they can acquire coveted items like a Birkin or a Kelly, does this practice brush up against the boundaries of antitrust laws? My latest article delves into these pertinent questions about exclusivity, branding, and anti-trust strategies. #Fashionlaw #Hermes #Birkin #Luxury #Branding #Exclusivity #Intellectualproperty #marketing https://lnkd.in/duvBEaWK

VC brands are not indie brands. One way to preserve indie brands is to stop diluting the space with VC brands. There’s nothing “indie” about answering to a dozen institutional investors looking to flip to the next round of institutional investors. Indie brands turn profits while 8 out of 10 VC brands turn losses. It’s time to put some respect on indie fashion brands. https://lnkd.in/ga77ywsc

MSCHF x Crocs Big Yellow Boot, modelled by Paris Hilton... Amplify Trends Editor Seun Areoye shares his thoughts on MSCHF’s newest collaboration. MSCHF are back again, this time with a second version of their Big Red* Boot. Enlisting Paris Hilton as the face of the ‘campaign’, the Big Red Boot on sale is in fact…yellow and is currently being sold on the StockX market for anything between $1,000 and $5,000 dollars. With MSCHF continuing to operate as a case study, their latest drop reiterates the importance of attention, bringing on board one of the most ‘watched’ icons for their Gen Z/Millennial audience. Additionally, the endorsement of Paris Hilton places the Big Red Boot exactly where it belongs. It’s high fashion, it’s outrageously addictive and it turns heads - something Hilton has been familiar with doing all our life. It’s not exactly a brand collab we saw coming, but it’s one that makes perfect sense. #trends #fashionindustry #brands #endorsement #partnership

There's an old adage that suggests people who buy expensive, usually well-made products have a "6th Sense" about these products. "If you know. You know." Big news in the "luxury brands" world this morning. Forbes is reporting, "The owners of Coach and Michael Kors will merge in a $8.5-billion deal to create a new luxury fashion empire in the vein of LVMH, even as U.S. luxury spending slows. Tapestry, Inc., the holding company created after Coach bought Stuart Weitzman and Kate Spade New York in 2015 and 2017, respectively, will buy Capri—owner of Versace, Jimmy Choo, and Michael Kors—to create a single conglomerate that combined generates $12 billion in annual sales." Marketing luxury brands requires a highly honed sense of discretion, in both messaging and images. Why? Because customers of these products are "stealthy" in flaunting their financial clout. There's even a term for the - "Stealth Wealth." F. Scott Fitzgerald, author of “The Great Gatsby” famously wrote: “Let me tell you about the very rich. They are different from you and me.” Recently, we took a deeper dive into this subject and what resulted was this article for our online publication The Magnet. Tell us what your think. Click here for the scoop: https://lnkd.in/gEVRtETE #stealthwealth #luxurymarketing #advertising #creative

There's an old adage that suggests people who buy expensive, usually well-made products have a "6th Sense" about these products. "If you know. You know." Big news in the "luxury brands" world this morning. Forbes is reporting, "The owners of Coach and Michael Kors will merge in a $8.5-billion deal to create a new luxury fashion empire in the vein of LVMH, even as U.S. luxury spending slows. Tapestry, Inc., the holding company created after Coach bought Stuart Weitzman and Kate Spade New York in 2015 and 2017, respectively, will buy Capri—owner of Versace, Jimmy Choo, and Michael Kors—to create a single conglomerate that combined generates $12 billion in annual sales." Marketing luxury brands requires a highly honed sense of discretion, in both messaging and images. Why? Because customers of these products are "stealthy" in flaunting their financial clout. There's even a term for the - "Stealth Wealth." F. Scott Fitzgerald, author of “The Great Gatsby” famously wrote: “Let me tell you about the very rich. They are different from you and me.” Recently, we took a deeper dive into this subject and what resulted was this article for the online publication The Magnet. Tell us what your think. Click here for the scoop: https://lnkd.in/gEVRtETE #stealthwealth #luxurymarketing #advertising #creative

#ARfeatures - As per The Lyst Index, Q2 of 2023 witnessed brands ruling due to their strategic brilliance and artistic vision. The pulse of the season is also highlighted as we spotlight the most sought-after products that graced runways and adorned wardrobes. #hottestproducts #innovativebrands #viralmarketing #soughtafterbrands 

As Burberry's elevation strategy falters and profits plummet, Drapers considers what the British luxury brand can do to get back on track. Luxury analysts and industry insiders said the brand needs to reconsider its elevation strategy, and refocus on core products and British heritage, or risk alienating its customers. Subscribe now to read more. #fashion #fashionnews #retail #retailnews #Burberry 

MSCHF x Crocs Big Yellow Boot, modelled by Paris Hilton. Seriously sliving... Amplify Trends Editor Seun Areoye shares his thoughts on MSCHF’s newest collaboration. MSCHF are back again, this time with a second version of their Big Red* Boot. Enlisting Paris Hilton as the face of the ‘campaign’, the Big Red Boot on sale is in fact…yellow and is currently being sold on the StockX market for anything between $1,000 and $5,000 dollars. With MSCHF continuing to operate as a case study, their latest drop reiterates the importance of attention, bringing on board one of the most ‘watched’ icons for their Gen Z/Millennial audience. Additionally, the endorsement of Paris Hilton places the Big Red Boot exactly where it belongs. It’s high fashion, it’s outrageously addictive and it turns heads - something Hilton has been familiar with doing all our life. It’s not exactly a brand collab we saw coming, but it’s one that makes perfect sense. #trends #fashionindustry #brands #endorsement #partnership

There is so much to unpack here. The ONE thing that isn't mentioned is that people (consumers) are using their money on what they truly value. The "need" to feel accepted by showing off the labels one is wearing is fading. As we step into our authenticity, high priced logo emblazoned products lose their appeal. People want lasting value, not the next flavor-of-the-month trend that will be over in less than six months. Invest your money wisely. Be satisfied with enough. https://lnkd.in/gnAFX58k

Let's talk about how your eyes don’t instantly tear up from the smell of men’s cologne when you walk into Abercrombie anymore... Read more about Abercrombie's rebrand in Halston Seton's blog post!