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If you saw the buzz around Zendaya in the iconic MUGLER robot suit at the Dune Part II premiere last month, you saw a glimpse of Mugler's brilliant strategy to put its archive to the service of living cultural moments, as shared by Mugler Managing Director Adrian Corsin. "We're not obsessed with followers. We pursue cultural relevancy. In the end I think that has much more positive impact." One of many interesting insights at today's Vogue Business event in Paris, where #culture was my takeaway buzzword across brands and segments: 🦿MUGLER is "only on chapter 2 of 100" after 6 years under the helm of Creative Director Casey Cadwallader, and its acquisition by L'Oréal Group in 2019 has brought "incredible support" for the brand to thrive. Next it will explore cross-segment opportunities across nightlife, architecture and lifestyle tech, to keep deepening its cultural reach. 🥃Moët Hennessy is tapping into the culture of sport celebration to broaden its appeal across communities, as shared by VP of E-Business Ken Kralick Last year, Hennessy Cognac rolled out a successful campaign in partnership with the NBA: "Game Beyond the Court" - expect more community-targeted activations. 🧥ba&sh has developed a thriving social following by inviting influencers to interpret the brand with their own cultural lens, heightening the relevance to their respective audiences - Social media and PR director Emilie BENETEAU 🎯Leading Chinese lifestyle social media platform Xiaohongshu and a panel of digital and influence experts underlined consumers' desire for authenticity and entertainment. Share your brand story and make it relevant to current culture, and interest in the product will arise naturally. Congrats to the teams at Vogue Business and Xiaohongshu for putting together such an interesting - and topical event. #luxurybrands #luxurymarketing #chinamarketing #voguebusiness #xiaohongshu Yiling Pan Stephen Morgan

Super Bowl Sunday is upon us, and brands can't stop talking about Taylor Swift and Travis Kelce. Why is that? It's not just about their individual star power; it's about the seismic impact they've had on brand partnerships. 🎵 Taylor Swift: With an illustruous career, Taylor Swift isn't just a music icon; she's a brand powerhouse. Swift's collaborations transcend genres, creating an inclusive narrative that resonates with diverse audiences. The result? A brand magnet, contributing to an estimated $350M+ in brand value for the NFL. 🏈 Travis Kelce: Beyond the gridiron, Travis Kelce has proven that sports and style go hand in hand. His charisma and authenticity have turned him into a sought-after brand ambassador. From fashion to tech, Kelce's influence extends far beyond the field, driving epic engagement. 🚀 The Common Thread - Authenticity & Connection: What makes these collaborations stand out? Authenticity. Both Swift and Kelce bring authenticity to the table, creating genuine connections with their audiences. In an era where consumers crave authenticity, brands align with these influencers not just for reach, but for the credibility and resonance they bring to the table. 🌐 Brand Partnerships 2.0: It's not just about slapping a logo on a celebrity; it's about weaving brands into narratives that matter. Taylor Swift and Travis Kelce have redefined brand partnerships, showing that it's not just about visibility but about creating shared values and experiences. Take note: it's not just about who you partner with; it's about how you elevate each other. #BrandPartnerships #TaylorSwift #TravisKelce #SuperBowl #NFL https://lnkd.in/gsVPRqws

Super Bowl Sunday is upon us, and brands can't stop talking about Taylor Swift and Travis Kelce. Why is that? It's not just about their individual star power; it's about the seismic impact they've had on brand partnerships. 🎵 Taylor Swift: With an illustruous career, Taylor Swift isn't just a music icon; she's a brand powerhouse. Swift's collaborations transcend genres, creating an inclusive narrative that resonates with diverse audiences. The result? A brand magnet, contributing to an estimated $350M+ in brand value for the NFL. 🏈 Travis Kelce: Beyond the gridiron, Travis Kelce has proven that sports and style go hand in hand. His charisma and authenticity have turned him into a sought-after brand ambassador. From fashion to tech, Kelce's influence extends far beyond the field, driving epic engagement. 🚀 The Common Thread - Authenticity & Connection: What makes these collaborations stand out? Authenticity. Both Swift and Kelce bring authenticity to the table, creating genuine connections with their audiences. In an era where consumers crave authenticity, brands align with these influencers not just for reach, but for the credibility and resonance they bring to the table. 🌐 Brand Partnerships 2.0: It's not just about slapping a logo on a celebrity; it's about weaving brands into narratives that matter. Taylor Swift and Travis Kelce have redefined brand partnerships, showing that it's not just about visibility but about creating shared values and experiences. Take note: it's not just about who you partner with; it's about how you elevate each other. #BrandPartnerships #TaylorSwift #TravisKelce #SuperBowl #NFL https://lnkd.in/g-5ip7et

Brands are increasingly involving their fans in their strategies, but how much control should they truly relinquish? The winner of the brand comeback of the decade isn't a Silicon Valley tech company or a luxury brand. It's Abercrombie & Fitch Co.. In recent years, the brand has moved away from its big-budget, sex-sells advertising campaigns featuring traditional models in favour of a more cost-efficient fan creator programme where the brand no longer fully dictates every aspect of the outcome of its marketing. From monthly community focus groups to involving fans in global campaigns, brands of all sizes are increasingly navigating the line between “buy our product because we say so” and “buy our product because your peers say so.” In an era of unprecedented advertising saturation, it raises the question: how much should brands control their messaging, and when should they hand over the marketing baton to their most loyal fans and broader community to spread the gospel? → We believe that getting the balance right requires brands to let go of control, but in a controlled way by owning the overall messaging, curating individuals with an authentic connection to the brand who are selective in their partnerships, and then facilitate their platforms that enable fans and collaborators to excel by their rules. → We call this spectrum of control that a brand exercises over its messaging, marketing, and overall brand narrative the Brand Control Continuum. → At one end of the continuum, the brand maintains strict control over all aspects of its image and communications, ensuring consistency and alignment with its core values and objectives. → At the other end, the brand allows for more decentralised and collaborative contributions from external parties such as fans, influencers, and community members, embracing a more open and fluid approach to brand messaging. To explore the full Brand-Control Continuum spectrum, and which brands are getting it right and how, read this week's SOTA's analysis in full: https://lnkd.in/eGkt3aBR #SOTA #brand #control #fashion #abercrombie #fan #strategy #luxury

Enhanced Brand Credibility through Celebrity Partnerships. Ever wondered how toy brands boost their credibility through celebrity collaborations? Discover the secret to enhancing brand trust and authenticity by partnering with well-known figures. Uncover how these strategic alliances shape consumer perceptions and drive brand loyalty! https://lnkd.in/eKFzWrPd #CelebrityPartnership #InfluencerMarketing #marketingStrategy #ToyTrends #Collaboration

🌟 Unleash the Power of Influencer Collaborations: 5 Success Stories that will Inspire Your Business! 🚀 Discover how these mega collaborations transformed ordinary brands into global sensations. From skyrocketing sales to creating must-have products, these partnerships prove the power of influencer marketing. 💥 1️⃣ Gigi Hadid x Maybelline: Witness how the supermodel's collaboration with the makeup giant not only elevated its sales but also boosted brand recognition to new heights. 💄 2️⃣ Nike x Off-White: Dive into the world of Virgil Abloh's partnership with Nike and witness the meteoric rise of a global sneaker sensation. 🏀 3️⃣ Kylie Jenner x Adidas Originals: Explore how the reality star's collaboration with the iconic sportswear brand caused a frenzy, selling out within minutes! 👟 4️⃣ Lizzo x Quay: Discover how the singer's collaboration with the eyewear brand transformed ordinary sunglasses into a summer fashion must-have. 😎 5️⃣ Rihanna x Fenty Beauty: Be inspired by the singer-turned-entrepreneur as her groundbreaking makeup line, Fenty Beauty, disrupted the beauty industry with its inclusive range, empowering people of all shades. 💄✨ Ready to unleash the power of influencer collaborations? Learn from these incredible success stories and discover how your business can benefit from the influence of visionary partnerships. 💫 #InfluencerCollaborations #BusinessSuccessStories #InspirationForYourBrand

Top 5 marketing lessons from The MET Gala ✨ 1. Brand Partnerships 🤝 MET Gala is a goldmine for partnerships. Brands that align with such a prestigious event can skyrocket their visibility. Collaborations at the MET Gala (think Apple and Gucci) show us why it's important to align with the right partners. These collabs amplify brand reach and prestige, and also create a halo effect that continues far beyond the event. 2. Celebrity Influence ⭐️ Celebrity appearances can make or break social media trends. That's influencer marketing at its peak. If you understand the dynamics behind these endorsements, you can significantly boost brand visibility and credibility.  My favourite example here is Tommy Hilfiger and Zendaya. Her 2018 MET Gala look was widely praised for its creativity and adherence to the "Heavenly Bodies" theme. That look promoted Tommy Hilfiger’s design innovation and reinforced the brand's relevance in high fashion. 3. Jump on Social Media Trends 📈 The ripple effect of The MET Gala across social platforms is undeniable. Remember when Jared Leto carried his own head in 2019? Overnight, the internet was full of memes and discussions, showing just how quickly a well-crafted visual moment at the MET Gala can set the digital world on fire. Creativity and timing is what you need because everyone loves reactive marketing! 4. Craft an Aura of Exclusivity 👀 The MET Gala is the peak of exclusivity, as each guest is personally approved by Anna Wintour herself. This is a great lesson in how luxury branding is done right. It’s about creating an aura that everyone wants to be part of but only a few can truly touch. Luxury and exclusivity can elevate a brand's perceived value, and make it not just seen, but desired. 5. Engage with Cultural Narratives 🙌 Each year, the MET Gala’s theme is inspired by cultural events. It’s really important for brands to find a way to incorporate these societal elements into their strategy, so they can resonate with the audience. For brands that want to remain relevant... try tapping into ongoing cultural conversations and values. ... So, while the glitz is glamorous, the real magic of the MET Gala lies in its power to influence, engage, and inspire. It’s not just about who’s wearing whom, and it's really interesting to analyse this event from a marketing perspective. I would love to hear your thoughts on this! 😊 #METGala #Marketing #SocialMedia

INSIDE THE FASHION INDUSTRY - Building an International Brand Creating an international fashion brand is both a challenging and rewarding endeavor!   It requires a unique balance between maintaining a strong brand identity and appealing to diverse cultures and customers worldwide. To achieve this, a brand must develop a cohesive global strategy while allowing for local adaptations.    In this blog post, let’s explore the key elements of building a successful international fashion brand and draw on examples from established brands and influencers like Chiara Ferragni (my favorite of all time!), whose ventures have captured audiences across the globe. Read it all here https://lnkd.in/euxQvMKx

Discover How Asics is Winning Hearts with Rebranding! Krows Digital delves into Asics' groundbreaking rebranding strategy that beautifully combines storytelling and emotional appeal to connect with consumers. By sharing real-life athlete stories and focusing on themes of inspiration and perseverance, Asics has successfully revitalized its brand and fostered a deep emotional connection with its audience. 🔍 Key Highlights: The power of personal narratives in marketing Innovative multimedia campaigns Leveraging influencer and athlete partnerships Creating a community through shared experiences If you're looking to transform your brand's identity and connect with your audience on a deeper level, this article is a must-read! https://lnkd.in/evDSN5qy #Branding #MarketingStrategy #Asics #Storytelling #DigitalMarketing

Off-schedule brand activations – hit or miss? 🤔 As London welcomed key opinion leaders and fashion aficionados from all over the world, Fashion Week was the perfect opportunity for brands to get exposure – and not only for those on the schedule. Brands who were not part of the official calendar leveraged LFW’s visibility and physical presence by hosting events or pop-ups during the fashion month, reaching a larger pool of customers. And FARM Rio is the perfect example of a foreign brand nurturing its strategic expansion during one of the most important weeks in fashion. At the end of August, the Brazilian brand announced its partnership with Liberty., curating an art installation and hosting a pop-up for the month of September to showcase its FW23 Collection. But with so much going on in the city already, would the off-schedule activation not get lost in the buzz? 😨 FARM Rio’s voice certainly did not remain unheard. Thanks to celebrities, influencers and brand ambassadors who helped amplify the message, the partnership generated $472K in Media Impact Value™  (MIV®) so far, proving once again that hinging on the power of Fashion Weeks and strategic collaborations propels brand performance – even if you’re not part of the official calendar. 📥 If you are a brand trying to solidify your presence in the fashion industry, send me a message and I will provide you with the data and tools to win your next strategy.