The art of pricing fashion
Pricing can be very tricky. Go too high and no one buys. Go too low and you sell yourself short. Get it right and you will sell more and keep tidy profit margins.
But how do you figure out the best price for your products?
New eco friendly denim label Reco Jeans did an interesting experiment: They [...]
Lessons from the future of retail: Private sales
The Wall Street Journal has an interesting article about a growing trend in online retail: private sales. Some of the marketing principles that make these successful apply more widely to the fashion industry.
Companies like Gilt Groupe, HauteLook and RueLaLa hold short sales open only to invited members. Marketing centres around getting members to refer friends [...]
Using viral videos to market fashion
First it was Chanel (with Karl Lagerfeld’s Fitting Room Follies video) and now it’s Dior with a soon to be released six and a half minute video directed by Oliver Dahard.
I’m surprised that it’s taken them this long to catch on to the potential of viral video. I’m even more surprised that smaller labels aren’t [...]