Category Archives: Fashion Case Studies

H&M hits again with a new collaboration!!

While waiting for the new collection Versace for H&M to be displayed in the stores worldwide, H&M announces a new collaboration with Trish Summerville, the costume designer of the The Girl with the Dragon Tattoo” movie.

 


Inspired by the film trilogy Millennium of Stieg Larsson and the personality of his heroe Lisbeth Salander, H&M asked the designer to create an exclusive collection for women.

The collection named “Dragon Tattoo” features T-Shirts and Jeans with an urban style and a dirty look.


It will be launched exclusively in Colette the November 28th and from December 14th in the Divided sector of 180 H&M stores worldwide!

What can we say? H&M knows how to deal with marketing issues regarding its collaborations!!

Watch the related video presenting this new collaboration of H&M:

Watch the movie trailer:

Read also my previous post about H&M cross marketing and collaborations.

Converse: A great example of Marketing Revamp Strategy

Converse is one of the most famous shoe brands in the world. Having different collections of every day shoes, it is a high selling brand with fans mainly of the young ages but with various social, economic or styling diversities.

The history of Converse is really interesting and their Marketing Strategy really clever. The brand has changed its characteristics measuring the needs of their customers and the style of its period.

Let’s go through the years and see how the brand was revamping during its history.“In 1908, Marquis Mills Converse decided to start a rubber shoe company.
What was different with Converse shoes? It was the first company to send its products directly to shops by-passing the retailers.

1908 – 1918
Although Converse was producing tires (???) they noticed that a new sport was born. Basketball was gaining more fans every day.
What did they do? Exactly, they started producing rubber shoes for basket!

1918 – 1928
Chuck Taylor joins Converse Rubber Company. Lover of basketball, his main thought was to promote the sport and, for sure, sell the desired amount of shoes.

1928 – 1938
Badminton was another famous sport that period. Of course, Converse had a badminton sneaker in its collection.
How to promote it though…
Is there any more clever way than to use a badminton athlete to sign the shoe? In 1935 the badminton shoe took the name of Jack Purcell, 5-times Canadian champion and considered to be the world badminton champion.

1938 – 1948
Here comes a period that changed the whole world! World War II is here…
Could Converse be out of it? No!
The Company focuses its manufacturing to servicemen. Footwear, apparel, boots for pilots and army servicemen, parkas and rubber protective suits and ponchos!

1948 – 1958
Rock & Roll baby!!!!
Leather jackets, blue jeans and high-top sneakers.
Sneakers??? Yes, you heard sneakers… What do we understand?
Converse rules in high-top sneakers!!!

Also, National Basketball Association is getting started!
basketball, remember?

1958 – 1968
Rock & Roll and Basketball is the new trend!
Converse rules in both! All Stars come in new colours, this is the time for the Company to win more fans! They start to sell in the UK too!

1968 – 1978
All Stars sneakers are changing… Here comes fashion!
Colourful suede, with a big star on the side is the new basketball trend. But, also the new generation loves them, rockers, skaters, rebellious souls can’t resist to them.
In 1976, the Basketball needs a new vibe! What’s that?
The new Pro Leather All Star sneakers! Again Converse rules.

1978 – 1988
The Weapon sneaker conquers all teams throughout ’80s and ’90s. In 1986, we have the “Choose your Weapon” advertising campaign, featuring what?
Right, basketball players!!

1988 – 1998
The Weapon sneaker rules! But Converse as we have seen can’t rely just to one shoe series… What we have now?
The brand new All Star 2000 is presented and more than 1 million people could not resist to it!

1998 – 2008
The brand is entering its second century of life being always one of the top-selling shoes in the world! Not only for basketball or Rock & Roll but you may find them everywhere! Even with suits…”

This is how a brand changes its image and products depending on the trends, musts, even war (!!!). The identity though is always the same!
And if this seems to be really easy to think of, just keep in mind that we are referring to the beginning and middles of 1900!!!

We love Converse, that’s for sure…

Source: ABOUT CONVERSE / Official converse website

More than a lookbook! (Part 2)

Following my previous post about the new F/W 11-12 lookbook of the famous designer Christian Louboutin with the collaboration of the photographer Peter Lippmann, which was inspired by famous classic portrait paintings, I was curious to see the paintings and compare them with the photos of the lookbook.

Trully I was amazed…

I have created a collage with the two pictures. On the left you will see the pictures of Louboutin’s lookbook and on the right the real painting.

Take a look and I am waiting for your comments!

“Santa Dorotea” by Francisco de Zurbaran (1648)

“Elisabeth of Austria” by Francois Clouet (1571)

“Portrait of a Girl” by Jean Babtiste Camille Corot (1857)

“Mary Magdalene with oil lamp” by Georges de la Tour (1635)

“Marquise d’Antin” by Jean-Marc Nattier (1738)

“Portrait d’une Negresse” by Marie-Guillemine Benoist (1800)

“Arrangement in grey and white / Whistler’s Mother” by Whistler (1871)

Such inspirational work…

Read also: “More than a lookbook! (Part 1)”

H&M’s Cross-Marketing Strategies

A great idea of Marketing is what we call “Cross-Marketing”.

Cross-Marketing in Fashion is a really common marketing approach of companies to promote their products or brands and it’s really simple. Cross Marketing is a collaboration of two or more companies of the same or different kind for the same purpose.

A great example of Cross-Marketing in Fashion is H&M. The company since 2004 has started to collaborate with several high-selling Fashion Houses and Designers, Pop-Stars or even Game Companies.

Let’s go through those years and see what they have done.

November 2004: H&M collaborates with Karl Lagerfeld to create an exclusive collection only for selected stores

November 2005: new collection with Stella McCartney

November 2006: collection with the avant-garde designers Victor & Rolf

March 2007: collection designed by the pop-star Madonna

June 2007: collaboration with game developers Maxis to create a H&M Fashion Stuff Pack for the game The Sims 2

November 2007: new collection with Roberto Cavalli

Also in 2007: new collection only for China with Kylie Minogue

Fall 2008: collaboration with Comme des Garçons

SS 2009: collaboration with Matthew Williamson for two exclusive ranges of womenswear and menswear only in selected stores


November 2009:
limited-edition diffusion collection by Jimmy Choo featuring shoes and handbags

December 2009: ladies knitwear and lingerie range by Sonia Rykiel

Fall 2010: collaboration with Lanvin

SS 2011: collaboration with the blogger Ellin Kling only for selected stores

Few days ago H&M announced their new collaboration with Versace for a new autumn ‘11 collection designed by Donatella Versace.

As it seems H&M has noticed that this kind of Marketing and those collaborations has increased its revenues. We couldn’t notice that some of the collections were sold only in one hour in larger cities.

Should other companies think about the same Marketing approach for their brands?
If we take H&M as an example the answer is definitely YES.

Source: H&M – Wikipedia page

Do it like Canadians!

While Canadian Fashion is increasing rapidly year by year, H217 website was created in order to include portfolios, creative ideas and profiles of people who work in the fashion industry!


Rémi Guertin
, Photographer and Creator of H217, answers our question about what is H217:

“The idea behind H217 is to join content and portfolios, which is uncommon on the web. So the heart of H217 is the «salles de nouvelles» (news room) where to find fashion blogs, information about museums, expos, world news, jobs, etc.

Fashion designers have a special place because their RSS feeds are gathered on H217. They appear on the front page and they have a dedicated search engine.
For other professionals, H217 is offering the traditional «casting calls», a place for presenting expositions and the «projects» page where members can talk about their ongoing projects.

H217 is written mainly in French, there is just enough English websites for one to find its way, although in the news room is RSS Feeds are gathered in French and English too.”

From our part we have to say that H217 is a great idea of internet promotion and let’s hope that soon we may see a website like this one in Greece.
Should sponsors think about that too?

Special thanks to Rémi Guertin for his interest in burningstages and for the time taken to describe H217.

Celebrities in fashion

One of the most usual promotion and marketing tools in fashion is to use Celebrities for product endorsement and advertising campaigns.

With this action fashion companies achieve brand awareness and recognition through faces of great influence.

We have already seen actors, athletes, singers and other celebrities to act like real models in a photo shout.

Some of the advertising campaigns we saw in 2011 are listed below.

Juliane Moore for TalbotsJulianne Moore for Talbots’ spring 2011 campaign lensed by Mert & Marcus

Rafael Nadal for Armani Jeans & Underwear

Megan Fox for Armani Jeans & UnderwearMegan Fox for Armani Jeans & Underwear

Blake Lively for Chanel

Tom Brady for Under Armour

January Jones for Versace

Kirsten Dunst for Bulgari’s new fragrance, Mon Jasmin Noir

 

Monica Belucci and Dolce Gabbana in Martini Gold

LV & LINDT new chocolate

Have you ever thought about a top brand fashion chocolate? Do you think that style – fashion and chocolate don’t fit together? We believe that they do!

Check out this presentation about an idea for chocolates of Louis Vuitton and Lindt, the famous swiss chocolate brand! Do you think that this could work?

Let us know about your thoughts!

ACNE jeans

A case study about ACNE Fashion & Denim!
Presenting its progress and development through years! Now it has become one of the top-selling brands in Sweden!!!
ACNE JEANS

BANG by Marc Jacobs

This is a presentation of “BANG” the new fragrance for men of Marc Jacobs, launched at July 2010!

bang_presentation_new