| { | |
| "filename": "Case-Study-Essential-Brand-Marketing-Guide", | |
| "department": "Marketing", | |
| "cleaned_text": "businessoffashioncom case study essential brand marketing guide building emotional even inspirational connections product critical ever fashion beauty todays hypercompetitive crowded environment marketing strategies make brands stand stay culturally relevant need mix old new tacticsby diana pearl september businessoffashioncomexecutive summary sent case study read deepdive analysis bof professional membership businessoffashioncom memberships contact professionalbusinessoffashioncomtodays brands need label sweater logo shopping bag part reflection deepening convergence fashion beauty everything sports music pop culture generally enabling brands touch many different aspects consumers lives turn consumers high expectations brands choose let lives whether means aligning around social political causes amplifying certain lifestyles aspirations brand actual value created customers feel theres value theres whats box said tiffany rolfe global chief creative officer advertising agency rga beauty fashion products recognisable emotionally resonant brand identities behind often synonymous lifestyle persona stand ralph laurens visual embrace americana cowboystyle western new england prep example permeates every aspect brand ad campaigns brickandmortar stores products identity turned quintessential american fashion brand brand stand todays fiercely competitive crowded market customers become choosier discretionary purchases case study shows brand marketing holds key creating essence brand conveying brands values identity consumers oneoff runway show popup rather ongoing trajectory reshaped time effective brand marketing builds identity also creates communities loyal customers even opens new markets opportunities business growth ways easier invest building brand earlier companys lifespan theres minimal overhead fewer employees less oversight spending founders strong intuition execute vision take risks end paying take jcrew brand able establish visualheavy catalogues still familyrun business took majority investment vision began falter though later resurged direction chief executive mickey drexler challenge maintain vision even factors begin play role business direction companies pressure investors shareholders shore balance sheet may find deprioritising brand marketing investments whose impact isnt always immediately evident nearterm sales growth strongest brands see bigger picture know investing brand marketing worth time cash recent years seen many brands lose vision prioritised performance marketing boom performance marketing began early driven rise novel cheaper marketing methods brands pay marketing initiatives based results clicks conversions social media search slamdunk way brands simultaneously acquire customers build businesses rapidly even today social media ads become costly less effective performance marketing critical fashion beauty companies case study shows brand marketing needs part mix create closer longer lasting connections customers regardless companys age size seemingly endless products buy brand makes difference consumers spend upwards chanel bag quality superior counterparts strength brand hear brand name want clear focused idea story come head said allen adamson chief executive marketing agency metaforce adjunct professor new york universitys stern school business companies profiled case study striving deep longlasting connections customers strategise around inperson digital events social media often oldfashioned advertising tv radio billboards french luxury label jacquemus written playbook modern brand building demonstrating bring brands online persona life offline story another luxury label heritage brand coach shows importance evolving modernising brand identities remain relevant two young brands dae hair hill house home proven power using community build brand short amount time businessoffashioncomhistory context fashion industry played significant role shaping brand marketing know today runway shows ad campaigns glossy magazines hollywood product placements industry years proven world brand much appears shop window taken home gift wrapped box quick glance fashion history reveals power strong visual identity louis vuittons brown tan monogramcovered print launched guccis horsebit launched pradas triangle launched brands learned meld whole range sensory emotional cues evoke certain lifestyle ethos ultimately create affinity shoppers sometimes best brand marketing moments arent even created brand think audrey hepburn outside tiffany cos fifth avenue store breakfast tiffanys scene continues pay brandbuilding dividends lvmhowned jeweller revamped new york flagship lvmh kept plenty references film including breakfast tiffanys menu selection stores cafe advertising certainly helped decadeslong success chanel benefitted cultural cachet marilyn monroe famously said fragrance wore bed night hollywood plays indirect role marketing uk brands barbour burberry granted permission use british royal arms emblem labels packaging indicate products use royal household beyond luxury art brand marketing taken shape mass market also drawing emotional aspirational resonance though nike first captured consumer attention swoosh logo wafflesoled running shoes since built pool elite sports stars help products associated high performance even among customers might ever aspire run minutes treadmill shoot hoops friends tiffany co continues reap benefits film breakfast tiffanys created aura around brands identity getty images paramount pictureswhen brands come life businessoffashioncomhistory context nike even created personas around products tapping basketball legend michael jordan put name behind subbrand bold ad campaigns also helped give nike reputation willing point view even means stoking wider cultural debates like campaign featuring hiv positive runner ric mun\u00f5z ad starring nfl player activist colin kaepernick hearts minds fashion brands learned time marketing must tap customer emotions build affinity loyalty matters related human emotions easier said done consumers processing many subjective sensations environmental cues every time encounter brand amid encounters today whole new generation customers creating broader interpretation marketing ongoing dialogues brands genz played big role amplifying social media key brand building channel us makeup brand elf example took experimented tiktok platforms early days creating catchy songs users would add videos danish apparel label ganni become poster child scandi style home abroad products highlighting loyal social media savvy followers brand dubs gannigirls bold brands like devoted fanbases goldmine know real purpose exist showing way standing disrupting category build brand incredibly quickly make impact said ruth bernstein chief executive yard nyc creative agency worked brands like rothys jcrew athleta time impactexhibit brand loyalty greater sum parts combined six components brand loyalty critical building longlasting emotional connections consumers storytelling experiencessensory cues community feelgood factorauthenticitybrand loyalty source bof analysis businessoffashioncomthe right message right place right timechallenge making impact marketing become easier respects harder others channels ever brands vie consumers attention brands plethora building blocks create marketing strategies also never stop identifying novel ways make brands stand social media fuels consumers appetite content much early brands leaned performance marketing methods reach consumers used tactics like affiliate marketing offer commission influencers traditional publishers businesses market products search marketing brands pay google search engines traffic directed site us brands expected spend billion social media ads number expected reach billion according data statista market insights performance marketing also began giving companies clear understanding whether advertising delivering anticipated financial returns starters paid results received addition data tallying number clicks impressions analytics software provides near real time insight customer behaviour spend sort immediate transparency wasnt something traditional marketing metrics ever able provide dangers relying heavily performance marketing started emerge time rolled costs rising also growing risks brands left much marketing hands third parties like influencers didnt always depth knowledge brand codes vision inhouse teams social media platforms could unreliable changing algorithms seemingly whim making even organic content risk source statista market insightsexhibit decade splurging social media ads brands continue invest performance marketing reach consumers quickly us social media ad spend e usd billions e e e e e another jolt brands reliant performance marketing happened widespread lifting covid restrictions consumers longer confined laptops phones home connect brands online marketing still important inperson events shopping touchpoints brands put hold lockdowns circles might seemed like victory brand marketing often sidelined performance marketing reality new brand marketing playbook needed recognition reality brand marketing performance marketing must work tandem timing speed important said rgas rolfe thats going allow brand stay relevant explained try keep rigid precious able adapt world around changes businessoffashioncomthe anatomy brandstrategy capturing brands personality online offline building independent fashion brand tough standing french luxury market dominated decades old conglomeratebacked brands even harder simon porte jacquemus managed brands climb slow steady set like rocket ship five years ago products like teeny tiny le chiquito bambino bags became viral sensations set industrywide trends gained insider consumer attention events like runway shows set spectacular locations ranging wheat fields salt marshes reached million sales well along path buzzy emerging label bonafide powerhouse centre growth however personal story thats effectively conveyed consumersits guy south lost mother used love fashion coming ideas dreams said bastien daguzan brands chief executive referring brands personal connections jacquemus life story decided make dream happen founder foreground jacquemus person jacquemus brand share much name brand intrinsically associated jacquemus personal life references throughout brand south france th anniversary fashion show staged lavender fields valensole france quintessential proven\u00e7al location hours drive hometown marseilles influence seen throughout assortment well jacquemus spring collection inspired la grandemotte beach resort designer frequented child products like dresses featuring beach umbrellaesque stripes extrawidebrimmed straw hats provide nods region strong codes around mediterranean lifestyle key determinant element jacquemus said daguzan joined jacquemus paco rabanne may jacquemus continued creative director afraid put codes centre company luxury jacquemus forefront harnessing social media designer uses instagram channel brand personal page shares life announcements adoption dog toutou engagement partner marco maestri documents simple daytoday moments like selfie office mirror plate cherries ate breakfast simon porte jacquemus personal story foreground jacquemus brand identity jacquemus businessoffashioncomstrategy understood beginning role instagram interact community really poetic way said daguzan sharing lifestyle creating desire around consumers bought lifestyle brand leveraged social media presence jacquemus also followers brandpeople want buy want part said daguzan twentyfive percent customers buy jacquemus take picture item main ambassadors jacquemus brand also continuity imbues inperson offline experiences daytoday authenticity storytelling onlinethey taking fashion idea know know know said daniel gonzalez creative director remezcla creative agency digital publication focused latin american culture brand put twist showing collections traditional fashion calendar hosting events unique exclusive locations exhibit jacquemus runway repertoire french brand developed reputation staging envelopepushing fashion shows set anywhere palace versailles beach hawaii comprehensive look brands runway shows date october jacquemus first runway showing ss collection february fashion show aw collection la femme enfant september fashion show ss readyto wear collection paris march fashion show aw collection paris fashion week september fashion show ss collection le nez rouge march fashion show aw collection la reconstruction paris september fashion show ss collection la santons de provence february fashion show aw collection lamour dun gitan may exhibition marseille je taime mus\u00e9e dart contemporain may fashion show ss collection les santons de provence part project marseille je taime openmymed festival september fashion show ss la bomba collection picasso museum paris february fashion show aw le souk collection jacquemus announces launch menswear line june first fashion show menswear ss collection le gadjo calanques de sormiou marseilles september fashion show ss la riviera collection paris italian embassy february fashion show aw menswear collection la collectionneuse march opening caf\u00e9 citron collaboration caviar kaspia paris june th anniversary fashion show ss le coup de soleil collection lavender fields valensole provence november celebration jacquemus th anniversary la braderie brands first physical retail event paris january fashion show aw lannee collection paris la d\u00e9fense arena july ss fashion show collection lamour wheat fields outside paris july aw fashion show collection la montagne march ss fashion show collection le splash molii gardens oahu hawaii may immersive le bleu popup installation selfridges london june aw fashion show collection le papier salt marshes aiguesmortes december fashion show ss le raphia collection le bourget march jacquemus obsessions immersive popup galeries lafayette paris may celebration second \u00e9t\u00e9 capsule collection launch lake como popup june launch jacquemus popup beach boutique st tropez june fashion show aw le chouchou collection palace versailles businessoffashioncomstrategy contribute overall aesthetic around brand settings include camargue salt marshes south france autumnwinter collection beach hawaiian island oahu springsummer gardens versailles autumnwinter theyre usually set outdoors well providing better light engaging backdrop brands experiences arent limited invitationonly shows branching brickandmortar shops opened popups within walls worlds bestknown department stores including galeries lafayette paris march selfridges london may popups included overthetop surreal playful elements brand become known galeries lafayette popup featured giant version popular bambino bag similarly large toaster toast popping printed brands logo selfridges space called le bleu featured brightblue installations themed around water including mock swimming pool popups also encourage customers linger example photo booth flower stand coffee shop execution individual space varies shared traits bright monochromatic features photograph well visitors social media posts areas inviting interaction brand beyond purchasing clothes bags like pennyarcade machine stocked cups popcornin keeping true mediterranean lifestyle roots jacquemus also engaged local shoppers example holding branded takeover beach ramatuelle france bright yellow striped beach chairs umbrellas summer opening popup shops st tropez well portofino lake como italy digitally native brands realising distinct inperson experiences cement customers longterm affinity brand jacquemus ability bring made brand pop online social media real world strengthened identity channels ever brands activate consistency across channels key building maintaining strong brand identity lives digital disconnected driving power something happens real world much meaningful said jon haber cofounder creative agency giant spoon specialises experiential marketing brands stitch fix hbo inperson experiences fuelled fervour around jacquemus company believes help move luxury market build wider customer base really great community younger clientele love said daguzan also need tackle classical luxury clientele order make brand long term cannot depend one customer jacquemus popup shops launched variety locations including mediterranean towns portofino italy jacquemusjacquemus understood beginning role instagram interact community really poetic way sharing lifestyle creating desire around bastien daguzan jacquemus ceo businessoffashioncomstrategy city thats part able show different way time needed bring vision full fruition wasnt coachs newold approach became clear launched multichannel campaign coach forever featured clips like sinspired short film starring actor michael b jordan musician actor kj apa model kaia gerber newscast animals taking new york city rickey thompson shilling coach wares infomercial coach tv debuted february next iteration similarly campaign featured lighthearted videos using local new york city haunts backdrop amid covid lockdowns campaign struck chord customers seeking antidote prevailing sombre zeitgeist inperson events still pause brand also showed autumnwinter collection series coach tv videos addition featuring city coach highlights new york roots simple visual cues like running name city logo added nods city products bags tshirts featuring logo iconic new york grocery store zabars certain celebrity ambassadors also serve underscore heritage including bronx born actress musician jennifer lopez vevers th anniversary runway show staged night new york fashion week officially kicked september also emphasised new york staged citys flagship coachs plusyear history story company rediscovered value original self luxury brand rooted new york city began familyrun atelier manhattan making everything handcrafted leather wallets baseball gloves evolved stable mens accessories became widely known womens handbags business remained small even products sold nationally expanding network department stores around time owned sara lee corporation coach started capture international attention spurring go public wasnt long coach lost way lustre followed path spelled decline many american luxury peers overextending outlet malls driving cycle neverending discounts tumble consumers perception coach high end brand european luxury players growing making difficult coach keep change afoot coach parent company tapestry trying regain place among luxury elite years lacklustre performance sales begun climbing hit record revenue billion representing percent tapestrys revenue playing part renaissance ability reconnect roots brand marketing mix injected modern edge traditional identity creative approach stuart vevers joined coach creative director start new era coach idea wasnt chase popularity brand enjoyed recreating past figure place modern market told bof coach genuine authentic alternative traditional european luxury said british designer important approach authentic way embrace things make us unique american house founded new york revitalising brands personality authenticity coach worked celebrities lil nas x campaigns showcase brands new york roots coach source tribe dynamicsexhibit coachs comeback undergoing brand revamp companys earned media value measure wordofmouth buzz steadily climbed coach earned media value q q usd millions q q q q q q coach dropped debut campaign thennew brand ambassador jennifer lopez january businessoffashioncomstrategy public library location near bryant park collection inspired vevers early days city done careful collaboration marketing team led global chief marketing officer sandeep seth sandeep enjoy disruption change thats connect said vevers way giving space really partner focus strengths lie come together create something amazing moving coachs ability evolve brand identity tested aims become part fashions sustainability story april announced plans launch coachtopia subbrand promote circularity creating new products material scraps pivotal moment brand particularly tiktok post went viral revealing destroyed damaged unsaleable goods coach discontinued practice shortly without reputational damage soon say role coachtopia play restoring reputation particularly important genz consumers coachtopia aims target coachs brand marketing need strike authentic purpose driven note brand date isnt associated sustainability earn credibility space coach employs tactic younger consumers increasingly asking allowing consumers say production process consulted target demographic genz hired partners like genzfocussed consultancy juv consulting bring perspectives brands creation process continue even coachtopias launch said joon silverstein head coachtopia senior vice president global marketing creative sustainability coach added creating twoway communication brand consumer coachtopia evolve communitycentric brand second collection fact created help team student designers opening dialogue said silverstein ways letting go total control brand definition saying journey involving consumers embarking forwardthinking projects retaining core elements always existed brand proved successful formula theres fixed fluid part every brand said bernstein iconic products whats fixed add fluid surprise extend expression excitement keep engine going keep exciting subbrand coachtopia coach aims promote circularity earn credibility genz consumers coach businessoffashioncomstrategy one critical shifts brand marketing playbooks focus community longer brands built using rigid onedirectional methods like billboards radio adverts days brandbuilding strategy likely conceptualised executed customers marketing department cases community emerges around brand unexpectedly example following viral post social media opportunity brand decide leverage moment longer term take hill house home homeware company began dabbling apparel years launch offering stayathome loungewear new york base launched nap dress garment came multiple styles designed comfortable enough couch dressy enough everyday popular ellie features ruffled sleeve tiered skirt smocked bodice showed early indicators promise tartan printed run selling holiday season covid lockdown though dress went truly viral consumers craved stillcomfortable outfit step tiedye sweatsuits sales dress shot fans product dubbed nap dress nation letting community take control hill house home founder nell diamond grants freedom influencers define present brand says community cannot scripted hill house home source anatomy hypeexhibit fandoms followers global survey respondents reveal role communities brands lives fans say fandom community part everyday life fans feel positively towards brands involved fandoms extended periods time fans say brand get involved fandoms long make effort understand fandoms fans say tell brand authentic businessoffashioncomstrategy group brands loyal fans created facebook group members founder nell diamonds public profile risen well instagram offering another touchpoint brand seen revenue increase percent three consecutive years since hill house growing community customers well expanding portfolio dresses apparel power numbers community support brand also amplify message said amber fillerup clark beauty lifestyle influencer founded clean hair care brand dae hair arizonabased startups early days fillerup clark targeted strategy develop brand national network ambassadors fulltime content creators also customers sees posting brand cornerstone strategy get products hands many potential ambassadors possible gifting programme way product starts generate interest social media case cactus flower styling cream whose hashtag nearly million views tiktok potential ambassadors already familiar also believes paying influencers help promoting brand important long brands attitude getting free exposure already would pay thats brands got wrong thats exactly want pay someone said adding amount varies according project align want support supporters today brand works approximately influencers year one sephoras fastestgrowing hair care labels closed million funding round late control founders dae hill house home followed different paths communitybuilding respects similarities others including much let brandbuilders drivers seat dae fillerup clark said company determine campaign influencer appears usually hand rest creator means end result anything styled product shoot offthecuff unboxing video behindthescenes dae campaign shoot influencers place creative brand takes away loses fun said want feel natural said also helps ensure authentic messaging well longer lasting relationships influencers echoes diamonds views dont think script structure community actively listening group people might like product early adopters getting way said entrepreneurs also clear ultimately control brands future rests community one difficult things becoming viral hyped brand people preconceived notion said diamond incredibly positive neutral like well thats diamond personally leans brand marketing much hill house home community may moved early days answered customer service emails still maintains direct dialogue customers thats one reason ahead every major drop hosts nap room chat brands site shell livestream answer questions new products fillerup clark consciously avoids front centre daes branding example name doesnt appear brands instagram images found brands feed still infused brand vision personality right packaging earthy hues inspired deserts us southwest viral moment might give quick buck year going give lasting brand said didnt want following crutch company said want big brand years still sephora thriving feel really proud dae hairs packaging echoes founder amber fillerup clarks vision personality hues inspired deserts us southwest dae hair businessoffashioncomlooking ahead nowadays clearer brand marketing performance marketing must coexist seth coach put brand building creates emotional space subconscious consumer someone ready buy product thats performance marketing plays role critical long place right message right place however expertise across short longterm spectrum challenge brands cmos particularly heavily focused performance marketing according peri hansen senior client partner recruitment consulting firm korn ferry going forward predicted companies seek marketers strategise holistically make brands come life increasingly hearing ceos looking new cmo lets find person shape experience evolution brand follow said hansen less finding traditional brand marketer someone embraces forms marketing ways amplify brand aboutrapidly evolving technologies like generative ai likely play role still early days technology skills creatives need harness power tools said nima abbasi partner maison meta creative agency teamed retailer revolve billboard campaign california whose models accompanying collection ai generated juncture said real lack understanding generative ai cant time brands cognisant new technologies take brands rushing get nfts explore virtual fashion metaverse cut today nft bubble burst mainstream embrace metaverse seems far events play important role postcovid world brands look connect customers person haber said brands craft event strategy satisfy number factors smallscale events build presence neighbourhoods local areas largescale events generate publicity bigticket events like sxsw austin texasgoing forward brands need look customers group theyre talking talking customers visible part brands story today ever images videos populate social media feeds reviews consulted new consumer makes purchase loyalty take brand viral hit lasting success becoming true community seen ultimate goal todays ecosystem creating brand customers dont want shop feel theyre part community means youve elevated product brand brand means something multiple people want connect said sarah engel president january digital strategic consulting digital media company put another way customers invested success brand thats true loyalty begins source gartner cmo strategy spend surveyexhibit follow money gartner survey retail cmos found brands spend slightly digital advertising offline formats event marketing sponsorships partnerships popular channels spend retail cmos marketing investments channel mean percent budget digital offline social advertising search advertising digital video advertisingpaid media seo influencer marketing event marketing sponsorship partner coop tv home direct mail radioowned earned media channels businessoffashioncomfurther reading business fashion complete playbook generative ai fashion case study business fashion build profitable dtc brand case study business fashion build independent beauty brand case study business fashion new model building independent fashion brands case study business fashion introducing brand magic index business fashion brands measure buzz businessoffashioncomall information contained herein sole property business fashion limited business fashion limited reserves rights regarding use information unauthorised use distributing copying modifying reprinting permitted please contact professionalbusinessoffashioncom copies design amy vien edited janet kersnar brian baskin hannah crump front cover image getty images infobusinessofashioncomdiscover complete online courses learning resources businessoffashioncomeducationcopyright business fashion ltd rights reservedfor press enquiries please contact jael fowakes associate director brand community jaelfowakesbusinessoffashioncom liam johnson senior account director camron global liamjohnsoncamronglobalcom" | |
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