ALIGN PART 1 – AUTHENTIC BRAND MESSAGE – IN CONVERSATION WITH CAROLINE ISSA

Authentic 1. of undisputed origin and not a copy; genuine. “Since 2008 the number of articles that mention the word authenticity in the headline has risen dramatically overall.” – Harvard Review 2016 To be heard and seen in today’s competitive market, you need to have a succinct and authentic brand message which customers can connect …

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THE CHALLENGES AND OPPORTUNITIES OF FASHION MARKETING

Fashion business consultant, Joanne Jong and a panel of industry experts discuss the challenges and opportunities of fashion marketing. Digital has forced the fashion industry to switch from an authoritative voice dictating what we should wear and when to one that must understand and respond to what customers want. The movement reminds me of a …

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FASHIONS HIGHER PURPOSE: THE MORAL COMPASS OF STYLE

From supply chain transparency to provenance and charitable outreach, Yulan Creative considers ethics in the fashion industry. A recent study conducted by Unilever found that a third of today’s consumers choose to buy from brands that exercise positive environmental or social principles. The study focused on how concerns for sustainability affect shopping habits and was …

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DEFINING LUXURY IN THE FACE OF FAST FASHION AND THE DIGITAL LANDSCAPE

Pierre Alexis Dumas, the Artistic Director of Hermes describes his views on luxury at the China Exchange series of talks. “The meaning of luxury and my perception of the word changes all the time. It’s overused. We need new words to describe it… New words behind the idea, the achieving of a certain quality” says …

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IT’S SHOW TIME – FASHION SHOWS TAKE A STEP CLOSER TO BEING PURE ENTERTAINMENT

Veterans of the fashion season may have raised an eyebrow this September when Givenchy eschewed the typical exclusivity and threw their show open to 280 students and 1,200 members of the public. The 9/11 date itself and theme were, on this occasion, very much at the heart of this inclusivity, but raised the question if …

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