Author: Joan Kennedy
From online conversation to pricing to early store traffic data, BoF analyses how Kering’s biggest brand is adjusting its strategy, and whether it is working.
Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.
Fashion is moving upmarket.On the mass end of the spectrum, brands are elevating their designs and images to give themselves more defensible positions against ultra-low-cost competitors like Shein and Temu.Towards the higher end, premium labels are emphasising quality and inching into territory previously held by luxury to lure defectors squeezed out by the segment’s excessive price hikes.Retailers of all kinds, meanwhile, are introducing more premium items to expand their margins as they navigate rising costs driven by years of inflation and trade disruptions.The brands executing on elevation most successfully are reaping the rewards. Companies from Ralph Lauren and Coach to…