Fashion Wakes Up
I have been a magazine junky for decades. Vogue, Elle, New Yorker, New York Magazine, Elle Decor, Vanity Fair, Monocle, and others. I have watched them all evolve over the years with new editors, new lay-outs, new writers and new ideas. The ads can be as interesting as the content.
This past month, in Vogue magazine, Dolce and Gabbana, took a 12-page spread in the front of the magazine. The tag line was not only Dolce and Gabbana, but clearly almost as large as the brand name, is shop at Dolce and Gabanna.com
I have followed the new brands that have been built over the last decade from Warby Parker, Parachute, Casper, Glossier and others. All those founders understand the opportunity to build a new brand that resonate with
It has taken some time for household fashion brands to make that shift. We have seen the massive shift in commerce as department stores have struggled. Brands have built stand-alone stores but how many are actually profitable is questionable or perhaps they are merely making marketing plays. They have all relied heavily on department stores over the years but that has waned.
Fashion is a global business. Seeing those 12 pages obviously promoting their online store in a gorgeous spread of models and clothing that are on brand made me think that the fashion houses are beginning to really wake up.