“A Case Against Fast Fashion Collaborations” or

The Disillusionment of a Prestige Brand Believer.

Eugene Rabkin is “Making The Case Against Fast Fashion Collaborations” in a popular Op-Ed on the Business of Fashion (BoF) blog.  He is joined in his criticism of the “democratization of fashion” and the “irresponsible consumer behavior” by many commentators.  Why?  Isn’t democracy a good thing?  It gives market participants the freedom to choose. What really bugs Eugene in his sympathizers are the marketing choices of certain fashion brands.  He is upset that houses which previously had a positioning centered on exclusivity, prestige and/or sophistication are now choosing to dip into the mass market to potentially reap incremental profits and/or notoriety.  Eugene – Don’t be upset, just vote with your feet.  Move on to a brand that corresponds better to your aspirations and definition of sophistication.  The interesting question being raised from a brand strategy perspective is if many of these fashion houses have become so greedy for growth that they jeopardize their long-term viability as premium image purveyors.  We call it the challenge of “Longing and Belonging”.  If you are too close to what people know, expect and do, you ‘burst the bubble,’ undo the mystique around your brand and lower its aspiration value.  If you are too removed, you don’t sell a lot.

Advertisements

About JP Kuehlwein

JP Kuehlwein is Co-Founder and Partner at ‘Ueber-Brands’ a New York consulting firm that helps elevate brands in the minds of people and above competition to warrant premium pricing and profits. He previously was Executive Vice President at Frédéric Fekkai & Co, a prestige salon operator and hair care brand and worked at multinational Procter & Gamble as Brand Director and Director of Strategy. JP is a recognized global business leader and brand builder with a 25+ year track record of translating consumer and brand insights into transformational propositions that win in market. His experience spans from developing a global communication strategy for the world’s leading detergent to introducing a new-to-the-world food wrap, disposable diapers as a category in India and a premium skin care brand in China to turning around a luxury lifestyle brand in the US. JP’s latest book is the bestselling “Rethinking Prestige Branding – Secrets of the Ueber-Brands” which he co-authored with Wolfgang Schaefer.
Gallery | This entry was posted in 2 - Longing vs Belonging - The challenge is both and tagged , , , , , , , , , , , . Bookmark the permalink.

Make an Ueber-Comment!

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s