January 25, 2010
Excerpts From “Vol de Jour” by Karl Lagerfeld
"why is Chanel investing in creating and publishing all this digital content? The answer is rooted in the changing nature of media, marketing and technology and underscores lessons that all major fashion brands would do well to observe"
"In the past, marketing fashion collections mostly meant buying pages in magazines or space on strategically positioned billboards. In both cases, brands paid to interrupt consumers, repeating a visual theme or message in order to create recognition, desire and conversion. By exerting their influence as advertisers, brands also forced magazines to feature their products in their editorial. But today, affluent consumers are migrating online, where the balance of power is dramatically different."
"These days, it’s not about being louder. It’s about being more interesting. To communicate effectively, brands must inspire and harness conversations amongst consumers by giving people something remarkable to talk about — something of value that they will actively seek out, amplify and share with others. In this new reality, forward-thinking fashion brands like Chanel are learning to think like media companies, creating and publishing original editorial content to earn attention and attract fans who will carry their message across the internet."
Read the Full Story: http://www.businessoffashion.com/2010/01/fashion-2-0-chanel-learns-to-think-like-a-media-company.html
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