Fashion & Design (176)
Brands solve 'same dress' syndrome
The ultimate fashion taboo is attending an event to find someone else is wearing the same outfit. Brands such as Vakko and Harvey Nichols have recognised this need and have created a solution in their personal tracking system which tracks where pieces have been bought to eliminate two people buying for the same occasion. The store will open at what ever time and send a different dress to the event.
Why it matters
Firstly, this type of service makes the emotional ties with the brands stronger as it is not just the product that they come to rely on. Is this an example of how brands manage their exclusivity and statement?
The fashion brand Volga Verdi offers discounts to customers that help them spread the word through social media. Based on their social influence (the number of friends or followers), customers receive discounts when they post about the brand on their own networks.
Russian fashion fans were treated to a show by French designer Jean Paul Gaultier when he came to Moscow and presented his designs at a train station. The Kazansky station was chosen due to its ornate decor to complement the intricate details of Jean Paul Gaultier’s collection.