Narrative Marketing: Storytelling Techniques for Fashion and Luxury Brands

Over 12 years ago, the British lingerie company Agent Provocateur launched a lavish e-mail marketing campaign with four short films entitled “The Dreams of Miss X,” featuring Kate Moss. The campaign promised to be a new concept for e-mail marketing, drawing in viewers (and thus potential buyers) with a more cinematic feel to the online retail experience.

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Fashion Content Strategy: The Art of the Content Audit

When it comes to digital, fashion and luxury brands are typically focused on marketing vision and messaging. While telling the right story to the right audience in a way that is true to your brand ethos is obviously key, how many stories is your brand telling/selling at the same time across channels? Do you know where all your brand content lives?

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Creative Heritage: An Interview with Claire Choisne and Pierre Bouissou of Boucheron

Founded in 1858, Boucheron is one of the oldest jewellery maisons in Paris, headquartered in the same location on Place Vendome since 1893. In 2011, the Maison appointed Claire Choisne as Creative Director and Pierre Bouissou as CEO, and together they brought a fresh perspective to the brand. Choisne and Bouissou have spent years working to create pieces that respected the Maison's heritage while providing a modern, creative edge.

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Modern to a T: A Conversation with Francesca Amfitheatrof, Former Creative Director of Tiffany & Co

The stereotype of fine jewellery is as something that men buy for women on special occasions. Yet, this is outdated, as more and more women prefer to buy jewels for themselves. After all, jewellery is one of the most personal things in a woman’s wardrobe. Nowadays, women want to invest in jewellery that is stylish and versatile, but that can easily be personalised.

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Why Fashion Needs Content Strategy

I am a Content Strategist. When I say this to people who work in fashion, I often get a quizzical look. In the tech sector of my day job, content strategy is an active community of practitioners. In the fashion world of my consulting life, content strategy barely exists, save a few content marketers here and there who may borrow some of its techniques.

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Evolution, Not Revolution: An Interview with David Koma

The year 2017 was an active year full of uproar and discord, both in fashion and in the world at large. Some of this was the natural progress of time, with fashion companies moving to younger, more forward-looking creative directors in search of new visions for their brand; other changes have felt more abrupt. The Maison of Thierry Mugler, however, was, not surprisingly, ahead of the game, having appointed the Georgian-born young designer David Koma as the artistic director in late 2013.

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The Wit of Travel

George Bernard Shaw once wrote, “The great advantage of a hotel is that it is a refuge from home life.” These days, for both the business and pleasure traveler, hotels can be a mixed bag of luxury amenities and basic conveniences. Few hotels are a destination unto themselves and even fewer involve any sort of mental stimulation. Sometimes it is as if the explosion of low-cost carriers and the sheer volume of travel options have taken all the personality and indeed exclusivity out of travel.

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A Step Ahead: A Conversation with Sandra Choi, Virgil Abloh, Rupert Sanderson, and Tabitha Simmons

For the shoe lover, shoes possess a fetishistic mystique that is hard to describe. There is an innate ordinariness to a shoe because of its inherent functionality that serves to underscore the beauty and rarity of a well-made shoe. While the story of shoe design is, not surprisingly, one of patriarchy and practicality, it is also a tale of wild creativity and true craftsmanship.

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