As more of our lives shift to digital, and with our attention span getting ever shorter, it’s become even more important for customers to understand a brand’s visual touchpoints in a few seconds. With an authentic story already in place, brands that are successful need a distinct visual handwriting that is easily recognized. If you …
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Authentic 1. of undisputed origin and not a copy; genuine. “Since 2008 the number of articles that mention the word authenticity in the headline has risen dramatically overall.” – Harvard Review 2016 To be heard and seen in today’s competitive market, you need to have a succinct and authentic brand message which customers can connect …
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I’m delighted to announce that I’ve written a book, called THE FASHION SWITCH “The new rules of the fashion business” The book will be published by Rethink Press and is due for release in this and available at the end of November 2017. Writing this book is something I’ve been thinking about for many years …
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As Brexit looms, London runs the risk of losing creative talent. The key to this capital’s success is precisely that incredible mix of cultures, talent from Europe as well as from much further afield. If it becomes more complex for those who train here, to return and settle, can the UK retain its global outlook? …
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High-fashion brand, Balmain recently launched a new digital campaign using CGI models instead of humans. The move has divided the industry with some welcoming the money-saving innovation and others recoiling at the idea of a model-less future. Either way, it has served to highlight that the fashion marketing world is moving at an unprecedented pace. …
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Berlin is buzzing. There is something energetic in the air. When I visited during fashion week, the riverside was packed with crowds of Berliners enjoying the summer weather. But it’s not just youthful millennials hanging out that makes Berlin feel happening. There’s something else at play. Berlin has been cited as the new Silicon Valley. …
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How resilient is your brand to the changes that are happening in the fashion market today? I had the opportunity to explore that question with a live audience of creative business owners at #FASHIONTECH, part of the Premium International trade show, Berlin. #FASHIONTECH BERLIN Masterclass The digital revolution has completely disrupted the fashion business. The …
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Multifaceted concept stores are offering a more holistic buying experience, free from awkward silences and lacklustre aesthetics. Say hello to Zero Boundary Shopping. The Store in Berlin feels anything but. After all, how many shops offer an event space, workspace, hairdressers, fashion store and restaurant all in one? Walking into the trendy Soho House, I’m …
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From supply chain transparency to provenance and charitable outreach, Yulan Creative considers ethics in the fashion industry. A recent study conducted by Unilever found that a third of today’s consumers choose to buy from brands that exercise positive environmental or social principles. The study focused on how concerns for sustainability affect shopping habits and was …
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We are living in an extraordinary era of connectivity and digital has transformed the way we experience brands. How do we experience luxury and what even defines luxury these days? This question is an ongoing concern for the fashion industry. They are trying to address an increasing appetite from consumers and engage with the process …
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