Ross Hori on LinkedIn: ‘Quiet Luxury’ Finds a Loud Debate (2024)

Shoppertainment...is retail ready for another channel?Let's be clear here, most of us relate to what Alexander Skarsgård, who plays Lukas Matsson on HBO’s “Succession” said about the steep price tags on items being worn on this highly successful show....“the kind of stupidly expensive cashmere sweaters that the characters are wearing” doesn’t appeal to him personally. “In real life, I like to be comfortable, and I don’t purchase a lot of stuff.” So, in today's primarily streaming world of very influential shows, why can't this be a new retail channel. What has to happen?👉 Brands start cataloging their items on the shows...remember product placement on Seinfeld? PepsiCo and Snapple Beverage Group sure did.👉 Streaming platforms allow customers to pause on a scene, tag all items being worn or items being used in that scene, and then allow viewers to save items to a cartResults...💰 New source of revenue for retailers/brands💰 Attribution to sales drives more revenue to these platforms without having to add dreaded commercialsYou've got amateur influencers actually creating new meals at Chipotle Mexican Grill on TikTok...why not let the real influencers do a better job? https://lnkd.in/eqm2K-Qk

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Harmful content on brand-owned social media channels and advertising can quickly erode brand reputation and poison consumer loyalty over time. Social media teams need to be prepared to react, and fast.In our latest report, we’re sharing the prevailing digital risks facing luxury fashion brands. https://lnkd.in/emiHdtff #LuxuryFashion #BrandReputation #OnlineHarms #FashionRetail #Fashion

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Demographic targeting is misguiding. Psychographics make the difference. It pays to understand what people pay a premium for. Great WSJ article (may be paywalled)#marketing #branding #management

Happy to share with you my latest article on 'Moda, Parliamone' about the increasing demand for brands to create viral moments on social media platforms. Enjoy! #moda #socialmedia #share #viral #fashionshow #newsletter #brand #awareness

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Launchmetrics' new Galleries video is officially live! 🔊 🎉 Are you that person still sharing digital assets in huge, scary zip folders and messy shared drives - in this day and age?!Step away from your (probably) chaotic desktop and see how increasing your fashion collection's media coverage just became a lot easier (and much more stylish). Check out the video below to see the exciting benefits of this modern, all-in-one solution. ✨ ...and don't forget to like and subscribe - as the influencers say 😎 ✌#fashion #media #fashioncollectionstrategy #brandstrategy #fashioncollection #style #campaignstrategy #brandimpact

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#Gucci and #LouisVuitton spent the last decade building brands dedicated to influencers. These two luxury titans vapidly moved away from their well-engrained legacies to overpriced hype that really only "meant" something on one's #SNS feeds -- these brands had (and still have) kids paying outrageous sums to be considered "lit" on the gram for a singular post. The relationship between luxury and influence/hype has become so skewed that #fashion counterfeits and communities like "R/FashionReps" on #Reddit have exponentially flourished since the pandemic. The "franken watch" communities are similarly blowing up -- avid watch fanatics buying high-quality fakes and replacing dials and other "easily replaceable" parts with originals off #eBay. It's become exceedingly difficult to determine real from fake as these counterfeit markets continue to flourish with qualitative replication taking precedence (I read a post just the other day about how an #SSENSE customer received a fake product that was more-than-likely switched out on a return and not vetted properly), and with brands now concerned more with churning out as many overly-priced products as possible (as opposed to their traditional luxury pedigrees that were built off of qualitative, seasonally released goods), it's only going to get more difficult. #FashionIndustry #Fashion #Luxury

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There’s a lot to learn from this discussion with Massimo Caronna, North American CEO at Italian luxury brand Brunello Cucinelli. A particular focus is how the brand is driving growth among younger customers. Firstly, online: it leverages its digital platform to help customers understand what the brand really stands for. Influencer campaigns and video content on its social platforms are a case in point. And in-store: window displays, and an emphasis on unique visual merchandising are engaging younger customers. This interview offers a refreshing take on how investment in a brand can drive growth– take a look. #Luxury #Fashion #Retail #CustomerExperience

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Not enough brands are rewarding their loyal customers & advocates and it shows. You’d expect a luxury fashion brand like Miu Miu to turn to influencers or celebrities to walk their fashion week runway show to drive awareness & clout, but the brand instead allegedly gave one of its most coveted runway opportunities to a loyal customer.Socialites (and social media influencers) are of course getting gifted product and invited to shows (just as VIP customers do as well) but to see a customer walk the runway is a bold way for Miu Miu to show their customers that they’re proud of seeing them literally represent the brand - and they will continue to reward loyalty through curated experiences. However, not all of us can buy our way into opportunities like this…Which opens the door for brands to reward other kinds of loyalty - I.e just because I can’t afford to be a VIP client doesn’t mean I can’t save and style my dream Miu Miu items in an outfit collage on Locker and go viral sharing it on social media. I think we’re entering a new era where brands that reward their loyal customers and biggest admirer / advocates are the ones with more earned affinity than those only willing to invest into the likes of a small saturation of influential figures. Don’t agree? Just read the comments on this Reels, one commenter wrote: “The loyal customers who wear the brand day to day are the real representation of the brand, this is really neat to see.”

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