Watching this Chanel show was like a mini-vacation for me. It is incredible. The models stroll, strut, dance and frolic in the Ritz hotel. Not a traditional high strut catwalk in any way. I love this. They look like they are having the best time, the music is adorable and of course the clothes are beyond. Go ahead, take a moment for yourself you totally deserve it! Watching this is my idea of mindfulness. Enjoy.
Live Streaming Fashion may have completely changed the fate for Fashion’s Finest Freelancers.
While going for my daily morning run, this old chest of drawers was on the curb looking for a new home. I stopped, stared at the sign and had to take a photo because it reminded me of something I had just recently learned.
Free or Best Offer.
I think a few of my freelance fashion colleagues feel like this chest of drawers.
Just as this season’s shows were winding down, I reached out to a couple of my freelance makeup artist friends. Knowing how busy they are during shows, I did not expect to hear back for a couple more weeks. I routinely figured that they would finish their shows, get their post-show rest and then we would catch up.
Except that I did hear back from a couple of them immediately.
What the heck was going on?
The shocking answer is that they were barely booked this season! This update was coming from some very highly talented freelancers. Their talent was always booked solid during fashion and award seasons. This was shocking news.
They have also come to rely heavily on the income, camaraderie and contacts each fashion season brings.
No doubt, live streaming fashion has been AWESOME for the wanting consumer. Its AWESOME for the brands too. Via the multitude of live media outlets, brands are sharing their essence and value in real time. It does not come cheap for the brands though.
Last year, WWD reported, “ the bulk of beauty brands paying designers for show sponsorships anywhere from $5,000 for a lesser-known fashion label to $50,000 for a more established one — plus supplying the products — the question is: Do the beauty companies reap rewards? The answer is a resounding “yes.”
And for their $50K, you know that the big corporate brands are bringing in their own armies of celebrity stylists and entourage. This leaves little to no room for the talented freelancer.
I’ve been told that this year was the biggest yet. Big companies totally dominated backstage at the shows. Can’t begrudge anyone, let’s face it, they are marketers and paid heavily for the opportunity.
Major change brings on major change. In hyper-available “real time” where items, looks and trends are immediately available to the public, there will be equal evidence of the immediate winners and losers at this new game.
Is it working for the brands? Yes.
really strong ROI,” said Jen Daly, marketing director of salon-inspired hair-care brands at Unilever, who noted that since 2013, when TRESemmé concentrated its efforts in New York as the official hair-care sponsor of fashion week, the brand has seen the growth rate of its styling business increase five times. “[For our consumer], the hair resonates more than the designer.”
Karl Lagerfeld recently shared his opinion with The Business of Fashion.
“It’s a mess,” said Lagerfeld backstage after the Fendi show, when asked about the lack of consensus amongst members of the fashion industry in the US, UK and Continental Europe on the value of consumer-facing fashion shows…..
“Chanel makes six collections per year, but I make already one — the capsule — that is not shown to the press, to nobody. The day it comes out is the day the stores get a document. Now I want to do something else — perhaps it’s too early to talk about it — to make a special collection only for the [Internet]. Fifteen things, you buy them and you get them immediately.”
Many shows are now also opportunities to immediately buy. No more 6 months wait until it hits the retail floor. This is fantastic for consumers and brands.
So, what will Live Streaming most likely mean to the freelancers?
Maybe many talented freelancers will be left out of the stream.
Christine C. Oddo is the author of The Christine Report blog and founder of Madison Luxe Group; a beauty and luxury retail sales, product development, brand curation and digital strategy agency.
Inquiries to firstname.lastname@example.org
Has Chanel done it again? Has this storied fashion house of
never-ending-goods-of-absolute-desire yet again reignited one of their very own legendary designs? Only the Chanel audience knows. The rest of us will know if we see it on the feet of devotees.
What we have on our hands here, or should I say feet, is the newest rendition relaunching the two-tone classic Chanel Slingback. Originally created in 1957, click this link to see the fabulous archived ’57 photo of Gina Lollobrigida and society’s finest wearing this classic shoe. The photo has a tickle of animation featuring the famous two-tone, intended as Chanel noted, that the black cap will shorten the toe and the beige lengthens the leg.
In a crazy coincidence, Lollobrigida, once referred to as “the most beautiful woman in the world” is again in the news at 87 years old. She says her decades younger husband tricked her, via getting her to sign paperwork, into their marriage, and only for her estate.
We know Chanel is tops in fashion, but how will the fashionista social media elite respond is the other question. Besides product sales, Social Media is the other sure way we’ll quickly learn if the relaunch of this classic is a hit. Response and Engagement from discriminating fashion societies reveal the truth for all to see and then emulate.
Lets look a little further into this social media terminology, “engagement”. Social Media expert and Harvard professor, Dr. Lelia Samii, states that, “Many think that the size of your community is the most important part of social media, however what is more important is ENGAGEMENT.” Dr. Samii is well known in her circles for devising the REALLY framework and strategy. Her REALLY program is an effective approach to the implementation and analysis of a brand’s social media efforts. REALLY stands for: Research, Engage, Analytics, Listen, Learn, You.
Sounds like marketing, doesn’t it? In Chanel’s eternal branding genius, they generated 4 visually delicate but unmistakable vignettes that are just long enough to draw in the viewer, but short enough to keep rapt attention. Based on the rolled jeans and bike ride featured in the vignettes, this creative balance is precisely aimed at the Millennial target audience. Be it 1957 or 2015, Chanel perpetuates their iconic aura. Judging by the number of views and comments, and multiply this by 4- one for each featured vignette, it does appear that Chanel definitely engages their audience.
Chanel’s 2015 social media marketing of their 1957 slingback is undoubtedly on target. Can’t wait to see them on all those feet.
Christine C. Oddo is the author of The Christine Report blog and founder of Madison Luxe Group; a beauty and luxury product retail sales and digital strategy agency.
Inquiries to email@example.com