ZALORA Group’s Post

Scent is no longer created just by perfumers and brands.. Instead, it's now also mixed by consumers, eager to stand out. Niche fragrances, with their unique structural characteristics, inspire the creation of adventurous and innovative scents, opening up endless possibilities for exploration. This breadth and depth not only encourage the development of of expertise within the category, akin to the world of luxury watches but with greater accessibility, but also infuse fragrances with an additional layer of expression and personalization, especially resonating with youth culture. The choice of fragrance isn't just about its scent; it's also about what it says about one's knowledge, values, and sophistication. These aspects are communicated through the fragrance's complexity, context of wear, symbolism, exclusivity, and more. Choosing fragrance often involves dissociation from those who don’t “get it” and association with those who do. Fragrances become intertwined with how we perceive ourselves, protected through various strategies: ▪ Gatekeeping: Restricting knowledge of one's fragrance to insiders to maintain its exclusivity. ▪ Outlierism: Preferring polarizing or exclusive fragrances, seeking out hidden gems, and using batch numbers for differentiation. Brands recognize this need for personalization, offering: ▪ Limited Editions ▪ Engravings ▪ Bespoke in-store experiences. Ex Nihilo's personalization program stands out by allowing consumers to add their own olfactory signature, enhancing fragrances with creative twists. Consumers realize that the democratization of niche fragrance via social media poses challenges to having a unique fragrance, as hidden gems are quickly uncovered. Enter layering 🎨: the up-and-coming frontier of fragrance personalization❗ Layering represents the art of blending two fragrances into a singular, unique scent. Just as a painting isn’t meant to be painted over, or a song to be remixed, fragrances aren’t typically designed to be combined. And while some view this as sacrilege, it reflects a new era of decentralized luxury, where traditional conventions are constantly challenged. Layering embodies the essence of personalization and skill, perfectly aligning with the desires of modern consumers. Many brands have already begun embracing this trend by offering structures conducive to layering, while many others have found themselves aligning with this movement, perhaps unintentionally. __ In today's dynamic niche fragrance landscape, consumers are the driving force behind trends, reshaping traditional brand-consumer dynamics and fostering a more collaborative relationship. Driven by a quest for individuality, consumers are breaking all of the rules and creating unique scents through the art of layering. We've only scratched the surface of this trend's potential, and as it gains momentum, the pioneers of this movement will already be exploring the next big thing. #Niche #Fragrance #Layering #Unique #Scent

Made In Akure presents the Fashion Circle The Fashion Circle is a platform that brings together a network of creatives in the fashion space. Designers, stylist, models, show makers, illustrators, fashionistas and fashion enthusiasts who reside or who’s business hail from Akure were the targeted audience for MIA’s first mini experience. The event kicked off with some games and music to set the atmosphere. MC Breezey breaking the ice by making witty and comic remarks as we waited for arriving participants to settle in. This quickly transitioned into the introductory session. Everyone briefly spoke while answering the questions “who are you”, “what brand do you represent” and “what do you do”. Apparently “tech bros” are fashion enthusiasts! A remarkable number showed up at the Fashion Circle. The next highlight for me would be, the talk sessions. They speaker’s were obliged to share stories about themselves, their respective brands, what inspired them, their challenges and how they leveraged on the internet to reach a global audience. #Akuretotheworld They emphasized the importance of owning your skills, being confident while networking or making sales. The importance of branding and having a mentor. Price valuation and technological impacts in the fashion industry. Next up was the networking session. The participants were given the opportunity to make an impression, converse and exchange contacts with fellow creatives and enthusiasts. Furthermore, the Fashion Circle enabled a panel session. Participants were encouraged to ask the speakers questions, make contributions and create opportunities for collaborations. MC Breezey concluded by giving the vote of thanks, promising to send each participant an email consisting names and contact information of everyone present at the Fashion Circle as a project deliverable alongside item 7 and access to media materials taken at the event. The Fashion Circle was a huge success considering the metrics decided upon prior the event. I personally enjoyed the experience being an organizer. One particular challenge I faced at this event was when a “mentally disturbed” woman showed up with a glass cup, causing a nuisance! What do you think should be the proper approach to this challenge?

Zendaya's Fashion Power: How Her 'Challengers' Press Tour Drove $8.8M in Media Impact 💥 As traditional magazine covers and editorials decline in significance for brands, press tours are stepping in to fill the gap. This shift in strategy is proving to be a game-changer in the fashion and entertainment industries. 🌟 A prime example is Zendaya’s recent press tour for the film "Challengers," which demonstrated the immense potential of this approach. 🎬✨ In just four weeks, Zendaya’s meticulously curated fashion choices during the tour generated an astounding $8.8 million in media impact value for the luxury brand Loewe, according to data from performance measurement firm Launchmetrics. 📈👗  This figure highlights the powerful influence celebrities can wield through strategic fashion decisions during high-profile events. The trend of wearing outfits inspired by films has seen a notable resurgence in popularity. Although it may seem like a modern phenomenon, this practice has deep roots in the golden age of Hollywood. 🎞️🌹 Back then, the studio system meticulously dressed stars to mirror their on-screen characters as part of a comprehensive movie promotion strategy. Today, this strategy involves a collaborative effort among designers, stylists, and publicists to ensure that the fashion narrative aligns seamlessly with the film’s promotional goals. By doing so, they create a cohesive and immersive experience that captivates the audience’s imagination and drives substantial media buzz. 🧵✨ Zendaya’s impact on Loewe is a testament to the efficacy of this approach. Her fashion choices, often reflecting the themes and aesthetics of "Challengers," not only enhance her personal brand but also amplify the visibility and desirability of the designer pieces she wears. 👗🔝 This symbiotic relationship between celebrity and brand is redefining how media impact is generated and measured in the modern era. 📊🌐 In conclusion, as the dynamics of fashion marketing evolve, press tours have emerged as a vital tool for brands seeking to maximize their media impact. 🌟🎬 #Fashionmarketing #zendaya #loewe #luxetalent

Infiniment Coty Paris – COTY IS TAKING A LEAP INTO THE FUTURE ! How does the future smell ? Sue Nabi and Nicolas Vu are redefining Haute Perfumery with “Infiniment Coty Paris”. They are ushering in an era of fragrances with a wide range of expressive possibilities that provide the wearer with endless new fragrance experiences. For “old noses” like me, who are always on the lookout for unfamiliar olfactory experiences, that sounds promising! The ambitious goal was to disrupt and redefine haute perfumery. The traditional house's new collection is a ground-breaking innovation, both conceptually and technologically. And as we know, we love disruption at Spitzenhaus ! The invention of the “Molecular Aura” now gives the artistic perfume a new, modernized form. The launch marks the first time that the patented “Longevity Technology” has been used. It controls the evaporation of fragrance molecules, giving each fragrance its mysterious and subtle aura. The innovative formulas guarantee a constant linear release of fragrances for up to thirty hours. As you can imagine, this gives every perfume a completely new perception and promotes the well-being of the person wearing it. At the same time, all fragrance formulations are free from ingredients that are harmful to the immune system. They are extremely skin-friendly and provide a “wearing comfort” that I have not often experienced. Infiniment Coty Paris is also breaking new ground in terms of packaging, creating a unique link to artistic creation and “artcycling”. In the spirit of sustainability, all perfumes are offered in refillable glass bottles. If you decide you no longer want to use the bottle, you can return it to the point of sale, where it will be donated to an exclusive “Artcycling” project. This project supports young African artists who integrate the flacons into their works. The resulting art objects can then be purchased at auction, with the proceeds going towards a project to support African artists - empty bottles that have been turned into art become a “canvas” and works of art are created. Sustainability here too! My conclusion : Unlimited fascination ! Infiniment Coty Paris' fundamental approach, based on research and innovation, shows how cutting-edge science can push the boundaries of perfumers' artistic scope. It really is a completely new way of experiencing perfume ! I am particularly pleased that the House of Coty has placed its trust in Spitzenhaus to be the first store in Germany, Austria and Switzerland to present this extraordinary fragrance collection to its customers.

The Power of Fragrance: Building a Signature Scent for Your Professional Brand The global fragrance market is booming (expected to reach $52.4 billion by 2025!), but many professionals find themselves with collections that don't quite resonate with their personal brand. Perhaps a blind buy went wrong, or a description missed the mark. Fragrance preferences are highly individual. What one person adores, another might find overpowering. Here's how to manage unwanted fragrances and build a collection that reflects your unique style: • Resale: Consider reselling unwanted perfumes, depending on the scent and price you paid. Fragrances in high demand or those purchased at a discount might fetch a good price. • Maceration: Storing a fragrance for an extended period (maceration) can sometimes alter its scent profile, potentially making it more appealing. • Gifting: Share the fragrance with a friend whose taste aligns better with the scent. A signature scent can be a powerful tool for memory and personal branding. By exploring these options, you can curate a fragrance wardrobe that makes a lasting impression and avoids the "Eau de Regret." Fragrance is a powerful tool for personal branding! Share your tips for building a curated collection in the comments. . . . I'm Faith Odetola, a fragrance journalist helping professionals build signature scents that save them money and time. I can also recommend fragrances based on your existing collection or help you create a fresh new fragrance wardrobe. Are you looking to build or refine your fragrance wardrobe? You can message me here at https://lnkd.in/dc447Cus

Can #positioning change a brand’s fortunes? 💰 In early 2000s, Harish Bhat identified a problem with #Tanishq. It was a highly regarded brand, but did not reside in the heart of the jewellery market – the wedding market. It was seen as good for trinkety stuff and did not appeal to those who went to the traditional jewellers. Admired but not bought to the same extent. Not surprising, as the brand and design teams thought of wedding market as a business necessity, but their natural impulse was to see Tanishq for its design differentiation and fashion quotient- leading the brand into territories of expression that were very western in styling. Sometime in 2004 the brand roped in Santosh Desai, one of the most admired brand consultants to create a sustainable brand value proposition. After deep consumer work, Santosh’s inputs to the team were following: You are remaining outside the culture. You are behaving like an outsider. You think of jewellery as fashion. Jewellery is not fashion, jewellery is culture. So don’t look down upon tradition, don’t run away from it. Engage with tradition with understanding and respect. But do your own take on it. This input- “Tanishq’s take on tradition” became a defining moment in brand’s journey to widen its appeal without diluting its unique identity. Tanishq’s positioning around “Revitalising Tradition” informed every aspect of the business from TV ads, jewellery collections, to store designs to even how the store staff behaved. Bringing this positioning to life at all touchpoints,  brought the brand from the fringes to the centre of the jewellery market 📈 That’s the power of positioning. Also, great reminder that postioning is not just limited to fancy advertising campaigns. A good positioning actually defines the scope of a brand’s play in the industry 🎯 Source: 📖 The Tanishq Story by C K Venkataraman.

Loewe is a heritage Spanish fashion house that has been supplying luxury leather goods to the Spanish Royal family since 1846. Ernest Hemingway, Marlene Dietrich, and Sophia Loren were among the brand's influencers. Despite its high status and being the oldest luxury fashion house of LVMH, Loewe is very different from the brands of its calibre. Loewe doesn't take itself too seriously. It is a quirky, unique, fresh, and truly tongue-in-cheek brand. When Jonathan Anderson became Loewe's Creative Director in 2013, his vision and new direction for the brand raised many eyebrows 🤨. It also raised Loewe's share price! 📈 From being the most underperforming brand in the LVMH group, Loewe has officially become one of the hottest fashion brands, surpassing Prada in 2023 according to the Lyst Index. What is the secret? Taking a risk, pushing boundaries, and adding a bit of humor in combination with craftsmanship and unique design. Loewe isn't afraid to poke fun at its own name. For years, many followers of the brand have struggled with the pronunciation of its name. 'Loewe' is not a Spanish word. In fact, it's German and means 'lion' 🦁. Loewe has featured a few models and celebrities attempting to pronounce the brand's name before, but this new ad is very special. Loewe arranged a spelling competition where a few struggling contestants attempted to spell L-O-E-W-E. Spoiler alert: they all failed. The ad is fun and full of moments that will make you laugh. The video also features the viral "car-dress" and Loewe's new Flamingo bag 🦩. Just like the legendary Spanish brand, I'm taking a risk by sharing this reaction video, a trend popular on TikTok. I'm not sure if LinkedIn is ready for it, but the fashion world was hardly ready for Jonathan Anderson in 2013. Yet, 10 years later, he is still going very strong as the brand's Creative Director.

Explore how #Chanel and #Hermès are redefining #luxury by prioritizing #brandidentity over designer fame. Dive into the latest industry #insights and see why the era of the 'designer-star' is fading. #fashion #marketing #fashionindustry #creativedirector

Co-branding 🤝 in fashion can be a double-edged sword. Luxury brands excel at storytelling, recognizing that customers invest not just in products but in a lifestyle. Expanding product lines through collaborations is a trend, but it's a delicate balance. Done right, it widens reach, improves image, and generates revenue. However, choosing the right partner and category is crucial. ❌ Back in 2018, Isabel Marant's collaboration on a makeup collection with L’Oréal seemed out of sync, missing the mark on the brand's essence. ✔️ In contrast, their recent limited-edition electric bike collaboration with Voltaire reflects a savvy understanding of their customers lifestyle evolution, seamlessly aligning with the brand's narrative of the effortless chic boho cool Parisian. 👉🏽 Co-branding can be a powerful tool, but alignment with identity, aesthetic, and storytelling is paramount.

𝗔𝗿𝗲 𝗙𝗮𝘀𝗵𝗶𝗼𝗻 𝗦𝗵𝗼𝘄𝘀 𝗔𝗻 𝗘𝘅𝗽𝗲𝗻𝘀𝗲 - 𝗥𝗲𝘃𝗲𝗮𝗹 𝗧𝗵𝗲 𝗨𝗻𝘁𝗮𝗽𝗽𝗲𝗱 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀 If your business still only sees fashion shows as marketing and branding moments, you need to catch up big time—𝗙𝗮𝘀𝗵𝗶𝗼𝗻 𝘄𝗲𝗲𝗸 𝗶𝘀 𝗮 𝗰𝗿𝘂𝗰𝗶𝗮𝗹 𝗹𝗼𝘆𝗮𝗹𝘁𝘆 𝗿𝗲𝗰𝗼𝗴𝗻𝗶𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝗺𝗼𝗺𝗲𝗻𝘁 𝗳𝗼𝗿 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀. I delivered significant commercial results for luxury brands during fashion moments; here is how. 💡 𝗥𝗲𝘃𝗶𝗲𝘄 𝘁𝗵𝗲 𝗩𝗜𝗖 (𝗩𝗲𝗿𝘆 𝗜𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 𝗖𝗹𝗶𝗲𝗻𝘁) 𝘁𝗼 𝗩𝗜𝗣 (𝗩𝗲𝗿𝘆 𝗜𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁 𝗣𝗲𝗼𝗽𝗹𝗲) 𝗿𝗮𝘁𝗶𝗼: Fashion shows used to be "stage" for VIPs - the celebrities, PR and the press, focusing on brand awareness and social media exposure. Over the last five years, more luxury brands have started to invite VICs (the top spenders) to fashion shows to reward their loyalty. It is worth having a more balanced ratio between the two, as VICs are the ones that ultimately provide commercial results. 💡𝗖𝗿𝗲𝗮𝘁𝗲 𝗮 "𝗠𝗲𝗲𝘁-𝗮𝗻𝗱-𝗚𝗿𝗲𝗲𝘁" 𝗺𝗼𝗺𝗲𝗻𝘁 𝗯𝗲𝘁𝘄𝗲𝗲𝗻 𝗩𝗜𝗖𝘀 𝗮𝗻𝗱 𝗱𝗲𝘀𝗶𝗴𝗻𝗲𝗿𝘀: Same as above, designers normally only meet with the press for interviews after the show. Many brands underestimate the impact of inviting top customers to meet designers. Christopher Bailey, the previous Creative Director of Burberry, did a brilliant job breaking that ritual – he intentionally arranged a meet-and-greet session with VICs backstage after each show. He asked for clients' feedback on the show collection and offered photo moments. Many VICs commented that it was "the highlight of their trip," and they became loyal for years. 💡𝗖𝘂𝗿𝗮𝘁𝗲 𝗮𝗻 𝗶𝗻𝘁𝗲𝗻𝘁𝗶𝗼𝗻𝗮𝗹 𝗽𝗿𝗲-𝗼𝗿𝗱𝗲𝗿 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲: Very few brands create intentional VIC experiences and maximise commercial potential around post-show showroom visit. Louis Vuitton excels in curating VIC-only sessions at the showroom, with well-prepared F&B, music, mirrors, and fitting rooms. Designers will present their wares to explain their inspiration. Customer's orders are secured on the spot with a deposit taken, which has significantly improved the return on investment of the shows. 💡 𝗖𝗹𝗶𝗲𝗻𝘁𝗲𝗹𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗩𝗜𝗖𝘀: As the fashion show experience is typically packaged as a two-day-one-night experience, it is a precious opportunity for retail hosts to get to know customers outside the store context. If the hosts are well prepared, they can discover their customers' various lifestyle preferences and shopping behaviours, cementing the relationship to another level! 💡𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘁𝗵𝗲 𝘀𝗵𝗼𝘄 𝘁𝗼 𝘁𝗵𝗲 𝘀𝘁𝗼𝗿𝗲𝘀: Don't let the magic stop at the show. Brief the retail team about the collection inspiration and details so they can start spreading the excitement in-store and collect customer interest. #GogoChengConsulting #TheArtandScienceofClienteling #Fashionshows #CustomerLoyalty #commercialsuccess