Thread: The Business of Fashion

Originally Posted by Kuester

^ Guest speaker from Fendi where if you don't mind me asking?

At the university of Monaco

THe prism is from Kapferer. He wrote the book The Luxury Strategy.
Can find it on amazon. It is quite interesting and covers a lot of stuff.

You have to thank David for this post. He sent me the link a couple of hours ago and since I have to catch up a lot about how to create a proper corporate mission in
general, I thought I might just update this thread during the process later on. We'll start with Stone Island and thanks again to David for pointing that one out.

The journey inside Stone Island begins.
Carlo Rivetti opens the doors of the headquarters of Sportswear Company in Ravarino, where his brand Stone Island is thought and takes life. A first general recognition
where Carlo Rivetti reveals the philosophy of a company that has always been founded on research and experimentation. Where what is revealed is the passion and the
deep know how that turn ideas and visions into garments and collections that are always innovative and in the vanguard.
What follows is a serialised story, where an indiscreet camera records, without any secret, the testimonies of the people involved and all the places in which the product
is created. Following ‘Carlo Rivetti's tour’, the first video that Carlo Rivetti commissioned to reveal the top level skills that contribute to creating Stone Island garments
and collections, the video camera focuses on the individual departments.
The second episode is dedicated to the experimental dyeing facility, a sophisticated colour workshop, where all the phases of the garment dyeing treatments are fine
tuned. This know how is one of the company's greatest assets and, since the very beginning, has set Stone Island apart on the sportswear scene. Claudia Bergamini,
Head of the Dyeing Facility, demonstrates the processes for double dyeing technique on the finished garment, one of the many possible variables for obtaining different
colours and shades in the same dye bath.

nice videos :=)

Rivetti is actually the disciple of Massimo Osti who founded CP and Stone Island. He was an artisan and mad scientist of fashion who invented many new materials and began the art of using varied materials in a single garment with each material responding differently to the dyes.
Osti on Wiki

Originally Posted by Kuester

Edit: Well, all the information I got pretty much seems up what I already had in mind. First of all, it's funny how they it was founded in 1991 and all of a sudden everyone wants to wear them for the last couple of years.

I guess the part which made them so popular is the same which made Christian Audigier a rich guy. Not sure about the quality of the Louboutins in general, but I highly doubt they can have the same shitty quality and lack of design as the lines of Mr Audigier, but we'll stay on his brands for now. If you take a close look at Von Dutch and Ed Hardy, I guess what sold the brand in the first place was the well executed product placement. All of a sudden you'd see celebrities running around in some fugly caps and then everyone wanted to have a Von Dutch and pretty much gave a shit about what they might cost. I guess it was the same with Ed Hardy. All of a sudden all celebrities were running around in his shitty T-Shirts and then basically everyone else wanted to jump on the bandwagon. Basically it's just the illusion of exclusivity he created and I guess it's the same with the Louboutins. As far as I know there's no classic advertising out there. You'll mostly see their shoes in fashion magazine editorials and on the feet of Ms Kardashion or other celebrities. I think Jimmy Choes started out the same and Manolo didn't have a lot at the beginning as well. So all in all, I think you can "blame" it on the exclusivity factor and the desperate wish of men and women alike to look like their favorite A, B, C class celebrities on TV.

Thanks Kuester and thanks to David for the article as well. I guess luxury products in general happen to be that way. Just as Patron was started in 1991 by Jean Paul Gaultier(sp?), same guy woh founded Paul Mitchell, but all of sudden in the mid-to-late 2000s all of sudden songs about patron were all the rave.

Originally Posted by eXpensiveGears

TJust as Patron was started in 1991 by Jean Paul Gaultier(sp?), same guy woh founded Paul Mitchell, but all of sudden in the mid-to-late 2000s all of sudden songs about patron were all the rave.

Actually that's John Paul DeJoria who started the booze and hair stuff, JP Gaultier is a fashion designer

Originally Posted by davido22

Actually that's John Paul DeJoria who started the booze and hair stuff, JP Gaultier is a fashion designer

WOW, you are entirely correct. I knew that too, why the hell did I write Gaultier lol. Time to take my brain pills.

Love it Kuester, keep it coming!

It was a nice thread if you are doing business of fashion you have to change your strategy for short period of time, you have to accept the todays generation.

I absolutely love fashion but being waist 42 leg 36 i dont fit in any jeans that are proper brands