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Founded almost 50 years ago, Japanese brand BEAMS has become a behemoth of global style despite little activity overseas. But that could be about to change. With a successful Beams Plus 'Limited Store' pop-up in Los Angeles in November, BEAMS now has it's eyes set on New York, London and Paris. This week we wrote about what makes BEAMS so special, and why its 30 sub-brands are well-placed to take over in the West. Read more below, and follow edition+partners for more.

**Hudhawk: The Story of a Visionary Brand** Shantanu Sharma, an IIM alumnus with 23 years of experience in brand building, always had a passion for crafting high-quality products that resonate with people’s lifestyles. After working with numerous successful brands, Shantanu felt a calling to create something uniquely his own—something that combined his expertise with his love for fashion and sustainability. This vision gave birth to Hudhawk, a premium caps brand dedicated to quality, innovation, and social responsibility. Hudhawk caps are meticulously crafted in one of the best factories in India. Every cap undergoes a stringent quality control process, ensuring that each piece meets the highest standards of craftsmanship. The designs are contemporary yet timeless, blending modern aesthetics with traditional techniques. Skilled artisans use advanced manufacturing techniques, incorporating breathable fabrics, durable materials, and precise stitching to create caps that are both stylish and functional. The mission of Hudhawk is to redefine headwear while making a positive impact on the world. At the heart of this mission is a commitment to sustainability and community support. For every cap sold, Hudhawk plants a tree, contributing to global reforestation efforts and combating climate change. Shantanu believes that businesses have a responsibility to give back to the environment, and this initiative is a testament to that belief. But Hudhawk’s mission doesn’t stop there. Shantanu is deeply committed to empowering women and creating opportunities for those in need. For every 10,000 caps sold, Hudhawk provides employment to a single woman, helping her gain financial independence and improve her quality of life. This initiative aims to uplift communities and create a ripple effect of positive change. Hudhawk is more than just a caps brand; it’s a movement towards sustainable fashion and social responsibility. With each cap, customers are not only investing in a stylish and high-quality product but also contributing to a greener planet and a more inclusive society. Shantanu Sharma’s vision for Hudhawk is clear: to build a brand that stands for excellence, innovation, and compassion. As Hudhawk grows, so does its impact. Join us on this journey to make the world a better place, one cap at a time. With Hudhawk, you don’t just wear a cap—you wear a cause.

VILAVI is a bold statement jewellery brand. At first, it was only jewellery of its own production.The company is growing every year: expanding the range, increasing the number of offline points, and media coverage. All this happens thanks to the non-trivial communication strategy: 1) Impact through associations with celebrities. VILAVI often showcases its jewellery on well-known figures such as Hailey Bieber, Kendall Jenner and other celebrities. These faces are highly sought after by the brand's target audience, which builds an associative link that suggests these famous women could also wear this brand. 2) VLV Girl. The VLV Girl is the direct target audience of the brand. She is a girl who loves self-expression, strives for success, and isn't afraid to show her individuality and independence. She adores wearing lots of jewellery and constantly buying something new and unusual. 3) Offline store design impact. VLV decided to open a store that would be inviting to passersby and would not necessarily make them think about making a purchase. They opted for an elaborate and unconventional design for the premises. Everything inside is lined with soft fabric that you want to touch. Thus, the store itself serves as an effective visual "magnet" for the brand. 4) By establishing emotional connections and associative links with its audience, the brand leaves a lasting impression and acts as the one who can provide the feeling of celebration in everyday life. Follow ADV360 to know more interesting facts about widespread brands’ marketing strategies!

Do sustainability and/or ethics actually matter to consumers? Judging by the thread I have recently been following on a private FB group the answer is no. New launch of M&S capsule collection for/inspired by the England football teams. The PR makes no mention of fabric, sustainability or similar. The original poster of the thread asks for comments on the collection. I commented that bearing in mind M&S have a whopping great sustainability policy but make no mention of sustainability in the PR speaks volumes. Were the clothes to have an ounce of sustainability in their content or production you can bet it would be all over that PR. In our sustainability bubble we (or at least I) am obsessed with the fabric, where the item was made, how will it be disposed of. But out in the world of pretty things and cheap clothes sustainability is really not that important. People (and clearly M&S) don't care. So how do we change that? https://lnkd.in/ebSFzumn #FastFashion #SustainableFashion

How Coco Chanel mastered the art of desire to create a billion-dollar brand: Back in 1910, in the bustling streets of Paris, Coco Chanel opened her first boutique. Fast forward to today, and Chanel stands as a $19.4 billion empire. Her secret? Being able to stimulate desire. Coco understood these 3 key aspects of desire: 1. People Want What They Can't Have Some might call this the "grass is always greener syndrome." Humans will always desire things that are forbidden and unattainable. Coco was always very rebellious and so were her clothes. She associated them with youth and rebellion. She would only make a limited amount and sell them to women who embodied these qualities. 2. People Want What Other People Have Seeing somebody else have something stimulates a competitive desire in you to have the same. Soon, women in Paris started to see these young women walking around in clothes they had never seen before. They wanted to know how they could get the same. 3. People Love to Fantasize Humans love for their imaginations to be stimulated, we crave fantasy. Coco created an aura of mystery around her brand. She never revealed her creative process or anything about her childhood. Her odd logo was designed to stimulate interpretations. The Chanel brand sparked people's imaginations and let them run with it. How could you utilize these aspects of human nature in your startup?

The collaboration between Louis Vuitton and Yayoi Kusama is a strategic masterpiece from a brand equity, reputation, and marketing perspective for several compelling reasons: 1. Creativity as a Luxury Good: The partnership underscores the notion that creativity is an exclusive, original, and luxurious commodity. By associating with Kusama, whose work is characterized by its vividness, originality, and depth, Louis Vuitton underscores its commitment to these values. Kusama’s art, known for its bright colors and mesmerizing patterns, is not just visually appealing but also carries deep personal and cultural significance, aligning with the luxury brand's desire to embody more than material wealth but also rich artistic and emotional experiences. 2. Multigenerational Appeal: This collaboration smartly appeals to a broad demographic spectrum. For younger generations, Kusama’s bright, Instagram-friendly artworks represent a form of accessible yet profound art. Meanwhile, older audiences who have followed Kusama’s journey or have grown up with her art find nostalgic value in this collaboration, seeing it as a blend of fashion with a lifetime of avant-garde creativity. This wide appeal enhances Louis Vuitton's reputation as a brand that transcends age groups, making it timeless. 3. Cementing Global Brand Status: Associating with Kusama, an artist with a compelling story of overcoming adversity and achieving global fame, helps reinforce Louis Vuitton's status as a global luxury brand. Kusama’s journey from rural Japan to becoming a world-renowned artist mirrors Louis Vuitton's aspirations of global reach and cultural significance, making the brand not just a fashion house but a global cultural phenomenon. 4. Leveraging Virality and Digital Engagement: The visual appeal of Kusama's work, especially her iconic polka dots, has proven to be highly engaging on digital platforms, as evidenced by the viral reactions on TikTok and other social media. This digital engagement is invaluable for brand marketing in the current era, where social media presence can significantly affect brand visibility and appeal. 5. Innovation and Brand Dynamism: Through this collaboration, Louis Vuitton demonstrates its willingness to innovate and embrace the avant-garde. By integrating Kusama's art into their designs, Louis Vuitton moves beyond traditional luxury fashion norms, showcasing its dynamic approach to design and marketing, thus enhancing its reputation as a forward-thinking brand. 6. Exclusivity Through Collaboration: Despite the extensive range of products released under this collaboration, the unique blend of art and fashion ensures that each item retains a sense of exclusivity and luxury. The limited nature of such collaborations makes owning a piece desirable for collectors and fashion enthusiasts alike, further boosting the brand’s prestige.

The collaboration between Louis Vuitton and Yayoi Kusama is a strategic masterpiece from a brand equity, reputation, and marketing perspective for several compelling reasons: 1. Creativity as a Luxury Good: The partnership underscores the notion that creativity is an exclusive, original, and luxurious commodity. By associating with Kusama, whose work is characterized by its vividness, originality, and depth, Louis Vuitton underscores its commitment to these values. Kusama’s art, known for its bright colors and mesmerizing patterns, is not just visually appealing but also carries deep personal and cultural significance, aligning with the luxury brand's desire to embody more than material wealth but also rich artistic and emotional experiences. 2. Multigenerational Appeal: This collaboration smartly appeals to a broad demographic spectrum. For younger generations, Kusama’s bright, Instagram-friendly artworks represent a form of accessible yet profound art. Meanwhile, older audiences who have followed Kusama’s journey or have grown up with her art find nostalgic value in this collaboration, seeing it as a blend of fashion with a lifetime of avant-garde creativity. This wide appeal enhances Louis Vuitton's reputation as a brand that transcends age groups, making it timeless. 3. Cementing Global Brand Status: Associating with Kusama, an artist with a compelling story of overcoming adversity and achieving global fame, helps reinforce Louis Vuitton's status as a global luxury brand. Kusama’s journey from rural Japan to becoming a world-renowned artist mirrors Louis Vuitton's aspirations of global reach and cultural significance, making the brand not just a fashion house but a global cultural phenomenon. 4. Leveraging Virality and Digital Engagement: The visual appeal of Kusama's work, especially her iconic polka dots, has proven to be highly engaging on digital platforms, as evidenced by the viral reactions on TikTok and other social media. This digital engagement is invaluable for brand marketing in the current era, where social media presence can significantly affect brand visibility and appeal. 5. Innovation and Brand Dynamism: Through this collaboration, Louis Vuitton demonstrates its willingness to innovate and embrace the avant-garde. By integrating Kusama's art into their designs, Louis Vuitton moves beyond traditional luxury fashion norms, showcasing its dynamic approach to design and marketing, thus enhancing its reputation as a forward-thinking brand. 6. Exclusivity Through Collaboration: Despite the extensive range of products released under this collaboration, the unique blend of art and fashion ensures that each item retains a sense of exclusivity and luxury. The limited nature of such collaborations makes owning a piece desirable for collectors and fashion enthusiasts alike, further boosting the brand’s prestige.

𝗕𝗹𝗮𝘁𝗮𝗻𝘁 𝗞𝗻𝗼𝗰𝗸𝗼𝗳𝗳 𝗼𝗿 𝗖𝗹𝗲𝘃𝗲𝗿 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴? Chagee has quickly become a massive hit in Singapore with huge queues outside its stores. But while everyone’s lining up for the milk tea, I can’t help but notice something else… Chagee’s cup design looks almost identical to Dior’s iconic Book Tote. And let’s be honest, this isn’t just ‘inspiration’—it’s a clear rip-off. Is it a clever marketing move to borrow from a luxury brand, or is it crossing the line into blatant imitation? For me, it feels like the latter. In an era where originality is so important for branding, why are some companies getting away with copying high fashion for a quick image boost? So what do you think—genius marketing or lazy copycat?

Collabs are everywhere today. And I mean everywhere - in fashion, food, coffee, home decor, furniture, jewellery, etc. In 2023, the brand-to-brand collaboration market reached a global valuation of over $400 billion. While some might assume collabs are just a passing trend, the truth is, that collabs, seen as a modern marketing strategy, have been around for decades. They’ve just evolved with time.  1950s : Brand collaborations started gaining traction in the mid-20th century. Auto manufacturers teamed up with oil companies to promote cars and their specific oils together. 1970s: Fashion designers were partnering with retail brands to make high fashion more accessible. 1980s-1990s: Collaborations started making waves in terms of strategy and creativity. The iconic partnership between Michael Jordan and Nike revolutionized the sneaker industry, while Coca-Cola and Disney joined forces to create co-branded merchandise and themed attractions. 2000s: Collaborations went mainstream expanding beyond the traditional brand-to-brand or artist-to-artist partnerships. We had fashion brands teaming up with luxury designers to offer high fashion at affordable prices, as well as tech-driven partnerships. 2010s: Collaborations were no longer confined to fashion and consumer goods, there was experimentation and expansion into all sectors including finance, food, and technology; all of which were driven by digital and social media. Today, we see some of the most unexpected cross-industry collaborations, like the IKEA x Virgil Abloh collection. Who would have thought we needed that? Purpose-driven collaborations are also on the rise, knowing that consumers are becoming more socially conscious. These collaborations drive a positive change, along with building a brand’s reputation and credibility. So, what’s changing isn't that collabs ARE happening, but HOW they are happening. Collabs are adapting to changing consumer trends and technological advancements. The future looks bright with space for more bizarre and creative cross-industry, socially responsible, and tech-driven partnerships. In short, brand collaborations have evolved from simple partnerships to complex, multi-faceted partnerships that create buzz, drive sales, and build deeper connections with consumers. It’s exciting to see how they’ll continue shaping the future of marketing and strategy. Check out Unlimited if you’re thinking about collaborations. We know a thing or two about it.

𝗥𝗶𝘅𝗼: 𝗔 𝗿𝗶𝘀𝗶𝗻𝗴 𝘀𝘁𝗮𝗿, 𝘁𝗵𝗮𝗻𝗸𝘀 𝘁𝗼 𝗮 𝗴𝗿𝗲𝗮𝘁 𝗯𝗿𝗮𝗻𝗱 𝘀𝘁𝗼𝗿𝘆 During the spring and early summer, my post box has been filled with fashion catalogues from brands targeting the 35+ busy, working mother who needs fashion that works for her professional and personal lifestyle. As the catalogues began to pile up on my desk, I couldn’t help but notice the similarities. Not only did they all seem to come from the same print shop (size, binding, paper finish and quality), but the actual fashion and underlying messages were very similar. Alongside the similar fabrics, cuts, styles, and colours, the catalogues also deployed a very similar language (timeless, luxury, classic, effortless, versatile, investment). And despite the founder's story featuring in these, the actual brand story didn’t cut through and therefore a weak, if any, brand connection was made. As I was flicking through the catalogues slightly confused as to which brand I was looking at, I kept wondering what was missing. And I can sum it up in one word: Emotion. Everything in the catalogue was rational – the mix-and-match tips, the versatility pointed out, the quality commitment, the fabrics’ performance, and the colour combos explained. All these were delivered with models exhibiting no glimmer of sentiment on their faces, Even the founder stories lacked a spark of emotion as they focused on creating curated options, obsessing over details, working through challenges, and providing “intelligent” lasting solutions. All rational. No emotion. You can’t create a brand story without stirring up feelings. And you can’t stir up feelings without an emotive, relatable, trustworthy brand story. And without a brand story, you will ultimately struggle to differentiate and connect with your customers. Rixo is a good example of a brand in the same sector, that succeeds in doing that. A rather young Australian brand founded in 2015, it has managed to differentiate itself both in product and most importantly with its brand story. It is a story of friendship and a shared love of vintage – and this is felt through the various touchpoints: Whether it is fitting rooms named after inspiring style icons from the 20s to the 70s, or immersive flagship shop with a unique atmosphere or the founders' friendly tone in customer comms. At every interaction, the brand’s story comes to life and the founders’ friendship and love of vintage is palpable. My question to the ‘rational’ brands above would be what would you like your potential customer to feel when she interacts with her brand? Once you answer that, bring it to life with your brand story in every single brand touch point.