Sebastian Sieber’s Post

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.

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!

🔑 𝗪𝗵𝗮𝘁 𝗶𝘀 𝘁𝗵𝗲 𝗸𝗲𝘆 𝘁𝗼 𝘀𝘂𝗰𝗰𝗲𝘀𝘀 𝗳𝗼𝗿 𝗜𝗻𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗙𝗮𝘀𝗵𝗶𝗼𝗻 𝗗𝗲𝘀𝗶𝗴𝗻𝗲𝗿𝘀? One crucial lesson often overlooked in fashion school is designing for diverse markets 🌏 It's not enough to master creativity, aesthetics, and trends—you must also understand how these elements vary across different markets. ✨𝐓𝐫𝐞𝐧𝐝𝐬 𝐚𝐫𝐞 𝐦𝐮𝐥𝐭𝐢𝐟𝐚𝐜𝐞𝐭𝐞𝐝 𝐚𝐧𝐝 𝐜𝐚𝐧 𝐛𝐞 𝐢𝐧𝐭𝐞𝐫𝐩𝐫𝐞𝐭𝐞𝐝 𝐢𝐧 𝐧𝐮𝐦𝐞𝐫𝐨𝐮𝐬 𝐰𝐚𝐲𝐬 𝐝𝐞𝐩𝐞𝐧𝐝𝐢𝐧𝐠 𝐨𝐧 𝐭𝐡𝐞 𝐭𝐚𝐫𝐠𝐞𝐭 𝐦𝐚𝐫𝐤𝐞𝐭.✨ 📑 𝑫𝒂𝒕𝒂-𝒅𝒓𝒊𝒗𝒆𝒏 𝒅𝒆𝒄𝒊𝒔𝒊𝒐𝒏 𝒎𝒂𝒌𝒊𝒏𝒈 In my experience working in wholesale at Isabel Marant, we collected direct feedback from our key accounts and fashion buyers to tailor collections that meet the specific demands of our top markets. For instance, we’d demand shorter dresses for Spain, opt for less cleavage for France, and add more embellishments for Russia. 🤝 𝑪𝒓𝒆𝒂𝒕𝒊𝒗𝒊𝒕𝒚 𝒎𝒆𝒆𝒕𝒔 𝒑𝒓𝒐𝒇𝒊𝒕𝒂𝒃𝒊𝒍𝒊𝒕𝒚 Now, as an international fashion designer, I work with brands from China to Australia and Peru. I must stay attuned to current trends while fully embracing my client’s brand identity and aesthetics. But even more important 𝐈 𝐦𝐮𝐬𝐭 𝐮𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝 𝐭𝐡𝐞𝐢𝐫 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫: 𝐰𝐡𝐨 𝐚𝐦 𝐈 𝐝𝐞𝐬𝐢𝐠𝐧𝐢𝐧𝐠 𝐟𝐨𝐫? 👉 My first question always is : • What is your main market, and what are your goals? Whether it’s maintaining a loyal clientele or expanding into new international markets, understanding these objectives is essential to my design approach. My main goal with any brand is to ensure: ✨𝐇𝐢𝐠𝐡𝐥𝐲 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐝𝐞𝐬𝐢𝐠𝐧𝐬 𝐭𝐡𝐚𝐭 𝐚𝐫𝐞 𝐜𝐨𝐦𝐦𝐞𝐫𝐜𝐢𝐚𝐥𝐥𝐲 𝐬𝐮𝐜𝐜𝐞𝐬𝐬𝐟𝐮𝐥.✨ After all, a brand needs to sell to exist, and so do its designs (wether we like it or not). ——————————————————— 🎙️ 𝗪𝗵𝗮𝘁 𝗮𝗿𝗲 𝘆𝗼𝘂𝗿 𝘁𝗵𝗼𝘂𝗴𝗵𝘁𝘀 𝗼𝗻 𝗱𝗲𝘀𝗶𝗴𝗻𝗶𝗻𝗴 𝗳𝗼𝗿 𝗴𝗹𝗼𝗯𝗮𝗹 𝗺𝗮𝗿𝗸𝗲𝘁𝘀? 𝗦𝗵𝗮𝗿𝗲 𝘆𝗼𝘂𝗿 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗰𝗼𝗺𝗺𝗲𝗻𝘁𝘀 𝗯𝗲𝗹𝗼𝘄!

𝓐 𝓼𝓽𝔂𝓵𝓲𝓼𝓱 𝓬𝓪𝓼𝓮 𝓼𝓽𝓾𝓭𝔂 We recently created a brand for the soon-to-launch luxury fashion marketplace Gloriosa. What made the project particularly exciting for us was that it was a complete ‘soup to nuts’ project. We began with market and audience analysis, exploring the opportunity and gap for the new brand: • Trends • Competitive landscape • Positioning exploration Then we slowly built up brand elements by finding answers to the questions: • Reason to be/why do you exist? • What are you? • Who are you? • What do you want? • What’s getting in the way? • What do you want to say, to whom? • What do you want to do, to whom? • How do you want people to feel when they interact with you? Next, we created a few options for brand platforms, using manifesto paragraphs before agreeing the final version. The final outputs, before design work began, included: • TOV guidelines • Organising thought • Manifesto • Brand on a page • Descriptor sentence • Descriptor para • TOV guidance • Do & Don’t • Suggestions/thought starters for visual language • Examples of media placement/marketing concepts We then oversaw the design process, where the fabulous Sebastian Hartland created a logo and design system that perfectly encapsulated the platform ‘EMERGING LUXURY’. Check out our work below.

Here is an amazing story on how branding and scarcity work. I didn't know about this, but there is a hugh waiting time to get a Hermès bag. Apparently, you sign up for a bag and the brand chooses you after some time. It seems that every step you go trhough to get the bag is extremely and strategically defined. 1) you sign up for the bag and wait for a call. 2) there is no deadline, so you just sit and wait... days, weeks, months... 3) when they call you, they say "I have something for you". 4) they offer you a bag which might not be exactly as you want or does not cost what you expected and you have a few minutes to decide. 5) allegedly, there are many people that buy several other products from the brand until they become "eligible" for a bag (below is the link to the full report on this). I wonder how much time did it take to create all these steps to make the product so scarce and valuable... didn't imagine this market was so strong. Initially, this would be counterintuitive. But scarcity indeed creates all these feelings in humans... the human brain is something really interesting!!! Below an illustration of your likelihood to get the Hermès bag model Birkin. https://lnkd.in/eNGDQyYZ

Recently, I had an opportunity to visit Dimexon, one of the largest diamond manufacturers in Asia, who supplies diamonds to leading premium brands all over the world, for a campaign discussion regarding their bespoke brand Joaillier Privé. From our side, our behavioral scientist Vineesh U S, experience designer Nallasivam Thamilarasi, strategist Rifath Rahman, and I engaged in a session with Dimexon to understand the deeper dimensions of their process and culture. The meeting took more than half of the day, including factory visit. I could understand that the brand upholds a lot of value systems and sells unique experiences to their exclusive customers rather than just diamond jewelry. Joaillier Privé has moved beyond simply selling a product, crafting a narrative around ethical sourcing, meticulous craftsmanship, and personalized service. This resonates with their discerning clientele, and it serves as a powerful reminder that in a world overflowing with options, consumers crave connections beyond the surface. They want brands that understand them and become part of their lives. When customers choose your product, they're not just buying its function; but aligning themselves with your values. This is where storytelling shines. Let's face it, most products aren't simply priced based on cost plus a markup. Take a peek at any luxury brand, from Chanel handbags to Rolex watches. Their price tags go far beyond production costs. These brands weave intricate narratives – of heritage, exclusivity, and even a touch of rebellion. They tap into emotions like social status, nostalgia, and self-worth, creating an invisible layer of perceived value that justifies the premium price. A compelling story can silence even the most competitive pricing strategies. But branding goes beyond just the price tag. It's about weaving a narrative that resonates deeply with your audience. Marketing, in this light, isn't just about shouting your USP from the rooftops. It's about crafting a message that taps into your audience's emotional needs and aspirations. Think about Nike's iconic tagline, "Just Do It." It doesn't dwell on the technical specifications of their shoes. It speaks to a fundamental human desire – to push our limits and achieve the seemingly impossible. It's a call to action that ignites that competitive spark within us. This is where behavioral science comes in. This fascinating field delves into the "why" behind our often irrational decisions. By understanding how emotions influence our choices, we can craft a brand story that speaks directly to those emotions, fostering a connection beyond logic. In a nutshell, your brand is more than just a product or service. It's a feeling your audience has about you. By harnessing the power of storytelling and behavioral science, you can tap into that "irrational zone" and build a brand that resonates deeply and helps your brand flourish in a competitive landscape. #Storytelling #ConsumerBehavior #BrandStory

**Shining a New Light on Lab-Grown Diamonds: Trent's Innovative Launch** In an exciting development for the jewelry market, Trent has unveiled its new lab-grown diamond brand, POME, aiming to capture a growing segment of eco-conscious consumers. This move not only diversifies their offerings but also signals a significant shift towards sustainable luxury in the industry. One major takeaway from this launch is the emphasis on sustainability. By offering lab-grown diamonds, Trent is responding to a rising consumer demand for ethically sourced products. This trend is increasingly influencing purchasing decisions, highlighting the importance of aligning brand values with social responsibility. In my own jewelry business, I’ve seen firsthand how consumers gravitate towards pieces that tell a sustainable story—it's a competitive edge that we shouldn't overlook. Another point to consider is the accessibility of lab-grown diamonds. Trent's entry into this market makes high-quality diamonds more affordable for a broader audience. As these products become mainstream, they open up new possibilities for both retailers and consumers, underscoring the need for brands to adapt and innovate. In my experience, offering unique designs at various price points has helped me connect effectively with diverse clientele in web design as well. In conclusion, Trent’s POME brand not only represents a strategic business move but also sets a precedent for sustainable practices in the jewelry market. As consumers increasingly value eco-friendly options, brands need to consider how they can incorporate these elements into their offerings. What steps are you taking to integrate sustainability into your business? Let’s discuss in the comments!

From a branding perspective, merging fashion with entertainment is a strategic evolution that extends beyond conventional marketing. Fashion weeks in Tokyo, New York, London, Milan, and Paris are shaping trends and setting the tone for cultural dialogue. Luxury brands are now leveraging visual storytelling through TV and streaming, producing compelling biopics and docuseries about iconic designers like Karl Lagerfeld and Cristóbal Balenciaga. By actively participating in content creation, brands such as CHANEL, Christian Dior Couture, and Gucci are shaping their public image and solidifying their status as cultural icons. This approach highlights a broader branding trend where storytelling resonates with younger, value-driven consumers, reinforcing brand relevance and influence in a dynamic market. Saint Laurent and LVMH are now creating their production studios, allowing them to produce and control content, thus integrating entertainment directly into their branding strategy. Here are 5 key takeaways from the article "The Devil Watches Prada," focusing on branding and trends in the fashion industry: 1.    Fashion as Entertainment: Luxury brands increasingly use television and streaming platforms to tell compelling stories about their iconic designers and collections. This integration into mainstream media enhances brand visibility and allows companies to control their image through engaging narratives. 2.    Emotional Storytelling: By blending fashion with entertainment, brands create emotional connections with audiences. This approach allows them to go beyond traditional advertising and tap into viewers' sentiments, making their brand more personal. 3.    Cultural Relevance: Fashion houses like Dior, Chanel, and BALENCIAGA position themselves within popular culture by producing or featuring in shows and documentaries. This helps them remain culturally relevant and appealing to modern consumers, particularly younger, value-driven generations. 4.    Image Curation: Many luxury brands are strategically involved in content production, from consulting on costumes to directly financing productions. This gives them more control over how their brand and heritage are portrayed, reinforcing their desired image. 5.    Shifting Consumer Engagement: With the shift away from traditional advertising platforms like fashion magazines, brands are finding new ways to engage audiences through long-form storytelling. This trend reflects the growing importance of authenticity and a need for deeper engagement with consumers, especially in the digital age. https://lnkd.in/d458Csxm

Branding In Fashion Design