The term “Marketing” can be divided into two (2) aspects:
1) PR
2) Advertising
In Fashion, PR tends to be the favorite and most advantageous option. Example of PR can be an article review or a star wearing a brand of fashion at a Red Carpet event.
Although PR is not free, it is called “Free Marketing”. PR stimulates the buyer in a whole different way than Advertising. PR is a mixture of propaganda and notoriety affirmation. PR has a longer lasting effect on the public than any other form of marketing. As an example, an article written about a particular brand will be published, archived, and searchable over the Internet where viewers will be able to access it for many years. On another hand, running an ad on the Internet (i.e. Google) has a limited shelf life because the advertiser pays to cover a fixed amount of time. Once the ad expires, it is taken off the Internet indefinitely. Thus, on the long run, PR is a lot cheaper than conventional advertising.
Another interesting aspect is that PR is more credible than advertising. As an example, any designer would prefer Oprah to talk about their couture rather than running an ad during the Oprah show. Since viewers relate and value Oprah’s opinion, they will me more prone to buy the product than just simply by viewing it during an ad.
In fashion, rapidly becoming the most popular type of PR is “Red Carpet” PR. It consists of a designer having a Red Carpet celebrity attendee wear their couture.
Designers such as
Gucci,
Armani,
Dolce & Gabbana have been taking full advantage of this type of PR. Reportedly, designers are now paying stars huge sums of money to showcase their design on the red carpet.
Modus Couture’s designers have been playing their part in Red Carpet Marketing where an interesting list of celebrities have been spotted wearing Bogosse. The list includes:
- Usher
- Ryan Seacrest
- Jamie Foxx
- Howie Mandel
- Emilio Estevez
- Robert Verdi
It is important to mention that these celebrities were not paid to wear Bogosse (designer for
Modus Couture). The couture sold itself because it is designed for celebrities. In fact, stars pay attention to details. Since Modus Couture is all about details, it explains the correlation with the celebrity attraction. The Modus collection spells out elegance with: square buttons, contrast stitches, double sided fabrics, double or triple buttons, and unique collars.
It’s incredible the effect that a star can create on a brand’s appeal. In an IHT article, Nick Robertson, Chief Executive for the online fashion retailer ASOS (United Kingdom), “noted particularly strong demand for clothes with African prints and a nautical Riviera feel, as well as the sort of lace dresses sported by socialite Peaches Geldof, and the style of gladiator sandals worn by Sarah Jessica Parker in the movie "Sex and the City"” (
Click here to read story).
The latter gladiator shoes are designed by
Tory Burch. Since then, Tory Burch’s sales exploded and women cannot get enough. The same phenomenon occurred for
Christian Louboutin when Sarah Jessica Parker stunned viewers with Louboutin’s red signature heels.
Why are we star obsessed? Apparently, it started with the advent of television, with such star as Marylyn Monroe who has played a vital role in re-enforcing our obsession.
But whatever the reason, red carpet marketing has grown to become the best R.O.I.
(Return On Investment) for Fashion Marketing.
Posts
