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FASHION

How to think about content strategy for a luxury audience

Luxury brands can’t bask in the glow of that one-off commercial anymore. To connect with their audiences they must produce content. A lot of it.

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How do you create a luxury brand today?

As all brands struggle to understand the evolving customer, luxury brands have the most daunting task: ushering their intangible values into a new era.

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Virtual fashion events need real-world scenographers

As the pandemic grounded all events – including fashion events – to a halt, virtualization became sexy. But how do you make it immersive?

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Fashion websites should be digital trips

Fashion brands have a long experience in breaking rules, inspiring us and taking us to distant worlds. Why does this not happen on digital?

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Do fashion brands really need copywriting?

Fashion brands are traditionally very scrupulous about visuals in their communication. Does this leave out words?

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Fashion brands now live on stories

Something is happening, in the fashion world and specifically in the fashion brand communication: from image, fashion is becoming a story.

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