Fashion Month Edition: Emerging Parisian designer Jude Ferrari — 'Buyers never buy from a brand’s first two seasons'
The Glossy Podcast · with Maria Buccellati · September 29, 2023 · 24 min
Summary
This episode reveals how fashion brands are strategically leveraging Fashion Month with innovative marketing, commerce, and digital tactics. It highlights the importance of brand reinvention, community building, and "phygital" product strategies for standing out and expanding in competitive markets like the U.S.
Key takeaways
For emerging brands, expect a longer sales cycle; buyers often wait beyond a brand's first two seasons to purchase, so focus on sustained brand building.
Implement "phyygital" product strategies to bridge the gap between physical and digital experiences, enhancing customer engagement and omnichannel retail efforts.
Consider strategic brand resets and audacious marketing moves, like wiping social media clean, to create buzz and signal a "redefining season" for your brand.
Cultivate a "tribe" mentality to foster community and collaboration around your brand, moving beyond traditional design processes to co-creation and shared identity.
Develop a clear U.S. market expansion strategy, understanding the unique retail landscape and consumer behavior to successfully introduce new fashion concepts.
It’s a new era for fashion month, where designer collections are just one piece of the pie. As brands across price points and specialties aim to compete in the increasingly competitive retail landscape, more are taking advantage of the opportunity and approaching it strategically. They’re cutting through the noise with innovative marketing tactics, introducing new commerce plays and leveraging advanced digital capabilities to best showcase their products. In a dedicated podcast series running throughout Fashion Month Spring 2024, Glossy and influential leaders are breaking down the evolution of the experiential event, as driven by technology.
In this episode, we sit down with Maria Buccellati, co-owner and CEO of Faith Connexion, the 20-year-old fashion brand that hosted a Paris Fashion Week show on Wednesday. Prior to the runway show, the brand wiped its Instagram clean before posting a series of images promoting the event and the brand’s plan to make spring 2024 a “redefining season.” Buccellati explained that, moving forward, the brand is taking a collaborative, “Faith Tribe” approach to design and prioritizing “phyygital” products. She also provided details on Faith Connexion’s planned expansion within the U.S. market.
For emerging brands, expect a longer sales cycle; buyers often wait beyond a brand's first two seasons to purchase, so focus on sustained brand building.
What does this episode say about retail & omnichannel?
Implement "phyygital" product strategies to bridge the gap between physical and digital experiences, enhancing customer engagement and omnichannel retail efforts.
What does this episode say about dtc strategy?
Consider strategic brand resets and audacious marketing moves, like wiping social media clean, to create buzz and signal a "redefining season" for your brand.
What does this episode say about brand & content?
Cultivate a "tribe" mentality to foster community and collaboration around your brand, moving beyond traditional design processes to co-creation and shared identity.
What does this episode say about brand & content?
Develop a clear U.S. market expansion strategy, understanding the unique retail landscape and consumer behavior to successfully introduce new fashion concepts.
