'The anti-fast fashion': Badgley Mischka president Christine Currence on not following every last trend
The Glossy Podcast · with Christine Currence · February 10, 2020 · 33 min
Summary
This episode offers a fascinating look into how an iconic luxury brand like Badgley Mischka thrives by embracing "anti-fast fashion" principles. Learn how they leverage strategic partnerships like Rent the Runway, innovate with unique collaborations like gaming apps, and adapt to major industry events while maintaining brand integrity and timeless appeal. Essential listening for brands seeking to balance heritage with modern relevance and differentiate in a trend-driven market.
Key takeaways
Badgley Mischka's
partnering with Rent the Runway allows them to tap into the circular fashion economy, extending product lifecycle and reaching a wider, rental-focused consumer base without compromising luxury positioning.
Strategic collaborations, such as with a game app, can effectively engage new demographics and utilize digital platforms for brand visibility beyond traditional fashion media.
Maintaining a 'timeless' design philosophy, rather than succumbing to every fast fashion trend, cultivates strong brand identity and customer loyalty, positioning the brand as 'anti-fast fashion'.
Adaptability in scheduling and operations, as seen with their New York Fashion Week adjustments due to the Oscars overlap, is crucial for navigating dynamic industry landscapes.
Luxury brands can effectively integrate online and offline sales channels (omnichannel) while preserving brand exclusivity and the customer experience.
Focus on brand storytelling and heritage to create an emotional connection with consumers, thereby differentiating from mass-market trends and fostering long-term brand value.
This week, we bring you a bonus, New York Fashion Week Edition of the Glossy Podcast, featuring Christine Currence, the president and owner of Badgley Mischka. Glossy Podcast host Jill Manoff sits down with Currence to discuss working with Rent the Runway, collaborating with a game app and making big adjustments this season, as Oscar Sunday overlapped with fashion week.
What does this episode say about retail & omnichannel?
partnering with Rent the Runway allows them to tap into the circular fashion economy, extending product lifecycle and reaching a wider, rental-focused consumer base without compromising luxury positioning.
What does this episode say about dtc strategy?
Strategic collaborations, such as with a game app, can effectively engage new demographics and utilize digital platforms for brand visibility beyond traditional fashion media.
What does this episode say about brand & content?
Maintaining a 'timeless' design philosophy, rather than succumbing to every fast fashion trend, cultivates strong brand identity and customer loyalty, positioning the brand as 'anti-fast fashion'.
What does this episode say about brand & content?
Adaptability in scheduling and operations, as seen with their New York Fashion Week adjustments due to the Oscars overlap, is crucial for navigating dynamic industry landscapes.
