The End of Fashion: How Marketing Changed the Clothing Business Forever

By Teri Agins

The time while "fashion" used to be outlined by means of French designers whose outfits may be afforded basically through elite has ended. Now designers take their cues from mainstream shoppers and creativity is channeled extra into mass-marketing outfits than into designing them. certainly, one want glance no additional than the space to work out facts of this. In the top of favor, Wall road Journal, reporter Teri Agins astutely explores this seminal swap, laying naked all points of the style from production, retailing, anmd licensing to photograph making and financing. the following besides are interesting insider vignettes that exhibit Donna Karan combating with financiers,the competition among Ralph Lauren and Tommy Hilfiger, and the dedication to haute conture that despatched Isaac Mizrahi's company spiraling.

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Their snobbism was once more than their greed. ” regardless of THEIR AVERSION to outfitting usual ladies, the couturiers however did simply that—in a roundabout way—as they opened their elite salons to American outlets and brands, who went to Paris two times a 12 months to get a couple of strong principles. those advertisement consumers received admission into the French showrooms the place type exhibits have been held via paying a rate known as a “caution,” or through ordering one or couture clothes, frequently priced a notch greater than what deepest clients paid.

Not anyone had anticipated that there will be a run on $40,000 Lacroix ballgowns. yet even Lacroix’s earliest fanatics acquired chilly feet—and cooled at the couturier. Georgette Mosbacher, the red-headed spouse of U. S. trade Secretary Robert Mosbacher, admitted that she felt forced4 to shop for a Lacroix gown, yet by no means wore it, and ended up donating it to a museum. Likewise, the retail collections Lacroix created have been fanciful eye-candy—but flops at the revenues flooring. The definitive evidence that there has been not more helium left within the pouf got here whilst Lacroix introduced out his first signature fragrance, C’est los angeles Vie, in 1994.

Yet Mossimo’s inventory basically began to express indicators of recent existence in January 1999 after the corporate employed a brand new CEO, Edwin Lewis, the previous Tommy Hilfiger Corp. leader government who retired in 1994. prepared for a brand new problem, Lewis poached some of his relied on Hilfiger executives to aid him construct Mossimo into the following Hilfiger. the inside track of Lewis’s arrival lifted Mossimo’s stocks to the $7 to $9 variety in early 1999. IRVINE additionally occurred to be the house of 1 of the most powerful style businesses at the big apple inventory trade, St.

The top of style could be required examining for everybody in our undefined. ” —Bud Konheim, CEO, Nicole Miller, Ltd. Copyright A hardcover version of this booklet used to be released in 1999 by means of William Morrow and corporate, Inc. the tip of favor. Copyright � 1999 via Teri Agins. Epilogue � 2000 by means of Teri Agins. All rights reserved below overseas and Pan-American Copyright Conventions. via check of the mandatory charges, you've been granted the non-exclusive, nontransferable correct to entry and browse the textual content of this booklet on-screen.

79  “Lauren’s first denims …”: Trachtenberg, pp. 200–201. 80  “As a question …” Ibid. p. 202. 81  “The corporation rolled out…”: Mary Ellen Gordon, “Double RL Hits a few Bumps alongside the Way,” WWD, 9/93. 82  “By the time …”: Andy Hilfiger, A. I. 83  “Such have been the …”: the writer attended Hilfiger’s publication signing in long island. 84  “I don’t be aware of …”: Michael Toth, A. I. 85  “Friday evening used to be …”: the writer attended the Hilfiger get together. 86  “People round right here …”: private resource. 87  “It’s a generational…” and following quote: Joel Horowitz, A.

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