Brand Strategy
8 articles
How Fashion Brands Turn Heritage Into Strategy: The Archivist's Role in Archival Luxury
Fashion brands are increasingly leveraging their archives as strategic assets, a concept termed "archival luxury," to drive product innovation, enhance brand storytelling, and inform long-term business direction. The brand archivist is central to this shift, transforming heritage from a passive resource into a dynamic driver of authenticity and value.
Three Ways Luxury Brands Are Deploying AI — and the Trade-Offs Behind Each
Luxury brands are adopting AI through three distinct strategies: 'quiet tech' for operational efficiency, AI-driven personalization for customer experience, and market intelligence for competitive positioning. The core challenge lies in leveraging AI's power without compromising the exclusivity and human artistry central to luxury.
The $50 Million Question: Victoria's Secret Revives the Fantasy Bra and an Old Idea of Sexy
Victoria's Secret revived its $50 million Fantasy Bra for the 2026 fashion show, featuring Kylie Jenner, sparking debate about the brand's return to spectacle and an old idea of sexy versus modern innovation.
DTC or Wholesale? The Margin, Control, and Reach Trade-Off Facing Luxury Athleisure Brands
Luxury athleisure brands face a critical choice between Direct-to-Consumer (DTC) for maximum brand control and profitability, or wholesale for expanded market reach and exposure. The decision hinges on aligning the chosen model with strategic priorities and operational capabilities.
Creative Director Roles: Heritage Luxury Versus Independent Fashion
The role of a Creative Director in fashion differs significantly between heritage luxury brands and independent labels, impacting strategic influence, operational scope, and artistic freedom. Understanding these distinctions is crucial for aspiring professionals navigating their career paths.
Dolce & Gabbana Diversifies into Lifestyle, Rethinks Menswear
Dolce & Gabbana's beauty business achieved an estimated 910 million euros in 2023, marking a 35 percent increase, according to WWD .
Slam Jam Elevates Brands Through Cultural Strategy
Slam Jam, a streetwear institution founded in 1989, now generates 60 percent of its sales from a brand elevation unit that consults for giants like Nike and Vans.
Caliray names William Smolen CEO for 2026 expansion
Caliray, a beauty brand already in Sephora nationwide, has expanded its footprint to 800 Sephora at Kohl’s locations, signaling an aggressive push for market dominance.