Burberry’s success as a modern brand

Posted by rinahansen in blog | 64 comments Having worked at Burberry in 2005 -06, just at the time when Angela Ahrendts took over from Rosemarie Bravo, I keep following the brand and its fantastic transformation. This piece on Burberry from BoF I really like; Fourteen years ago, Burberry was all but put out to pasture, suffering from a dusty image and its logo being pasted on cake tins, doilies and aprons. Rose-Marie Bravo was put in the...
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Visit at SmartGuy

Posted by rinahansen in blog | 3 comments I visited the largest Danish online fashion retailer, SmartGuy, today. They have been going for more than 11 years and have an impressive set up in the middle of the danish country side! One of their newest innitiatives is focused on making products come alive on screen. They are going to offer catwalk videos of the clothes and will have more lifestyle images, which will be absolutly great for...
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Co-creation of luxury products

Posted by rinahansen in blog | 61 comments I was in Geneve a week ago to present a paper on Responsible Luxury (co-creation of luxury products) at the Wesford Luxury Conference. Prof Kapferer, cited in the text below, was also at the conference and gave a very lively and interesting keynote speech.  The Responsible Luxury paper was a case study of my work with the German luxury brand MCM, where we donated 200 old bags to accessories...
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Think “Web First” and turn traditional marketing thinking upside down!

Posted by rinahansen in blog | 7 comments Traditionally fashion marketing was centred around the SS & AW fairs and catwalk shows. The trade and retailers dictated the marketing initiatives. I know this only too well having worked in this area for more than 10 years, but we need to rethink our planning and focus now.  Now a days marketing and communication should be centred around the consumers – and marketers should to some extend...
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Pioneering Flash Sale: LazyLazy.com case

Posted by rinahansen in blog | 29 comments This interesting case is on the back of my last blog post, where I noted  my quotes regarding flash sales in the Fashion Forum article: http://rinahansen.com/2011/05/21/the-great-potential-of-flash-sales/ and its inspiration for LazyLazy.com who following launched the first ever 24 hour flash sale in Denmark on the 18th May. LazyLazy.com first case of 24 hour flash sale with up to 70% off...
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