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Burberry’s success as a modern brand

Burberry

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 […]

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Visit at SmartGuy

Smartguy

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 […]

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Co-creation of luxury products

MCM responsible luxury1

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 […]

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Think “Web First” and turn traditional marketing thinking upside down!

influence landscape

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 […]

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Pioneering Flash Sale: LazyLazy.com case

lazylazy.com

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 […]

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Setting up a brand store at Amazon.de

puma shop at Amazon

I went to visit the Amazon.de office in Munich to talk about setting up a brand store within their sports category. Amazon is the giant when it comes to ecommerce. There are 30.000 employees at Amazon and constantly hundreds of positions open – in Germany alone, there are 80 positions available right now! Amazon’s 2010 […]

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