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How to Lower Prices Without Hurting Your Brand? With rising inflation and consumer pushback on high prices, brands are feeling the pressure to lower costs without damaging their brand perception. Urban Outfitters recently took the bold step of reducing prices by 18% across 100 styles, following consumer feedback that they were perceived as too expensive. The challenge lies in finding the right balance to maintain brand equity while making products accessible. Rather than resorting to frequent sales, brands like Saint Laurent and H&M are strategically expanding price ranges or introducing entry-level products to appeal to budget-conscious consumers. Creating a separate budget-friendly line or selectively lowering prices on specific items can help maintain brand integrity while attracting a wider audience. Additionally, leveraging consumer data for personalized discounts and value-focused product strategies can increase customer loyalty without diluting brand value. For example, Uniqlo’s sister brand GU targets younger shoppers with a lower price point, while maintaining a similar style ethos to Uniqlo. Brands are also using subtle shifts in language, such as ‘special prices’ instead of ‘sale,’ to communicate value without suggesting excess inventory. As consumers increasingly seek value, maintaining a balance between quality, desirability, and pricing is key for brands looking to attract and retain their customer base. For more on maintaining brand value while adjusting pricing strategy, follow KOLLECTIVE.MODA. #brandstrategy #branding #fashion #pricingstrategy #consumerinsights #brandvalue #fashionbrand #urbanoutfitters #retail #businessoffashion

Olympics in Paris The upcoming Paris 2024 Olympics, set in one of the world's foremost fashion capitals, promises to feature uniforms that could grace a runway. Renowned designers and fashion brands from around the globe are seizing the opportunity to showcase their creations, blending national pride with high fashion. Stella Jean's designs for Haiti, incorporating local art and sustainability practices, offer a powerful narrative of resilience and cultural pride, countering the country's challenging socio-political backdrop. This approach not only brings attention to Haiti’s rich cultural heritage but also aligns with global sustainability trends, making a strong statement about the role of fashion in social commentary and environmental responsibility. Ralph Lauren's choice of blue jeans for Team USA cleverly ties into American cultural identity while also ensuring practicality and comfort. This balance of style and functionality is crucial for athletes who need to perform at their best while representing their country. Lululemon’s inclusive designs for Canada, particularly the adaptive clothing for Paralympians, set a new standard for sportswear. This focus on inclusivity ensures that all athletes feel comfortable and confident, reflecting a broader shift in the fashion industry towards more inclusive and adaptive clothing options. The varied approaches by different countries’ designers, from Armani's elegant yet practical designs for Italy to Tarun Tahiliani's modern take on traditional Indian attire, highlight the diversity of cultural expressions through fashion. These uniforms serve not just as functional sportswear but also as a medium to convey national identities and pride on a global stage. The designers’ focus on cultural representation, sustainability, and functionality underscores the growing importance of these values in contemporary fashion. Follow KOLLECTIVE.MODA to learn more about trends and strategies in the fashion world. #brandstrategy #branding #fashion #fashionbrand #luxuryfashion #paris2024 #fashiontrend

Burberry's CEO Change and Strategy Shift - What does it mean? Burberry recently announced a significant leadership change, appointing Joshua Schulman as the new CEO, replacing Jonathan Akeroyd after a challenging tenure of less than two and a half years. This shift comes amid a series of setbacks in the company's attempt to reposition itself as a high-end luxury brand. Under Akeroyd's leadership, Burberry's share price nearly halved, and the company faced a persistent slowdown in the luxury market, prompting a suspension of dividends and a warning of potential losses for the first half of the year. Burberry's efforts to target high-end customers have not yielded the desired results, leading to a strategic pivot back to its core customers. The company's recent history includes frequent changes in creative leadership and strategies, with notable hires like designer Daniel Lee and the previous CEO, Marco Gobbetti, who aimed to elevate the brand with a focus on high-priced items. However, these attempts have not successfully reignited demand. Burberry's decision to replace its CEO and shift its strategy highlights the challenges luxury brands face in a fluctuating market. The company's struggle to establish itself alongside top-tier brands such as Louis Vuitton, underscores the difficulty of such a transformation. Burberry's frequent changes in creative direction and leadership have likely contributed to its inconsistent brand identity, making it harder to attract and retain educated high-end customers. For luxury brands, consistency in brand identity and a clear, executable strategy are crucial. Burberry's experience serves as a case study in the importance of aligning leadership, creative vision, and market positioning. Moving forward, the brand will need to leverage Schulman's expertise and develop a cohesive strategy that resonates with both new and existing customers to regain its footing in the competitive luxury landscape. Follow KOLLECTIVE.MODA to learn more about Brand Identity and Positioning. #brandstrategy #branding #fashion #fashionbrand #luxuryfashion #burberry #brandpositioning #brandDNA #leadership #brandidentity #KollectiveModa

Where Does Nike Go From Here? Nike is navigating its worst slump in years and is attempting a turnaround under CEO John Donahoe. Nike rehired veteran Tom Peddie as Vice President of Marketplace to recalibrate its distribution strategy, potentially shifting focus back towards major retailers. The business projects a 10% sales drop this quarter and mid-single-digit declines for the fiscal year ending May 2025, marking its worst performance in 25 years. The stock is down over 30% this year. Nike is increasing production of new and popular archived models to revive interest. However, the introduction of products priced below $100 has raised concerns about diluting the brand's premium image. Internal restructuring has led to layoffs and low morale, while competition from brands like Adidas is intensifying, with Adidas expected to report its highest profit margin in three years. CEO John Donahoe emphasizes innovation and a refreshed product pipeline. Despite setbacks, Nike is pushing forward with new models like the Vomero 5 and Pegasus 41, aiming to double new product contributions by fiscal 2025. Nike is adjusting its approach to retro franchises, focusing on newness. Experts believe a successful turnaround is possible but will take time. Nike must leverage leadership moves, innovate product offerings, and adapt to market dynamics to secure a successful turnaround. Stay connected with Kollective Moda for insights on regional brand strategy. #brandstrategy #branding #fashion #fashionbrand #sportswear #nike #markettrends #innovation #leadership #KollectiveModa

Can H&M and Zara Keep Up in China’s Fast-Evolving Fashion Landscape? As the Chinese consumer market tightens its belt, the competition heats up between global fashion icons H&M and Zara and local heavyweights. With the rise of homegrown brands like Metersbonwe, Peacebird, and others, the pressure is on for international labels to adapt to the fast-paced changes in local consumer preferences and digital innovation. Unlike their strategies in Western markets, H&M and Zara are diving deep into localized online platforms such as Tmall, Taobao, and Douyin, tailoring their offerings to match the unique trends and demands of Chinese shoppers. This includes special collections and collaborations, such as H&M Group’s & Other Stories line designed by Chinese talent Susan Fang, which merges local fashion insights with global style. Yet, the challenge is formidable. Local brands are not just competing; they are setting the pace with agile strategies and runway shows at events like Shanghai Fashion Week, signaling their serious intent to dominate the local scene. In response, Zara has launched a new interactive livestream experience on Douyin that blends fashion with high-end entertainment, indicating their shift towards more premium, engaging consumer experiences. As global brands navigate this complex market, the stakes are high. With significant volumes of business on the line—Zara’s Tmall GMV alone topped 1 billion yuan last year—they must rethink their approach to gain a competitive edge. The shift from being market leaders to challengers is crucial, requiring a fresh, adaptive strategy that resonates with the sophisticated and varied Chinese consumer base. #brandstrategy #creativestrategy #branding #fashion #fashionbrand #chineseconsumer #chinesefashionmarket #HnM #Zara #consumerexperience #kollectivemoda Stay connected with Kollective Moda for insights on regional brand strategy.

Sandstorm SW Sandstorm Swimwear positions itself as a luxury brand through its exclusive prints and designs that emphasize unique fashion statements and high-quality features. The brand is inspired by the beauty of nature, femininity, and also the rebellious character of women, full of strength and personality. Their focus on luxury details, along with offering products like fade-resistant fabrics and UV protection, aligns with a narrative of exclusivity. This approach caters to consumers looking for swimwear that not only looks distinctive but also provides functional benefits, distinguishing the brand within the competitive swimwear market. For more detailed information about their brand and to explore their collections, visit their website at https://lnkd.in/eefesc3B #sandstormsw #sandstorm #swimwear #beach #beachwear #fashionbrand #fashion #summerwear #luxuryswimwear #femininity #rebellious #bikinis #kollectivemoda

Exclusivity vs Accessibility in Luxury Fashion Hermès Faces Antitrust Lawsuit Over Birkin Sales Practices Two Californians have initiated a class-action lawsuit against the renowned French luxury brand Hermès, challenging the exclusivity of its Birkin bag sales practices. According to plaintiffs Tina Cavalleri and Mark Glinoga, Hermès has allegedly violated unfair competition and antitrust laws by requiring customers to purchase other ancillary products before being considered for the iconic Birkin bag. This strategy, they argue, not only inflates the price of the highly sought-after Birkin but also boosts Hermès' profits through additional sales of other items. Introduced in 1984, the Birkin bag has maintained its status as the pinnacle of luxury and desirability in the fashion world, often seen as a reliable investment on par with fine jewelry. The lawsuit highlights the opaque and selective distribution method employed by Hermès, where only selected customers with a history of substantial purchases and brand loyalty are offered the chance to buy a Birkin, often in a private setting. This legal challenge brings to light the broader implications of sales practices in the fashion industry, especially exclusivity, questioning the fairness and legality of tying the purchase of one sought-after item to the acquisition of other products. As the case unfolds, it could set a precedent affecting consumer rights and sales strategies across the industry. Connect with us at Kollective.Moda for insights into how a meticulously crafted brand strategy and practice can elevate your brand's presence rather than provoke backlash. #hermes #antitrustlawsuit #birkin #salesstrategy #salespractice #brandingstrategy #brandstrategy #fashion #fashionindustry #fashionnews #exclusivity #kollectivemoda #creammoda #fashiondistributor