Anya Hindmarch: When is a brand, a Bag? (or Vice Versa)

Anya’s new bags for spring 2014 are serving the intelligent woman who knows her own style.  She’s a early adaptor, not a follower who rushes out to purchase a designer bag just to follow the trends.  She likes to make a statement that is outside ‘the usual’. Fashion and style are hers to write on her own; no one will tell her how to wear it, do it or be it.  She’s a follower of Anya Hindmarch, but that’s where it ends.

The Anya Hindmarch customer was not in the play book of the typical luxury marketing executive (usually male) who think they “know” what women want. The ‘creator driven’ brands have an innate sense of what works, a passion for what they do, and a drive to bring others to their point of view that is decidedly apart from what might be considered “usual”.  This might describe Coco Chanel or Donatella Versace, or Miucca Prada all female “creator driven” luxury brands that are now legendary. Finding the “essence” of this magic touch is not easy and many have tried, but few can make it.  Anya Hindmarch, has this touch of magic that has grown over the years from what was a non-serious bag to this spring collection that is approaching a true luxury style.  Her clients don’t want to be luxury clients, they want to have something apart from the typical, but they are getting older and wiser, and want something a bit more enduring.  This spring collection has reflected this changing taste, and her expansion of her brand message.

That’s the key for a brand that grows over time:  They take their customer on a journey that educates, enlightens and inspires them to stay with the customer who will embrace your vision. 






When Luxury Brands go to the Table: Delicous!

Here is the new restaurant designed and “supervised”  by DOLCE & GABANA, Italian couture fashion house.  This is the new way a brand can expand its platform into new areas that can only be considered….well, Brand Experiences.  As luxury brands leave behind their devotion to the flagship retail store, and head into the luxury lifestyle business to brand restaurants, hotels suites and more.   The race to find ways to engage the consumer on a variety of platforms is admirable, but does it cost the companies in a dilution of the brand equity?

The restaurant business, like the fashion business has to constantly be in change mode once the typical consumer is tired of it.  So, we predict that while these restaurants have a nice opening “new car smell” they’ll have to “Review, Refresh and Renew” just like a  new handbag or shoe…and that can get expensive.  Can’t wait to see the menu, though, can only imagine the delicious Italian delicacies and wait, could the dessert be 24 Karat Gold?


TRENDS Explained by TREND UNION: From the Tablets of Culture, Art and Creativity comes Plan B

cropped-grand-palais.jpgWe have tried everything we could try. we have invented all safety nets, all basic recipes, all frugal fairytales in order to sustain the business of bringing fashion and design to the world.  Now with a crisis in its sixth year, deepening the differences between rich and poor, taking work away from many and creating fear for all, we will have to use other means to get there and stronger ideas to progress. So, therefore we will try the last trick in the hat and turn to plan b.   So, plan b is inviting you to let go and dream, to give in to absurdism and excess, to embrace the grotesque and the exaggerated,  to enter a new world of hyper form and strong colour, to design the monstrous and the savage, to concentrate on volume and finishing. suddenly the weird becomes common and the freak will be in fashion  and the aged will dominate the catwalk and babies will create the newest styles.  Then, out of the blue, fashion starts to be incredibly creative with no borders and no constraints. Volume is pumped up and style becomes airborne, clothes are wrapped, packed, stitched and folded together to create odd volumes that have never been seen before  and all fashions will be avant-gardist and hilarious, nobody and no brand is going to escape this liberating plan b.the ultimate celebration of creation where art and fashion blend, science and craft come together and male and female merge. the animal world and the human world will meet;their instinctive interest in skin, hair and beauty will be derived for cosmetics. structure will be studied from architecture.  And, our fascination with battle, blood and all things bad will once more create a chaotic sense of disorder and decomposed creation and brighter colors will see brighter days, with bulky volumes and blown-up patterns, ballooning beauty and bonbon wrapped style with the feeling is free and clownish, laying bare the need for pure creativity.

Editor’s Note:  No one says it like TREND UNION where trends are the seeds of flowers that are waiting to bloom.

Quote from : lidewij edelkoort