Tod’s: Facing up to luxury armageddon

Luxury fashion company Tod’s is currently trying to reinvent itself, adjusting its product and moving from a two-seasons-a-year model to a new-season-each-month one. And it seems that the plan couldn’t come soon enough because tough conditions mean the luxury sector is currently in need of a change. The company has just reported its first half…

AW16 campaigns: Gucci goes to Tokyo

Alessandro Michele has moved the Gucci ad campaign roadshow from last season’s Berlin to Tokyo for AW16 with a continuation of the ultra-luxe-fashion-against-an-everyday-backdrop trend that’s still serving the brand well. But then Michele is all about continuity and evolution. Having shaken up the brand profile in order to break with the Frida Giannini era in…

Digital fashion adspend on the rise as print suffers

All the money Burberry and the rest of the luxury sector are spending on digital advertising had to come from somewhere and now we know where. It’s print, and more specifically newspapers that are suffering. A new Zenith Luxury Advertising Expenditure report shows that digital adspend will continue to rise during this year and next…