This week saw the staging of three Resort 2017 collections: Louis Vuitton’s at the Niteroi Museum in Brazil, Christian Dior's at England's historic Blenheim Palace and Gucci’s at Westminster Abbey, which took place on the heels of Chanel’s excursion to Cuba last month. In equally over-the-top presentations promulgated to promote brand awareness, these houses are vying for the opportunity to seduce the general public with their high fashion brand image.
Aside from catering to loyal clients, such shows are produced with the aim of wooing editors and enticing middle of the road shoppers to buy into these high fashion brands’ lower priced goods. This is especially relevant if we consider the fact that more than half of the garments that go down the runway are never made and sold, and the fact that for most high fashion houses, such as Dior, an enormous percentage of their revenue comes from more affordable items, like in-house accessories and licensed goods, such as fragrances and sunglasses, or even diffusion/little sister line goods in the case of say, Balmain with its Pierre Balmain collection or Donna Karan with its DKNY line (the latter of which have recently become one).
As you likely know, it has not been about the clothes – at least not primarily – for many brands for a very long time (and more about branding), and the pre-season collections, such as Resort and Pre-Fall, are further proof of this and of the growing importance of the brand, as distinct from its individual offerings. Here are a number of other articles you may have missed this week …
1. Native advertising has been the subject of increased attention since the Federal Trade Commission (“FTC”) issued its native ad guidelines six months ago. On the heels of the Lord & Taylor decision by the FTC, the National Advertising Division of the Council of Better Business Bureaus has issued a ruling against People Magazine and fashion site, Joyus.
2. Skechers is fighting back against the patent infringement lawsuit that Nike filed against it early this year. The footwear company recently responded to such allegations and is looking to the fashion industry – namely, Italian design houses, Missoni and Dolce & Gabbana – for backing.
3. On the heels of its “7 bags for 7 cities” contest this spring, Versace launched another contest, this time to coincide with the release of its Greca Stars aviator sunglasses, and it is probably illegal.
4. Intellectual Property is an Enormous Asset in the Fashion Industry: Many brands protect their trademarks yet neglect other forms of intellectual property which may also be protectable, for example the shape of a handbag can be also be protected as an industrial design.
5. Justin Bieber, Skrillex Sued for Copyright Infringement: Canadian pop star (and current Calvin Klein model) Justin Bieber and the co-writers of his 2015 hit “Sorry” are being sued for allegedly stealing a vocal riff from another artist who said she used it on her own song a year prior.
6. Five Arrested in "Counterfeit Perfume Ring" Scheme: The manufacture and sale of hazardous counterfeit cosmetics is on the rise. This past week, five men were arrested in New York in connection with an ongoing investigation by U.S. Immigration and Customs Enforcement (ICE)’s Homeland Security division as a result of their elaborate scheme to peddle counterfeit versions of branded fragrances throughout the U.S., including those branded as authentic Chanel, Polo Ralph Lauren, Marc Jacobs, Dolce & Gabbana, Lacoste and Calvin Klein products.