Please Help Me With My Homework / Research?
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Join Date: Dec 2003
well, i'm not a buyer (obviously) or a businesswoman... but as a consumer, here's my two cents:
i read somewhere about balenciaga's strategy... get everyone addicted to their massively successful handbag, and soon they start incorporating womens wear into their collection...
to start with, most people would rather 'splurge' on a handbag or pair of shoes, than on womenswear... it makes it one of the most accessible parts of a collection.
editorial coverage in magazines is also VERY influential... get pieces in harper's, elle, vogue, WWD, W and that will generate buzz... and people really listen to what magazine's predict as the next "MUST HAVE"...
and it seems the kind of items that happen to get featured are more "novelty" dressy tops with eyecatching details, simple coats (more accessible to start off with than for example, a mink), a killer pair of shoes or an "it" bag.
with lanvin particularly, their handbags are starting to get some attention... particularly their kansas handbags. i've seen some beautiful trenches from them that could be dressed up or down... i think also some simpler, shorter cocktail dresses would be very successful
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