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The 4 ingredients of cultural relevance: Connect with both niche and mainstream, Integrate your brand into local lives, Be a generous entertainer & host, Mark the spirits with a unique aesthetic // How Vans found the perfect recipe for cultural relevance

Vans A Recipe for #Cultural #Relevance? #Vans' recent Paris Fashion Week event sparked discussions on cultural relevance. Let's explore their #strategy: 1) Bridging Niche & Mainstream: Vans included VIPs alongside a public area, fostering a sense of community. 2) Local Integration: The event aligned with "Fête de la Musique," resonating with Parisians. 3) Generous Hosting: A free-flowing bar and diverse music lineup showcased genuine hospitality. 4) Unique Aesthetic: The checkerboard motif blended with the Sacré-Coeur, creating a memorable visual. The challenge for brands who aim to tap into lifestyle and culture is to help embrace this market shift without diluting of their DNA. By taking up even more space in people's lives and space through brand activations, brands expose themselves to higher risks, such as the privatization of public space or the control of brands over culture. Vans closing of a key tourist destination for the party generated its fair share of critique, but there were only enough detractors to keep the conversation interesting. In a study commissioned by Havas and BETC, 39% respondents said they are afraid brands have too strong of an influence on culture. The question brands must always ask themselves is: to what extent am I legitimate to take over that space and time? How can I encourage creative freedom? What can I give back to my audience something they want? In the case of Vans, they checked all the boxes for this one-off event. A sustainable cultural presence could be an interesting path for Vans and others to bring their brands to the next level. Can brands achieve cultural relevance without diluting their DNA? Share your thoughts? The article by Ana Andjelic and authored by Claire Gallon , explores Vans' recent #Paris #Fashion Week event as a case study for cultural relevance #strategies. https://lnkd.in/dxzBCkZ3

Thanks Bastian Consulting Continuous learning will always be the key to success.

How important is Culture Marketing? Let's 'decode' the work done with FENDI in the Middle East to analyze the importance of Culture Marketing and how we at AVANTGARDE Group delivered on this.

🌟 When it comes to choosing brand ambassadors, it's important to pick individuals who truly resonate with your brand. Take Chanel and Louis Vuitton, for example, who strategically chose Timothée Chalamet and Rihanna as their ambassadors. By selecting individuals who align with their values, both brands were able to engage with their audiences in a genuine way. Remember, authenticity is key in brand ambassadorship. #DigitalMarketing #BrandStrategy #brandambassador

🌟 As we approach the end of the year, I find myself reflecting on the power of #diversity and #inclusion. "I view inclusion as a verb, because it's the action we take inside an organisation to make people feel welcome and respected," as beautifully articulated by Vanessa Abrahams-John, Senior Vice President of Diversity, Equity and Inclusion at adidas. ED&I is not just a concept; it's a commitment to creating #inclusive environments where everyone can thrive. 🌍 Diverse perspectives fuel creativity, drive innovation, and empower us to overcome challenges together. In 2024, let's carry the spirit of inclusion into our daily actions, ensuring that every team member feels they can be their authentic selves, contribute fully, and experience a true sense of #belonging. 💡"It's how we ensure people feel they can be themselves, work, and give back. Respect is an important component in the intentional actions within inclusion." 👉 Here's to a new year filled with intentional actions, respect, and a commitment to fostering environments where diversity is celebrated and inclusion is more than a concept—it's a lived experience. Read more about adidas's ED&I strategy in the full article - it’s worth the read:  https://lnkd.in/evJmn6CA #NewYearReflections #DiversityAndInclusion #InclusiveLeadership #InclusionRevolution #TogetherWeThrive 

Will you marry us? To celebrate leap day and in case you missed it in the FashionUnited article (link in comments), here's the full #4K render of the classic Lulu Guinness lips clutch taking #heritage to #digital. Our exciting new project starts tomorrow - we'll keep you posted with how we're getting on! #gamedevelopment #digitalfashion #digitaltwins #fashiontechnology

When I say that retail growth can protect, not destroy, cultural identity… Look no further than Uniqlo’s new Rome flagship store. They’ve mastered the art of integration: 1️⃣ Culturally Rich Location:  — Set in the historic heart of Rome. 2️⃣ Inspired Design:  — Think arches, travertine, and wood finishes that breathe Rome’s essence. 3️⃣ Community Engagement:  — Collaborations with local artists and initiatives like restoring green spaces. Uniqlo’s new store isn’t just a place to shop. It’s a celebration of Roman heritage and creativity. From the Re.Uniqlo Studio offering bespoke tailoring… To the UTme! Machine for personal T-shirt customisation… And the ‘adoption’ of a local green area to train homeless people to become gardeners… Every detail is about connecting with the community and preserving local identity. Brands that understand and integrate into their cultural context have the chance to become part of the community’s story. What do you think? Can brands truly integrate into local culture? Or is it all for show?

LVMH INSIDE CERTIFICATE Having the chance to attend LVMH program has been a stimulating learning experience. LVMH classes proved to be particularly interesting in regards to the comprehensive approach on glocalization processes which was provided. Moreover, not only have I particularly appreciated LVMH’s active promotion of sustainability, but also the importance accorded to diversity and inclusion. These classes further stimulated reflection on crucial phenomena such as: - The implementation of gamification and omnichannel strategies in a world where digital and physical spaces are increasingly intertwined. - The Nothing-Something Theory by a key figure of sociology such as George Ritzer. Basically, LVMH actively promotes an approach leaning towards the something end of the continuum, in order to avoid creating what Marc Augé would define as non-lieus crowded with non-personnes, offered with non-services. - Romantic Capitalism and its representation of the rewarding impact that fantasies can have, consumers can therefore be considered as hedonistic dreamers. Moreover, luxury producing hedonistic dreamers - who feel enchantment by definition - can be seen as an antidote to the current disenchantment in society, which was thoroughly described by Max Weber. Furthermore, it shows how, according to Debord’s Society of Spectacle, our current post-modernist aesthetic celebrates difference, inclusivity, spectacle and fashion. #LVMH #LVMHInside

As a marketer deeply immersed in the vibrant world of Latinx culture and fashion, I've always been fascinated by the powerful intersection of these two realms. Today, I want to delve into a topic close to my heart: the importance of cultural representation in fashion marketing. From personal experiences to collective narratives, storytelling lies at the heart of effective marketing. When brands authentically integrate cultural elements into their storytelling, magic happens. It's not just about selling products; it's about forging genuine connections with audiences, resonating with their values, aspirations, and lived experiences. As someone deeply passionate about Latinx marketing, I've witnessed firsthand the transformative power of authentic representation. Whether it's celebrating traditional craftsmanship, embracing diverse body types, or amplifying marginalized voices, there's immense potential for brands to make a meaningful impact. This journey isn't just about brands—it's about individuals too. It's about recognizing the beauty of our cultural heritage, embracing our identities unapologetically, and championing diversity in every facet of our lives. Here's to a future where every campaign, every runway, and every marketing initiative reflects the rich tapestry of our world. Here's to a future where cultural diversity isn't just celebrated but embraced as the cornerstone of creativity and innovation. Let's continue this conversation. I'd love to hear your thoughts and experiences on the intersection of fashion and cultural identity. Together, let's shape a more inclusive and vibrant future for the fashion industry. #LatinxMarketing #FashionMarketing #CulturalIdentity #DiversityandInclusion #StorytellingInMarketing #InclusiveFashion