The Fashion BusinessAdvertising in the fashion field is, in my opinion, more conventional than in
others. Whilst we require it to be new and innovative, conveying an important
element of fantasy, imagination and feeling, fashion advertising must also
be relatively representative and explicative. To the question ‘do advertised
garments sell better?’ I simply answer: Yes, but mainly if they are original
and unusual.
PromotionIn the field of fashion, promotion means documentation, through the press
in general and through the branch of the press that serves it specifically. I
recently debated with some American journalists the ideal contents of a
fashion publication. Their opinions were, predictably, very different and our
discussion returned to the familiar dilemma between dream and reality,
between the desire to report extreme and fascinating trends and the need to
give useful advice and information to the readership. Everyone agreed on
one point: the apparently ‘objective’ documentation of a product acts as a
kind of endorsement or legislation which augments its chances of commercial
success. It is therefore critical that an organization such as ours invests in
effective communication with the media.
When these elements are synchronized, a circle is completed where creativity
can flow freely. Since the creative thought represented by Archimede’s light
bulb has always fascinated me, it has been a pleasure to have worked in a
field where one can experiment with its deployment. Where these experiments
are successful, the results are tangible and I attribute our company’s success,
in no small part, to the way in which creativity is embedded at the heart of
its culture. Further satisfaction is to be gained from the certainty that our
experiments will never reach a conclusion. The game will last for ever.