On March 6, 2021, Hermès staged an online show that was designed to showcase the brand’s Fall/Winter 2021 collections in three iconic cities, New York, Paris, and Shanghai.
An expressive abstraction, the show successfully took the luxury brand’s new collections on a whirlwind of body movements around the globe while also adapting the brand’s messaging ever so slightly to address each location’s respective culture.
For those who follow the financial performance of luxury brands, it is notable that luxury goods and accessories always do better than luxury fashion, especially when global consumption in these sectors is down overall.
During a time when GenZ and Millenials, the main customer segment of Gucci fashion, are stuck at home in lockdowns, are perhaps experiencing loss of income, and have swapped showing off their Gucci fashions in real life with making funny videos on TikTok, it is not surprising that the parent company's Kering stock fell 6% on Friday.
At CHANEL, Karl Lagerfeld worked for four decades refining and perfecting the brand's codes to ensure that cultural intelligence gets filtered through, absorbed, and transformed through a very specific framework, unique to CHANEL. These principles still ensure today, and after the passing of the torch to Viard, that the brand remains coherent while it still evolves.
Can beauty brands benefit from cultural intelligence? Ask Pharrell Williams. He will certainly answer with a resounding yes. The American singer and popular culture icon launched a beauty line under his global brand Humanrace. Pharrell believes that the only way to market well is to create culture.