Weekly Branding Links: Anine Bing on Branding + The Cut Defines Fashion “Affluencers”

“Affluencer” The Blonde Salad’s Chiara Ferragni with her namesake shoe line

The Cut on Today’s “Affluencers”: It’s New York Fashion Week and the front rows are filled with fashion influencers who are making the runway shows accessible to the masses via Insta-stories.  The Cut defines some of the most influential influencers as “affluencers” – they drive more sales of products than celebrities and they are being paid handsomely to promote.  In my brand licensing industry I am sure we are going to see many of these affluencers creating products of their own brand name and designs making it very competitive for the designers brands and celebrities who normally get shelf space at retailers.  It has already started happening.  Read all about it on The Cut

Anine Bing on Branding: Speaking of influencers becoming brands, Anine Bing tells the story of how she made the pivot from influencer on Instagram to full fledged brand on The Lifestyle Edit. I am fascinated by the story of her aha moment, when she decided to sell items from her own personal wardrobe on social media for fun and realized that her followers wanted to buy products.  Anine Bing came up with an idea for a capsule wardrobe collection and found her true calling.  I am a personal fan of Anine Bing and her concept of a capsule wardrobe. I wear this cozy cashmere sweater literally every day. Read all about it on The Lifestyle Edit

Christian Louboutin’s Trademark Red Sole:  How many times have you heard people refer to Christian Louboutin shoes as “red soles”.  Well, apparently this trademark design associated with the brand can’t be trademarked.  Christian Louboutin and Dutch “high street” (i.e. affordably priced) company Van Haren have been battling out the use of red soles on shoes in court and it’s not looking good for Christian Louboutin.  Read all about it in Business of Fashion.

A red sole by any other brand name (other than Christian Louboutin) would not be as sweet

Stacy London on Her Year of Magical Shopping: I personally related to this honest essay by Stacy London in Refinery 29 where she talks about how she almost went broke last year while recovering from painful back surgery and a break up.  E-commerce, on-demand delivery services and the whole “see it, buy it now” fashion trend make it all too easy to fill the void in our lives with new stuff.  Instagram doesn’t help either. It’s very easy to lose sight of what we really need vs. what we really want, too much pressure to look good.  I so relate, Stacy – this could easily be me.  Read all about it on Refinery 29

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