Word: brandings
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...store. And, incidentally, the folks at Apple have made it incredibly easy to hang out there for a while, maybe buy some more stuff and then come back, again and again. At a recent meeting with Ikea executives from Sweden, I was surprised to learn that consumers of the brand's small-office products like to hold impromptu meetings in the store displays. Every day seems to bring a new twist on the fundamental habit of consumption: there are pop-up stores, mobile stores, automated stores and, of course, the Internet. In Japan young women buy everything from subway passes...
...among leading ladies, including Lauren Bacall, Carmen Miranda and Audrey Hepburn, many of whom longed for a stylish lift. (Marilyn Monroe special-ordered her platforms at over 4 in.) Today the platform and the wedge are best sellers for labels as diverse as Prada and Escada. And the Ferragamo brand, still walking tall, continues to reintroduce the styles 70 years after their debut...
...hours without abandoning the company's signature hand detailing. Brioni introduced a line of off-the-rack suits in 1960. Angeloni, who trained as an economist and married into one of the families that own Brioni, took over in 1990. He has pushed to transform Brioni into a lifestyle brand by adding women's wear and accessories. "Artisans continue to offer bespoke tailoring, but we are the only international lifestyle brand to offer the service," he boasts...
Although the bespoke service (the term comes from the English tradition of setting aside a client's fabric, which was said to be "spoken for") is limited to Rome and Milan and accounts for only 3% of Brioni's sales, Angeloni says it's what differentiates the brand from others. Today most of the company's business is in off-the-rack suits, priced from $2,600 and available in the same quality fabrics and with the same buttons used for the bespoke versions. A quarter of the company's 1,600 employees worldwide are trained tailors. About...
...Sephora perfumery in central Paris, for example, Hugo Boss's new men's fragrance, Energize, is thoughtfully organized on stand-alone shelves complete with dipsticks for sampling. Don't be fooled: that little five-shelf contraption known as a breaker column?positioned so that it masks competitors' brand names?is expected to give sales a lift. It costs $7,200 a month to place it in 180 French stores. Aron walks me through the perfumery, a chain he knows well because he once managed purchasing and marketing for the company's founder, and reveals some of the secrets behind fragrance...