Word: fashionization
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...attempting to raise the company's competitive metabolism by tracking customer reaction. She has experts post-testing YSL advertising campaigns. She frequently calls boutiques herself to check if a YSL spread in the local paper is bringing in shoppers. She also pushes Pilati's latest designs in conversations with fashion journalists...
...years after Hermann declared to the trade press that she relished the "challenge" of running a wounded YSL, it remains unclear whether she and Pilati have the magic formula to modernize the fashion house and elevate it to its former glory alongside idolized French brands like Chanel, now a multibillion-euro business. The ascension to such heights is a complex mission. It takes believing that Pilati has the talent and range to give women what they need and think they want and that Hermann has the gift to translate his talent into commercial success...
...crashes were routine on the rough coastal roads and regularly disrupted the family's evenings. "I was often in the corridors of hospitals for emergencies, and it's funny, but I got used to that sort of activity," she recalls. "Maybe it's why I am so comfortable in fashion, which is so quick and aggressive...
Pilati arrived at YSL from Prada seven years ago as an assistant to Tom Ford, the Gucci Group's design czar. In 2004, when Ford departed, Pilati took over at the house of Saint Laurent. Early on, fashion editors left his runway shows disappointed, but more recently they have warmed to his designs and declared him a bona fide talent...
FIRST JOB JUNIOR FASHION EDITOR AT HARPERS & QUEEN...