COVET BOARD: Raiders of the Insta-Ark
- Nov 28, 2017
- 2 min read
Here goes the November edition of Covet Board. The star of the show this month is Cult Gaia's Ark clutch, a favourite of the Instagram crowd since the beginning of the year. Its pairing is the frangipani flower, the floral representative of Bali.
This BoF article outlines a good look on the current lineup of it-bags. According to the writer, they seem to adhere to this formula:
Competitive pricing for a luxury brand
Easily-recognisable and unique design
Strong social media presence
Today's customers are different. They're savvier with their spending, since they are more knowledgable than ever (Thanks, Google). For them, being 'the one who carry the most expensive bag' is not important anymore. They know that most of that 2,500 doesn't come for the bag, but for the marketing, prestige points, store rent, and et cetera.
For now, it's extremely good business for Cult Gaia. However, the issue with extremely popular entities is always "How long until people get tired of it?" When something is everywhere, there is bound to be a customer fatigue looming. This is the shiny new toy everyone wants to own and be seen in - until a newer one comes out as the latest trend. Another nature of fashion.
As a fashion marketer, we have to work our way through this phenomenon. Make the brand ever-desirable. Assign a designer who are capable of producing new, unique products. Market the product through the correct channels.
At the end of the day, I'm really grateful for this module. It drives me to see everything from a bigger perspective and think, "What can I do with this/that?". And even though it's almost over, there are habits that I will be able to pick up and still use in the future.
That's all there is for now and let's whisk back into student life. The last 2 weeks of it.
References:
Morency, C. (2017). Three Instagram-famous bag brands with a new formula for success. The Business of Fashion. Retrieved from https://www.businessoffashion.com/articles/intelligence/three-instagram-famous-bag-brands-with-a-new-formula-for-success
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