DKNY Giving It Away - What about Brand Image?

I snapped this pic on Madison Avenue today.   While many of the designer boutiques are attempting to bring some normalcy back to the retail environment after those crazy holiday sales - DKNY is practically giving it all away.

When I saw this window - I couldn't help but cringe.   We all appreciate a bargain, but when you see this type of extreme mark down doesn't it make you think why is all this stock left?   I think your image of the company is diminished in the long run, and there is weakening of the brand.

 
It's hard to believe that a decade ago DKNY was as aspirational as any major label.   When advertising mastermind Peter Arnell first designed the company logo for Donna Karan and coined the DKNY nickname - the collection was hot!  

Now.... 90% off!!   At this point, why not dump the stock to off-price retailers?  The collection should just be sent down to Century 21.   Tourists expect huge deals there and the store could save face instead of having to sell the collection for 10%.

Less Luxury... Not less Luxe.

Happy New Year!   I thought we could all use a remind on this Monday after the long holiday weekend.   This is the day most of the fashion flock are back to work from their holiday trips to St. Barths, South America, Mexico, etc.   A hard look at the numbers of what happened over the last few weeks might make anyone happy to be reminded of new year cheer.   

Retailers went crazy with mark downs of up to 75% before Christmas!  This led to little excitement for shoppers after the holiday... with the stores setting themselves up for the disappointment.  

A message to the ladies out there...

In the new year you might see significantly less new designer hand bags, rtw, and shoes on your real housewife friends.   This is a good thing.   Yes, I said a good thing.   The U.S. was totally out of control over the last 3 years.   As many of you know, I spent a great deal of time traveling around the country in recent years.   I met many of you while hosting retail events in luxury department stores from coast to coast.    I must admit I was shocked by the amount of women who were buying $3,000.00 handbags like tic-tacs.   Many buying 2 or 3 at once!  This is not normal, and it is even revolting.    Of course, it meant great business for the sales associates in the stores and the powers that be encouraged them to sell, sell, sell.   They are not to blame as an adult should be able to take responsibility for their own purchases.    I hate to say that much of the "problem" women developed with their credit cards stemmed from a real lack of self worth and overall sense of being.   Women insecure because so and so has the latest, or the newest bag, shoe - whatever.   This is really sad.  Are we in high school?  I met countless women who could talk about little else than what celebrity was wearing what bag, or how many bags she had at home in her closet.   To both topics - who cares?   These same women lived in cities that are home to some of the greatest museums in the country, if not the world.    You all know who you are.... of course I'm not saying all women who like to shop have a problem.   The problem is not just limited to the ladies, I know some of you guys also got out of control.

This economic melt down is the wake-up call we all needed.    Today is a new day and a new year.   Take a hard look at yourself.   Make a list of things you are interested in that do not include shopping.   Get some hobbies, volunteer, join the gym, start a book club, etc.   Stop buying celebrity tabloid rag-azines and start buying fashion magazines again!  After all, those tabloids are aimed at a girl in her teens, not the strong woman you are.   Subscribe to Vogue, Harpers Bazaar, or Elle and READ the articles - don't just flip through the pictures!

If you have been cut off from shopping, it is not the end of the world.   If you were buying luxury items in the heyday, these items will be relevant for years to come.   You will not be out of fashion to wear them again and again - mixed with new items from inexpensive stores.   For example, white jeans can make just about any pair of shoes or handbag really pop!

The value of the pieces you own from Hermes, Chanel, Louis Vuitton, etc - is now higher than ever before.   When you can shop for a high price item, take your time and choose wisely. 

I'm in this with you.   Take a look around a Life of Style every week to learn about books, movies, cooking, decorating, etc.   Make 2009 the year you found the new you!

HAPPY NEW YEAR!!

DIPTYQUE LIGHTS A BOUGIE ON BLEECKER

TO READ FULL STORY, CLICK HERE - DIPTYQUE

NY POST AD REVENUE SOARS....

Most stories you read lately about advertising revenues for Magazines, Television, and Newspapers have one thing in common - they are plummeting!   The economy has taken its toll on Madison avenue just like it has on consumer pocket books.   One notable exception who just a few years ago would have been a least likely suspect - the NY POST.  The  Post has seen its ad revenue and prestige factor sky rocket in the last six months.   Once a guilty pleasure tabloid that people would sneer at if you mentioned in public - The NY Post has risen to the top of the fashion advertising world.   One recent weekday, the paper had advertising pages in color running up to page 26!  That is a record.  

What started the trend of course was Page 6.   All credit belongs to Richard Johnson who made overheard gossip an art form.  Before there was Life & Style Magazine or TMZ on tv... there was Page 6.   Hollywood publicists caught on before advertisers and knew if they got their clients mentioned - it meant good things for a starlets career.

Always one step behind Hollywood, Madison Avenue retailers looking for new opportunities to showcase the designer duds have followed.  The store that anointed the Post as an acceptable vehicle?   BERGDORF GOODMAN.   That's right, not usually known for being ahead of the curve when it comes to trying new things - BG was the store that took a chance on the Post and ran a quarter page ad featuring a JIMMY CHOO handbag.    The store sold over a dozen of the 3k bag in two days... the deal was done.

BG now runs full page ads featuring everything from Chrome Hearts sunglasses to Judith Leiber Clutches - and the rest of the fashion world has followed.   Now you'll find everyone from Coach, Tiffany, Donna Karan,  Ferragamo & Bloomingdale's.  The move also makes good economic sense.   A page in the NY Post is a fraction of what the NY Times charges for their black and white ads.   Retailers made the realization - the same eyes are seeing the ads in the Post - for a third of the cost.  ( at least until now - prices are sure to jump!).

Now that the Post is rolling in the dough and readership has hit new record highs... lets hope they can permanently can Ivana Trump, just like they did Lydia Hearst from Page 6 Magazine on Sundays.  She definitely sucks the wind out of the cool factor in record speed.   Her recent blurb about her "new" discovery of Nikki Haskell's star caps made me laugh so hard I fell off my chair.   Star Caps have been around longer than the furniture in Ivana's Plaza decorated town house on the Upper East Side - YEARS!!

Sorry Daily News.. I guess you'll have to settle for 1-800 Mattress and Stanley Steamer ads again for 09!