[ad_1]
In today’s creative economy, the tail is increasingly wagging the dog. Marketing drives culture, as promotional campaigns overshadow the services that marketing seeks to elevate, such as fashion, music, art, and movies. With fashion weeks underway around the world and awards season in full swing, the hype machine is running at full throttle. But few, if any, products have matched this level of fanfare. On the runway, red carpet and beyond, culture is in danger of being swallowed up by the sound, fury, hype and buzz of its own promotion.
Fashion houses no longer seem to hire creative directors for their design skills or aesthetic vision, but for their marketing abilities. Sidney Toledano, former chief executive of Dior, recently said, “Frankly, marketers are getting into companies.” This explains the decline in creativity on the runways and why the most high-profile appointment in the fashion industry last year was rapper and music producer Pharrell Williams. In June, Mr. Williams unveiled his first menswear collection for Louis Vuitton, but as fashion critic Cathy Hawlin put it, the collection had confidence and commerciality, but “no new shapes or ideas.” , the way we approach our bodies, and the way we think about luxury.” . But for Louis Vuitton, the show was an unqualified success. The star-studded show garnered him over 1 billion views online.
Marketing, whether deployed to promote consumer goods or creative works, is not new. First there was the product, then there was the persuasion. But now, the hype often precedes and overwhelms the product, to the point where it seems almost unrelated to the success of the product itself. Louis Vuitton CEO Pietro Beccari said, “We have long gone beyond manufacturing and selling products,” adding, “Fashion has become music, it has become pop culture, it has become spectacle itself.” There is,” he claimed.
“Barbie” The top-grossing film of 2023 generated nearly $1.5 billion in ticket revenue and became a sensation even before its theatrical release. The omnipresent marketing campaign cost an estimated $150 million, exceeding his $145 million production budget. (By comparison, department-wide marketing will account for an average of 10.6% of company budgets in 2023, according to a major industry study.) Somewhere along the way, Barbie mania took on a life of its own, with countless social His media has spawned his own memes and hundreds of bright pink items. merchandise. Josh Goldstein, president of global marketing for Warner Bros., explained, “Marketing stopped being a campaign and took on the quality of a movement.”
[ad_2]
Source link
