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The Business of Fashion on Instagram

The Business of Fashion on Instagram

An essential daily resource for fashion creatives, executives and entrepreneurs all over the world.

After failing to capitalise on the #sneaker boom, Tod s is aiming to reverse falling sales and re-energise its brand. In April, the shoemaker announced it had linked up with Alber Elbaz to participate in the Tod s Factory initiative, an ongoing series of designer collaborations that have essentially replaced the brand s seasonal fashion collections in the mould of fellow Italian brand Moncler s Instagram-friendly  Genius  strategy and Calvin Klein s forthcoming InCKubator project.

Elbaz s new  Happy Moments  collection, which is a range of bright driving shoes and ballet flats with rubberised soles and techy uppers made of fabrics including neoprene, will launch in stores later this month.  It was about changing the sole of Tod s without changing the soul,  says Elbaz, noting that while he worked with a sneaker-like bottom, the uppers are jazzy versions of the kinds of shoes for which the label is known. The idea, as Elbaz implied, is not only to create buzz, but to also move product. Like Moncler s Genius project, Tod s Factory is designed to keep pace with a fast-moving fashion market that is hungry for newness, driven by a rising generation of consumers who expect a steady stream of product released at the speed of #Instagram.

Along with the Factory project   which has required a reconfiguration of the production schedule but no major infrastructural changes   the company is now taking a more editorial approach to storytelling and marketing. But is this all a little too late? [Link in bio]
After failing to capitalise on the #sneaker boom, Tod s is aiming to reverse falling sales and re-energise its brand. In April, the shoemaker announced it had linked up with Alber Elbaz to participate in the Tod s Factory initiative, an ongoing series of designer collaborations that have essentially replaced the brand s seasonal fashion collections in the mould of fellow Italian brand Moncler s Instagram-friendly Genius strategy and Calvin Klein s forthcoming InCKubator project. Elbaz s new Happy Moments collection, which is a range of bright driving shoes and ballet flats with rubberised soles and techy uppers made of fabrics including neoprene, will launch in stores later this month. It was about changing the sole of Tod s without changing the soul, says Elbaz, noting that while he worked with a sneaker-like bottom, the uppers are jazzy versions of the kinds of shoes for which the label is known. The idea, as Elbaz implied, is not only to create buzz, but to also move product. Like Moncler s Genius project, Tod s Factory is designed to keep pace with a fast-moving fashion market that is hungry for newness, driven by a rising generation of consumers who expect a steady stream of product released at the speed of #Instagram. Along with the Factory project which has required a reconfiguration of the production schedule but no major infrastructural changes the company is now taking a more editorial approach to storytelling and marketing. But is this all a little too late? [Link in bio]

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