LONDON — Playing hard to get has worked for eons in the game of love, and now it’s proving the strategy du jour for brands and retailers hoping to woo a younger, impatient audience that’s chatty, community-minded — and easily bored.
Selfridges, Barneys New York, MyTheresa.com, Stylebop.com, Louis Vuitton, Givenchy and countless others have been swiping strategies from sneaker and streetwear brands, using push-pull tactics on customers, nurturing a sense of belonging and creating a halo of rarity around products to fuel desire and sales.
“I’m looking forward to jumping into the creative process and exploring fashion through a different lens,” said actor Michael B. Jordan exclusively to WWD about becoming the first face of @coach ‘s men’s business. Not only will the actor appear in its global ad campaigns, but he will also create a capsule with designer Stuart Vevers. Tap the link in our bio to learn more. #wwdfashion
“The name of the show is GP — giant pockets,” said Karl Lagerfeld pre-show, in his backstage meeting room at @Fendi to Bridget Foley. @Bellahadid was one of the many famous faces who graced the catwalk including @Gigihadid, @Adwoaaboah, and yes, even @Kendalljenner. #wwdfashion
Photographed by Kuba Dabrowski/WWD
“We are obsessed with Fendi and we want to share this obsession,” said CEO Serge Brunschwig to WWD. @Fendi will be releasing a new capsule collection Oct. 16 centered around the Fendi/Fila logo created by Instagram artist @Hey_reilly. Further proving the logo trend isn’t going anywhere. Link in our bio for more details. #wwdfashion