Last week I attended an interesting symposium at the Museum at F.I.T. The presentation by Kohle Yohannan was excellent and really hit home in a marketing sense. Kohle's topic was The Small Town Girl and the Femme Fatale: Claire McCardell & Vanentina. I don't expect you to know about these two designers, but the point I want to make is that they had different marketing styles. Claire McCardell was all about mass marketing (affordable) and simplicity. Valentina on the other hand was about exclusivity (expensive), "cult of the celebrity" and dressing the best of the best.
The take away: It's all about the marketing. You may have the same dress, same material, same cut but your message and attitude is what matters. McCardell sold dresses for a very reasonable price at the time (simplicity) and Valentina inflated the price point because she could (minimalist)...she was dressing celebrities such as Greta Garbo, Gloria Swanson, Katharine Hepburn, Millicent Rogers, and Audrey Hepburn.
So, where are you in the spectrum of marketing? A McCardell on the cover of Time Magazine, or Valentina, a carefully constructed persona and lore of your subject?
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