Accessories brands are creating buzz and sales through wild posting their campaigns, shooting Instagram-friendly content and engaging with the right influencers.
Post-lockdown, more and more accessories players are seeing the value of content and wanting to take a leaf out of Muaddi’s playbook.
In the contemporary space, the brands that are strong on online content, engaged with fashion’s best online personalities, and able to create the kind of visuals that draw likes and shares are the ones that have managed to hold onto their relevance despite the market’s swing back to premium luxury and classic styles.
London-based Miista also said that the artist interviews and humorous videos the brand started producing during lockdown led to direct sales increases. As a result, the company took the leap, invested in its own factory and started producing its first ready-to-wear collections earlier this year. Paris-based Nodaleto is another brand that has gotten customers, including the TikTok generation, hooked on its cool platform Mary Janes and square-toe pumps because of its ability to create striking content.
For former Jimmy Choo design director Alfredo Piferi, the fact that his brand has a story to tell around responsible consumption is a big part of its rapid success. Sales grew over 130 percent in the last year, despite the slowdown caused by global lockdowns.
France Dernières Nouvelles, France Actualités
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