fashionbriefs
Topic

Marketing

Finding out what people want, or persuading them they do.

2
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8:25
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17 min
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All briefs2
8:21

Swatch

Swatch didn’t save Swiss watchmaking—it outsourced its soul to plastic and price.
8:28

Tommy Hilfiger

Tommy Hilfiger

Tommy Hilfiger is not a story of creative rupture. It is a case study in post-failure repositioning: a bankrupt retailer turned branded sportswear system, funded by Murjani, then Chou, staffed by Ralph Lauren veterans, and sold via spectacle before substance.

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8:35

10 Corso Como

A retail institution that treats fashion like art—and art like inventory.
8:06

A Bathing Ape

A brand named after lazy opulence that built scarcity into its DNA — and made it profitable.
8:21

AMI Paris

AMI Paris is not about revolution — it’s about making Marc Jacobs–level cashmere sweaters affordable to the person who designed them.