How Social Networks Made Label Recognition less Important

Although brand recognition can go a long way for businesses, the impact of social media has made it so if a new fashion designer has a great runway show, her or his name will spread like wildfire over Twitter, Facebook, Tumblr, etc. This has made it so the procurement of well-known brands far less important than just putting out the best designs.


The other day a man who is in the process of buying a famous fashion trademark, Mainbocher, with interesting plans for reinvention that for now have to remain a secret, came to see me. It turns out he bought the marque from a man whose father had been very canny in snapping up these defunct-but-aromatic names – and still in the vault is Paul Poiret, among others. Which means that post-Worth and Vionnet and Schiaparelli, there are still a bunch of once-famous fashion houses that are potential relaunches. Read More

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