DLD09 live

1. Fashion and business

   Tags: dld· dld09· Fashion  -  0 comments

   First, Xavier Court introduces the audience to vente-privee.com. The idea of the platform is to sell overstock brand products (in average 5-10% of every brand's production per year is overstock) to an invitation-only community to keep the luxury image of the brands. Products are only sold in a limited time window.
   Ventee privee launched in 2001 and now has over 7 million members in different European markets.

   Preserving the image of a brand is key focus for Vente Privée, they have a Creative Director, designers, musicians and video editors to offer a visually attractive presentation of the brands.

   Marc Ecko is introduced by Susann Remke who explains how she met him at his office which is actually a basket ball court filled with art. Ecko does not only take care of artists (and Rhinos), but also paints and fights NYC mayor Bloomberg's grafitti law in court.

   Marc is known for his impressive and well-shaped self-confidence, owns several fashion brands (Ecko, Zoo York e.g.) which he successfully marketed to stars (Justin Timberland, 50 Cent, Adam Sandler...) who serve as testimonials and fosters since he started making t-shirts 15 years ago. "Marc, you're the Steve Jobs of fashion!" states Remke.
   The discussion continues about atomized target groups, street culture and identification.

   So what has the internet to do with Marc Eckos success? His most famous action was to tag the Airforce One. This was of course a guerilla stunt where they painted a plane looking like the airforce one and leaked the video on the internet which was forwarded and blogged many times as one of the first huge viral video success.

   Funny enough now both, Ecko and Court publish print magazines to drive their online business. Due to them, print magazines transport more value, plus working with artists and stars (Ecko) need print covers to "polish their egos".

   

   Thomas Praus
   How can a luxury brand be presented online? Xavier Court, Marc Ecko and Susann Remke discuss image, brand and community.

   January 26, 2009
   02:22 PM