2010 June 15

Lessons From Mackler

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Stacy Mackler, EVP and CMO of Euro RSCG Worldwide PR Stacy Mackler, EVP and CMO of Euro RSCG Worldwide PR
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Meet Stacy Mackler, the executive vice president and chief marketing officer for Euro RSCG Worldwide Public Relations, and Chic Report recently caught up with the savvy EVP for lessons in marketing, which everyone needs these days, n'est pas?

The recession forced many brands to cut into their PR and marketing budgets. What to do?
Social media seems to have answered a lot of prayers through the recession. Ugc (user generated content) is huge and highly impactful. Fortunately, PR budgets are fairly small so we still see companies that see its worth!

How has the recession changed the business of PR and marketing in luxury fashion?
It depends on the brand. True luxe fashion brands like Louis Vuitton didn't feel an impact in sales and reported an increase at times throughout the recession. The wealthy appeared to still be buying throughout the recession. Ralph Lauren launched high-end watches and Hermes launched its most expensive silk scarf ever. Consumers still purchased! No need to change much of your marketing and PR plans if you're still making money...and there was more inventory at lower prices due to companies that did have to tailor back. If anything, perhaps they capitalized on consumers need for true emotional engagement and quality (and willingness to spend here) more than ever!

How important is it for brands to distinguish themselves as luxury brands?
If a brand is truly a luxe brand, it should always distinguish itself as such and not erode its credibility by positioning itself as anything but. If it is a brand that simply wants to play in the luxe space, it needs to have some of the attributes to do so or it will be detrimental in the long run.

How important is using web for marketing purposes?
If you're not digital, you're not in it to win it! It's not just important, it's essential.


2010 June 15

Look Good, Do Better

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Tom's Calypso Canvas Wedges Tom's Calypso Canvas Wedges
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Our favorite do-good shoe company just became a bit more stylish. Behold! Toms Shoes has launched into wedges, an inspiring choix for the socially conscious mademoiselle. At under $70 a pair, they're ideal for the fiscally conscious as well as the eco-friendly. And as always, with every pair you purchase, a pair of shoes will be sent to a child in need. THE DETAILS: $69, Toms.


2010 June 15

The Royal Family of Brazilian Fashion

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Gloria Coelho Gloria Coelho
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On Saturday, Chic was introduced to Reinaldo Lourenco, who´s arguably the biggest Brazilian name at Sao Paulo Fashion Week. On Monday, Gloria Coelho---the ex-wife of Lourenco---showed her own eponymous collection at Iguatemi shopping center. Lucky for nous, the seriously stylish former couple procreated before the split, resulting in Pedro Lourenco, who started taking up the family business at age 12 and, at 19, had his own Paris Fashion Week debut in March. Similarities in the three designers are evident (it´s all in the family!), though each has their own unique style---and we love them all!



2010 June 14

This Little Piggy Went to Dad

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Links of London cufflinks Links of London cufflinks
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The hunt for pops-worthy cufflinks continues! These wellie-wearing piggies are parfait for infusing fun into a day at the office, rain or shine. As always, Links of London does a fabulous job in adding new twists to classic pieces---check out the Glow in the Dark Yellow Fluoro Friendship bracelet.THE DETAILS: $190, Links of London


2010 June 14

Work in the Sun

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Solar Laptop Bag Solar Laptop Bag
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Attention, sun-loving workaholics: grab your laptop, ditch le bureau and head to the pool or park. This laptop case uses powerful solar panels and a lithium-polymer battery pack to convert our beloved sunlight into energy. Chic’s only critique? We want our solar-powered bag in some solar-powered colors… Let’s see some yellows or pinks! THE DETAILS: $499, Uncommon Goods.


2010 June 14

Supers Hit Sao Paulo!

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Raquel Zimmermann at Animale, Eva Herzigova at Adriana Degreas, Gisele Bundchen at Colcci Raquel Zimmermann at Animale, Eva Herzigova at Adriana Degreas, Gisele Bundchen at Colcci
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Chic´s award for the hardest-working models of Sao Paulo Fashion Week undoubtedly goes to Aline Weber, Daiane Conterato, and Bruna Tenorio (the trio recently shared a Vogue Brazil cover), but this weekend, three supers swooped in to steal the thunder. On Saturday afternoon, Raquel Zimmermann walked in Animale (the Brazilian has been their runway exclusive and campaign face for four years), Eva Herzigova took the catwalk at Adriana Degreas, and new mom and Brazilian national hero Gisele Bundchen walked for Colcci, drawing more security than the president. "It's almost like my baby, my country!" explained Zimmermann post-show of why she keeps coming back. "I have faith and I believe that Brazil will achieve a high standard in fashion circles. I know that it's still not there yet---you can't compare it to Paris or Milan---but it's growing, and like Portugal, like Spain, so many countries are getting into the international markets and I think Brazil is. There are two Brazilian designers that are doing really well outside Brazil. Pedro Lourenco is doing really well in Paris, and Alexandre Herchcovitch in New York, so I believe Brazil will get there!" So we know the design talent is strong in Sao Paulo, but Chic had to ask: is there something in the water? Why are there so many stunning models from Brazil? "I think it's because of the mixture of descendents that came from all over the world," continued Zimmermann. "You have everything here---Japanese, Dutch, African, German, Italian...all different mixes and that makes the beauty. It's the mix of people that makes the beauty.´" Whatever---we'll have what they're having!

 

 

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