In fashion's competitive landscape, brands are delving into the world of beauty to diversify their portfolios and appeal to the new generation of consumers.
but getting your hands on the latest lipstick from the brand seems more plausible. For high-fashion brands, the beauty line has the lowest barrier to entry and gives the opportunity for consumers to be part of the brand’s universe. Many customers who cannot afford items of clothing from such fashion brands opt to purchase their makeup items which in turn keeps sales within that brand.
Examples include Dior, which has its own makeup line that are used exclusively for its models during fashion week. At Loewe, the Spanish luxury brand debuted its first perfume collection under creative director Jonathan Anderson in 2016 and since created other ranges that were inspired by colours of the rainbow and a vegetable garden.The successes of these fashion brands have proved to be a lucrative business opportunity for others to follow.
“But our success with Kering eyewear demonstrates that we can create a lot of value for the brands, on the one side, and as a consequence, for the group, by taking some disruptive and innovative approaches,” he continues. “So beauty is definitely an area where we could contemplate some initiatives in the future, and all options are open.
Traditionally, beauty trends have been born from runway shows where makeup artists work to bring a designer’s idea to life. While there is room for creative freedom, these markup artists also have to ensure that they follow the set theme with the aim of leaving the audience in awe. To aid fashion and beauty enthusiasts with recreating the looks, behind-the-scenes footage of global fashion week are released on the brand’s social media and these act as mini-masterclasses.
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