Fashion Law 101: Lessons in Branding From "The Great Gatsby"
Guest Post by Jackie Lechtholz-Zey, Esq.
As most of you know by now, we love branding over at the Fox Rothschild Fashion Law Blog. We love building brands, expanding their visibility through creative licensing strategies, and ultimately creating lifestyle brand empires.
In the past, we’ve seen some exciting brand collaborations on the screen (really, television) and the fashion lines that were sparked. For example, NBC’s Fashion Star showcases design competitions where winning garments are bought by retailers and become available for purchase by the public as soon as an episode is over. Banana Republic and AMC’s Mad Men costume designer Janie Bryant have teamed up several times to create exclusive collections with period inspired pieces for the retailer.
The recent release of Baz Luhrmann’s The Great Gatsby has piqued our branding interest in a new way. While we’re used to seeing after-the fact-licensing as mentioned above, and merchandising with films—think lunch boxes, action figures, costumes—we haven’t before seen the level of seamless brand integration as in this Jazz Era stunner.
So what lessons can you learn from Gatsby?
- Collaborate in Advance. Initially, Gatsby’s costume designer Catherine Martin had used Miu Miu and Prada looks for the film’s tests. These pieces were so successful that Martin approached Miuccia Prada to actually participate in creating 40 Prada and Miu Miu looks for the film. Brooks Brothers supplied all of the men’s costumes and 600 background suits, while Tiffany & Co. provided the dazzling jewelry. The end result is gorgeous looks for the film, with built-in publicity for the brands involved.
- Showcase and Sell Your Collection. Right before Gatsby’s release, Tiffany’s began promoting its Jazz Age Glamor collection, which is now available for purchase. Miu Miu, Prada, and Brooks Brothers are also showing collections of items featured in the film. Consumers are able to see what they like on the big screen and then purchase those items. That’s a great way to tie in the entertainment and retail experiences.
- Exhibit and Promote. Prada capitalized on t
he publicity surrounding Gatsby’s release by showcasing an exhibit at Prada’s SoHo store of the 40 head to toe looks used in the movie. Dubbed Catherine Martin and Miucca Prada Dress Gatsby, the exhibit is another clever way to draw attention to the film and fashion collaboration.
Ultimately, the idea is to engage the consumer with your brand in a variety of ways to increase visibility and brand awareness. With the recent creative branding and merchandising strategies in The Great Gatsby, we’re now one step closer to a fully integrated e-commerce experience, where consumers see what they like on the screen and can immediately purchase those items.
What can you do to give your target audience an on-demand shopping experience?
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Fashion Brands beware! The clock is ticking and you just might miss your chance to obtain or keep that talented foreign designer you desperately need.
