Lessons in marketing no 1: make yourself exclusive

German fashion label Clemens en August has successfully applied the first lesson in fashion marketing – exclusivity. The brand’s mens and womenswear collections are only available ‘on tour’ in various art galleries around the globe.

They write about their concept: “Each season we travel to international cities, selling our collections in contemporary art galleries for only three days at a time. This tour system allows us to cut out the retail margin. A new exclusivity based on limited availability and not on an overpriced ticket.”

So it is worth the hassle trying to catch these guys in some elusive art hang-out? Yes, it is! Clemens en August have a fantastic range of razor-sharp tailored suits, tweed jackets and silk dresses just the right side of cool. I love the high-waisted blue trousers combined with nude blouse. Do come my way!

images: clemensenaugust.com

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