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

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s