What this is
Couture calendars, bridal cycles and craft provenance. Seasonality is absolute in this category and it drives everything.
What you get
Where it sits
Twenty sector desks, because category fluency is not something you improvise.
Frequently asked
Six to nine months. The consideration cycle is long and starts well before the season.
For discovery and lower price points. High-value purchases still complete in store, and the digital job is getting them there.
Disproportionately, in Indian fashion. One well-placed appearance can outperform a quarter of advertising.
Miss the window and the collection is discounted. Communication planning starts from the calendar, not from the campaign idea.
Generic heritage language is disbelieved. Specific craft, place and maker is what luxury buyers actually respond to.
Product placement in editorial and on celebrity moments matters more than advertising in this category.
Also in Sector Practices
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