onscreen style
Clearly, the actor is a style influencer. We all know that what a Hollywood celebrity wears at award ceremonies and on his social media posts has an impact on the fashion industry. But these days, Red has as much style influencing the screen as his carpet.
In June, California surf brand Quiksilver teamed up with the costume design team for Netflix’s Stranger Things to design a full collection of nostalgic ’80s apparel. As well as the show-inspired designs, the recently released fourth season includes several characters wearing on-screen pieces.
For example, we have the beachy yellow button-down shirt worn by Finn Wolfhard’s character Mike in the roller-skating rink scene, and the yellow-tipped shorts. Denim worn by character Nancy. The jacket and blue cuffed pants worn by the character Steve Harrington are also represented.
“Stranger Things” became especially known for the 80’s style worn by its characters. For Quiksilver, the chance to become his main provider of these styles and be able to buy them online as soon as the season releases was too much to pass up.
“For Stranger Things, we were able to bring back some classic styles from the 1986 and 1987 Quik archives. [season] 4, create specific apparel for both cast members and consumers,” says Quiksilver product developer Andrew Henry. The era confirmed that California was the epicenter of surf culture: A close collaboration with Stranger Things costume designer Amy [Parris]allows us to create apparel for Season 4 characters that is very true to the ’80s, and showcases Quiksilver’s influence on fashion during that era in a way that fits very naturally into the plot of Stranger Things. was able to strengthen “
Stranger Things has a large audience, especially among Gen Z. The fourth season has been in the top 10 of Netflix’s most-watched list for 11 straight weeks since its release.
Sperry, a New England boat shoe brand, has also made a name for itself in film and television. Sperry had previously worked with Netflix through a licensing deal for a collection inspired by the teen mystery show The Outer Banks, but those products were never actually worn in the show. But starting next year, Sperry will be wearing a lot of the product in the upcoming second season of her Amazon Prime show, “The Summer I Turned Pretty.”
“[The show] It’s another coastal young adult show [like ‘Outer Banks’] Sperry CMO Elizabeth Drori said: “That helps bring excitement, especially to younger customers.”
“The Summer I Turned Pretty” is another show that has a massive Gen Z following. The show’s hashtag #thesummeriturnedpretty has earned him over a billion views on TikTok.
The Sperry and Quiksilver collaboration is a standard product placement agreement, where the brand pays the production company up front to guarantee the placement of the product at the show. Product placement on TV is a $23 billion growing industry, especially in the age of streaming TV. Amazon and Peacock recently announced tools to allow brands to digitally insert products into shows after the fact, further expanding the possibilities for product placement, while Sperry and his Quiksilver use similar tools. was not
But getting your product on the show isn’t always easy. Courtney Wheeler and Christina Spiridakis, the costume designers for Hulu’s show “The Bear,” have garnered widespread attention for their meticulously dressed characters, but they usually base their outfits on what the brand wants. He said that he never chooses clothes for his character.
“It’s possible. With big movies and TV shows, the art department is more likely to work directly with brands and close deals,” Wheeler said. It’s nothing.”
Instead, she said all they’re considering is whether the clothes fit the character and whether they fit the story. Sometimes I send them, but in most cases those clothes are clearance items and are nothing more than background characters.
Spiridakis said brands also need to consider seasonality.
“Sometimes we work on a show a year before it’s actually released,” says Spiridakis. “This isn’t like a magazine or a music video, it’s coming out quickly and brands can get what’s in season. So many edits for something that won’t be out in a year.” There is no higher reward.”
Quiksilver got around this by working with Stranger Things well in advance, spending three years planning the costumes and designing them to be released at the same time as the show. A more impromptu partnership is much harder to achieve, Spiridakis said.
Luxury brands are protected against the worst of inflation
Inflation didn’t seem to have any impact on the luxury brands’ earnings week, with higher prices and wealthier consumers.
Ralph Lauren and Capri Holdings both posted an 8-9% increase in revenue last quarter, with inventory spending up 66% and 47%, respectively.
Canada Goose saw revenues increase 24% last quarter, with DTC revenues particularly strong, up almost 20%.
Each of these brands has a clientele that tends to be in the upper income brackets and doesn’t value the bargains they offer. Their customers are used to high prices and pay for quality and brand name.
Canada Goose executive vice president and CFO Jonathan Sinclair said on the brand’s first quarter earnings call: on thursday. “Our differentiated level of operation as a vertically integrated manufacturer, with most products manufactured or purchased in Canada and a higher average unit price, will also help mitigate some of the inflationary pressures.”
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