There was a period of Ivy marketing where you couldn’t determine much about how any product was different from any other product because the photography looked… the same. And then a decade passed and you couldn’t determine much about the product, or even what decade you were looking at because the photography looked… the same.
Ivy resurged. (Dean, that is probably not a word, sorry. But it ought to be.) Several things are required for such a resurgence. Amongst the top tier of those requirements is cultural relevance. Look at the Christmas tree. Stood the test of time, right? But to do so, it had maintain cultural relevance. Some of that was very, very good. Some of it was godawful.
We’ve done some talking recently about packaging, one of the disciplines of marketing, and I have argued that it is self-contradictory to say on the one hand that you do not give a whit about packaging while on the other complaining when anyone dresses in anything but Ivy. My working theory is that people who say they do not respond to packaging (marketing) are really wanting to think is that they are too smart or sensible to be able to be sold anything. It is very hard to argue that you are particular about your dress but above caring what things look like.
I’ve been going back and forth with the The Original Madras Trading Company’s website, something about it really resonates. Prasan Shah and I are texting anyway (he is in Italy and sending me pictures just to make me crave pasta when I still have 4 pounds to go) so I ask him who wrote the site, because it has a great voice. Turns out he and his designer did. But that isn’t the whole thing. Then it hits me.
You don’t see photography like this in Ivy.
Anyway, I encourage the movement. St John does this well too, their site communicates a big message with just the photography, which is another accomplishment because they are not selling something you look at.
The Amazing Tom is a machine. Every week I am blessed with a half dozen articles he sends me. Some of them I use, some of them are inspiration for other ideas, some I don’t work with.
Because fashion writing, with a very few exceptions, is devoid of actual writing.
But the last week, The Amazing Tom has been on a very serious roll. In no particular order:
- He sent an article from the Times (paywall so not linked) that made the case that designers are disguising plastic as vegan leather. Man if that isn’t classic. Vegan leather. Sober drinking. SMH.
Hey Dean (proofreader) how come the Wall St. Journal can use Unsweaty and I can’t say Resurged?
3. Todd Snyder’s Newsletter, where they introduce, wait for it, AN ACTUALLY NON-SQUEEZE OCBD! All it took was a middle-aged dad with a gut (former) and a blog, and behold! Seriously, check these out:
Here they are on:
4. Crittenden Rawlings passed. I don’t own any of their pieces, but The Amazing Tom sent me a tribute from Mr and he sounded like a great guy, and if this photo is any indication, he had serious taste:
If you have anything you want me to see, or just want to email me: JohnBurton@Ivy-StyleMediaGroup.com is the address.