Alexander Wang made a bold move this week by dismissing his marketing team and replacing them with a consultant. Why would he do this...he must be crazy? Well let me tell you why...the fashion industry marketing model is broken and has been for a long time. It is still attached to a specific way of doing things...have a runway show, dress celebrities, advertise in Vogue.
Consultants bring a new world view to brands. They are entrepreneurial and results-oriented, they are early adopters and most importantly they aren't entrenched in a brand's culture. They help brands think outside of the box and push them to adapt to an ever changing landscape. Their success depends on the brand's success, creating the most symbiotic of relationships. ~ NB