FSW breaks down the IWT Content Effectiveness Index rankings for three major fashion brands and examines the current content opportunities and challenges for each brand.
Great read - love your way of measuring content effectiveness. Also looking forward to seeing Thom Browne’s evolution in terms of content, as I feel like they’ve been able to build more resonance than usual outside the runway this year, thanks to partnerships with artists such as Doechii, Ariana Grande, and Adrien Brody.
You can always tell through a brands content if the internal teams really understand the brand DNA or not. I’ve seen it both ways internally.
Great read - love your way of measuring content effectiveness. Also looking forward to seeing Thom Browne’s evolution in terms of content, as I feel like they’ve been able to build more resonance than usual outside the runway this year, thanks to partnerships with artists such as Doechii, Ariana Grande, and Adrien Brody.