Ayu and Dolce & Gabbana

[fireworks501]

It's important to note that I doubt Ayumi has actually paid for any of the D&G / DSquared / etc. clothing that she's photographed wearing. Aside from it being convention for design houses to dress celebrities for free, the amount of free press that Ayumi garners outweighs the relative cost of what is considered a luxury good.

Consider: $400,000 annual marketing budget to include placement of a Dolce & Gabbana ad in Vogue for six months, or giving her a $4,000 dress that is photographed and printed in any number of periodicals and online image sites that trend-savy consumers read? And think - the images of Ayumi wearing the dress came at no cost to the company, but are, in effect, free publicity.

In addition, most celebrities don't pay full retail for luxury goods. Most receive VIP discounts at major houses (30%), to encourage them buying, wearing, etc. the goods that they don't get for free (again, the free press principle). It creates an image of aspiration to the consumer - if this celebrity is wearing this, it immediately validates the brand and makes it seem cool - and, in turn, inspires a consumer with the assets to pay $4,000 for a dress (trust me, there are plenty around the world) to go out and buy it.

So you know, while there is significant markup in the costs of luxury goods - around 40% or 30% usually - the markup isn't SO high to merit criticism of "it just costs that much because it says Dior!". The consumer who buys these is often paying for rare materials (ostrich, patent leather, embroidery, etc.) that make up high-quality garments (in that they're hand-sewn, or detailing on certain kinds of silk takes a certain amount of man hours, or leather processing, etc.) that are often tailored to fit.

They may seem like concerns that aren't in your every day, but I don't believe that they're a set of concerns that merit such wont criticism as "I think Ayumi is shallow for wearing this" or "It's so expensive because it says XX!".

My 2c, since I work doing public relations for a house on Dolce & Gabbana's level.

[jeffycue]

i bet ayu fans will start buying for D&C, wehehehe

[HONEY]

its from wikipedia look here
http://en.wikipedia.org/wiki/Dolce_&_Gabbana

[MsMiyabi]

Im shocked they mentioned ayu. But atleast this show the world outside Asia notices her. XD

[emi♡]

How Cool!! Dolce makes some of the most beautiful clothes!

I'm so glad they mentioned Ayu, I also think that, you know, it raises fashion awareness in Japan, just a little, like when Louis Vuitton had that designer help design their new line.

Ayu does love her Dior glasses...but, then everyone loves Dior glasses!

Originally Posted by fireworks501

It's important to note that I doubt Ayumi has actually paid for any of the D&G / DSquared / etc. clothing that she's photographed wearing. Aside from it being convention for design houses to dress celebrities for free, the amount of free press that Ayumi garners outweighs the relative cost of what is considered a luxury good.

Consider: $400,000 annual marketing budget to include placement of a Dolce & Gabbana ad in Vogue for six months, or giving her a $4,000 dress that is photographed and printed in any number of periodicals and online image sites that trend-savy consumers read? And think - the images of Ayumi wearing the dress came at no cost to the company, but are, in effect, free publicity.

In addition, most celebrities don't pay full retail for luxury goods. Most receive VIP discounts at major houses (30%), to encourage them buying, wearing, etc. the goods that they don't get for free (again, the free press principle). It creates an image of aspiration to the consumer - if this celebrity is wearing this, it immediately validates the brand and makes it seem cool - and, in turn, inspires a consumer with the assets to pay $4,000 for a dress (trust me, there are plenty around the world) to go out and buy it.

So you know, while there is significant markup in the costs of luxury goods - around 40% or 30% usually - the markup isn't SO high to merit criticism of "it just costs that much because it says Dior!". The consumer who buys these is often paying for rare materials (ostrich, patent leather, embroidery, etc.) that make up high-quality garments (in that they're hand-sewn, or detailing on certain kinds of silk takes a certain amount of man hours, or leather processing, etc.) that are often tailored to fit.

They may seem like concerns that aren't in your every day, but I don't believe that they're a set of concerns that merit such wont criticism as "I think Ayumi is shallow for wearing this" or "It's so expensive because it says XX!".

My 2c, since I work doing public relations for a house on Dolce & Gabbana's level.

Your post on this subject is one that everyone should read.

It's another good thing to mention that, in a lot of cases, the celebrity doesn't keep the clothing if it's used for something like a photoshoot or a premiere. That would add up to a significant amount of closet space and clothes (particularly vintage or one of a kind) are returned to be preserved in a fashion house storage facility. I don't know about Japan but in America, more and more celebrities are donating their worn couture to charity auctions.

[fireworks501]

Originally Posted by emikotogawa

...like when Louis Vuitton had that designer help design their new line...

That was a collaboration between Takashi Murakami and Marc Jacobs.

Originally Posted by fireworks501

That was a collaboration between Takashi Murakami and Marc Jacobs.

Who was that Asian model in the show?


Is it Hye Park?

EDIT: I know this is a little off topic, but ^.^;;

[Kikaru]

Originally Posted by devilayu

Your post on this subject is one that everyone should read.

It's another good thing to mention that, in a lot of cases, the celebrity doesn't keep the clothing if it's used for something like a photoshoot or a premiere. That would add up to a significant amount of closet space and clothes (particularly vintage or one of a kind) are returned to be preserved in a fashion house storage facility. I don't know about Japan but in America, more and more celebrities are donating their worn couture to charity auctions.

And I think I read something about that somwhere in a magazine...

But anyways, those who aren't into fashion probably thinks it's wierd to spend that much money on clothes, but as someone whose into fashion, I personally think the cost is actually very important to the quality. For example, GUESS or DKNY jeans tend to last longer than Old Navy Jeans, at least in my case, even though I wear them more than my Old Navy Jeans. They're always expensive for a reason.

Originally Posted by Kikaru

They're always expensive for a reason.

Yep. My motto: You get what you pay for.

[cybermoomba]

LOL

That's so random. Its cool her name's there

[*Petit*]

Originally Posted by Kikaru

And I think I read something about that somwhere in a magazine...

But anyways, those who aren't into fashion probably thinks it's wierd to spend that much money on clothes, but as someone whose into fashion, I personally think the cost is actually very important to the quality. For example, GUESS or DKNY jeans tend to last longer than Old Navy Jeans, at least in my case, even though I wear them more than my Old Navy Jeans. They're always expensive for a reason.

Also you tend to get really good customer service (not always true though, I've been getting horrible one from a *certain* Louis Vuitton shop..) and quality repairs and support if you need it. Even across borders of nations.

Also, check out this super cute, slightly scary Louis Vuitton cartooon!

[pbs1605]

Cool.She has good taste.

[heyheyderek]

Ayu loves famous brand such as Dior,LV,cucci, etc.
She always wear expensive clothes~!
What's more,Ayu loves that Dior sunglasses very much as I could see her wearing quite often

[Raleigh]

Impressive to see Ayu there.

[fireworks501]

Originally Posted by spacelion

Who was that Asian model in the show?

Yep, that's Hye Park... she's represented by Trump NYC... hair is a bit blown out there though...

[Dustie]

They may seem like concerns that aren't in your every day, but I don't believe that they're a set of concerns that merit such wont criticism as "I think Ayumi is shallow for wearing this" or "It's so expensive because it says XX!".

Knowing all those concerns, and not since today, I still think it's not much more than shallow. The act of creation itself is something amazing, but what happens next doesn't carry any values IMO, especially today.

Originally Posted by fireworks501

Yep, that's Hye Park... she's represented by Trump NYC... hair is a bit blown out there though...

Ahh! Thanks! I was wondering who her agency was. I loved her in the Roberto Cavalli FW05 campaign. She looked gorgeous.

I wish I could go to a fashion show!

[*Petit*]

Originally Posted by Dustie

Knowing all those concerns, and not since today, I still think it's not much more than shallow. The act of creation itself is something amazing, but what happens next doesn't carry any values IMO, especially today.

I think wantingto wear things you find beautiful no matter what it costs is like picking which music to listen too, nobody is to judge it, people have thier own reasons for buying whatever they want. Like, japanese CD's are more expensive than other CD's, so why get them? You COULD get smiliar "music" more cheaply. As with food, even though everyone have different tastes, someone likes a wine that's costs little and others prefer f.ex champagne, someone don't like wine at all, but prefer sodas. There's no way ok knowing the "real" reason behind why people do what they do, mostly they may not even know themselves. So who are we to judge people from what they wear, listen to or watch on tv? Not everyone who listens to jpop is an "animefreak" for example.

[FuNsTyLe]

Besides, if you have the money for it, why not? If you're rich, you buy what you like, not even looking at the price tag