The advent of social media has democratized the luxury industry, with consumers demanding more access, more control and more authentic connections with once-untouchable brands.
Some luxury brands have shied away from this new reality, prohibiting consumers from easily accessing product content and commerce experiences — but not Badgley Mischka.
In fact, Badgley Mischka has made a conscious effort to ensure every shopper can access their coveted shoes, dresses and handbags, regardless of income or dress size. By leveraging mobile apps and the “closet in the cloud,” the brand has been able to make connections with a whole new base of shoppers.
For this episode of Retail Remix, Retail TouchPoints’ Alicia Esposito spoke with Badgley Mischka’s Christine Currence to learn more about how the brand is navigating this exciting time in fashion.
Listen to the full episode to hear:
- How Christine ended up owning Badgley Mischka;
- What the fall of “exclusive luxury” means for fashion brands; and
- How the brand is using innovative technology, such as Runway by SAP, to bridge the gap between customer feedback and brand strategy.