Actors are style influencers, obviously. Everyone knows that Hollywood celebrities have an influence on the fashion industry through what they wear to award shows and social media posts. But recently, there have been as many things making an impact on the screen as they have on the red carpet.
In June, Californian surf brand Cookiesilver designed a full line of nostalgic ’80s costumes created in collaboration with the costume design team of the Netflix show “Stranger Things.” Not only are the designs inspired by the show, but the recently released fourth season includes several characters wearing the pieces on screen.
The beachy yellow striped shirt worn by Finn Wolfhard’s character Mike in the roller rink scene, along with the yellow top shorts can be found for example. Also represented are the denim jacket worn by the character Nancy and the blue cuffed pants worn by the character Steve Harrington.
“Stranger Things” became famous especially for the 80’s style clothes the characters wore. For Quiksilver, the opportunity to be the main supplier of those styles and make them available for purchase online at the same time as the season release was fantastic.
“We were able to recreate the classic styles from the 1986 and 1987 Quirk archive to match ‘Stranger Things.’ [season] 4, creating unique apparel for both player members and consumers,” said QuiSilver Product Developer Andrew Henry. “Nineteen eighty-six was an important time for surfing and for Quiksilver, identifying California as the epicenter of surf culture during the Echo Beach era. A close collaboration with ‘Stranger Things’ costume designer Amy [Parris]It allowed us to create clothes for the Season 4 characters that were true to the ’80s era, reinforcing the Quiksilver fashion influence of that era in a way that naturally resonated with ‘Stranger Things’.”
“Stranger Things” has a large audience, especially among Gen Z. The fourth season has remained in Netflix’s top-10 most-watched list for 11 consecutive weeks since its release, with 930 million hours watched in June alone.
Sperry, a New England boat shoe brand, has been working in movies and television. Sperry previously worked out a licensing deal with Netflix for a set inspired by the teen mystery show “Outer Banks,” but those products were never worn on the show. But starting next year, Speer will wear several of his products in his upcoming second Amazon Prime show, “The Summer I Turned Pretty.”
“[The show] Another beach is a young adult show. [like ‘Outer Banks’] It fits perfectly with our aesthetic,” said Elizabeth Drory, CMO of Sperry. “This is helping us create excitement, especially with younger customers.”
“The Summer I Got Pretty” is another show with a huge Gen Z following. The show’s hashtag #thesumeriturned pretty has been viewed over a billion times on TikTok.
Sperry’s and Quiksilver’s collaborations are formal product placement deals, where the brand pays the manufacturing company upfront to ensure their items are placed in the show. Product placement on TV is a $23-billion and growing industry, especially in the age of broadcast TV. Both Amazon and Peacock recently unveiled tools that allow them to digitally showcase their products, further expanding product placement, although neither Sperry nor Quiksilver have used similar tools.
But bringing a product to a show isn’t always easy. Courtney Wheeler and Christina Spiridakis, the costume designers behind “The Bear,” which gained widespread attention for the characters dressed in the show, said they typically don’t choose clothes for the characters based on what brands want them to wear.
“It’s possible. It’s more likely to happen on big movies and TV shows where the art department works directly with the brand and makes a deal,” Wheeler said. “Ours, however, is not.”
Instead, she said, they only consider whether the clothes fit the characters and fit the story. Sometimes brands will send them free clothes in the hopes that they can use them in the show, but usually those clothes are clearance items and end up only on backstage characters.
Spiridakis said brands also need to consider seasonality, which is a barrier to getting their clothes on the small screen.
“We work on a show sometimes a year before it actually comes out,” Spiridakis said. “It’s not like a magazine or a music video, which comes out soon and the brands can find what’s current in it. Not a lot of editorial fees for something that’s not going to last a year.
Kikisilver tackled the issue by working with “Stranger Things” in advance, spending three years planning costumes and arranging them to air simultaneously with the show. Spiridakis said it is very difficult to make an additional unsolicited partnership.
Luxury brands are insulated from severe inflation.
Earnings calls for luxury brands were largely unaffected by inflation throughout the week, thanks to their price points and affluent consumers.
Ralph Lauren and Capri Holdings both reported revenue growth of 8-9% last quarter, and inventory rose 66% and 47%, respectively.
Canada Goose, revenue grew 24% last quarter, with DTC revenue performing particularly well, growing nearly 20%.
Each of these brands has customers who tend to be in the higher income bracket and don’t base their prices on bargains. Customers are accustomed to high prices and pay for quality and brand name. Smaller price increases don’t affect brands like H&M as much, where lower prices are a selling point.
“We have a long history of pricing above inflation, which is based on the quality and functional value our products deliver,” said Jonathan Sinclair, EVP and CFO of Canada Goose, on the brand’s first quarter earnings call. on Thursday. “Our unique operating status as a vertically integrated manufacturer with the majority of products made or purchased in Canada and high average prices will help mitigate some of the cost pressures.”
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