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Redeploy Funds Toward Content
“The No. 1 area where I’m seeing companies redeploy funds is toward original content - leveraging partnerships and collaborations to reach the audience that they thought they would reach.” Marc Beckman
Why Young Models Still Rule The Runway
Brands that are being honest with themselves about who their target customer is could in rare cases benefit from including older models rather than alienating that customer base, says Marc Beckman, founding partner and chief executive of DMA United. “There’s got to be this natural progression of brands that are ageing now,” he says. However, Beckman adds, “The reality is that for years, fashion houses have created aspirational imagery. That might have incorporated models and celebrities that are more youthful. It was done for a reason.”
Jennifer Lopez, Fashion's Most Coveted Star
“She’s unique and a megastar right now,” said Marc Beckman, founding partner and CEO of New York-based agency DMA United, noting that Lopez will garner even more attention in the coming weeks as the star Super Bowl halftime act.
Re-sale Market Drives Hype
What is new is that the resale market has sky-rocketed. The second-hand market for apparel is expected to double in the next five years to $51 billion. “It’s become part of the game,” said Marc Beckman, chief executive officer of DMA United.
DMA United structured the collaboration between client Karl Lagerfeld and Puma. With the launch of the new collection, congratulations on the partnership's continued success!