Lifestyle Architect Nigo Furthers Brand with BAPE KIDS Concept Store in Tokyo

Nigo® continues his quest to make BAPE®, an acronym for A Bathing Ape®, an unmistakable brand. In addition to his myriad of stores in Taipei, Hong Kong, New York, and London, Nigo has stamped his name on a café, a hair salon, a gallery, and several luxury items including a line of sunglasses for Louis Vuitton, a collaborative effort with super producer, Pharrell Williams. His latest venture, the BAPE KIDS store which opened in Tokyo, appeals to a second generation of BAPE wearers, and even though its target consumer is pint-sized, the store is big on style. The store contains a pit of colorful foam bananas for children to play while parents shop. Nigo® has cultivated a brand that reflects a certain kind of lifestyle—one of perpetual youth and vitality infused with hip-hop and a laidback approach to life. BAPE's logo and themes are derived from the Planet of the Apes movie series, while the brand's name is a based on a Japanese expression, "bathing like an ape in lukewarm water", describing the comfortable lifestyle of today's youth in Japan. BAPE has reached cult status within its ten years in operation and continues to keep up the momentum by adopting limited-edition and exclusivity business strategies. BAPE’s two-tier official member's card club, which is only open to residents of Japan, has added to the brand’s cache. Projects in development for the BAPE brand: a BAPE hotel.

Dress with a Cause: Designers For Darfur

Almost half a million people have died in Darfur since the onset of genocide in this region. The death toll is expected to reach close to 100,000 casualties per month if immediate action is not taken. In association with FashionTelevision.com and the Save Darfur Coalition, DesignersForDarfur will host a fashion show during Fashion Week organized by Mal Sirrah designer, Malcolm Harris to raise funds to assist with efforts and to ultimately put an end to the conflict in Sudan. Top designers will create red, yellow, green, and/or black ensembles which will be auctioned off online. All profits will benefit the Save Darfur Coalition. For more information about this organization and the situation in Sudan, check out www.SaveDarfur.org. For more information about DesignersForDarfur, the fashion show and the auction, e-mail DesignersForDarfur@malsirrah.com or call 212.252.3909.

Understanding the Fabulous Quotient: Marketing to the Aspirational Woman of Color and Getting it Right

Impeccably coiffed and donning a pair of Louboutins, she exudes style. She’s confident, unapologetically sexy, and decidedly lives an indulgent lifestyle because she knows that she deserves it. And more importantly, she has earned it. Even though she is just as chic and well-groomed, do not confuse her with her well-heeled counterparts, as her fashion sense and lifestyle are an intricate blend of her innate style, firmly rooted in her culture with an haute twist. Just like youth culture today, she is an amalgamation of various cultural elements. She’s multi-faceted, and her style is indicative of that. She has Jay-Z, Green Day, and Nina Simone on her I-pod playlist with a mix of old school reggae tunes or perhaps some classic Tito or Celia that reminds her of abuelita’s house. She’s a Sex and The City devotee and TiVos Girlfriends when she’s working late. It’s her hip-hop-meets-glamour aesthetic that inspired Carrie’s bamboo hoop earrings and name-plate chain and a plethora of trends that mainstream fashion has embraced. She wears a sari with her Sass & Bide jeans and carries jade beads in her Fendi spy bag for good luck. In sum, she’s fabulous. She turns head and commands attention from everyone but those who stand to benefit from her the most: luxury brand marketers.

The affluent set of women of color is growing at a rapid speed. Multicultural women make up almost one-third of the American female population at large, and their buying power exceeds $700 billion annually. Recent studies have shown women of color to be more compelled to succeed, as they are increasingly seeking advanced degrees, delving into entrepreneurial ventures, earning top dollar, and so on. These trends have given birth to the young and striving aspirational set of woman of color, and she is building wealth, working hard, playing harder, and enjoying the fruits of her labor. With so much more disposable income, it stands to reason that luxury marketers should not leave this market untapped. Not to mention the new aspiring woman’s spending habits are far less conservative than those of the older affluent woman of color. According to Packaged Facts, African American women’s spending power alone will increase by 32% over the next five years.

But figures aren’t everything when it comes to the fabulous quotient; it’s more about understanding attitudes. Women of color, affluent or otherwise, place a high premium on shopping for designer labels and looking good. They express a strong sense of brand loyalty unlike any other market. Nevertheless, in all her fabulousness, the luxury market, particularly high-end fashion houses and accessory brands, are reluctant to pursue her when there are a number of indicators that show otherwise. For instance, studies have shown African American to be more receptive to advertising messages of all forms, yet very few luxury ads speak directly to African American women as valued consumers, and African American women are undeniably underserved in media. According to a study on various socio-behavioral segments of the African American consumer performed by Burrell Communications, in order for companies to reach [impact] the core segment of upwardly mobile African Americans, those who live and work in a more mainstream environment, but seek to retain their cultural identity and allegiances, luxury marketers must appeal to them through a broader range of campaigns and strategies generally reserved for the dominant market, but are personalized for them. [Brand Noise]

For those marketers who are savvy enough to stake claim in this market, understanding the aspirational women of color and marketing the right way are important. Here a few key points to ensure that your marketing efforts will be on target:

1. Understand that women of color are women first. There are certain themes that resonate with women regardless of race or ethnic background. Take for instance the appeal of Sex and The City. None of the major characters were women of color. In fact, very few if any episodes featured women of color. Even so, STC was just as popular among multicultural women because of the show’s thematic structure. Love, career, friendship, fashion, metropolitan living, aging, motherhood, et al. are universal. Before developing your marketing initiatives, brainstorm by creating an inverted pyramid beginning with what women want--their utmost desires. Then narrow it down to women of color. What does your product symbolize? How does it help women of color get to where they aspire to be? What about your product specifically caters to their needs?

2. Know your audience. Although this seems pretty basic, many marketers fail to intimately get to know women of color. Authenticity is key as it pertains to visual and audio elements. You do not want to end up alienating your audience as a result of using exaggerated slang, drawls, or stereotypical images which will result in ineffective (and tasteless) caricatures.

3. Know how to [effectively] reach them. This will save your company tons of resources. Since women of color have been traditionally ignored in various aspects of society, they rely heavily on other women of color to be trusted sources of information, viral marketing strategies should be an integral part of your campaign. Make an effort to establish a presence at events these women of color frequent such as sorority conventions, charities that address the need of their communities, professional organizations, etc.

4. Know the importance of psychographics. Psychographics may very well be more important than demographics, as traditional demographics do not provide accurate lifestyle insight. Understanding the aspirational woman’s mindset and knowing what drives them to make certain purchases is very important. Fabulous Tips: Did you know that African American women are more likely than white women to influence household spending? In Asian culture, powerful women gravitate toward girlish accoutrements such as Hello Kitty mobile phone ornaments because she wants to appear soft on the outside and like iron on the inside. [JTWorldwide]

5. Consult an expert. These emerging markets of both affluent and aspirational women of color remain very elusive, but breaking in effectively is not a huge undertaking if spearheaded by the right individual. Consult with someone or an agency that is very tune with women of color. Make sure your team is ‘in the know’ and above all, fabulous.

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Mally Roncal's Magic Touch

With a celebrity client list a mile long, Mally Roncal is one of the most sought-after makeup artists in the industry. She has perfected the faces of Beyoncé, Jennifer Lopez, Maggie Gyllenhaal, Alicia Keys, Angelina Jolie and countless others. In true entrepreneurial fashion, Roncal has launched her own line of cosmetics, Mally Beauty, found in such department stores as Henri Bendel. Roncal also sells her products through QVC, which proved to be a great distribution strategy, as her line sold out completely during its debut, and since she’s able to perform demonstrations and take calls from viewers, she uses her “BFF” type charm to connect with consumers.

Surprisingly, this talented beauty of Filipina heritage did not start out in the beauty business; she initially was a pre-med student following in the footsteps of her parents―both of whom were in the medical field. Roncal always knew she had an interest in skincare and contemplated becoming a dermatologist. She ultimately ended up pursuing her passion and is steadily becoming one of the biggest names in cosmetics. The Mally Beauty collection features all-in-one packaged products for easy application in addition to must-have tools.

Young Designer Courtney Crawford Makes Major Strides with Sexy Shoes

Young shoe designer, Courtney Crawford has been tapped to lend his irrefutable talent to design the Spring 2007 shoe collection for Missoni, which makes it hard to believe that less than two years ago he convinced investors to take a chance on a young novice with big ideas. Crawford always had dreams of owning his own company. While still a student at the Fashion Institute of Technology in New York City, Crawford began researching the ins and outs of high-end fashion and luxury goods. In the summer of 2004, he had his first meeting with future investors, Lyndon Campbell of Dynasty Global Holdings, a fashion and media investment company and Burnell Guyton, an automotive-dealership owner and sometimes venture capitalist. The two insisted that he acquire more experience in the business which turned into an apprenticeship and then a position as Head Footwear designer and Production Manager with shoe designer, Eugenia Kim. Less than a year later, at 26, Crawford’s tenacity and his investors’ cash resulted in his first collection.

According to Courtney Crawford, his shoes are for the “racy sophisticate,” a woman who is unapologetically sexy and undeniably intelligent. In his current collection which has him compared to the likes of Jimmy Choo, each shoe is named after a movie with an unforgettable leading lady. The Courtney Crawford collection is carried in select stores in over ten countries including the United States, Hong Kong, the U.K., Russia, and Italy.

Black Style Now Gala Jump Starts Fashion Week

Essence Magazine and the Museum of the City of New York will host a gala on September 8th, for the fashion exhibition, Black Style Now. Open to the public on September 9-February 19, the exhibition will explore black style and examine fashion influences through various garments, accessories, photos and videos from the likes of LL Cool J, Andre 3000, Lil' Kim, and other style icons. This mix of street style and high fashion is curated by author and historian, Michael Henry Adams and fashion designer and author, Michael McCollom. A series of events will intimately look at various aspects of black fashion.

Sunday, September 24-2:00 pm Black and Beautiful: Legendary African American Models
This program will include a special tribute to the late, great Dorothea Towles Church, the first international black supermodel.

Saturday, September 30-2:00-4:00 pm The Way We Wore: Black Style Then
A curator-led tour of Black Style Now focusing on black fashion history.

Saturday, October 14-3:00 pm Ladies First: Rap and Dance Demonstration and Discussion Black Girls Rock! DJ Beverly Bond, author, Mitzi Miller and others discuss with the audience images of black girls and women in mainstream hip-hop media in honor of VH1 Hip Hop Honors Week. Michaela Angela Davis moderates.

Wednesday, October 25-6:30 pm Bling
An animated discussion with jewelers Jules Kim and Gabriel Urist and Reggie Osse and Gabriel Tolliver, authors of Bling: The Hip Hop Jewelry Book, a flashy, fun, photographic display of jewelry in hip-hop fashion.

Black Style Now is funded by Time Warner Inc. Opening gala sponsors include Macy's, Sean John, Rocawear, Diet Pepsi Jazz, Akademiks, Sony, and VH1. For more information, visit MCNY.