Business of Fashion Featured - Quynh Mai, Founder & CEO
PRESS MENTION: BLACK FRIDAY GAVE A BOOST TO MASS FASHION BRANDS, WHILE LUXURY AND STREETWEAR SAT OUT
Glossy Featured - Anthony Cospito, Head of Strategy
“Given the rise of mobile and the ability to now shop on social platforms like Instagram, consumers are less inclined than ever to participate in the Black Friday brick-and-mortar battle,” said Anthony Cospito, head of strategy at digital marketing agency Moving Image & Content. > READ ARTICLE
Glossy Featured - Quynh Mai, MI&C Founder
The design of the pop-up is aimed to appeal to young millennial and Gen-Z girls, Madden’s usual target audience, particularly those attracted to “the vibe and grittiness of New York City,” said Quynh Mai, founder of digital agency Moving Image & Content, which designed the pop-up. The pop-up asked five individual artists to interpret the perfumes, resulting in giant matchbooks, aluminum foil with light-pink hearts on the wall and more. A preview event on Friday will invite 70 (unpaid) influencers to create user-generated content, as well as provide the first reviews of the five scents on social.
“Knowing the marketing value of UGC content, we shifted away from a traditional ad campaign to spread our message authentically and organically through our audience,” Mai said. “Since fragrance itself is ephemeral, a two-day pop-up with an immersive installation co-created by five different artists seemed fitting.” > READ ARTICLE
Glossy Featured - Quynh Mai, MI&C Founder
Still, red tape and bureaucracy can create hurdles in making impactful changes within large-scale, traditional companies. Quynh Mai, founder of Moving Image and Content, said startups and direct-to-consumer brands have the biggest opportunity to make timely statements and create campaigns driving the conversion around topics like #MeToo. Companies like Everlane and Glossier, she said, have been particularly responsive to consumer feedback asking for increased inclusivity across the board, and have responded by diversifying their campaigns.
“What’s been really changing in the age of #MeToo is the shift of perspective. It’s an awareness of women being exploited, of things that were once societal norms that don’t link up anymore,” she said. > READ ARTICLE
Business Insider Featured - Quynh Mai, MI&C Founder
“Yeezy’s marketing approach is effective because it balances exclusivity (art, celebrities) alongside mass (Instagram, movie theaters). His campaigns are creative artistic expressions while his distribution strategies are mass,” Quynh Mai, founder of Moving Image & Content, the digital agency behind the official films created for the launch of Yeezy’s Season 1, 2, and 3 collections, told Business Insider. > READ ARTICLE
The Business of Fashion Featured - Quynh Mai, MI&C Founder
“Brands like Hermès with certain price points, the age of their consumers might have some more years where they can sit out because their consumers are not as interested in posting their social values online,” said Quynh Mai, founder of digital marketing firm Moving Image & Content.“But those days are numbered.” > READ ARTICLE
Meet the new breed of A.I. - By Anthony Cospito, head of strategy – MI&C
When a brand hires an influencer, what’s goes into the decision? An impressive follower base in the right demographic? Strong engagement and an authentic voice? Cross-over appeal with a top ten hit on Spotify? What if an influencer had all of the above – but just wasn’t quite human?
Meet Miquela, or @lilmiquela as she’s known on Instagram where she’s got a fan base 740k strong. What makes her stand out, besides her top ten hit on Spotify? Miquela is a computer animation. Looking closer you can see it. Overly-smoothed skin, eyes slightly askew and alien-esque.
Despite her lack of flesh and blood, she is just as active on social media as her real world peers, complete with a passion for brands like Chanel, Vans, Supreme and Proenza Schouler. The person behind Miquela however is quite real. She’s a 19 year old LA model, half Brazilian, half Spanish to be specific.
She’s inspired by contemporary artists like Carly Mark, Martine Syms and Kerry James. “In fashion, I look to Isamaya Ffrench, Raf Simons, Sies Marjan and Alexandre Vauthier. I also love Reese Blutstein,” Miquela said in a recent (chat-based) interview with Business of Fashion.
While all-too-real non-disclosure agreements prevent her from saying which brands she’s working with, in true influencer fashion she teases a hint, “I can tell you that I’ve been shot in Chanel, Moschino, Burberry, Versace and Fendi,” she said.
Although her actual name is unknown, @lilmiquela’s identity is everywhere. Vogue, Marie Claire, The Washington Post, and other publications are increasingly covering her. Real earned media, every bit of it.
In an recent Interview Magazine piece the artist behind the avatar said, “It’s an interesting time for reality, it’s being redefined by technology every day— fake news, fake body standards. Authenticity is a rare thing right now.” Miquela added another first to her list this week, she’s the only fictional it girl to ever team up with Prada.
According to Vogue, the luxury brand sees @lilmiquela as the perfect fit for the launch of their Instagram GIFs “featuring logos and prints from the Fall 2018 collection, including some, like the Spring 2010 flame shoe or Spring 2011 bananas, that nod to the Prada archive.”
One question remains. If the reach, authentic voice, and high engagement an influencer delivers are real, does it matter if the influencer isn’t?