1. A P P A R E L M A K E T I N G :
I t ’ s j u s t l i k e n o r m a l m a r k e t i n g
e x c e p t y o u r c o n s u m e r i s a
m o o d y & c h o o s y a d d i c t w h o
u l t i m a t e l y i s n ’ t t h a t i n t o
i n y o u r p r o d u c t i n a n y
t r a d i t i o n a l w a y t h e y j u s t w a n t
t o f l e x t h e m s e l v e s a n d h a v e z e r o
n e e d f o r y o u r s i l l y p r o d u c t , s o
s t a r t d a n c i n g M o n k e y !
By D avid Zuckerman

2. $$$$$$ $$$
THE LOUIS VUIT TONWHY THAT? WHITE LIE S
The market is inflated, busy, seasonal, can
price cut you in an instant, and someone
is always spending more than you. Why
did he or she walk in or log in? Sometimes
we open the fridge when we’re not
hungry. Find reasoning.
Wearing diamonds won’t keep love alive,
but your sales people better say it will!
Anything worn implicitly converses with
an aspect of human psychology and self
representation. If you have no external
perceived psychological brand offering,
you have no brand.
Mass luxury is growing at a breakneck
rate, just the names change every few
years. People are chasing exclusivity but
they’re not original. You’ve got to provide
something inherently accessible and
usable. Accessories always fit.
Except maybe because other people expect them to have that product and now the consumer has crippling self doubt.
Time to move in for the kill.
N O O N E N E E D S Y O U R P R O D U C T
2

3. CUSTOM
CONTENT &
VIDEO
S O CIA L
A MPL IFI C ATI ON
STR ATEGY
CO N TENT
SYN DI C ATI ON
EDITORIAL FR ANCH I SE
OWNER SHIP
E XPERIENT IAL
E XTENSIONS
SE A S ONAL EDITORIAL
AL IGNMENT
A MULTI PL ATFOR M
PART NER S HIP
M A J O R M A R K E T I N G M I L E S T O N E S
Be everywhere, all the time.

4. THERE ARE NO RULES, ONLY WAR
H O W I S M A R K E T I N G N O W ?
SOCIAL TO> MOBILE BROWSING >
LEVERAGE MULTI CHANNEL AVAILABILITY TO
BUILD YOUR BRAND
With diverse opportunities, work is never over.
Instagram followers do mean money and can be
linked to you e-commerce site.
Perception is success
Social is just an outlet, the content must be
relevant, inspiring and unexpected.
Shoppers jump devices and platforms - you must
do the same
PR agents rep “famous instagrams” and broker
with brands for paid placement.
SEAMLESS SOCIAL COMMERCE
Consumption starts with the cornea and then
MAYBE moves to our wallets. Integration of all sites
is key to capture the buyers who tread toward
Checkout. Any barrier must be removed.
4
CLOSE SALE ON DESKTOP >

5. T H E M U LT I D E V I C E T H E PA T H T O P U R C H A S E

6. IT’S A SYMPHONY OF SEDUCTION, BUT SOCIAL MEDIA IS A HUGE MESS YOU CAN USE TO YOUR ADVANTAGE AND EVEN LEARN SOMETHING
S O C I A L M E D I A I S C O N F U S I N G T H E PA T H T O P U R C H A S E
INSTAGRAM (THIS IS YOUR NEW MESSIAH.
MAKE ALL THE FRIENDS. REFINE THE AESTHETIC.
CONNECT YOUR E-COMM HERE)
YOUTUBE (REPOST CONTENT HERE.
BEFRIEND REVIEWERS.)
SNAPCHAT
(UNASPIRATIONAL,
BUT VERY PERSONAL)
VINE
(FOR CHILDREN)
TWITTER (JUST FOR
YOUR COMMS TEAM)
FACEBOOK (DON’T BOTHER)
6
Apps and in-app linking to ecommerce
means that you can advertise
for free to captive audiences.
The fewer clicks, the more views. Finally
you have your own TV channel and
boutique.
F a c t : P e o p l e t r u s t s o c i a l m e d i a
m o r e t h a n b r a n d w e b s i t e s o r a d s

7. PL AC EMEN T PUBL ICI T Y WO RD O F MO UT H
DIRECT EM AIL
& RE TA RGE TING
• Beyond your URL - there are
placement opportunities all
around from sports, fashion,
financial, professional, youth
culture, lifestyle, reviewers,
technology, etc
• Build a narrative, become the
story.
• Create relevant brand &
persona partnerships
• Hire a PR firm
• Online, magazine, tabloid, etc -
they all build on each other
• Build a memorable company
story - “the girl who dressed her
boyfriend, who was then
promoted/got the client and all
then of his firm asked for her
advice soon after.”
• Service and freebies are the
key to customer hearts and
voices.
• Build the best team possible.
• Excede expectations
• You’re never off the clock
• Wear your product & mention
it constantly.
• Recommend it ad nauseum
Over time, we will have to experiment to see what works for us - expect failure, but aim for the money
M a r k e t i n g i s a M a r a t h o n
• It costs less to maintain a
customer than to gain a new
one and the benefits grow with
age.
• Don’t annoy - keep it
entreating not cold.
• Content updates drive
interaction
• Retarget past customers with
online ads. BIG DATA :)
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8. 2M
I N S TA G R A M
M A R K E T I N G T O S O C I A L A N D M O R E
ANY OPTION
ANY AUDIENCE
Current Advertisers
• Get on all IG partner accounts
• Consumers see product right there
• Timeline photos last
• Consumers Trust Social > Site
160% Growth rate for fashion brands
300% Ad Recall Over Traditional Online
New Direct Response Ads Coming
30% +
B I G D ATA
COLLECT CUSTOMER DATA FOR
MARKETING MAGIC
sales with data influence
• Targeting products to ideal consumers.
• Less waste, more action
• Self improving algorithms are magic
• Grow stronger over time
• Learn your actual consumer
Predict Your sales, align resources
50% Your advertising budget is wasted
$400B
B O O M E R S
OVER 50 IS HOT
More To Spend
• Nostalgia for youth requires image change
• White Collar Careers Require Suits, not Tees
• Increasingly on Social
• Driven by word of mouth
• Lower Health Costs mean Expendable Income
• Children and Wives think they need updates
2.5X Than 18-35 Demo
100M Adults in the USA over 50
35k
O U T B R A I N
MAXIMIZE
CONTENT DISCOVERY
Sites use Outbrain service
• Feels Native
• Outbrain engine is free
• Pre-filters spammy links
• Advertising in Disguise
• A suppository for content
• Target Mens Interest
15B Page Views Monthly
87% Of Web Users Reached
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$2.4T Annual Income
80% Marketers using ‘gut feelings’

9. Snazzy name?
P RO D U C T
F O U R P ’ S : T H E S A L A D O F M O N E Y S Y S T E M S
GODDAMN IT BETTER BE ORIGINAL,
BUT NOT TOO ORIGINAL
What does it do for me?
What does it do for others?
Whats the cost to make?
Where can you find it?
P L A C E
WHERE DID YOU SEE IT FIRST? WHO
WITH? WHERE CAN YOU BUY IT NOW?
What does the place add?
Customer service?
Effects on the brand?
Can you afford it?
P R I C E
I HAVE NONE, SO I REALLY VALUE
SPENDING IT.
Am I competitive?
What’s the value?
Is price aspirational?
Will it go on sale?
P RO M O T I O N
CRACK YOUR BRAIN OPEN &
READ THE TEA LEAVES
Are there associations?
Where is the message?
Is it special?
9
Was it Yeezy’s idea? Where’d Yeezy unearth that? Does Yeezy want it? What’s Yeezy say?

10. ADVOCATE BELIEFS -
ROLEX IS SWISS-MADE
HIGH PERFORMANCE
BE MORE THAN A LOGO -
BOTTEGA VENETA IS
KNOWN FOR TECHNIQUE
THE STORE IS A TEMPLE -
PRADA STORES ARE ALL
BUILT BY FAMOUS
ARCHITECTS
PULL CUSTOMERS INTO
AN EXCLUSIVE CIRCLE -
LOYAL HERMES CLIENTS ARE
INVITED TO EXCLUSIVE
PRODUCTS
INVOLVE THE CUSTOMER IN A RITUAL-
CARTIER BRACELETS ARE FASTENED TO
THE WRIST WITH A SCREW
MYTHOLOGIZE THE BRAND
WITH HISTORY AND ROMANCE
(COCO CHANEL PICTURED)
F O R T H E L U X U R I O U S O N E S
T A K E A W AY S :
10
Your brand will n ot bu ild
a fer vor by cre at in g on ly
a pro duct. Br illiant
brands aren’t s ymb ols
and lo go s eithe r.
Luxur y is bu ilt more s o
on ro mance, exp e rie nce,
re lation al practice s ,
loyalt y, app e aran ce ,
ste alth we alth , cult ure
ass o ciat io ns,
p erson alization , rit ual,
and s olid qualit y.
It ’s all stor y telling.

11. -B U T T HE RE ALI T Y I S THAT WE A RE ALL PRE T T Y
M U CH TH E S AME.
-H OW E V E R , YO UR PROD U CT S C AN BE
CU STOMIZ ABLE !
-PE R S ONALIZ ATI ON A ND CUSTOMIZ ATION IS THE
ULTIM ATE E XCLUSI VI T Y.
-I T AL S O CR E ATE S CO NT ROL OVER PROD U CT
D IST R IBUTION AND E NCO UR AGE S REPE AT
PURC HA SE . AND IT’S LI KE A DRU G, ONE HIT AND
YO U ’RE H O OKE D!
-I T’S FOR E VERYONE! AND YO U D ON’ T NEED TO
HOL D INVE NTORY!
-A SSEM BLY COST S E XTR A.
-‘ I NFLUE NCER S ’ WA NT A S AY. YO U WANT THEIR
AU DIE N CE . MANAGE YO UR COST S.
-L E T CONSUMER S MA KE THE PROD U CT THE Y WANT
AND STOP TRYING TO PR EDI CT THEM. YO U ’RE NOT
P SYCHIC.
I W A N T T O B E D I F F E R E N T T H O I ’ L L S E T T L E F O R C U S T O M

12. A buzz term for something you inherently already experienced knew, do and aren’t surprised by.
EDUCATE CONSUMERS
WITH VIDEO
Does the company have a history?
They’ll tell others and really
begin to feel part of your
brand’s tribe. Tell me more
about how Marilyn wore
these (insert product here).
AMBUSH THEM IN
NATIVE EDITORIAL
BuzzFeed’s guide to
groceries is actually
how you’ve shopped. Sorry mom.
But seriously what’s Kendall’s
favorite lipstick.?
DELIGHT THEIR
WHIMSY
Is it sharable?
Seriously.
If someone shared
your content, would you love
or hate that person?
DATA!!!
Computers
are 30% > you.
If you can’t wield big data
sets to get your marketing
gimmick to the right person,
you might as well
be handing out fliers.
MAKE IT PRETTY
Apparel is shallow.
You would never buy a car
from a company that can’t do
decent image, video and
graphics. Throw money
at a production budget.
TRANSPARENCY
Be transparent in practice,
but don’t give away your
recipes to success.
Accessible is a cheap word.
Transparency in process makes
consumers believe they’re
making the right choice.
C O N T E N T M A R K E T I N G
12
Basically, the Internet just found out people don’t like reading as a first option.
Follow up Question: Do fashion people read?

13. Let us tell your story. Brand partnerships should be truly collaborative experiences. Understand your challenge and work to develop a
unique, innovative solution — and a compelling narrative — that will engage our valuable audience and convert them to customers.
Be editorially relevant. The hallmarks of success are : inspiration, usefulness, authoritative information, a conversational voice, beautiful
imagery, and storytelling that reflects our singular connection with our audience. A brand message is most effective when it fits organically
within this trusted context.
Push boundaries. The over sought consumer responds to newness and creativity. A feeling of discovery and the unexpected gets attention.
Let us put brands where it has never been before, and get noticed.
Let authenticity be your guide. Millennials don’t like being on the end of a hard sell and won’t stand for forced product placement.
Respect our intelligence, prioritize transparency, and let us ensure that your voice and aesthetic deliver on what readers expect. Brands that
offer real value for consumers, and bring meaningful experiences that enhance their lives, will inspire the most positive response.
Leverage real-time insights. We know the audience better than anyone else, and we’re constantly in conversation with them. Let us use
those best-in-class editorial audience insights to develop a nimble programming strategy that evolves over time.
Champion next-level talent. Carefully calibrated to your audience’ needs, and social clout is just a single piece of that formula. Each
individual you feature is an authoritative voice in their space, able to contribute unique advice and ideas that inspire our audience to lead
more stylish and creative lives.
Trust the total user journey. Understand how readers are arriving at your content, and target your message accordingly. We connect with
our reader consumers not just through our homepage but also on our social channels, via email, in our comments, and with real-life
experiences.
Continue the conversation. Engage with our audience in the comments and on our social channels — and share your part of the male
fashion ecosystem on your brand channels for a cohesive dialogue that lives on your site and your life.
* Lorem Ipsum sit amet set ut persiciatis
THE 8 SIMPLE RULES OF BRANDED CONTENT
13

14. Customers watch How To’s and Value Insights
B U I L D I N G R E U S A B L E C O N T E N T
14
• Hook people with a question or promise entertainment
• Start with Self Improvement
• Naturally fits Social Media Practices
• Fashion doesn’t have to be the goal (ie “How to Wire a Lamp”)
• The Need for Fatherly/Motherly/friendly/professional Advice is CONSTANT
• Grooming Verticals!
• Voices of Authority are trusted
• Increased Random New Visitors
• Can be Lifestyle Porn - Travel, Tech, Sports, Business, Love, Fatherhood
• Increase Attractiveness for potential biz partners
• Content can draw subscribers and user data
• Add an animal to the mix. Don’t ask. It just works.
VIDEO PRODUCTION IS CHEAP,
POSSIBILITIES ARE ENDLESS

15. Reading hurts my beady little eyes, damn iPhone. Story-time builds trust.
The more effort needed, the less interested the audience, so create passive content if you can’t make it compelling.
V I D E O A N D A U D I O F O R P R O D U C T E D U C A T I O N
* Lorem Ipsum sit amet set ut persiciatis
15
Enun ci ate.
We c a n he ar yo u.
B e quali t y.
S ave the sale s te am
ex tra le g wor k.

16. COMING SOON
You’re a half
cyborg!
IF I CAN’T WATCH IT ON MY PHONE, DID IT HAPPEN AT ALL?
Mobile friendliness is more important than laptop (sometimes). It’s where we discover.
16

17. IT’S A KISS-KISS WORLD TO GET FREE PROMOTION,
SO MAKE THE RIGHT FRIENDS.
P U B L I C I T Y
MAGAZINE EDITORIAL PLACEMENT
MAKE ANYTHING A STORY
HIRE SOMEONE ELSE
MAGAZINES ARE ONLY KINDA USELESS
You can’t connect to immediate sales, but exposure is
insanely valuable and validating.
Consider Context
Hack the System with insider bestie
Dress those who get their photos taken
Make any small thing a PR story. You wouldn’t believe how
foolishly publishers repeats PR releases.
HIRE PROFESSIONALS
PR is a hard animal to wrangle part time, and it involves a lot
of heavy lifting and leg work. Hiring a PR professional with a
strong track record can be the best solution for small
companies. Leverage their experience and established
relationships. Manage them with fear and an iron fist.
17
PR PROS CAN HANDLE EVENTS

18. FKA TWIGS
JOAN DIDION
ARTISTS
TOM BRADY
PA R T N E R S H I P S
C r o s s - b r a n d c o l l a b o r a t i o n i s a n a m a z i n g b u s i n e s s
h a c k . B e e x p l i c i t i n y o u r e x p e c t a t i o n s h o w e v e r .
SOFIA COPPOLA
18
Noth in g in fash ion is inte re st in g
totally on its own, but it b e co me s
more of a stor y wh en match e d
with sp or t s, enter tainme nt, mus ic,
mon ey, t ravel, me dicin e,
sub cult ure, f ilm / t v, s ex, gend er,
fantasy, literature, h ome go o ds,
fo o d, etc, etc.
O ther brands re quire co nstant
vis ibilit y, ex tern al brandin g, an d
PR. Find bran ds with a simila r
customer profile. Sh are data.
D on’t co nflict intere st s. Take
me et in gs ever y w here.
Find p erso nas wh o are you r
ide al custo mer. B e fre sh. W ho is
killing it in e ditorial now?
Con sider brand value co mp ar ison s.
MEGA BRANDS

19. LOCATION, LOCATION, LOCATION
P L A C E
HOW DO I WIN?
A good product will continue to find new audiences and locations as
time progresses, but you must build a time line to consider options.
If my product isn’t immediately graspable, maybe influential retailers
are the place to begin - if you have time and connections.
You might be a mass market product, fit for department stores, but can
you compete with the brands one rack away?
Not everything can sell in downtown NYC. Find proximity to your real
audience. Tourists can be a blessing or a curse.
What does place say about your brand? Will they prioritize my sales?
MORE TO CONSIDER
Some cities work differently than others. Driving cities like Los Angeles
require destination shopping styles. Walking cities are more neighborhood
centric.
Look at:
-location of your business
-location of your target market
-how to reach your target market
-warehousing of your stock
-transportation of your stock
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“PUREPLAY” IS LIMITED. LOOK AT (A) ONLINE, (B) 3RD
PARTY RETAIL & (C) SELF-BRANDED BRICK AND MORTAR.
MULTI-CHANNEL IS HYPOTHETICALLY MORE STABLE, BUT
REQUIRES MORE INVESTMENTS OF TIME AND MONEY.