MAS­TER CLASS

Footwear News - - INSIDER - — Katie Abel

When Vir­gil Abloh stud­ied anal­y­sis of Nike‘s re­cent move to make Colin Kaeper­nick a face of its “Just Do It” 30th an­niver­sary cam­paign, the de­signer had one big take­away. “To me, the glim­mer of im­por­tance was that the brand took a stance. Make a point. Stand for some­thing. Don’t be on what­ever side the wind blows,” Abloh, the Off-White founder and Nike col­lab­o­ra­tor, told the crowd last week at the WWD Ap­parel + Re­tail CEO Sum­mit. The de­signer — who also serves as the artis­tic di­rec­tor of menswear at Louis Vuit­ton, moon­lights as a DJ and col­lab­o­rates with many brands — has clearly mas­tered the mil­len­nial. And his suc­cess stems from his abil­ity to gen­uinely con­nect with his au­di­ence. ”The key word is ‘rel­e­vancy.’ A cus­tomer can give you a thumbs-up or thumbs-down in two sec­onds,” he said.

Vir­gil Abloh

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