The I Love Ugly Flagship Store Celebrates Its Opening
Vasiliki Marapas — July 8, 2014 — Fashion
References: iloveugly & highsnobiety
The first overseas I Love Ugly flagship store is opening in Los Angeles, and in order to celebrate its arrival, the New Zealand-based brand has put together an editorial set in the city.
So many people have dreams about moving to LA that they literally refer to it as the 'City of Dreams'(although 'City of Broken Dreams' might be more accurate, considering the dense population of actor-waiters-baristas still waiting for their Big Break). Fortunately for the brand, its arrival is success in and of itself.
The editorial, which stars LA-based blogger Ne.Street, takes place in downtown LA. The surrounding architecture, which is often overlooked, influences and informs the editorial. The new LA location will be open in August.
So many people have dreams about moving to LA that they literally refer to it as the 'City of Dreams'(although 'City of Broken Dreams' might be more accurate, considering the dense population of actor-waiters-baristas still waiting for their Big Break). Fortunately for the brand, its arrival is success in and of itself.
The editorial, which stars LA-based blogger Ne.Street, takes place in downtown LA. The surrounding architecture, which is often overlooked, influences and informs the editorial. The new LA location will be open in August.
Trend Themes
1. Architectural Influences - Expanding on the influence of architectural designs in fashion editorials and store concepts presents disruptive innovation opportunities for brands.
2. Overseas Flagship Stores - The trend of brands opening overseas flagship stores provides disruptive innovation opportunities for global expansion and increased brand exposure.
3. Location-centric Editorial Shoots - Creating editorial shoots that highlight the unique features and culture of specific locations can lead to disruptive innovation opportunities in storytelling and brand promotion.
Industry Implications
1. Fashion Retail - Fashion retail brands can capitalize on the trend of overseas flagship stores to tap into new markets and boost sales.
2. Architecture and Design - The growing influence of architectural designs on fashion editorials and retail spaces presents disruptive innovation opportunities for architects and designers.
3. Digital Media and Advertising - The trend of location-centric editorial shoots creates opportunities for digital media and advertising agencies to create engaging and authentic content for brands.
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