(PCM) Marketing icon Seth Godin once implied that we’re all in the fashion industry now. No matter what you sell, no matter who you’re selling it to, you’re no longer in the business of selling commodities. With so much concern regarding what our products and services say about the people buying them, you’re selling fashion items. Automakers have caught on to this, so it might not be much of a surprise that the connection is made literal at fashion events and within the industry on a pretty regular basis.
Celebrity Designers
Generally speaking, when a celebrity designs for a fashion brand, they’re not really doing all of the designing themselves. Rather, they work with a team of professionals to translate their ideas into workable ensembles. The celeb may have final say, but there’s a whole team helping to translate their ideas into something that you can actually wear. This approach to design allows celebrities to design cars, as well.
Sounds like a joke, doesn’t it? Well Victoria Beckham recently finished designs for a Range Rover. The Range Rover Evoque Special Edition combines strength and elegance in a sleek, fashionable package, not unlike its celebrity designer, according to LandRover.com.
Photo of Victoria Beckham by jimgianmeinv3 via Flickr
Of course, employing a celeb to help design your product, whether it’s a dress or a vehicle, is generally more about publicity than anything. But Chrysler has been putting an effort forth to expand the horizons of just what fashion can mean. Chrysler hired designer John Varvatos to help create exclusive, fashionable rides with the 300C John Varatos Limited and Luxury Edition cars. Varvatos’ involvement combines the experience of a hard working designer with the name brand appeal of a celebrity, with buyers looking into his work as much for his name and his reputation as for a deep appreciation of the finished product.
Varvatos is primarily known for his menswear brand, which has helped to redefine how sexy and sleek menswear can be. He’s bringing the same touch to the Chrysler, with gorgeous leather and pewter metal interior. Varvatos’ Chryslers are essentially leather jackets that you can drive on the street.
Fashion designer Didit Hediprasetyo has made a splash in the auto world, as well, having teamed with BMW to create a series of cars for their customers. The special edition 7 series is comprised of five models, all customized for the buyer. Of course, you can forget finding this BMW in Phoenix, or anywhere else in the US, as it’s an Asian exclusive.
The Vehicular Stylist
For those with the income to flaunt it, the idea of a car as a fashion symbol is one that can be taken literally. Some of us pick out shirts that match our cars, others pick out cars to match their shirts. Watch a few episodes of Jerry Seinfeld’s “Comedians in Cars Getting Coffee” for an example of what you can do when you have a massive car collection at your disposal. The series follows Seinfeld as he takes friends out for coffee, driving a different car in every episode in order to match his friend’s personal style.
For the rest of us, we might only be able to wear one “automotive accessory” to the party, but personal style has long been an important part of the car-buying process and will remain so well into the future.
