In June 2015, the MOM 1012 class took a somewhat unusual topic in the Brand Development and Leadership module: cars and fashion.
At first glance, these two fields appear to be at opposite ends of the marketing spectrum. After all, automobiles belong to technical means of transport and fashion to imaginative clothing. In fact, these two partners have been positively influencing each other for many decades.
What can cars and fashion have in common?
“What can cars and fashion have in common?” – we asked ourselves that during a lecture. Well, first of all, there is “car culture”, a phenomenon which, if you put it very briefly, describes the cultural impact of the automobile on society as cars became available to the masses. This has been immortalized in film, television, advertising, music, and literature. In the 1960s, the “Original Car Shoe” was designed, the brand slip-on shoe that now belongs to Prada. It was marketed in Italy at the same time as the automobile (and racing car) and was intended to give the foot a better grip on the pedals. Expressions like the “glove box” come from a time when motorists actually needed gloves, which they wore with an extra warm jacket known in English-speaking countries as a “car coat”.
In the film, you could see the perfectly styled actresses, who sat behind the wheel of a convertible in a chic headscarf. Then in the ’60s, as the Mini became a cult car in England, it also became synonymous with The Swinging Sixties and Twiggy, The Beatles, as well as the revolutionary British fashions of the time, such as the mini skirt.
In search of the current relationship between cars and fashion, MOM 1012 went to the well-known BMW Museum to take a closer look at the brands during a guided tour.
The class learned that car manufacturers like to be associated with the fashion world. Everyone knows the fashion weeks sponsored by Mercedes Benz. And that’s on purpose. Marketing strategists believe that where there is a fashion scene, cars should be present. Why not? As decades passed, cars had always been associated with the rich and famous, to the world of people who have high regard for fashion.
BMW is also trying its hand at fashion and sponsors the Indian Bridal Fashion Week, for example. India? – Well, that’s because the auto markets in the US and Europe are almost completely saturated, while they’re growing steadily in emerging markets like China and India.
Previously, in 2014, BMW has provided the 7 Series for the use of VIP guests at the glamorous fashion exhibition. This is so that the glamorous image of BMW would continue to be remembered in Europe.
From the time BMW managed the MINI brand, various models have been revised by well-known personalities of the fashion world and can be seen in the museum. Including a colorful striped version by Paul Smith and a purple floral creation by Franca Sozzani. Incidentally, Sozzani is the founder of the Milan concept store 10 Corso Como and the sister of the editor of Italian Vogue.
Other examples of fashion-oriented cars are the Fiat 500 and the Chanel Fiole. The concept had been done by Gucci and through the creativity of Zalando. Of course, you can also find numerous similar fashionable cars on the Internet or at motor shows and car showrooms. Lexus Scottsdale car dealers for more fashionable cars in today’s generation.