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Anand Jon: Fashion Marketing 101
By Mari Davis
Photos by Visko Hatfield
Nov 1, 2001/ FW/ --- As an observer, if you think that the fashion world is just all glitz and
glamour, then you are in for a big surprise.
Fashion merchandise, like almost everything else need to be marketed to the consumer. And during
fashion week, which in itself is a big media event, all designers, emerging or established vie
for media attention.
Because, that is one of the main reason why fashion weeks are held - to attract retail buyers and
the media under one roof. In short, it is to get the word out and let the media machinery handle
it for you.
Producing a fashion show is very expensive, but the exposure that a designer gets from it is
worth it!
Once the venue is set, and the collection is all done, it is time to choose models. And this is
when the game of marketing begins.
High-priced catwalkers like Giselle Bundchen can command media attention. But using celebrity
models ensures that photographers and journalists line up to your door!
Anand Jon is very aware of that. A successful designer in his own right, he understands that
the clothes do all the talking on the runway, but first, he should find the people for the clothes
to talk to.
Choosing some celebrity models as part of his line up was a wise choice. It is hard to resist
curiosity. And for Spring 2002, Anand Jon chose the Hilton sisters, Paris and Nikki, Drew
Barrymore's mother Jade and photographer Patrick McMullen's son Liam.
With the stage set, and the models ready, the show begins. In the end, it is the clothes that
do the talking and Anand Jon's brilliance as a designer is the one that shines through.
Photographer Patrick McMullen (forefront) with Anand Jon and Jade Barrymore
Liam McMullen (Patrick's son) and Jade Barrymore backstage at Anand Jon Spring 2002
Jade Barrymore, Liam McMullen and Patrick McMullen (clockwise) backstage at Anand Jon Spring 2002
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