Featured in LinkedIn News
SKIMS: Advent Calendar Backlash
My commentary on luxury advent calendars was selected for LinkedIn News' Editors' Picks in the story 'Marketers weigh in on Skims' $148 advent calendar criticism', by Olivia Niland.
My post explored the gap between luxury branding and customer value, using SKIMS, Dior and Chanel to examine why going viral isn't the same as earning trust.
The feature placed my analysis within a wider marketing conversation about customer expectations, brand perception and the impact of social media backlash.
From the Feature
Original screenshots from LinkedIn and the coverage PDF. Select any image to enlarge and zoom.
The top of the LinkedIn News story by Olivia Niland. My post in the story, part 1 of 3 (PDF page 6). Part 2 of 3 (PDF page 7). Part 3 of 3 (PDF page 8).