Canadian musical artist, Drake, has created a huge buzz worldwide with his highest-charting single “Hotline Bling” (e.g. Over 2,000 UBC students recreated Drake’s “Hotline Bling”¹). There is no doubt that the artist himself is capturing revenue from every angle as a result of his talent and hard work. But, is he the only one that benefits from the pop rush? No. Italian luxury brand, Moncler, has doubled its Maya jackets sale after the music video’s debut, as the singer is wearing an iconic Mocler jacket in the video².

The company may have never expected that crazy music fans would appear on the top of its customer list. Most customers, either appreciating the quality of the jackets or loving the fashion styles, are from middle to upper class who are willing to pay over $1,000 for a winter coat. This time, the customer segments are largely diversified – many customers buy “overpriced” jackets.because of their obsession with the pop star.

From my perspective, luxurious clothing brand’s collision with down-to-earth pop culture creates great potential for the business to expand its niche market and to enrich its brand culture. Many high-end fashion brands show no interest in branding in pop-culture market, as they believe it’s less sophisticated and somewhat “violates” the brand value. They enjoy playing “customer selecting” game and creating artificial barriers to keep the classic image of the brand³. Nonetheless, referring to Comm 101 Class 7 pre-reading: What is strategy?, companies must be flexible to respond rapidly to competitive and market changes. In this case, it’s necessary for Moncler to adjust marketing strategies in order to advance in the slowing luxury market.

Advocating through pop music videos might not be the company’s initial plan but such connections with pop stars add refreshing elements to the branding and provide a point of difference. As well, it helps the company gain a significant number of customers, who share few values with Mocler if there aren’t such connections between the brand and pop culture.

When the hotline bling, it can mean one more thing – endless profit opportunities!

 

Works Cited

1. Drake’s “Hotline Bling” recreated by over 2,000 UBC students
2. Drake’s ‘Hotline Bling’ coat a winter fashion sensation
3. Six must dos for successful luxury goods marketing
4. Class 7: Buisness Canvas and Strategy
5. Image 1 — Drake
6. Image 2 — Moncler store