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  • Fashion good enough to go viral
  • Fashion good enough to go viral
    Vetememes (2017) ©
CASE STUDY

Vetememes: official knock-offs for luxury lovers

French label Vetements has turned heads in the fashion industry ever since it rose to fame for selling a $330 replica of a DHL driver’s uniform t-shirt. Now, it’s endorsed internet-era copycat Vetememes, in a move that proves it understands a younger, more internet-savvy luxury consumer.

Location Global

Scope
Luxury fashion brands were among the last to embrace social media and exploit the internet. [1] Social media is – by design – the opposite of exclusive, which goes against the very definition of luxury. But with the high-end consumer getting younger every day and tech-savvy generations beginning to earning more – Gen Yers are set to comprise three-quarters of luxury purchases by 2020 – high-fashion brands are accepting tech and becoming a little more internet-savvy. [2]

Against this backdrop, appearing on an influencer’s Instagram can be as important as appearing in a ...

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