NEW BOOK BY “FATHER OF MODERN MARKETING” ACQUIRED BY LID PUBLISHING

In a period marked by sudden and profound change, the fashion industry experienced significant transformation. Its boundaries, rationale and players have all been redefined, with these changes continuing now and in the future. In the book ONLIFE FASHION: 10 RULES FOR THE FUTURE OF HIGH-END FASHION, three modern-day marketing experts and practitioners analyse this sector and provide a context to understand the changes occurring and how to govern growth in the market.

Professor Philip Kotler comments:

“This book was written during one of the most extraordinary periods in contemporary history: the global COVID-19 pandemic. The virus has devastated the world economy and disrupted people’s way of life, creating a true watershed between what was and what will be. Fortunately, vaccines against Covid have arrived and at some point, normal commerce will resume. We have set ourselves the task of capturing with rigour and objectivity, the principal events in progress, and distilling these to ten guiding principles, that we hope will guide the decisions of those working within the field of high-end fashion in the coming years.”

Co-authors Giuseppe Stigliano and Riccardo Pozzoli comment on why they wrote the book:

“The starting point of the book’s discussion begins with the title of the book, which emphasizes two important current characteristics in luxury fashion: the increasingly blurred distinction between offline and online – hence, the term “onlife” – and the absence of rules, given the obvious out-of-date nature of those on which many fashion companies have based their business strategies in recent decades. This led us to propose a set of new rules, suitable for a world that increasingly appears to be lacking them.”

Martin Liu, Publisher of LID, comments:

“Philip Kotler, Giuseppe Stigliano and Riccardo Pozzoli make an extraordinary and exciting author team to provide unique insights and advice on how to market exclusive products in an ever-changing environment.”

Philip Kotler is known worldwide as the “father of modern marketing”, has been a Professor at the Kellog School of Management at Northwestern University for the past 50 years and is the author of over 80 business and marketing books. Giuseppe Stigliano is the Global CEO of Spring Studios, a leading communications agency in fashion, beauty, lifestyle, and luxury. Prior to that, he was CEO of Wunderman Thompson Italy. Riccardo Pozzoli is an entrepreneur, advisor, and investor, who has founded and advised a dozen start-ups in the past 10 years, innovating within the fashion, media, and food industries.

Their book ONLIFE FASHION: 10 RULES FOR THE FUTURE OF HIGH-END FASHION will be published in January 2022 and will be one of LID’s highlight titles of the season.