• ComplexCon 2018: More Focus on Women

    10 days ago - By WWD

    ComplexCon addressed women last year with panels and brands targeting the female consumer, but this year the efforts felt more pronounced and well-rounded.
    “Year two we approached the event with the intent to get more female-centric brands involved and we honestly didn't do a really good job of providing a great ecosystem for that,” said Neil Wright, ComplexCon's event director. “In year three we're continuing to improve it. I think the beauty brands that made sense we invited. We wanted to make sure that it wasn't just women's streetwear, but women's content on the show floor.”
    Frankie...
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  • ComplexCon 2018: How Nicolai Marciano Continues to Build Hype Around Guess

    10 days ago - By WWD

    LONG BEACH, Calif. - Nicolai Marciano's quietly spearheading a renaissance at Guess that's made the denim brand highly relevant in a very short amount of time.
    Marciano, the son of Guess cofounder Paul Marciano, serves as director of brand partnerships for Guess Inc. and Guess Jeans USA, the latter being the incubator division at the company that's been on a roll in striking just the right deals with up-and-coming or under-the-radar brands many of which are hailing from the ultra hot streetwear world.
    “It's a big initiative for the brand,” Marciano said of the division. “Being able to...
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  • ComplexCon 2018: Sneaker Brands Lean Into Heritage, Influencers

    10 days ago - By WWD

    At ComplexCon, sneaker vendors doubled down on heritage, storytelling for one or two new silhouettes and using influencers to relay brand messages.
    “It's less and less marketing from the brand and more people marketing for us,” said Allison Giorgio, the vice president of brand marketing at Puma North America. “We want others to direct our brand message.”
    Puma RS-X
    Puma debuted the RS-X silhouette, which is a new version of its older Running System technology and its booth was inspired by the mall in the Nineties. The brand worked with the Shoe Surgeon, Mache, Alexander John and JBF to...
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