New York Sets Minimum Standards for Models

Over the past few years, CanadaFashionLaw has been following a grass roots movement within the modeling industry to set standards. There has been some serious traction but none more so than the adoption of legislation!

New York State has now passed legislation, which comes into effect November 20, that requires models under 16 years old to be recognized as ‘child performers’.  This means that their employment will be better regulated. For example, the number of hours a child model can work is limited, also how late they can work will also be monitored. A trust fund must be created where 15% of the model’s gross earnings shall be paid. The employer must also provide for a nurse and on-site study spaces.

It is no surprise that this will have a trickle down effect as to which models will be used on the catwalk and in advertisements. Perhaps we will see less 14 year old models portraying women, which will contribute to a more healthy image for consumers.

Although there are financial penalties available for those employers not abiding by the legislation, the greatest harm will be the PR back lash for infractions, especially in light of the fashion industry’s increasing sensitivity to human rights issues brought on by the Bangladesh travesty.

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The Uniform’s Role in Corporate Branding

CanadaFashionLaw is pretty excited about an upcoming event that she is hosting with FGI Toronto on October 15 at the Thomson Hotel.

We’re looking at the role that uniforms play in corporate branding. The power of uniforms, especially in service industries, should be not be overlooked. It plays an important part in representing the culture of the corporate brand. Beyond the aesthetics of the uniform, functionality and durability are critical considerations.

We have an interesting roster of panelists including Laura Di Marcello from Porter Airlines, Greg Hewitt from DHL Canada, David Mounteer from Thomson Hotel and Dierdre Kelly from the Globe and Mail.

If you’re interested in attending, check FGI Toronto’s website for details.

Interbrand Issues Report on Top Global Brands

Interbrand has issued its report on Best Global Brands 2013, which looks at the strength of leading brands. The top 3 positions are, not surprisingly, held by Apple, Google and Coca Cola, which has a brand value of $98 million, $93 million and $79 million, respectively. What is interesting is that this is the first year that Apple has held the number 1 position.

Ever interested in the fashion angle, CanadaFashionLaw scoured the top 100 list for fashion players. Louis Vuitton ranks first from the fashion industry (although 17th on the overall list), which a value of $25 million, followed by H&M (21st), Nike (24th), Zara (36th), Gucci (38th), Hermes (54th), Adidas (55th), Cartier (60th), Prada (72nd), Tiffany & Co. (75th), Burberry (77th), Ralph Lauren (88th) and Gap (100th).

In its fashion-focused commentary, Interbrand reinforces that fashion and the digital platforms are (or should be) inextricably intertwined. But having a presence on Instagram and Facebook is not sufficient. Fashion houses must engage with the consumers and tastemakers. Interestingly, Interbrand maintains that the demand for luxury goods is not as robust as it once was, in spite of newer developing markets. E-commerce is fast becoming a significant force in retail, which is creating immense pressure for brick and mortar stores. Interbrand suggests that retailers need to create product demand, rather than simply supplying that demand. Creating a mesmerizing retail experience where 1 on 1 interaction is emphasized is critical to being able to compete with “the big data”.

Interbrand incorporates the perspective of a C-level executives from leading global brands in a variety of industries. The Chief Marketing Officer of Gucci leads us through the journey from Florentine artisan to luxury conglomerate. Quick to rebuff the concept that new is better, Gucci’s brand is loyal to its heritage. To the contrary, sustainability is key to the Zara business model and brand.