Co-Creation at Golden Goose Is On the Move and So Is 'Less I, More Us'
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Golden Goose Co-Creation Brand DNA Is On the Move with 'Less I, More Us' AOC New Humanism
Golden Goose Understands Synchronicity . . .
Understanding synchronicity becomes critical in this global business moment, in which brands risk the possibility of their own customers and VICs going nuclear against them. All brands are trying to sell us something — even intangible concepts like “our brand is built on authenticity”.
Authenticity may be the buzz word ‘ad nauseam’. How authenticity works in an increasingly AI-driven world of commerce and branding may become the real-life challenge of the next decade.
. . . and The Human Desire to Be a Creator
Golden Goose is different from so many brands in the global marketing universe because it leads with action and visual examples, not only words. As a brand, it has always respected and tapped into a universal creative impulse to make things. ‘Golden Happens’ is a deeply personal message.
Among creatives, there are varying degrees of an understanding that customers, clients and VICs increasingly act as the ultimate authentic intermediaries who reject the ‘empty words’ of corporate disruption, based on old models of the luxury brands business.
Today’s VICs are often traveling alongside us in their own minds. They want to experience synchronicity first hand, and not by reading fashion magazines or attending designer fashion shows.
The traditional concept of star designers and their — but usually HIS — muses is giving way to a much more creative and often democratic process that is horizontal and not vertical.
In the world of haute couture, VICs desire to know the makers, not only the designers. In the words of Maria Grazia Chiuri: