MBS Inspiration
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The MBS Group
is one of the world’s leading executive search firms operating exclusively in Retail, Consumer and relevant technologies, and the most successful sector-specialist firm in the UK
Merging and Blurring
On Tuesday I hosted a tea with Nicola Copping of the FT for 12 high-powered women in London’s Cocomaya Chocolate Lounge. The topic for discussion: “Merging and Blurring”. With delectable finger sandwiches aplenty, the most voluptuous currant scones with clotted cream and rhubarb jam, white chocolate cheesecake and almond croissants, Cocomaya (www.cocomaya.co.uk), a shop with both an aesthetic and human touch rarely found in London, was the perfect venue.
We started by watching the new Dior advert / film directed by David Lynch and starring Marion Cotillard. The eight-minute production is the merging / blurring of fashion, film, art and advertising. Based on the concept of an invisible “it” bag (which is never mentioned), it is not clear, or indeed important, whether this is an advert or a film. In fact, neither Dior nor the famous “J’adore” tagline is mentioned and the experience leaves you spellbound.
Ruth Kennedy likened the film to the Prada Double Club (set up last year for just a few months) – the idea being that the cost of a film bears no intrinsic correlation to the money made from the product it promotes. Yasmin Yusuf, managing director of Miss Selfridge, commented that the ‘fashion film’ has become the new accessory, and was positive about the impact that online has had on the high street: “What is different now is that the strongest influences are no longer from the top; they come from all directions”. Yasmin and her team now film everything for customers, including the documentary-style “behind the scenes at Miss Selfridge”.
The conversation progressed, inevitably, to the power of viral / digital versus paper. Will magazines last? Kelly Hoppen enthused over (iPhone) apps in general and, in particular, over the one she is developing for her business. Viral (including Facebook and Twitter) is quickly becoming a linchpin of every marketing strategy – Kelly assured us that Karl Lagerfeld’s tweets are the best on the internet! The artist, Princess Belsize Dollar, assured us that The Hills star Heidi Montag’s Twitter is every bit as on the button! Everyone certainly agreed that clothes on Net-a-Porter in 3-D close-up give you so much more than a magazine.
Georgina Godley warned that the internet lays bare businesses that lack passion or a social conscience, both of which drive success – think Anita Roddick, Richard Branson, Jamie Oliver. On the theme of social conscience, Dame Kelly Holmes wanted to know what everyone present was doing to give back, something the remarkable double-gold winner knows a lot about.
We returned to the merging and blurring theme, with Serena Rees, co-founder of Agent Provocateur (and co-owner with Joel Bernstein and Walid al Damirji of Cocomaya) happy to say that now is a time of unbelievable change, with London at the vanguard. Before we headed off, we were lucky enough to taste some chocolates from Joel and Walid’s new range – an indulgent end to an inspirational few hours. Let me know what is inspiring you at the moment: moira@thembsgroup.co.uk
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