Marketing breakdown of Rick Owens strategyfrom @orenmeetsworld

Transcript

Worst brands want you to buy into a product. Let's talk about how Rick Owens makes you buy into a worse. The dark alien, oddly elegant one. Models wearing each other as backpacks, sculptures of his own body. At the top of every brand's funnel is attention. For Rank, that means spectacle. Runways that look like ancient gods made sci fi horror. Point isn't to sell you the good, it's to make you aware of his world. Then once you're inside, you start recognizing signatures. Batwing shoulders, the long dangling laces. These aren't just designs, they're visual rank, and the best brands have trademarks that become their style language. If someone said Rank made a pair of bad, you can immediately imagine what it might look like. The goal of many creatives should be to have a style language that's that clear. Then they cast characters no models. Look at any Rick Owens show, you're not just seeing the clothes, you're seeing characters, Good, freaks, avatars. It's not the Stussy Homie lookbook, it's something else. The entire world designed to make you feel like you're not on Earth. Then all of this is there really to sell basics. The core of this business isn't the rumble, it's the pod shorts, the Ramones, classic pieces that act as entry points into the cult. I just did a full twenty minute YouTube breakdown on Rick's art direction and world building and what creatives can learn from it. Comment Rick and I will send you the link.