Sex and the City Luxury for Sale or Rent?
It’s been ten years since the stars of Sex and the City first won over viewers with their cosmopolitan adventures in New York. With the help of computer technology, the four actresses have rolled back the years for photographs promoting a film version of their television show.
With Sarah Jessica Parker, back at the helm of her all girl pack, the stars posed for the promotional shoot ahead of the release of their big screen debut May 30. Sex And The City had a highly influential role in the relationship between pop culture and luxury brands. It helped boost sales of brands such as Dior and Balenciaga, and turned Manolo Blahnik into a household name.
The upcoming release of the movie Sex in the City will again feature a rash of luxury brands, but reflecting a growing cultural shift, some of them will be for rent, not for sale.
The movie has signed a deal with luxury lease company, Bag Borrow or Steal. The Seattle startup not only is mentioned in a scene in the movie, but the company plans to unveil a special “Sex and the City” online shop where customers can find accessories inspired by the popular cast of characters such as Samantha, Miranda, Carrie and Charlotte.
Bag Borrow or Steal also is hosting a “Sex and the City Style Profile” contest on YouTube and a “Sex and the City Purse-onality” sweepstakes in which grand price winners can win a trip for two to New York for the premiere of the movie in late May. — (Via Seattle Post Intelligencer)
Portfolio sees this as part of a recession trend. Luxury retailers may be on the ropes, their once-avid shoppers heading for the exits. But the economic malaise gripping the country could have a silver lining for a small but growing section of the luxury market, one that rents to women what they can’t afford to buy—or, possibly, keep. — (Via Portfolio)
Meanwhile, next month in London, the Fractional Life Expo will bring together all the elements of this growing shift in attitudes to non-permanent ownership…
From a strategic point of view, luxury brands need to understand the opportunities that are possible in an increasingly rental atmosphere.
Wode Paint Boudicca & Wode Scent Boudicca
