Luxury Fashion

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What is a Fresh Kid? How Street Culture made Luxury Fashion a Billion Dollar Industry

The Fresh Kid

04 August 2023

The Fresh Kid

My moniker is called 'The Fresh Kid' and i often get asked what that phrase means.

I chose the name because for me it captures who i am, what i do and why 'The Fresh Kid' exists.

Fresh Kids are the reasons why Luxury Fashion houses for the last 20 years have become billion dollar business.

Successful Luxury Fashion houses hire Fresh Kids.

Empowering Luxury Leaders and Investors

Luxury’s Top Investors and Leaders win by understanding the market and customers

I help Luxury’s Top Leaders grow in to new markets and investors protect and grow investment in Luxury Brands.

As a data engineer and analyst using data mining and customer sentiment analysis i provide bespoke reports that help investors hesitant in making investment decisions. My tailored business intelligence provides actionable insight and makes growth into new markets more profitable for luxury executives, directors and mangers.

Discover why luxury’s top leaders and investors trust me to unearth business and investment intelligence.

Fresh Kids & Street Culture

The term 'Fresh Kid' comes from Street Culture.

Street Culture being the hobbies and interests of young people living in mainly urban cities.

Graffiti, Skateboarding, collecting rare sneakers, hip hop, punk, rock and roll, rave, club culture, Grime music, tattoo culture.

These are all part of street culture.

A fresh kid is some one who is a part of and understands street culture.

FK

How Fresh Kids & Street Culture made Luxury Fashion a Billion dollar Industry

1997

LVMH hires Marc Jacobs as Creative Director of Louis Vuitton

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1997

LVMH hires Marc Jacobs as Creative Director of Louis Vuitton

LVMH CEO Bernard Arnault hired a young unknown Miami creative be the creative director of Louis Vuitton.

His name was Marc Jacobs.

At the time Louis Vuitton was just a modest luggage and leathers goods company trying to change its fortunes.

2004

Marc Jacobs transforms Louis Vuitton into a billion dollar company

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2004

Marc Jacobs transforms Louis Vuitton into a billion dollar company

By 2004 Marc Jacobs had grown Louis Vuitton into a global billion dollar company increasing revenue by 400%.

He transformed Louis Vuitton by understanding what young people liked.

Graffiti, Pop Art, Hip Hop, Skateboarding.

He made products with the popular artists from these cultural scenes.

Marc created the brand collaboration culture which is so popular today in Luxury Fashion.

One of his product collaborations at the time was with Hip Hop producer and rapper Pharrell Williams.

23 years later Pharrell Williams was to become the creative director of Louis Vuitton

2017

Louis Vuitton collaborates with Streetwear brand Supreme

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2017

Louis Vuitton collaborates with Streetwear brand Supreme

This collaboration was a key moment in Louis Vuitton and luxury fashions future.

The collaboration was a big commercial success for LVMH. It also brought them a new type of customer.

The young, street culture loving millennial.

Unlike the traditional LV customer they loved sneakers and backpacks.

Many of them also came from emerging markets like China, Japan & South Korea.

Supreme and other streetwear brands had been using what is called 'The Drop' Business Model.

Instead of releasing products in