Timing is everything

Last year, The New York Times Magazine wrote about Stefano Pilati, Yves Saint Laurent’s genius designer. Over the years, Pilati has reveled in bleeding-edge fashion, introducing innovative designs and collections. The article notes his willingness to take risks and introduce rousing designs…designs that the fashion-elite could appreciate for their precision craftsmanship and innovation. But the appreciation was largely insider. When in came to consumers, Pilati’s designs were often too far ahead.

The Times reports, “When he showed tulip-shaped skirts in 2004, the proportion was still confusing to women, and the collection did not sell well. Now, it is difficult to find a skirt that is not tulip-shaped. When, in 2006, he designed long, narrow tunics over pants, his collection was panned, but the following year, the look became a mainstay of women everywhere. ‘I used to think it was a good thing to be different than the other designers, but no, it’s not. But I can’t always help it. When I was 17, the design director at Nino Cerruti, who was my first mentor, taught me that to be too much ahead is to be behind. The most important thing is to be right on time.’”

Like fashion, new communications planning requires managing trends in technology – understanding when and how to take advantage them. At the end of the day, we have to be aware of more than just the new. We have to be aware of the now. We’ve got to pay attention to what consumers are willing and able to do today. Right now I have many really cool, crazy ideas for brands…but like Pilati’s designs, they could reach ever so slightly over the heads (and devices) of most consumers. So, the challenge is timing campaigns correctly with the technological reality, when consumers are ready and willing to get involved.