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Case Study: Arturo Rios

Couture Millinery

Concept

An A-list haute couture milliner. Featured world-wide in the most prominent magazines, venues and events (including the Superbowl) needed to grow market share and mitigate seasonal salesx drop-offs 

A very successful milliner who cgk.digital guided to realize 95% of all sales happening online through several digital venues. Instagram, Facebook, his own ArturoRios.com (created and maintained by cgk.digital) and Etsy.

Through detailed marketing plans, Arturo has expanded his clientele globally.  European Royals, Dubai World Cups, premiere horse races which includes, of course, the Kentucky Derby.

Celebrities and prominent figures are loyal, time-honored clients.

Techniques

Content Reigns

When marketing to an elite demographic, it is important to realize that due to the sophistication of the products, questions will be exacting. Working closely with Arturo, we’ve developed an exhaustive checklist to make sure all details are clearly annunciated to avoid unnecessary back-and-forth.

Detailed shipping, care and ecologically-sustainable manufacturing information is included in every product’s listing. Integrated shipping software allows for global tracking information.

Notes

Heavy use of video and AMP. Haute couture items are outstandingly difficult to market online. To address this, multiple angles are required and several content-driven imagery efforts are mandated. AMP (also known as “stories” or “reels”)  serves this purpose well in synthesizing digital content into an easily understood narrative.

Blog development support: the m​ost important, reliable way for targeted communication. In this cliet’s case, posts drive almost all increased traffic.

Customer service is paramount so that the design can accommodate specific venues and events. At these high pricepoints, accommodating special requests is required.

Communication is key. We deployed standardized email templates, multilingual support and mandate a procedure for responsivenes, timliness and follow up.

These are not $1K baseball caps. They are created individually and are heavily informed by the events where they will be worn.

Horse races, weddings, formal events, galas and award shows are venues for a woman to proudly and confidently express her beauty.

For such high-profile customers, we’ve designed a proprietary client portal and internal customer profile application which allows a deep understanding of the client’s previous purchases. We also note the assistant’s (assistants’) contact and preferences as these are often the sole people to contact. 

 

Millinery has played a crucial role in our evolving understanding of eco-consciousness. Feathers used in millinery have historically been problematic. Live-culling (ripping feathers off an alive species) became a black mark and was the reason The Audobon Society was formed.

This historical and philosophical transparency is critical to detail. It is backed by several blog posts and prommoted in industry-leading trade publications as a major facet of our marketing communications.

The market for high-end millinery is expected to grow, driven by demand for unique, custom designs for special occasions, celebrity influence, and increasing fashion consciousness, particularly in Europe and North America. Key trends include the integration of innovative materials and sustainable practices, the use of social media for marketing, and a resurgence of interest in classic styles. 
Market growth and projections
  • The global couture millinery market was valued at $57.2 million in 2024 and is projected to reach $93.6 million by 2031, with a compound annual growth rate (CAGR) of 7.5%.
  • The market is projected to grow from $300 million in 2024 to $450 million by 2033, maintaining a CAGR of 5.0%. 
Key market drivers
  • Demand for unique and custom pieces: As fashion becomes more individualistic, there is a higher demand for custom-made hats and headpieces to create a statement.
  • Special events: The market sees increased demand during events like weddings, horse races, and formal occasions.
  • Celebrity and influencer culture: Celebrities and social media influencers wearing couture millinery significantly impact trends and inspire consumers.
  • Fashion consciousness: Rising fashion consciousness and the influence of Western styles are boosting demand, especially in emerging markets.
  • E-commerce: The growth of e-commerce platforms allows for wider market reach and customization options for both designers and consumers. 
Emerging trends
  • Sustainable practices: There is a shift towards sustainable manufacturing practices and the use of sustainable materials.
  • Technological integration: Technology is playing a role through innovations like 3D printing.
  • Vintage and classic styles: A revival of vintage and classic fashion styles is contributing to the resurgence of hats and headpieces.
  • Smart headwear: The development of smart headwear technology is expected to redefine industry standards. 
Geographic focus
  • Europe and North America currently lead the market due to their strong luxury fashion markets and high demand for custom headwear. 

Explore the site: ArturoRios.com

Currently, cgk.digital is assisting this client to develop markets outside of the United States to good success. We are advising on media buys, PR strategies and leveraging an already impressive social media base. This requires multilingual and cultural prowess as we expand to Southern Hemisphere markets while maintaining strong North American and European efforts in those markets.

Questions?

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