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 most 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 isexpected 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 globalcouture millinery marketwas 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.
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.
Selling haute couture online requires that the ecommerce site, the retail and the personal experience must function as one effort. To convey the value of the items for sale, detailed content must be short, sweet and yet, comprehensive. This is a language-intense proposition. In multiple languages.
Techniques
Content-First Approach
Detailed and informative copy must be highlighted at each opportunity to reinforce the inherent value proposition. It’s required to explain why this item costs as much as it does.
Aspirational Marketing
A major component of selling haute couture online is selling non-tangible aspects of the brand. This involves not only exhausting detailing of the item but also creating a narrative voice, a tone and an image that is consistently both exclusive and welcoming.
Notes
When creating an ecommerce site in this market, detail and precision are critical. Punctuation, grammar, formatting, image quality and function must be flawless. This is an extraordinarily competitive market – indeed, perhaps the most competitive in the world. Errors simply can not be visible.
Case Study: Arturo Rios
Of particular interest is the development of the online store for Arturo Rios, a prominent and award-winning haute couture milliner.
The official criteria, designed in 1945, originally implied presenting a certain number of original models each season, created by a permanent designer, handmade andbespokemodels, a minimum number of people employed in the workshop and a minimum number of patterns “presented usually in Paris”. Since 2001 these criteria have been relaxed. The number of models to be shown on a seasonal basis has been reduced from 50 to 35. Also, the official appellation can be granted by theChambre syndicale de la haute coutureeven if one criterion is not met.
Guests
Beside official members, theChambre syndicaleofficially “invites” each season some “guests.” They cannot use the term “haute couture” but only the term “couture” and can become grands couturiers after 2 years.
International
TheChambre syndicalealso recognizes foreign grands couturiers who do not show in Paris, referring to them as “membres correspondants“.
Members of the Fédération de la Haute Couture et de la Mode
The future of haute couture lies in the convergence of tradition and innovation, marked by an increasing emphasis on sustainability, the integration of AI and digital technologies, and the pursuit of greater personalization and inclusivity. Designers are exploring innovative, eco-friendly materials and waste-reduction techniques, while digital tools like 3D printing, smart fabrics, and hyper-realistic avatars are enhancing design, customization, and virtual client experiences. The industry must find a delicate balance between these technological advancements and the preservation of traditional craftsmanship to secure its enduring place in high fashion.
Key Drivers Shaping the Future
Sustainability:
Environmental concerns are pushing haute couture towards sustainable practices, including the use of recycled and organic materials, waste reduction, and eco-friendly manufacturing processes.
Technological Innovation:
AI & Digital Twins: Artificial intelligence and digital avatars allow for hyper-personalized garments, created with unprecedented precision and efficiency, and facilitate virtual design and preview experiences.
3D Printing & Smart Fabrics: These technologies enable designers to create intricate textures, new materials, and garments with enhanced features, blending high-tech capabilities with traditional artistry.
Hyper-Personalization: Technology is making it easier to create perfectly tailored garments that reflect individual client needs, from body shape to personal style, fulfilling the original promise of couture.
Inclusivity: There is a growing demand for broader size representation, with designers working to provide custom, high-fashion options for a wider range of body types, addressing a significant gap in the industry.
Balancing Tradition and Progress
Preserving Craftsmanship:
While embracing technology, the industry is also focused on protecting its core values, such as the unique skills of artisans in hand embroidery and feather embellishment.
Enhancing, Not Replacing:
The goal is for technology to enhance traditional hand-sewn techniques and craftsmanship, rather than replace the human touch and creativity that define haute couture.
Challenges Ahead
Exclusivity and Cost:
The high cost of materials and the inherent exclusivity of haute couture remain significant challenges, even as it seeks to reach a wider audience.
Integration:
The industry needs to carefully integrate new technologies and sustainable practices to ensure they enhance rather than overshadow the artistry and essence of couture.
The global haute couture market was valued between USD 1.3 billion and USD 12.3 billion in 2024, with projections varying significantly by market research firm. Despite this discrepancy, industry reports indicate steady growth, with projected market values ranging from USD 1.7 billion to over USD 13.7 billion by 2031-2034, driven by rising wealth in emerging markets and increasing demand for bespoke luxury items.
Key segments include women’s couture, private clients, and the APAC region.
Key Market Figures
2024 Value:Reports vary from USD 1.3 billion to USD 12.3 billion.
Forecasted 2034/2031 Value:Projected to reach between USD 1.7 billion and USD 13.7 billion by 2034 or 2031.
Growth Rate (CAGR):Expected to grow at a rate of 2.3% to 2.5% between 2025 and 2034.
To provide the best experiences, we use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us to process data such as browsing behavior or unique IDs on this site. Not consenting or withdrawing consent, may adversely affect certain features and functions.
Functional
Always active
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
Preferences
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
Statistics
The technical storage or access that is used exclusively for statistical purposes.The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
Marketing
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
