On a Roll

It seems like nearly every brand Freja is associated with these days turns to gold. According to WWD, Valentino has reported increased sales:

"Valentino sales in the first quarter are up at least 40 percent and wholesale sales of the fall collection improved 35 percent over last year."

If you're keeping track, that's three brands so far who's sales have gone up since Freja has been featured in their ad campaigns. The first was Harry Winston and the second was Georg Jensen. All the brands represent fairly diverse product sectors and target audiences, which is a good thing because it indicates that Freja's appeal cuts across a wide swath in the high-end market. She's a high fashion model no doubt and her image seems to sell high-end goods very successfully.

It's such a paradox because we usually don't associate an image like Freja's tattooed, rebel one with expensive goods. But I guess the rest of the world that exists outside the model-obsessive bubble doesn't know a thing about Freja other than that she looks good in print.

Oh, and it should be no surprise to anyone that the region where Valentino is seeing the most growth is China. No wonder they went with Freja for the new Valentino perfume campaign. But will they go with her a third time for their ready to wear campaign? I have no idea, but they'd be ridiculous not to.

Money Maker

In a continuation from my last post about Harry Winston and strong sales coinciding with Freja's ad campaign for the brand, Freja seems to be on a roll as Georg Jensen has just reported turning a profit for the first time in a decade. As you all know, Freja stars in the Danish Jewelry brand's first major ad campaign. Some choice bits from the WWD article:

"Georg Jensen, the Danish homeware and fine jewelry brand, has turned a profit for the first time in a decade."

"The privately owned company said profit in the fiscal year ended Dec. 31 was 8 million Danish kroner, or $1.5 million, compared with a loss of 128 million kroner, or $24.7 million, in 2009."

"Growth was driven by Asia, not including Japan, and the Scandinavian markets. Growth in the U.S. was in the double digits, the company said."

"The company’s first major ad campaign was unveiled earlier this year, and Garde Due said it would run for the duration of the year. It features the Danish model Freja Beha Erichsen, partially nude and adorned with the brand’s jewelry in a stately looking dining room filled with fruit, cheese, flowers — and silver Georg Jensen tableware."

Ok, so I know Freja's ads didn't appear till the beginning of this year when the brand was already well on it's way towards turning a profit; but still, this is great news. Freja was indeed the perfect choice for their campaign as she both symbolizes the Danish heritage aspect of the brand, and capitalizes on her appeal in rapidly growing markets i.e. Asia. I'm confident she can take the brand's success even further this upcoming year. As a model, part of your job is to sell, and if you're the face of two brands who have managed to have a very successful year, then there's no telling what come next.

Freja has proven her worth in high fashion time and time again, and now she's proving her appeal and worth in a more commercial, more mass market venue. It's the usual transition for a model of Freja's status and level, but I have to admit that even I never saw it coming. If you've been reading this blog you'll know that I hoped for it.....boy did I ever hope for it. But everyone hopes their favorite model will reach industry pinnacles; in reality, few ever do. So for a skinny tomboy with multiple tattoos, an intensely guarded private life, an aversion to public events and parties, and a seeming refusal to play the typical fashion game and typical fashion model role, Freja has sure beat the odds and exceeded everyone's expectations. She managed to come out on top by staying true to herself, and as a fan I could not be more proud.

Harry Winston: After the Ads

In the modeling world we make such a big fuss over campaigns, but rarely do we get to assess how effective they are. So imagine my delight when I came across this article from WWD about Harry Winston jewelry sales. As we all know, Freja fronted their most recent ad campaign.

For the fourth retail quarter ending on January 31st, Harry Winston reported a 60% sales gain and a net income of $9.9 million dollars. Thing were already looking up for the company when they reported their third quarter results back in December. But sales stayed strong throughout the fourth quarter and beat analysts' expectations. So why am I talking about this? Because Freja's ads hit market saturation during this fourth quarter period (Nov-Jan).

Am I saying that Freja is the only reason why sales were so good? No, of course not. Yet I can't help but to think she certainly played a part. After all, she's been proven to sell as Franca has showed us:

"On July, 2010, three fashion magazines used the same Miu Miu dress, Vogue Uk, Elle Uk and W in America. Vogue UK had a model on the cover, Elle UK a singer - Lily Allen - and W Eva Mendes. In England sales were higher. Freja is the new icon for models. Eva Mendes didn't have an impact on W."

And where is a large majority of Freja's fan base located? Asian countries like China, Japan and Korea. Freja seems to have an unexplainable and ferocious appeal over there that perhaps no other model has. Her Asian fans are voracious when it comes to her and you can see that in the sites, forums and blogs that they've set up. Coincidentally (or not), Harry Winston sales in Asia were up 138% while sales in the US and Europe were only up 79% and 27% respectively.

Yes, everyone knows that Asia is the emerging market right now, but since Freja appeals to so many fans in Asia, I'm going to propose that she has great appeal to general consumers in Asia as well. So picking her as the face of the campaign made commercial sense (even though it didn't necessarily make the most fashion model sense at first), and it certainly seems to have paid off as well. Fourth quarter gains, good numbers, increasing sales; Freja and her ads did what they were supposed to do.

Of course, I don't really claim to know much about sales analysis. This is just where my mind went when I read the WWD article. I do consider myself somewhat of a Freja expert though, so that has to count for something, right? ;)

Some day, I'd love to get my hands on some Chanel sales figures......anyway, we should be proud of our girl. And we should also hope that some head honcho of a major cosmetics brand is putting as much thought into the matter as I am. High fashion campaigns. Check. Jewelry campaign. Perfume campaign. Check. Big time beauty contract? To be determined......

The Final Tally - FW1112

What month it's been. The fashion season is officially over and what started out on such a down beat for Freja fans ended on a high note with a great turnout in Paris! Arguably the most important and most meaningful of the four cities when it comes to impact, important impressions and future bookings. That's up for debate of course.

I'm a little sad that there's no need for a detailed recap like previous seasons since Freja walked so few shows, but oh well! More time to play the campaign guessing game. If you're interested, previous season recaps are here: SS10, FW1011, SS11

FREJA BEHA ERICHSEN
FW1112 TOTAL: 14
FW1112 MILAN/PARIS: 14
OPENED: 3 | CLOSED: 2

London: No shows walked

Milan: No shows walked

New York: No shows walked

Paris:
Alexander McQueen (O)
Balenciaga
Balmain
Celine
Chanel (O)
Chloe (O)
Givenchy
Haider Ackermann
Hakaan
Lanvin
Louis Vuitton
Miu Miu
Valentino (C)
Yves Saint Laurent (C)

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Number of.....

• Cities walked: 1
  
• Shows walked: 14
  
• Shows opened: 3
  
• Shows closed: 2
  
• Outfits total: 23
  

In order of appearance...............

Biggest surprise of the season for me was seeing Freja open McQueen. Show I was most happy to see her at is a three-way tie between Haider Ackermann, Celine and Chloe. The former two because I love the clothes so much, the later one because it was absolute heaven to see Freja open and Aymeline close. Best look was Freja's stunning YSL closing number. Talk about breathtaking. Anyway, another successful season down. I feel like Freja made the right choice by taking some time off early in the season and coming back for the important shows. Standard supply vs. demand. :) And it would have been awkward to see her not walk for Chanel, Louis Vuitton or Valentino since she's in all their current campaigns. For me, not seeing her at her usual NY and Milan shows made me miss her and realize I was taking her a bit for granted. I suppose there is a lot of truth to the saying "absence makes the heart grow fonder."

In any case, much like how there's no crying in baseball, there's no rest in fashion. You can bet all the models are now jetting off around the world trying to secure their placements and bookings for the very fast approaching campaign rigmarole. That being said, I hope Freja scores Chanel again. That dark, masculine collection was tailor made for her. And yes, as much as I'm over the masculine side of Freja, I really can't think of anyone else who would be as great a fit for the collection as she is. Don't let us down Karl. Not now. Lets go for a record 5 times in a row, 7 times over all! I'd also love to see her for Chloe again, and something like Miu Miu. Lots of wishful thinking I know; but with Freja anything's possible.

Image Credits: vogue.it