Fashion People - "The Art of Brand Awareness"

Host: Lauren Sherman (Puck)
Guest: Ian Schatzberg (Founder, General Idea)
Date: February 6, 2026

Episode Overview

In this insightful episode, Lauren Sherman sits down with branding guru Ian Schatzberg to dissect what makes a brand resonate in today’s fashion landscape. From the evolution of branding tactics to the current “brand renaissance,” they explore how marketing, storytelling, and emotional connection shape brand identity and drive longevity in an era of fragmented consumer attention. The discussion navigates the delicate balance between creativity and commercialism, brand loyalty among younger generations, and practical case studies from Abercrombie to Burberry.

Key Discussion Points & Insights

Ian’s Origins in Branding

• Schatzberg’s early exposure to the garment industry—his father was a fabric salesman and manufacturer—shaped his distinctive understanding of both mass-market and creative sides of apparel.
• Despite initially finding his family’s business unglamorous, he grew fascinated by the “emotional storytelling” behind fashion brands and their power to create "irrational desire."
  Quote: “I was interested in the side of the business that was about emotion and story...not the side...cut from supply chain and production.” (13:08)

The Evolution of Fashion as Pop Culture

• Schatzberg observed fashion’s transformation from a closed, art director-led world to a driver of pop culture—largely fueled by social media and celebrity collaborations.
• The shift means brands not only compete with each other but with all entertainment platforms for consumer attention.
• Early agency experiences with Create the Group and later Erik Torstenson & Jens Greed exposed him to integrating fashion with entertainment and “world-building.”
  Quote: “You're not really competing anymore with fashion houses, you're really just competing with Netflix.” (16:21)
• American brands historically led the way out of necessity—emphasizing mass marketing and entertainment (e.g., H&M, Victoria's Secret) more than European heritage brands.

Finding a Brand’s “Truth”—The Art of Emotional Connection

• Schatzberg explains that today’s brand strategies aren’t one-size-fits-all; emotional connection comes from understanding a brand’s unique DNA and communicating it sincerely through appropriate channels.
• Highlight: Ralph Lauren as a “world-building” brand excels through immersive environments and narrative retail experiences versus traditional ad campaigns.
• American brands face an uphill battle with formats like runway shows, unless shows are core to their audience’s perception.
  Quote: “It's about finding the permission set you have as a business… and then leaning into that.” (29:51)

The Brand Renaissance & Brand Loyalty

• Despite doomsaying surveys, Schatzberg posits brands are more essential than ever as vessels of meaning; people are inherently storytellers and seek identity and community through brand associations.
• Success depends on anchoring communications to a brand’s “mythical core”—e.g., Montclair’s mountain, Ralph Lauren’s American dream, Swarovski’s imagination.
  Quote: “Brands are as old as time… We've been putting symbols on the walls and caves... That is human nature.” (34:35)

Fractionalized Channels & Brand Strategy

• Current marketing “question of the moment” is navigating fragmented communication platforms—TikTok, Instagram, YouTube, etc.
• Brands succeed by distilling “fundamental truths” that can flex across platforms, rather than chasing short-term trends.

Notable Brand Case Studies (with Timestamps)

Abercrombie & Aritzia – Speed, Trend, and Longevity (42:14)

• Abercrombie’s recent boom was powered by quick, trend-driven TikTok content, with product and marketing tightly aligned.
• Schatzberg cautions this “anti-brand brand” approach has limits—it neglects the deeper emotional layer that provides sustainability.
• He positions Aritzia as a positive example: “plays a similar game,” but with a stronger brand layer and aspirational cachet. Quote: “I think [Abercrombie needs] to restitch an emotional brand layer into their business.” (44:51)

Burberry – Reviving Britishness at Scale (47:12)

• Schatzberg praises the current “Burberry Weather” campaign for returning to truth: leveraging cliches of British culture in a way that’s globally accessible.
• Brands must balance authenticity with broad appeal; the Emily in Paris analogy captures this tightrope. Quote: “Burberry's rebrand is a little bit like the Emily in Paris of Britishness… the best marketers are close to the truth, but understand how to export it.” (47:12)

Celine & Prada – Complexity vs. Essence (51:35)

• Celine succeeds by toeing the line between cliché and authenticity in Parisian style—appealing at home and abroad.
• Prada is rare in thriving on complexity and intellectualism at high scale—unlike most brands that require distillation and accessibility.

Memorable Quotes & Moments

• On World-Building in Branding:
  “Ralph Lauren’s not really an advertising-driven company… it's about the world-building dimension of bringing physical theater to life.” (26:15)
• On Runway Shows’ Relevance:
  “[Shows] serve a role for brands that have the right permission… they serve less of a role for brands that don't.” (29:51)
• On Brand Endurance:
  “Brands are the super layer above the object that communicate a story, and that is fundamental to the human experience.” (34:35)
• On Image vs. Video in Modern Branding:
  “I think the future of image making is video… the feed and content now is flickers of moving images and worlds.” (59:10)
• On Celebrity Endorsement:
  “What I think is boring and over is endorsement… you want to see people bump into each other who may not make sense together, who build idiosyncratic texture within the brand.” (65:19)

Rapid-Fire Round Highlights

• Market Research in Fashion?
  Schatzberg advocates for balancing instinct with research insights—don’t let data dictate creativity, but use it to understand segments and usage. Quote: “Market research is hugely constructive… but I don't think you should design your product… into archetypes.” (62:54)
• The Future of Celebrity in Branding?
  Endorsement alone is tired; the brands that excel craft authentic, culturally resonant partnerships and build unique worlds with their cast choices.
• Pricing and Accessibility:
  Schatzberg laments rising prices sap fun and accessibility out of fashion—brands should strive to keep entry points that allow people to play with identity. Quote: “When price becomes such a barrier of entry, it’s kind of just unfortunate… people want to have fun with these brands.” (68:58)

Standout Segments (Timestamps)

• [06:47] Ian’s entrée to branding: fashion family plus a love for story
• [16:21] The pop-culturization of fashion—Early celebrity & content intersections
• [23:23] Empathy and high EQ as the secret sauce for great brand work
• [26:15] Repeatable, brand-specific world-building (Ralph Lauren, etc.)
• [34:35] Do brands still matter? Why brand loyalty persists
• [42:14] Abercrombie & the risks of anti-brand, trend-driven marketing
• [47:12] Burberry’s rebrand: Britishness for the world
• [59:10] The declining power of campaign images & the rise of video
• [62:54] Instinct vs. market research in fashion brands
• [65:19] Crafting celebrity strategy post-endorsement era
• [68:58] Price, fun, and fashion’s accessibility dilemma

Conclusion

This conversation is dense with wisdom for fashion marketers, brand-builders, and curious fashion enthusiasts alike. Schatzberg continually returns to the concept of “brand truth”—the myth, story, or sensation that can weather changing channels and fleeting trends. He eschews fleeting tactics in favor of holistic “world-building,” distilling a philosophy that connects the dots between Prada’s cerebral allure, Abercrombie’s TikTok moment, and Burberry’s British cliches.

Final word: If you’re grappling with a brand’s next step, it’s not about chasing every trend or channel—but understanding the simple, emotional core that can be retold a thousand ways.