Pour mémoire: luxe & web
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Why Hugo Boss is a social media king
Hugo boss is a social media dynamo Luxury brands can learn from Hugo Boss’ use of social media, which is effective, drives ROI and is integrated with the company’s other marketing efforts. The apparel and accessories brand is reaching as many audiences as possible with their collaborative social media usage. Hugo Boss is having contests, sharing general brand information and is using social media to promote these types of efforts.
Liu Wen for Estée Lauder | Source: Estée Lauder BEIJING, China — For the past few years, all eyes have been on China. Captivated by the country’s rapidly expanding economy, large population and seemingly insatiable appetite for luxury goods, global fashion brands have focused their efforts on the Middle Kingdom, opening glittering stores in megacities like Beijing and Shanghai, as well as fast growing middleweight cities like Guangzhou, Hangzhou, Shenzhen and Tianjin, and hosting high-profile public relations events, from exclusive VIP dinners to famously large-scale productions like Fendi’s runway spectacular on The Great Wall. And judging from recent figures, the results have been strong.
BoF ? The Business of Fashion
Five years ago, the pop-up was an essential marketing tool, generating real excitement and a buzz around fashion brands and retailers. Fast-forward to 2012, and the ephemeral stores are on their way to becoming truly passé. So what’s the new black when it comes to brand promotion? Surely the new front for generating enthusiasm is Facebook, Twitter, or Tumblr?
Fashion's Collective: A Resource in Digital and Social Media Marketing for Fashion and Luxury Brands
Luxury Daily
Italian label Gucci is turning to mobile to enhance its in-store shopping experience with an application that aims to provide a higher level of service for luxury consumers via employee-handled wireless devices. BMW is using humor to appeal to consumers in its latest social video called “Three of a kind” that portrays the history of the 3 Series through a trio of uncanny characters. Former Niche Media CEO Jason Binn will publish a new magazine this fall in collaboration with Gilt Groupe, a venture that advertisers should take note of for future print campaign placements. Luxury marketers are seeming to favor social media and mailers to inspire gift ideas for Mother’s Day next month, but brands should consider a multichannel strategy for the greatest reach. Today in luxury marketing – Fiat to expand Maserati output; Emerging markets boost L’Oreal first-quarter sales; Starwood Hotels combines Americas units, makes executive changes; China’s ecommerce upswing.
Fashion, Social Media + Mobile Marketing Blog
First Rebecca Minkoff , now this? Yahoo, you’re impressing the editors of FMM with your online video content. This week, Yahoo launched a new web series called “ What to Wear, Where .”Luxe et 2.0 Vrac.