Luxury Brands, Social Networks and Building Communities «FMM Luxury Brands and their adoption of social media is the topic du jour. The conversations are noisy, speculative and highly theoretical. Every self-proclaimed social media expert seems to have the answer, but their strategies have massive disconnects. Why? Because they’re not working in luxury. Thankfully, as the fashion industry adopts new methods of marketing online, seasoned luxury marketers are speaking out and becoming voices of reason. At the heart of luxury branding conversations are questions related to community. No, not if implemented correctly. The words Exclusivity and Luxury have always been synonymous. A great example of a luxury brand building and developing its own community is Burberry. Burberry, in launching ArtOfTheTrench, wants to create an experience outside the environment of mass market social communities. “If Art of the Trench focuses on pictures of customers in Burberry coats, one might then ask, “What’s the sustaining attraction?” Articles Referenced:
Louis Vuitton to Stage Instagram-Friendly ‘Series 3’ Exhibition in London | News & Analysis | BoF LONDON, United Kingdom — From 21 September, a Brutalist former office block neighbouring London’s Somerset House will be enveloped in a fantastical confection of style, craft skills and technical spectacle, all part of a clever marketing display designed to evoke the creative soul and manufacturing nous of Louis Vuitton. In a break from the archive-based historical displays through which the French brand once reinforced its heritage, each season since the appointment of creative director Nicolas Ghesquière in 2014, Louis Vuitton has marked the arrival of its collections in retail stores with a nomadic exhibition. ‘Series 1’ for Autumn/Winter 2014 showed in Shanghai and Tokyo; ‘Series 2’ for Spring/Summer 2015 travelled between LA, Beijing, Seoul and Rome. ‘Series 3’ will launch in London during the city’s fashion week and based on figures from the previous editions, the exhibition is expected to attract some 100,000 visitors, according to the brand.
Chameleon mood scarf -NEFFA At a glance, technology and fashion might seem difficult concepts to unite. Yet if combined properly they can enrich each other wonderfully. The Chameleon Mood Scarf shows just how far textile and clothing can adapt to the user, making products more personal and meaningful. As the name implies, the inspiration behind the Chameleon Mood Scarf idea came from the chameleon. The Chameleon Mood Scarf is made up of several layers. In the same way that a chameleon’s skin contains different overlaid colours, this scarf also features separate layers, each with its own colour and pattern. The black pattern is printed in thermochromic ink, which responds to the wearer’s body temperature. The feeling that a scarf gives its wearer depends not only on its appearance, but also and just as importantly on its material. The Chameleon Mood Scarf is an accessory that alters itself to suit its wearer without any effort or even any conscious thought on the wearer’s part.
Christian Louboutin: The World’s Most Fabulous Shoes, Channel 4 - TV review - Reviews - TV & Radio - The Independent These objects of desire are not designed with commerce or comfort in mind, but they are supposed to make the wearer happy. Louboutin revealed that a picture of Princess Diana looking sadly at her feet was the inspiration for the very first pair of shoes he designed under his own name. “It would be nice to have something to make her smile, when she looked at her feet.” Luckily, you didn’t have to be overawed by Louboutin’s creative process to find this year-in-the-life snapshot amusing. Not that Louboutin’s customers are complaining.
How Premium Fashion Brands Are Maximizing Their Social Media ROI Social media and digital technology have forever changed the retail industry. In 2011, brands and retailers have reached a tipping point, digital innovations have decentralized commerce, and real-time consumer demand for designer merchandise has forever changed retail production cycles. Many fashion brands, mocked for their inability to move with the web because of a fear of accessibility, are no longer fighting the flow. Through their embrace of social media and social commerce, fashion brands are now innovating and profiting from their online marketing strategies. Luxury and premium brands are starting to lead the way for all retailers looking to connect with their customers and build online revenue channels. Fashion Brands and Social Commerce Online shopping is becoming a socially connected event. During the past year, the luxury market experienced a digital tipping point, with many brands rolling out new e-commerce sites, social media campaigns and mobile applications.
How social media has changed the fashion industry - BBC Newsbeat Chanel vs. Chanel: Coco's Brand Steps Off the Runway and Into the Courtroom Chanel is ubiquitous—on the runway each fashion week, in its boutiques lining Fifth Avenue and Rodeo Drive, and now in the courtroom as it seeks to uphold its trademark rights against a little-known salon and spa in Indiana. Merrillville, Indiana, to be precise. According to papers filed in the US District Court in Hammond, Indiana, Chanel Inc. has filed a trademark infringement action against Chanel’s Salon, arguing that the salon is benefiting from an association with the chi-chi brand’s reputation. The LVMH-owned brand also claims it has sent cease and desist letters that have been ignored. The fame of the Chanel trademark is hardly disputable, a factor weighing in the luxury brand’s favor. The court will also consider that Chanel’s Salon is owned by Chanel Jones, and therefore, it would seem that her use is not intended to be adverse to the label started by designer Coco Chanel. Unfortunately for Ms. It might be hard for a Mrs.
Dark Crystal: The Secrets of Swarovski A Swarovski crystal. (Photo: Alexander Baxevanis/flickr) There are gems, there are crystals, and then there’s Swarovski. The improbably successful Austrian crystal manufacturer is the epitome of shopping mall luxury. Swarovski makes glass and yet the company has managed to create for itself a brand that carries weight in the luxury world, something no other manufacturer of non-gems has ever even tried. Swarovski, which celebrates its 120-year anniversary this year, is a steward of a centuries-old Bohemian tradition, making use of natural resources in the Czech Republic and Austria. Swarovski doesn’t talk about their process. A kind of glass Bambi. “Glass-making, of course, is a very very ancient technique,” says Stefanie Walker, a jewelry historian who works for the National Endowment for the Humanities and teaches at the Bard Graduate Center (among other places). To talk about Swarovski, she says, we have to first talk about sand. Glass is more like a popsicle.
The History of 1950s Makeup A Brief History of 1950’s Makeup – The age of makeup entered its golden age in the 1950’s. For the first time, unknown models began to rival the big Hollywood names in becoming the ‘face’ of makeup brands. In Britain Gala of London marketed a real sense of haute couture to their makeup range. For original downloadable guides – visit Vintage Makeup Guides. Gallery – Makeup Mirror- Women of the 1950’s. Skin improvement cosmetics began to sell as fast as the old traditional ‘face paint’. Gallery – The Makeup Looks of the 1950’s. A much heavier makeup look for the face was in order with liquid foundations and loose powder appearing on dressing tables again. The Key Makeup Looks of the 1950’s. A really glamorous decade for women’s makeup. Grace Kelly – the classic 1950s face. Marilyn-Munroe—1950s-makeup-look Mascara from brand leaders such as Maybelline was an imperative cosmetic to have in your handbag. Gallery – Makeup Adverts of the 1950’s. .© 2013 – Stevie McGlinchey – Glamourdaze.com
Transgender Models Strike A Pose In New Barneys Ads, Catalogs: PHOTOSNewNowNext by Eric Shorey 1/30/2014 Valentijn (on left) wears Giorgio Armani. Ryley (center) wears Armani Collezioni. Barneys has taken a progressive step forward with its new ad campaign and catalogs: Shot by legendary photographer Bruce Weber, “Brothers, Sisters, Sons & Daughters“ features some 17 trans men and women sporting high-end fashion available at the luxe retailer “I was exquisitely aware that in the last decade, the [lesbian, gay and bi] communities have made extraordinary advances, and the transgender community has not shared in that progress,” Barneys marketing exec Dennis Freedman, formerly the creative director of W magazine, told the New York Times. The models are depicted interacting with family members and loved ones (while still looking devastatingly gorgeous) and their personal stories are being shared on a Barney’s mini-site, The Window. One of the participants, Valentijn de Hingh, was impressed Barneys looked beyond the bottom line: h/t: New York Times @eric_shorey
Yves Saint Laurent Has Been Accused of Copying: Is the Role of Creative Director's Changing? | Tania Phipps-Rufus Saint Laurent, under the creative direction of Hedi Slimane has just been accused of copying the fast fashion retailer forever21, highlighting a burgeoning problem in the business of fashion that creative directors are far more removed from the creative process than we think. High-street brands like Forever 21 are accustomed to finding themselves associated with copying, but now the shoe is on the other foot and high fashion is getting its ideas from the high street, after fashion blogger and Marie Claire contributing editor Nicolette Mason noticed a lipstick print dress in the Saint Laurent's Fall/Winter 2015 collection almost identical to a dress from Forever21, the first to sell the lipstick dress design a few years back. FOREVER 21 (RIGHT) SAINT LAURENT, Net-a-porter.com (LEFT) These infringement cases highlight a growing problem with luxury fashion brands these days, which begs the question, just how involved are creative directors in the creative design process?
The Women Those 'Evolution Of Beauty' Videos Leave Out