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Luxury Brands, Social Networks and Building Communities «FMM

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:

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Christian Louboutin Lipstick Launch - Fall Beauty Trends When Christian Louboutin ventured into beauty, we weren’t shocked to see stiletto-like spikes atop bottles of shiny lacquer—the pièce de résistance being a blood-red polish the color of his legendary soles. Adding to the famed designer’s lineup of polishes—his Scarabée collection was one of our must-buy beauty picks for fall—are lipsticks intended to make a statement. “When a woman carries a handbag, we look at her shoulders. When she slips on a pair of heels, we observe her walk. Luxury Brands Using Social Media Marketing Online Louis Vuitton - Ad Campaign How Should Luxury Brands Engage in Social Media? This past week, Women’s Wear Daily released an extensive recap of the WWD Luxury Forum. The consensus among luxury professionals is that luxury brands and retailers need to build solid marketing foundations online and those foundations (based off of social media) should focus on building communities and keeping audiences engaged.

Trouble bubbles off the catwalk for luxury brands London Fashion Week kicks off this Friday but luxury firms have other worries on their minds Friday marks the start of London fashion week, when luxury brands flaunt their Spring/Summer collections on the catwalk and throw champagne-fuelled parties to celebrate the arrival of the next fashion season. But behind the scenes, the party mood is more subdued as luxury companies nervously assess how great an impact the ongoing economic slowdown in China and the knock-on effect on European markets will have on their sales.

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.” Fendi, Tory Burch use highly-targetable Facebook ad platform to drive page traffic Fendi and BMW's Mini Motoring Facebook ads Luxury marketers such as Fendi, L’Occitane, John Varvatos, Tory Burch and BMW have been using Facebook ads to help increase brand awareness, build social networks and bring in Web site traffic. The brands have been taking advantage of Facebook advertising spots on the right-hand side of a user’s newsfeed. Facebook offers an extensive range of targeting options to ensure luxury brands are getting face- time with their target consumers. “We’re seeing luxury brands come to the same simple realization that other brands have: Facebook ads work,” said Jeff Cohen, director of social media at MDG Advertising, Boca Raton, FL.

British luxury goods market set to double The British luxury market is in rude health. In fact, it is predicted to practically double in size from 2013 – making it worth £51 to £57 billion by 2019. This intelligence comes as the result of a report conducted by Frontier Economics for British luxury trade group Walpole which has the UK's high-end and cultural industries growing at around 7.8%. The figures comprise those taken from a range of luxury brands across fashion, accessories, jewellery, timepieces, premium beauty, automobiles, wines and spirits – not least British luxury behemoths Burberry and Rolls-Royce. The last set of data recorded in 2013 had sales within these areas totalling £32.3 billion. This forecast is extremely positive news for the industry, especially in view of decreased demand for luxury goods in the Chinese market due to its economic slowdown, and comes notwithstanding the release of weak sales figures from Burberry.

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.

Will Twitter be a major contender in mobile advertising? - Luxury Daily - Advertising Twitter iPhone app Twitter recently introduced several new enhancements to the service, including ads for its mobile applications, a move that could have significant implications for marketers looking to reach a targeted audience with relevant offers via mobile. Twitter last week introduced a new site design and enhancements to its mobile app that include more robust brand pages and ads that run on the app. The news points to the bigger role that advertising in general – and mobile advertising in particular – is playing for the social networking company. “It is very significant, and a natural extension, for marketers that they can now advertise via Twitter mobile apps,” said Jed Williams, analyst and program director at BIA/Kelsey, Chantilly, VA. “Already, 50 percent of Twitter use is mobile and the platform is inherently time, location and context sensitive.

Chic or not chic? The Apple Watch Hermes Apple HQ have announced the launch of an iPad with a pencil, and an iPhone that takes “emergency selfies” [sic] – but let’s cut to the chase, because the new Apple Watch Hermes, which goes on sale 5 October, is clearly the most interesting news from Cupertino. In the story of fashion-tech partnerships, that of Apple with Hermes, home of the Birkin bag, is the most glamorous couple to date. The original Apple Watch is a good-looking watch, but the Hermes Cape Cod is more elegant, more refined. This watch is Hermes on the outside, Apple on the inside. Look at the slightly deco font of the numerals, the lozenge-shaped face, stirrup-style connection to the leather strap, the second hand in Hermes’ signature orange. The price for the double-strap version (which is The One) is $1,250 (£808), which is considerably less than you’d pay for a non-Apple Watch original Hermes Cape Cod.

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. Leonard and Gloria wear their own clothes. Photo © Bruce Weber. 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

Luxury brands must redefine the way they do business There were times when China was the holy grail for global retailers. Logo-obsessed Chinese buyers seeking opulence were armed with cash fresh from the economic boom. Luxury retail brands flocked to the new market, with the result of 35% of sales for brands such as Omega, Harry Winston and Balmain coming from Greater China, according to estimates by Exane BNP Paribas. The region is responsible for a whooping 25% of sales at Burberry and 20% of sales at Prada. The strategy of growth by opening stores in emerging and existing markets is neither new nor unique to luxury retail. It is a reflection of the modus operandi of the industrial age, where scaling growth is linked to incessant production.

New Guidelines on Models' Rights Aim to Fix Industry Wrongs LONDON, United Kingdom — In no other industry would an employee be required to pose in the snow wearing a bathing suit, or have her BMI measured due to concerns about widespread eating disorders amongst her colleagues. For years, the modelling industry has been criticised for how it protects the rights of its workers. High-profile models like Cara Delevingne and Kate Moss have spoken out about the sexual harassment and emotional pressures faced by underage girls in the business, and model health is the subject of heated public debate. But in the last few years, talk has turned to action. A flurry of laws, industry codes of conduct and educational initiatives addressing models’ rights and safety have sprung up in the world’s fashion capitals.