Luxury Brands Using Social Media Marketing Online «FMM 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. Ogilvy Digital 360′s Rohit Bhargava and Forrester Research Analyst Jeremiah Owyang recently compiled better practice recommendations for luxury brands venturing into the social media arena. Can luxury retailers venture into social marketing without losing their prestige, aspirational values and sophistication? “Luxury brands are the IDEAL brands to be using social media and that social networking, microblogging and online content creation represent big opportunities for these brands to really stand out, improve their customer loyalty, drive sales and, in fact, maintain the image they have worked hard to create for their brands”, says Bhargava. In order for luxury brands to distinguish themselves diluting their brand, Owyang suggests that luxury brands: 1. 2. 3. Fashism.com 4. 5.
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. 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. Burberry is filtering users – giving a smaller segment of users a more personalized experience with the brand and isolating customers who are more likely to become long-term customers.
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. Fashion Brands and Social Commerce In order to understand just how far fashion has come in the past few years, I spoke with James Gardner , CEO of CreateTheGroup , a New York-based digital firm that has established itself as a leader and pioneer in the fashion and luxury retail segments. Online shopping is becoming a socially connected event. Fashion Brands Seek New Technologies Luxury Retailers Adopt Private Sale Site Models
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 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. It is in Chanel Inc.’s best interest to take on a case against Jones.
Chanel et les blogueurs Loin de retomber rapidement dans l'anonymat comme certains le prédisaient, les blogueurs suscitent de plus en plus l'intérêt des griffes de luxe. Alors que ces dernières s'étaient jusqu'ici abstenues d'associer clairement leur image à celle des stars de la toile, certaines rumeurs laissent à penser que les choses seraient en train de changer, et ce notamment du côté de la rue Cambon... Si Boucheron n'hésite pas à inviter telles ou telles membres de la blogosphère à découvrir en exclusivité sa dernière collection de bijoux au sein de ses salons de la place Vendôme, dans son ensemble le petit monde du luxe ne semble pas encore tout à fait prêt à les considérer comme des journalistes à part entière, ni même comme des "it" girls influentes. Cela dit, il se pourrait que Karl Lagerfeld, pourtant peu familier des nouveaux "social média", soit sur le point de changer la donne. Par Lise Huret, le 18 février 2011 dans Actualité
Luxury car brand embraces social networking - Social Marketing - By all accounts, Generation Benz has proved a success for the luxury car brand. So much so that another site, this time aimed at Boomers, is planned for next year, reports AdWeek. Generation Benz, launched in May this year, is an invitation-only online community which currently boasts around 800 members of which around a third are Mercedes-Benz owners. The rest, says Stephen Canon, VP of marketing for the luxury car brand, are interested in the brand and are potential future owners. Generation-Benz provides an environment in which Gen Y customers can share their enthusiasm for the brand and marketers can form virtual focus groups around hot topics. "Mercedes-Benz has always been highly attuned to the voice of its loyal customer base, which has helped propel our brand to where it is today," said Stephen Cannon, vice president of marketing, Mercedes-Benz USA. "When our customers join the brand, they tend to stay. inShare
China Slowdown Reveals Luxury’s Online Shortcomings, Study Says | News & Analysis BEIJING, China — Last month’s yuan devaluation dealt a blow to luxury-goods makers, and those that fail to become more Web- savvy risk further damage to their business, according to a report published Thursday. From e-mails to e-commerce, expensive brands generally fall short of customer expectations online, said Isabelle Harvie- Watt, head of Luxhub, the fashion unit of advertising company Havas SA that produced the report on how the wealthy shop. With the Web playing a part in more than 40 percent of purchases, deficiencies there equate to missed sales, she said. Before China devalued the yuan on Aug. 11, that didn’t really matter. Double-digit growth in the country swelled revenue at companies from LVMH Moet Hennessy Louis Vuitton SE to Gucci-owner Kering SA. As luxury sales fall in China and the currency adjustment sparks concern that the world’s second- largest economy may be in worse shape than previously thought, “it’s crunch time” for luxury brands online, said Harvie-Watt.
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. Toast of London’s Tracy-Ann Oberman delivered the need-to-know info in a voiceover as arch as the angle of those famous red soles: he goes everywhere on a Vespa accompanied by Safquat, his Bangladeshi butler. His close, personal friends include Catherine Deneuve, Kylie Minogue and the Queen of Bhutan. Not that Louboutin’s customers are complaining.
Catch a choo, les résultats de l’opération Jimmy Choo sur Foursquare Annoncer ici Souvenez-vous, après vous avoir parlé de foursquare, le nouveau chouchou de la blogosphère et de la première marque de luxe à s’y être lancé Marc Jacobs nous vous avons parlé, en avril dernier de la chasse au trésor organisée dans les rues de Londres par la maison adorée des fashionistas : Jimmy Choo. Le concept de l’opération était simple. Les plus de 16 ans, résidant à Londres devaient suivre les « check-in » de la marque sur Foursquare afin de poursuive la paire de Jimmy Choo. La marque est avec Marc Jacobs et Louis Vuitton, une des seules marques de luxe à s’être lancées dans une campagne Foursquare marquant son côté avant-gardiste et innovant. La question que tout le monde se pose quand une marque lance une opération de cette envergure est : « quelles sont les retombées ? Les objectifs de la marque avec cette opération étaient de : Et voici les résultats
Understanding Luxury Brands and Social Media Samir Balwani is an emerging technology strategist at Morpheus Media, a firm specializing in Social Marketing, SEM, and SEO. You can follow him on Twitter @samirbalwani and get his newsletter. One of the biggest misconceptions by brand managers is that the web is not a luxury market. So, how can luxury brands engage in social media? The Luxury Market Online Before we answer the previous question, let's define the luxury market. "...within the scope of socio-psychology as a result of its connection to a culture, state of being and lifestyle, whether it is personal or collective. So, brands with scarce products and high prices must find a way to find consumers online. In November 2007, eMarketer published a report titled "Affluent Internet Users: How the Rich Live Online." Now that we know that there are luxury consumers on the Internet, and that the demographic is growing steadily, we need to determine how a brand can engage these consumers. Problems With Luxury Brands Online 1. Summary