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Fashion Brands, Social Media and Real Time Live Streaming «FMM

Fashion Brands, Social Media and Real Time Live Streaming «FMM
Alexander McQueen A few announcements in the past couple of weeks have made me ponder the place that real-time social media plays in fashion events. During Toronto Fashion Week, all social media was forbidden during events and shows; organizers blamed weak ticket sales for this shortsighted decision. The media (traditional and “new”) and readers agreed that wasn’t the way to go and some critics even went as far as to say it set the industry back several years. As we discussed in “Fashionably Late to the Party“, it’s only to a brand’s, retailer’s or event’s advantage to leverage the power and the speed with which information is spread across social networks. The fear of relinquishing control of the brand message is what continues to fuel rejection of social mediums. Alexander McQueen made a bold decision during NYFW S/S 2010 to live stream his show straight from the runways. 1. 2. 3. 4. Twitter: Alexander McQueen Consumer Trends How McQueen could have made the experience even better:

http://insidefmm.com/2009/10/fashion-designer-alexander-mcqueen-streams-runway-show-for-fashion-week-media/

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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.

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. 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. 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.

China Slowdown Reveals Luxury’s Online Shortcomings, Study Says 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. 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?

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.” Placing Sustainability at the Heart of Kering PARIS, France — Sustainability is embedded in the very concept of luxury. A cornerstone of luxury is the long-lasting endurance of an item. And if one of the key roles of our industry is to beautify the world, we have no greater responsibility than to do so ethically and sustainably.

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.

The flexibility of digital content has opened up the possibilities of ongoing editing Radiohead wiped out its entire online presence only to debut a new single a couple of days later. DKNY erased both its Instagram and Twitter history as the fashion house headed into a new creative direction. In the wake of Hedi Slimane’s departure, Yves Saint Laurent deleted all posts from its Instagram account save for one photo of incoming creative director Anthony Vaccarello. Because the flexibility of digital content allows for ongoing editing, brands of all stripes – spanning from musicians to fashion labels – are increasingly using their online presences to reflect big changes and reinvention by wiping the slate clean. It’s not surprising, though, considering that tech savvy customers are becoming more reliant on a company’s website and social media channels as credible sources of information. But are there potential pitfalls for making such a drastic move, or does it actually work when ushering in a new era for a brand?

Luxury brands tap into social media to reach Chinese customer Luxury brands have hit some bumps on the road to expanding their sales in China, so many are coming up with new ways to reach their customers, especially younger ones, by opening up more social media accounts. CCTV’s Hu Xiaocen reports. If you haven’t noticed, an increasing number of luxury brands are showing up somewhere new these days, especially with accounts on new media. The pages have information about the brand’s latest products, their culture, and sometimes even personal tailoring services. Just a few days ago, Dior, for example, offered a limited edition of a personally tailored bag online, just in time for Chinese Valentine’s Day. It sold out in one day.

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