Instagram, Twitter and Pinterest users ignore the ads - Fortune In recent months, it feels like the advertising world’s worst fears have erupted into a full-blown panic. Use of ad blockers is running rampant (last week, Howard Stern introduced ad blockers to a whole new mainstream audience). Click fraud is even more rampant. Fears of cord cutting have finally begun to affect media stocks. Luxury faces tough quest for next big market The author is a Reuters Breakingviews columnist. The opinions expressed are her own. With China demand slowing and a weaker yuan, luxury brands face less fashionable growth.
Blogging Innovation » 10 Great Brainstorming Facilitator Personas Allow me to make a wild guess. You have participated in more than a few brainstorm sessions in your life. Yes? Louis Vuitton, Chanel Rise as Prada Falls in Luxury Brand Survey Louis Vuitton and Chanel were the only big luxury brands to increase in value last year as the industry grappled with slowing sales in China and Russia, research company Millward Brown said Wednesday in the 2015 BrandZ study. Vuitton gained 6 percent to $27.4 billion, placing LVMH Moet Hennessy Louis Vuitton SE’s biggest brand atop the luxury ranking for the 10th straight year. Chanel’s value rose 15 percent to $9 billion, propelling it to fourth in the list behind second-place Hermes and Kering SA’s Gucci.
The 50 Gayest Ads Ever Why is it still so shocking to see gay people in mainstream ads? At a time when every other demographic is practically shoehorned into marketing for the sake of diversity, gays and lesbians are still all but invisible in the TV advertising landscape. But while you might not have seen many yourself, gay-themed TV ads are definitely out there. To close out Gay Pride Month, we tracked down 50 of them from around the world and organized them into seven categories that seem to keep popping up ("Lesbians Are Hot," "Don't Tell Mom," etc.). Check out the collection after the jump. Probably the most common way homosexuality is used in TV advertising is as a dramatic twist (or sometimes a punch line). 20 Predictions for the Luxury Goods Industry in 2015 - Luxury Society - Analysis Could Michael Kors issue a profit warning in 2015? 2015 will be another challenging year for the luxury goods industry. In particular, the economic instability, social unrest and armed conflict buffeting formerly fast-growing emerging markets will further drive up the strategic importance of the developed markets.
Social Media Marketing By the Numbers [INFOGRAPHIC] Donny Deutsch, the former adman and talk show host, once recounted a story about a Mitsubishi Super Bowl ad that was tagged with the URL seewhathappens.com. The ad got 600,000 clicks, Deutsch said, which prompted the carmaker to ask, "Is that good?" Deutsch answered: "We told the client it was great, so it was great!" The Mitsubishi campaign ran almost eight years ago. Have things changed? Well, as the infographic below shows, there are a lot more metrics, but are they great? Top 10 luxury brand digital campaigns of Q1 Fabergé 3D window display at Harrods Digital campaigns are an integral element to any brand’s marketing strategy, and many luxury brands introduced new projects to expand their digital offerings in the first quarter of 2015. In an increasingly technology-oriented world, it is vital for brands to provide consumers with easily navigable Web sites and ecommerce platforms. Consequently, many brands updated their Web sites and ecommerce features this quarter, in addition to using digital to create unique marketing campaigns to appeal to consumers. Here are the top 10 digital campaigns from the first quarter of 2015, in alphabetical order: Promotional image of Giorgio Armani for #Atribute
Luxe Strategy: Luxury Brands Using Social Media 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. 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. Bhargava’s and Owyang’s practices are starting points for luxury retailers who are contemplating a venture into social marketing.
fortune Few things can bring on dismissive eye-rolling in a sophisticated consumer like a luxury-goods giant talking about social responsibility and sustainable production. Inevitably, suspicions of ‘greenwashing’ and token gestures are quick to surface. Yet something of substance does seem to be happening. At one end of the spectrum, luxury powerhouses such as the Kering group, LVMH, Burberry and Hermès are beginning to integrate sustainability strategies into the mechanics of their businesses; and at the other, a clutch of innovative brands is emerging that has successfully fused ethical values with smart design. As our demands for transparency increase, sustainability – what used to be seen as a dry, technical issue involving complex studies of biodiversity and supply chains – is even becoming sexy. That investment purchase could now be a positive acquisition that safeguards the environment rather than destroys it.
What does the rise of digital marketing mean for luxury brands? The rise of digital marketing is changing the way luxury brands engage with customers, and traditional companies must embrace what is now possible in today’s connected and mobile world or be left behind. “The luxury industry is at a turning point,” said Chris Moody, creative director at brand consultant Wolff Olins, speaking at a seminar hosted by the Guardian and held in association with Harrods Media. An invited audience joined industry experts to debate the risks and creative opportunities for luxury brands enabled by digital technology. Digital interaction was a feature of the event itself, as audience members participated through an iPad app, submitting questions and voting on which ones should be addressed by the panel. The automotive industry is an example of the profound change wrought by digital, said Laura Schwab, marketing director at Jaguar Land Rover. “The amount of times people actually go to a car dealership has diminished.
Beyond the bling: the most pointless luxuries ever Try to imagine a hat made out of golden fleece, a fleece very like the one that Jason brought back from Colchis. The gold has been spun into the finest of threads, one-fifth of a human hair in diameter, before being woven and braided into a close-fitting cap that looks as if it belongs to a particularly flashy Cossack. The cap itself is magnificent, but it is the rim that makes it mythological. Constructed from short strands of golden wire, the effect is a pelt of fiery fur. It took Italian metallurgist-artist Giovanni Corvaja 10 years to develop the techniques that persuaded 1.5kg of gold to do his bidding, to bend without breaking. Then it took him another two years, working 80 hours a week, to weave and braid the hat itself, which is modelled on one of Peter the Great’s crowns.
Hermes second-quarter sales boosted by Japan Hermes, maker of the £50,000 crocodile skin Birkin bag and the £195 keyring, has weathered the downturn in demand for luxury goods in Hong Kong, unveiling a 9% surge in first-half revenues. Designer retailers have reported a collapse in demand from the key Hong Kong market since the democracy demonstrations earlier this year, but wealthy Chinese shoppers have taken their business elsewhere, and have been taking advantage of exchange rate fluctuations to buy at lower prices in Japan and Europe. Hermes said its performance was boosted by Japan, where it has made improvements to its shopsand revenue there soared 26.5% in the second quarter when measured at constant exchange rates. Paris-listed Hermes, which saw off a takeover campaign from rival luxury business LVMH last year, reported first-half sales of €2.3bn (£1.7bn), up from €1.9bn last year. “Japan generated an excellent performance over the first six months of the year, thanks to its selective distribution network,” the company said.