Pourquoi Bernard Arnault veut faire de Vuitton une marque d'ultraluxe Une certaine fébrilité règne dans l'atelier drômois de Vuitton, à Sarras, sur les bords du Rhône, ce lundi 14 octobre. Des maroquinières s'affairent autour de leurs machines. Il n'est que 10 heures et, déjà, les premières séries du sac Capucines prennent forme. Après les ateliers d'Issoudun (Indre) et de Saint-Pourçain (Allier), c'est au tour de celui de Sarras – le maroquinier compte douze ateliers en France – de produire ce sac en cuir. Lancé en juillet, vendu à 3 500 euros, ce modèle a eu un succès si rapide qu'il était en rupture de stock en Europe, et en Chine en septembre. "Nous avons dû expédier cet été des sacs par avion vers l'Asie pour gagner trois semaines", raconte un dirigeant de Vuitton. Accélération de la production Pour répondre à la demande, les ateliers s'organisent. Les ateliers s'adaptent au tournant stratégique de montée en gamme décidé par Vuitton il y a dix-huit mois. Halte au mass market Reconquérir les Chinois Offre «haute maroquinerie» Au risque d'éroder les marges
Fashion, Social Media + Mobile Marketing Blog 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. Social media has positioned itself as the savior to these problems, because ads on Facebook, Twitter, Instagram and Pinterest mimic the activity that regular users are already doing – they just happen to be sponsored. But a new study shows that, ten years into the social media phenomenon, the noise has increased, but engagement has decreased. According to Forrester, brands are using more social media than ever. The rates at which users interact with branded social media posts has always been low, but Forrester’s 2014 study and this year’s, they’re looking even worse.
DomainIncite - Domain Name News & Opinion Fashion's Collective: A Resource in Digital and Social Media Marketing for Fashion and Luxury Brands 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. China has gone from a blip on luxury’s radar 15 years ago to the source of a third of global sales. The conditions for a luxury growth story are pretty specific. India has many of the same conditions. Brazil has also lost appeal as its currency has fallen in value. The most promising market might not be emerging but re-emerging.
TheDomains.com Why Hugo Boss is a social media king Hugo boss is a social media dynamo Luxury brands can learn from Hugo Boss’ use of social media, which is effective, drives ROI and is integrated with the company’s other marketing efforts. The apparel and accessories brand is reaching as many audiences as possible with their collaborative social media usage. Hugo Boss is having contests, sharing general brand information and is using social media to promote these types of efforts. “Social media is a viable marketing channel because it allows brands to communicate directly and frequently with the consumer,” said Clay McDaniel, managing director and founding partner at the Spring Creek Group, Seattle. “It is also an effective channel for brands to use to listen to what consumers are saying about their brand and other competing brands.” FacebookHugo Boss’ Facebook page has a plethora of brand information. Hugo Boss Facebook feed Each tab of the brand’s page is full of content such as collections, ad campaigns, videos and fashion shows. Ms.
d99604ba29a1702201914c6aa90f0b68 World Trademark Review 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 value of the top 10 luxury-goods brands -- based on interviews with more than three million consumers and an analysis of companies’ performance -- fell 6 percent, or $7.1 billion, to $105 billion as companies from Prada SpA to Cartier declined. Spending on lavish gifts has fallen in China as the government clamps down on corruption, while Russia’s shoppers are suffering from the ruble’s depreciation and sanctions tied to the conflict in Ukraine, Millward Brown said.
Digital marketing statistics articles | eMarketer Monday, April 14, 2014 Facebook’s change to its News Feed algorithm has caused uproar among many, as it drastically reduces organic reach on the social site. But while marketers see organic posts as effective, the fact that organic reach has been declining since February 2012 suggests otherwise. Finding new business is a top challenge for small businesses. Friend referrals may help, as small-business owners say they are the best marketing tactic—and a key revenue driver. An increasing number of retailers in the UK are operating across multiple sales channels, with mobile seeing particularly strong growth in this respect. Friday, April 11, 2014 According to new eMarketer figures, computers and consumer electronics will claim the greatest share of US retail ecommerce sales through 2018. Due to their limited income, younger consumers in the UK are most influenced by price when making purchase decisions. Thursday, April 10, 2014 Wednesday, April 09, 2014 Tuesday, April 08, 2014