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
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. 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. 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 So what actually happened when McQueen streamed his show on Tuesday? How McQueen could have made the experience even better: The streaming interface was sorely missing community and sharing options.
BoF Exclusive | Apple Watch To Make Editorial Debut in Vogue China - BoF - The Business of Fashion BEIJING, China — Apple’s relationship with fashion has grown from a casual flirtation to a full-blown love affair. BoF can reveal that the Apple Watch is set to make its editorial debut on the cover of Vogue China’s November issue, out this Monday, featuring Liu Wen. A spread from Vogue China’s November issue | Source: Vogue China It’s the latest in a series of activities that puts fashion at the focus of Apple’s communication strategy. On September 9th, in the middle of New York Fashion Week, the Silicon Valley-based company invited a cadre of fashion editors and bloggers to the unveiling of the Apple Watch, held at its the headquarters in Cupertino, California. Then, during Paris Fashion Week, Apple successfully squeezed itself into a hectic show schedule, staging an exclusive showcase of the new Apple Watch at Colette before attendees including Anna Wintour and Karl Lagerfeld. Apple Watch by David Sims and Karl Templer | Source: Courtesy Apple
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 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 : Pour atteindre ces objectifs, l’agence organisatrice, qui s’occupait déjà du Facebook et du Twitter de la marque, s’est rendue comte qu’il fallait engager les acheteurs et futurs acheteurs à la fois « online » et « offline ». Et voici les résultats
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. “They’re going to be forced to look inwards at how they’re running their companies,” she said by phone. By Andrew Roberts; editors: Matthew Boyle, Paul Jarvis.
Is Givenchy Really a Couture House? — The Fashion Law In light of the Fall/Winter 2014 couture shows, Alexander Fury, fashion editor of The Independent posed a question that piqued my interest: When does your status as a "couture" house expire? While Fury questioned this on the heels of the Givenchy Spring/Summer 2015 menswear show (he clarified that is was not a "a pointed menswear comment, just prompted by their Instagram" in reference to the brand's tag line, which reads "GIVENCHY OFFICIAL INSTAGRAM OF THE COUTURE HOUSE"), his question raises some interesting points beyond Givenchy. In an article that Fury subsequently penned, he noted the mystery that surrounds couture. Couture (aka haute couture) is governed by Fédération française de la couture, du prêt-à-porter des couturiers et des créateurs de mode (hereinafter "Fédération française de la couture"), a more modern version of the Chambre syndicale de la haute couture parisienne, the body that historically governed couture creation in France beginning in 1868.
Placing Sustainability at the Heart of Kering | Opinion, #BoF500, Essay | BoF 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. We may have short-term goals, like setting trends or designing new products. But what of our long-term goals? In recognition of this, over the last decade, sustainability has become increasingly integrated into businesses across many industries. But let’s be honest. The next step is to set smart targets that can help you measure your progress and then designing the solutions and actions to meet these targets. (L) Stella McCartney (R) Gucci handbag | Source: Courtesy Change is challenging at the best of times and implementing sustainability strategies will demand some degree of change across the company, which in turn, demands strong leadership. Single companies cannot do it alone.
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. 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 “I was exquisitely aware that in the last decade, the [lesbian, gay and bi] communities have made extraordinary advances, and the transgender community has not shared in that progress,” Barneys marketing exec Dennis Freedman, formerly the creative director of W magazine, told the New York Times. The models are depicted interacting with family members and loved ones (while still looking devastatingly gorgeous) and their personal stories are being shared on a Barney’s mini-site, The Window. One of the participants, Valentijn de Hingh, was impressed Barneys looked beyond the bottom line:
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. In this day and age, a brand’s online presence is equally important as – and in some cases even more so than – its offline one, argues Marta Sundac, senior editor at Highsnobiety, a fashion and culture news website. Nowadays, a well-implemented online strategy can help a brand build a sense of community, ensure customer satisfaction and create a sense of loyalty.
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. Luxury brands tap into social media to reach Chinese customer 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. If you haven’t noticed, an increasing number of luxury brands are showing up somewhere new these days, especially with accounts on new media. Zhu said the way luxury brands are marketing has changed in recent years. Some of the brands even include an online shop in their social media accounts. “I value the quality and service of luxury brands so if I want to buy something, I will go to offline stores. Related April 8, 2016