A Peek Inside a Luxury Brand Manual | Scott MacFarland
I have a passion for luxury brands; it's in my DNA. When I spend time reading...don't laugh, I read about brands, marketing, digital and innovation. However, I also read about luxury brands and see how they are producing their marketing. Once in a while I am told that I think like a digital marketing nerd. You know what? This is not a glowing review about which luxury brands are performing. The All Important Brand Manual In case you don't know, a brand manual includes a comprehensive description of the guiding principles, policies and 'brand' elements required for successful communications, marketing, advertising and public relations. Today's Luxury Brand Manual It seems to me that many agencies and marketing departments are executing from the same brand manual. Hmm. 5 Common Marketing Tactics Used For Uncommon Customers Colors - Black and white: Those of us in marketing know that the colors black and white can mean. Simplicity vs. Young - Hip Music: Try visiting a luxury brand website.
Future Of Fashion: Technology On The Catwalk
By Tom Cheshire, Technology Correspondent One thing never goes out of fashion: talking about wearable technology at London Fashion Week. The jamboree shows up twice a year and technology is always at the forefront - whether it's Burberry live streaming their shows, or exotic LED dresses. Problem is that wearable technology has never been very wearable, nor very technological. Is this year any different? Well, perhaps we’re seeing wearable technology disappear, finally. Lauren Bowker is the founder of The Unseen, a label that uses advanced materials to visualise 'unseen' things like digital data. A dress designed by CuteCircuit using tech-centric threads The piece itself is closer to a sculpture than anything else, and very subtle. Video: Apple Enters Wearable Tech Market "We're not necessarily interested in implementing wires and lights and going down the wearable computing route. Video: Wearable Tech Data Worries Video: Wearable Tech: Hit Or Miss?
How to Build a Luxury Brand? Passion Is Still the Key | Horacio Fabiano
What does luxury really mean? How do you create a luxury brand? What does time tell us about luxury? To be part of the luxury world is the goal of many entrepreneurs. Among the many tools described by Maisonrouge there is one that is the most basic of them all: passion. Well-regarded firms like Hermès, Bulgari, Cartier, Lafite Rothschild, Van Cleef & Arpels, Vera Wang, Loro Piana, Reem Acra, Burberry, and J. Is this book realistic in today's world? Chevalier de la Légion d'Honour, Ketty Pucci-Sisti Maisonrouge, is not a neophyte in the luxury field. The book, published by Assouline, was presented last night at an intimate gathering at La Maison du Chocolat. Image Courtesy of Assouline
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. 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:
Fashion meets the future as garments go hi-tech
Social media users curate the runway at Fyodor Golan's London Fashion Week show An interactive garment created by Nokia Lumias became the world's first interactive smart skirt Celebrities including Alexa Chung and Pixie Geldof whip out their smartphones on the front row at London Fashion Week Apple launched its smart watch in September, allowing users to call and message friends with a click on the device Ralph Lauren's biometric shirt tracks your body's data before sending it to your smartphone Google Glass is often credited as the trailblazer of wearable tech, and the product has since been adopted by designer Diane von Furstenberg Jawbone Up tracks weight and fitness through its wristband and smartphone app, helping to integrate health management into your daily routine Fitbit has proved to be one of the most popular wearable creations, helping to fuse the gap between fashion and technology. Futuristic fashion "We have become better online than in stores.
"Technology adds an incredible advantage to fashion design"
Fashion and technology: in the first part of a series focusing on designers who are introducing the fashion world to new technologies, Dezeen speaks to architect Julia Körner about how advances in 3D scanning, modelling and printing are creating a "revolution in customised fashion pieces within ready to wear" (+ interview + slideshow). 3D-printed garments have become a common sight on the Haute Couture catwalks of designers like Dutch fashion designer Iris van Herpen. Austrian architect Julia Körner, who collaborated with Van Herpen on these digitally fabricated garments, is now working on transferring the technology used to create the elaborate garments into everyday clothing production as part of what she calls an "exciting moment in fashion design". "Body scanning and 3D-modelling techniques allow you to design towards a perfect fit, and through minimal changes in the code I can create variations of adaptations in the design," she told Dezeen.
