Lanvin’s Alber Elbaz
Got to love Alber. This is a great example of how to project personality through a luxury brand rather than creating a barrier between brand and audience. After the much-less-than-perfect dance choreography, we see Alber taking centre stage at the end and busting some moves. Can’t see Karl doing that anytime soon.
Love Blossoms
Mulberry have teamed up with digital artist Daniel Brown to create a digital valentine campaign called Love Blossoms.
“The ‘Love Blossoms’ project gave the opportunity to apply cutting edge generative-art principles to an established, heritage luxury brand and create a seasonal and unique gift for each Mulberry follower,” explains Brown. “Using prints from the Spring Summer 2011 collection, each flower is generated so that no two blooms are ever the same.”
The idea allows shoppers to choose their favourite SS11 print and send the flower seed to their Valentine via email – then, on February 14th, the recipient can click on their seed and watch their flower come to life and grow in front of their eyes. And the best part? Each flower chooses it’s own organic shape, so no two flowers will ever be the same.
Using Digital Content To Market Luxury Brands
Christian Louboutin, Dancer In A Daydream
Luxury brands are growing confidence in their take up of social media marketing. Increasingly, rather than perceiving social networks as relinquishing control of their carefully branded environments, luxury brands are rapidly getting to grips with the idea of consumers as a key distribution channel in themselves. Luxury brands such as Dior are now investing their marketing efforts into the creation of fun and beautiful digital content that extends the story and messaging of their brand.
Check out a shortlist compiled by The Business of Fashion, showcasing a range of such fashion films from Chanel’s cinematic take on the sophisticated dancefloors of St Tropez, through to Christian Louboutin’s playful and quirky illustration of a creative daydream.
Consumers as your distribution channel
Social networks are set up as a perfect channel for luxury marketers to harness the power of word of mouth marketing. In a time where consumer scepticism is at an all time high, survey by PR firm, Edelman (2006) found that 67% of consumer goods sold as a result of word of mouth, by a three to one margin people are far more likely to trust “average people like me”.
As the authors over at Fashion’s Collective blog write “having a loyal customer take hold of a brand piece and share it with their circle via word of mouth is pure. solid. gold.” See full article here
Fashion marketers are now taking this one step further and engaging with consumers by providing or in some cases even co-creating content with their audience. This is the future currency that will build consumer advocacy for their fashion brand and products. “People on social networks love to share. Find the people who are passionate about your industry, your brand and your products, reward them with valuable information and content, and then watch as they put all of their passion, zeal and social media acumen to work promoting your brand to the rest of their social network.” (Ryan & Jones, 2009).
What does this mean for 2010 and beyond?
In a study by Outsell Inc (cited at LuxurySociety.com) digital spending is expected to eclipse print ad spending this year for the first time ever. With a further study by the Society of Digital Agencies showing a continued upward surge in digital media investment for 2010. 81% of brand executives surveyed expected to increase their digital projects in 2010, and 50% will be moving cash from traditional to digital budgets. See more
A marketer’s ability to identify and reward influential and loyal consumer brand ambassadors will most certainly reshape the traditional value chain as they themselves become an essential and highly effective distribution channel. The key challenge now for luxury brands is in creating such a network of well-aligned marketing partners – from social media fan communities who are powered by aspiration and desire for conversation around the brand, through to influential bloggers, and even traditional media partners such as Vogue, who, with the recent announcement of the launch of their iPad app, appear to be quickly adapting their publishing strategy to the needs of the luxury advertising sector and its increasing consumer demand for inspiring, lustworthy digital content.
Fashion Films for Digital
As Nick Knight has been at pains to point out on many occasions (and with an obvious vested interest, but nonetheless) film is the killer media for a digital world, at least it’s the most immersive and emotionally engaging that we have currently – although the landscape is changing fast. With that in mind, our friends at The Business Of Fashion recently compiled a great Top 10 Fashion Films of the Season. Well worth checking.
New website brings crowd sourcing to fashion
An Internet startup called Fashion Stake launching in coming weeks aims to shake up the fashion industry, just as peer-to-peer file sharing changed the music industry.
Fashion Stake will allow customers to directly fund fashion designers by browsing on-line collections and buying a stake in a collection in return for credits to buy clothes. Patrons can also share ideas with designers and vote on collections.
The model, inspired by Internet-based social media networks like Twitter and Facebook, taps into a growing business model called crowd sourcing where entrepreneurs go directly to customers for content, funding, and distribution.
Full story at Reuters
Condé Nast luxury titles coming to iPad
When the iPad was announced, some media partnerships were announced with it, but it wasn’t hard to guess that, in the period before the device actually comes to the market, we’ll see many more.
We already know that Condé Nast is working on an iPad version of Wired magazine, and we’ve even seen a demo version of it.
Now, New York Times reports that Condé Nast is preparing to launch some of its other top magazines on the iPad, with the first (besides Wired) being GQ, Vanity Fair, The New Yorker and Glamour. According to the NYT, when iPad arrives in April, GQ will be ready with a tablet version for that same month; Vanity Fair and Wired will follow in June, while The New Yorker and Glamour will have issues sometime in the summer.
“We feel confident enough that consumers will want our content in this new format that we are committing the resources necessary to be there. How large a revenue stream digitized content represents is an answer we hope to learn through this process,” said president and CEO of Condé Nast, Charles H. Townsend.
The magazines will be sold through iTunes (Wired will also be available in other formats); it will be a great test for the future of the iPad and the publishing industry in general. Will you simply browse the Wired website, and get the info from there for free, or will you purchase the paid version of the mag through iTunes? It depends, mostly, on how Condé Nast plans to provide extra value for iPad users.
(from Mashable)
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