Luxury Headlines [We Think are Interesting]
The ‘Aspirational’ Consumer: R.I.P (Brand Week)
It wasn’t very long ago that marketers were assured that most consumers were still willing to trade up. You remember, don’t you? Average Joes and Soccer Moms splurging for that extra “little” something—be it a $6 latte or a $300 Coach handbag—just because they worked so hard and deserved some of life’s finer things. A good many starry-eyed marketers predicted that, even in a recession, this be-good-to-yourself dynamic would somehow hold true. It hasn’t. While no... Read More
Luxury Brands Still Tread Lightly With Social Media (Forbes)
They say the Web dilutes exclusivity, but Burberry, Oscar de la Renta and others are starting to embrace it. For a sector as forward-thinking as the fashion industry, the reluctance with which it has ventured into e-commerce and other digital platforms–particularly social media–is more than a little perplexing. The affinity for traditional commerce and marketing channels is strong among many purveyors of luxury goods, both in the fashion sector and elsewhere. In an... Read More
Social Media
Marc Jacobs’ new ecommerce site misses out on social
In perfect timing with NYFW, Marc Jacobs debuted his first brand-owned ecommerce venture with an interactive store. The brand embodies “fun and elegance with a rebellious edge”, according to Bertrand Stalla-Bourdillon, CEO of Marc Jacobs. The online store concept aims to transform these attributes into a unique shopping experience that will resonate well with new [...]
Mobile Media
Foursquare, Gowalla or Facebook Places – How will luxury brands ‘check-in’?
Platforms like Gowalla, Foursquare, Booyah, Loopt, and Whrrl, or their French counterpart Dismoioù, that mix location, real-time and social characteristics focus less on conversations and more on creating a new and valuable location-based products. The key challenge for brands is to find ways to use these services to, not only engage customers, but also enhance [...]
Digital Strategy
YouTube Launch Strategy: a snapshot of Gucci Guilty
Luxury brands have engaged the digital environment by vividly conveying story and style via websites adorned with captivating imagery and rich media. Although cocooned by the exclusivity of brand domains, these companies are beginning to incorporate the social web into their communications mix – as you can’t be coveted if there is no one to [...]
eCommerce
Social Commerce comes to YouTube with the French Connection ‘Youtique’
Successfully combining social + commerce is a challenge that brand’s have been trying to crack for a sometime. While most have been focusing efforts on f-commerce (Facebook), French Connection (UK) has partnered with YouTube to launch a dedicated shopping channel, called Youtique. The channel features a series of videos with stylist, Louise Roe, suggesting on-trend [...]
