Gisele Bundchen is the new face of Chanel 5

Reading Time: 3 minutes

Every time Chanel announces a new face for its its iconic fragrance, Chanel 5, it is big news. This time, the French luxury house announced that Brazilian top model Gisele Bundchen will be the next face for Chanel 5. The news just bursted into the journalists and everybody is pretty much excited to see the final result.

GISELE-CHANEL

According to Chanel, the choice of Gisele Bundchen was quite obvious. She represents a natural, modern, sensual yet elegant femininity. All attributes that correspond to the Chanel 5 fragrance story. She is also probably the last true Top Model super star to be known all over the world. She is also the most well paid top models in the world and the deal with Chanel will keep her on that position. Chanel had already last year made a big statement with its Feminine fragrance by using true images and sound from Marilyn Monroe talking about Chanel 5 and how the legend of the ultimate feminine fragrance was born. We all remember as well the failure with Brad Pitt as the face of Chanel 5. In theory everybody were pretty excited about it but the execution just killed the project as nobody really liked it. Probably we can not win all the time. Here again it will definitely be the most expected ad of the end of the year. In deed Chanel informed that the TV commercial and the Print ad will be revealed for the Holiday Season at the end of the year. In the meantime you can enjoy this mood-board:

Gisele Bundchen collaborates already with Chanel in the Brand cosmetic and make up lines. So the face of Gisele Bundchen is not completely new for the Chanel fan.

Chanel-5-Gisele Chanel-5-gisele

 

gisele-bundchen-pour-Chanel

 

When we see already the make up shots we can easily imagine the kind of result we might get with the Fragrance advertising. Will Chanel continue the collaboration with Gisele Bundchen in the Makeup line as well? Why not but then she will definitely be recognized as the Chanel woman.

Chanel 5 HD

 

For now, there is nothing in the brand official website as this news is freshly revealed. Until we know more you can visit the official website of the brand to discover more about the amazing world of Chanel.
http://www.chanel.com 

Chanel made again a bold choice by choosing Gisele Bundchen. Brazil was never so on top of trends and probably this choice will open more opportunities for the Chanel Brand in a country as Brazil where the luxury market gets a double digit growth for the past 3 years. Gisele rocks and Chanel will always be Chanel.

LA

GISELE-CHANEL

 

Info sourced at Chanel official communication release. All content is copyrighted with no reproduction rights available.

A*Men Pure Wood, shaped like a man.

Reading Time: 4 minutes

Thierry Mugler always imagined impossible universes in which angels, aliens and half-gods would live in a very sophisticated way. The Mugler masculinity is shaped like a tree trunk. Solid, massive, anatomic and definitely out of any standards. When Thierry Mugler launched the first masculine fragrance of the Brand, A*Men, in 1996, it settled the track for an amazing vision of men. This vision was made of power, charisma and sophistication. In order to celebrate this outstanding vision of men, Thierry Mugler launches this summer A*Men Pure Wood.

A*Men, from the half-God to the modern dandy.

Since its launch in 1996, A*Men by Thierry Mugler was an UFO in the perfumery industry. Never a masculine fragrance was such an original creation at all levels. It fragrance, flacon, name and outer-packaging were definitely uniques. Inside this amazing sophistication, there is a true perfumery story. A*Men is a shock of contrasts.

Thierry-Mugler-Amen

It’s been 18 years since the launch and if A*Men is still present in the international fragrance market it is not by chance. It is because of the true creative nature and state of the art this fragrance has. Every single detail if this fragrance is purely qualitative and unique. The olfactory universe created has endless possibilities and reveals a powerful and magnetic vision of men. What strikes in this fragrance is the “simplexity” of its formula. Just a few key elements yet used in over-doses, like Titans combat. A vertical structure of Coffee, Oak, Patchouli, Styrax and Tonka Bean structure A*Men distinctive signature.

From this rich and amazing olfactory universe, Thierry Mugler year by year tried successfully to tell the A*Men story. Chapter after chapter we could only be surprised by the different true creations proposed by the brand. Every year, very limited editions were launched around the A*Men territory in order to captivate every men. Since 2005, it is a titanic perfumer work that was revealed that explored many facets of the A*Men fragrance. Here is a short timeline of all these creations.

Thierry-Mugler-Amen-catalog

 

As you can see, from Coffee, to spices, voluptuous notes of tobacco and Whisky or leather, the perfumery team pushed the boundaries of creation in order to bring you every year the best, the rarest and the astonishing facets of A*Men amplified a thousand times for your pure pleasure. And this year the story continues.

A*Men Pure Wood, strong as the strongest tree, shaped as a man.

This year, Thierry Mugler launches A*Men Pure Wood. In this chapter, the A*Men fragrance reveals itself with its wood facet. This facet is probably the key for the A*Men olfactory structure as it shapes, designs and edges the A*Men signature. Notes like Oak and the explosive Patchouli, gave a strong and charismatic aspect to this rich and voluptuous fragrance. Here is the teaser video published by Thierry Mugler this month in order to announce the launch of  this new fragrance.

As you can see, Thierry Mugler uses the mighty forces of nature within the natural ingredients in order to create a dream of power and sophistication. Here is what the Brand says about this new fragrance:

The untamed energy of nature collides with the refinement of A*MEN. A wild encounter, for connoisseurs only… A*MEN Pure Wood, bold seduction.”

Amen-Pure-Wood-Mugler

The iconic A*men flacon was designed to look like wood. The bright glass star reveals an intense sparkling amber fragrance as a concentrate of pure energy. The fragrance will be launched in July this year in all official Thierry Mugler point of sales. For the moment there is not much on Thierry Mugler’s official website, a part of the count-down until the launch.

Amen-Mugler-Pure-Wood

Until the launch of this very promising creation, feel free to visit the brand website: http://int.mugler.com 

A*Men Pure Wood will strike you by its force and its subtle elegance. If you wear this fragrance you will definitely knock on wood.

LA

Mugler-Pure-Wood

Info sourced at Thierry Mugler official communication, Osmoz, Wikipedia, Fragrantica and basenotes. All content is copyrighted with no reproduction rights available. 

Friday Chronicles #3: Advertainment, Desperately seeking Susan.

Reading Time: 5 minutes

The press in most of western countries have their freedom of expression. And for many years, the public opinion has always be careful about how politicians influence journalists… Or not. So we know that in France, former President François Mitterrand had the entire press on the palm of his hand. Or that Silvio Berlusconi literally owns half of the media in Italy. I am not even wondering what Vladimir Poutine does in Russia. What everybody forget is that the biggest lobby in the press is advertising. How can you stay today free in your editorial guideline when hundreds of international brands pay millions to advertise on your newspaper, magazine and website? Complex matter. And the more things go digital the more complex things get when you need to identify what is really editorial and what is paid editorial, commonly called advertorial.

The Banner days are over, native ads content became the new deal.

With the rise of Digital media, Publishers became Digital moguls. Traffic became a challenge and visibility is at stake every day. So websites templates evolved within the years in order to place more and more banners. Even Google, which success came thanks to the clean and minimalist look and feel, needed to find a way to place advertising on the result pages.
So banners became the day-to-day tool for the online-advertisers.
Nevertheless, banners and display strategies are 2 completely different things. Display strategies will integrate something much more immersive and native to the user experience onsite.
From homepage takeovers, to on-scroll formats, integrated in-article ads or even video display units… The art of displaying your digital message evolved. 2013 was the year of native advertising. Exceptional formats tailor-made for a purpose, a Brand and a website. 2013 was also a year in which mobile first became a concern. Many websites adopted responsive design technologies or at least mobile versions of their desktop sites. The experience becomes richer and the goal was and still is to have a deeper immersion into a brand or website content. Since January this year, another trend took over the spotlights, it is the Advertorial.

Advertorial, you think it is edition content but actually… It is not!

When you try to be someone you are not, only the best can dare to think it can be done. Most of the time, it does not really work as people are not stupid.
Those who would really try to disguise it, would basically publish a piece of content from the editorial team side and make you believe it is not advertising. Of course it would be very dishonest and most of the important media would let you know by adding a identification label like:

> Advertising
> Sponsored
> Ad
> Paid media
> Advertorial

Most of this techniques come from the Print as it exists now for a while. So on digital media integrate this ads into the editorial section and they are more than simple banners. Some of them can be a 1000 words piece of content, a one minute video or a photo gallery. Are people ready to spend their time on advertising? Probably yes.

The era of Advertainment has arrived

As companies improved the quality of their digital content, advertising experience is improving as well. Ads become immersive and people can spend almost one full minute interacting with an ad unit. It is what we can call Advertainment. Advertising becomes interesting, fun, surprising or all of these at the same time. Some ads get even more popular than most of the articles of an online news site.
This could be associated to the Super-bowl ad syndrome. Millions of people would never miss the ads displayed during the breaks as they all compete to be the longest, the smartest and the funniest. We talk about it before the event and several month still after the match. You might miss a few minutes during the game, but you will not miss a second of the super-bowl ads.
As digital budgets are increasing constantly, the means for doing something greater and bigger also increase. According to Techcrunch, digital advertising represented 23% of total advertising in the USA in 2013. This means a $ 503 billion spent. This is almost a 4% increase versus 2012. In other countries like Brazil and some European countries, the growth is double digit. Are Brands taking the investments away from Print and TV to switch them to Digital? Not at all. It is an added budget. So brands become pretty much powerful.

In conclusion, while Rosanna Arquette’s character tried to take Madonna’s character place in the iconic fan movie Desperate seeking Susan, advertising tries to take the place of editorial but as the 1985 movie showed, this cannot last for ever. So evolution is at stake.

Mass digital media will need then to get into the groove.
LA
Advertorial techniques

Info sourced at Bloomberg, Forbes, Wikipedia and Techcrunch. All content is copyrighted with no reproduction rights available.

The Amber Lounge exceptional auction

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Reading Time: 2 minutes

Monaco is an amazing place. It is probably one of the most exciting places to be all year long. From the Formula 1 Grand Prix, the Monaco Grand Prix historique and the luxury environment, there is always something going on. This year, the Amber Lounge will hold an exceptional charity auction that will be literally mind-blowing. For the first time, a Dominator 640 luxury Yacht will be sold. Considered as a true luxury masterpiece, you will be amazed by the quality of details, in the exterior and inside.

Dominator 640, floating palace

Created by revolutionary yacht designer, Alberto Mancini, the impeccably-crafted Dominator 640, which measures a spacious 64 feet, features a luxurious alfresco dining area at the stern, a two-person sun pad near the bow, and a roughly 150-square-foot flybridge.

Dominator 640 yacht

Dominator 640 details

Dominator 640 luxury features

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Dominator 640 Interior

Dominator interior details
The winning bidder of the Dominator yacht at the Amber Lounge Charity Auction will win the inaugural 640; the first creation of it’s kind that has, until now, been kept from private purchase. The worldwide reverence of the yacht’s palatial amenities and functional design, and its status as truly one-of-a-kind, gives the Dominator 640 an immaterial value of over €4 million.
What is amazing with the Dominator 640, is that every single detail was taking in account with an unique goal: to provide the ultimate navigating luxury experience.

The Amber lounge, expertise and prestige

Established in 2006 under the High Patronage of H.S.H. Prince Albert II of Monaco, the ultra-glamorous Amber Lounge Fashion Show is a prestigious charity event, that has raised more than €3.7 million for various charitable organisations including the Special Olympics, the Elton John AIDS Foundation and the Nelson Mandela Children’s Fund.
This year Amber Lounge will lending its hand and its network to the Brain & Spine Foundation – a charity of great sentimental value to the motorsport industry, as the recent, devastating circumstance involving F1 legend Michael Schumacher, brought the entire racing world to its knees.

For more information about this amazing luxury yacht, check the official dedicated webpage here: Dominator 640.
And if you wish to read more about this exceptional auction, check the Amber lounge website section here:
http://www.amber-lounge.com.

When luxury rimes with good actions, there is no limitations to make it happen.
LA

Info sourced at Dominator International GmbH official communication release. All content is copyrighted with no reproduction rights available.

Luxury is going to where the money is

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Reading Time: 5 minutes

With the emerging countries getting richer and richer, luxury customers changed. We used to have Americans, Japanese, Italians or even French people traveling and buying Luxury products and services at home or abroad. The entire luxury industry, from high-end hotels to Fashion, Automobile or Jewelry had adapted to these customers.
What about now? These countries are in an endless economic crisis and the ones which are driving the Luxury revenue are not the ones you think anymore. Brazil, India, China, Taiwan, South Korea are now leading in terms of luxury purchase. These countries are the ones with money, so the luxury clientèle changed a lot. Probably faster than the luxury structure itself.

Asia Pacific will rule in terms of luxury buys

According to Euromonitor, the luxury worldwide market reach more than $ 300 billion in 2013. 33% of this figure were made by Europe. It was the biggest market for luxury in the world last year. This specific market has been growing by 3 to 4% in the past 5 years which shows that luxury has never been better.
Asia Pacific
When we take a look into other regions, Asia Pacific has a triple digit growth since 2008 and every expert aligns to say that by 2018 it will be the biggest region in the world for luxury. This growth will be of coursed leaded by China and India but also by the economic expansion of areas like Indonesia and Malaysia.
China is supposed to reach a $ 14.3 billion sales in terms of Luxury goods. 79% of this sales will be made in Hong Kong. Another interesting fact is the average age for a Chinese luxury customer who is much younger than in Europe or in any Western developed country. While the luxury customer is generally over 40 years old, Chinese luxury buyers will be between 18 to 50 years old. Millionaires in China are in average 10 to 15 years younger than their fellows millionaires in Europe or in the USA.
This gives a higher margin of growth.

Latin America is more than you think

In the other side of the world, there is another giant that is waking up gently but surely. It is Brazil. The 200 million people country is right now experiencing a huge growth. With the world soccer cup in 2014 and the Olympics in 2016, the Brazilian economy is more than ever to the top. Brazil, with its 36 billionaires and 136’000 millionnaires is clearly an interesting market for luxury. You can read our full review here.
But did you know that Mexico is actually very interesting too? In 2012, Mexico overcame Brazil with a total GDP of $ 1.2 trillion says businessoffashion.com. Several brands opened stores in Mexico in the past year.

Who is buying Luxury today and why should we care?

new luxury customer
By having such a switch in terms of economy from western developed countries to Emerging players, the luxury customer changed. When you look into Premium hotels, or high-end services, we went from Americans, Japanese, German ot Italians to Indian, Chinese and Brazilian. This switch happened faster than we would think and most of the hotels or shops did not have the time to adapt. Why should we care? Well, because the world has changed and because these new customers have probably more specific needs than the previous ones.
While Japanese customers would embrace a more western lifestyle while traveling, Chinese would not. They have very specific needs in terms of food, services and the way they wish to be treated. As they cannot find an adapted welcome in hotels and shops, that is why 79% of total Chinese luxury purchase is done in Hong Kong.
Indian customers usually travel with family and they expect a very warm welcome specifically in hotels. Try to explain to an Indian customer in a very luxury hotel that his room will be available only at 14:00 and it is only 11:00. He traveled more than 10 hours with his wife and children and they need to wait. That’s not the ideal welcome they would expect.
Try to find a sales person who would speak portuguese in a luxury shop in Geneva, London, Paris or Munich. Difficult. Complicate for Brazilians to feel at ease.
What does it means in terms of business? Well, probably not much as these new customers will buy the goods in their local markets but they would probably buy more while traveling if the mechanics abroad would be better.
Some companies are trying to improve their presence locally as they see a bigger complexity yo adapt their original country structure.
The automobile industry will develop their local networks rather than adapt the existing show rooms in Europe or USA. The motor show of Shanghai became one of the biggest motor event in the world alternatively with Beijing. Some brands will develop special cars to be revealed there, like the Mini Goodwood limited edition by Rolls Royce.
Shanghai Fashion week is growing more and more popular and all Cruise collections take place in Asia rather than in the USA or in some exotic island in the Mediterranean sea or in the Caribbean. Brands are trying to adapt to who is buying their products but the distribution system still have some way to go.

In conclusion, only Brands that will embrace this change will be brands that will conquer future leadership in their fields of competence.
The future of luxury is already here. So let’s do something about it.
LA

Luxury stats new markets

Info sourced at businessoffashion.com, Euromonitor 2013 luxury study, Wikipedia, Businessweek.com, Quartz. All content is copyighted with no reproduction rights available.

The complete guide to Masculine elegance.

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Reading Time: 13 minutes

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If every morning you wonder how to dress and that elegance is for you essential, then, you are at the right place. In deed, when you start working and you wonder how should you build your wardrobe, how many shoes, ties, belts and suits… well, here below some clues to help you getting out of this mess. As the title says: A gentleman wardrobe is his best friend.

Suits, the fine signature of your silhouette.

When you finally decide to start paying attention to what you wear, especially if you have a professional reason to do so, here are some great tips concerning suits. Probably the first question you might ask is

How many suits should I buy?

Many look-advisors will tell you, it is not a matter of quantity but a matter of quality. A cheap suit will make you look cheap. There are no miracles on this point. So take you time to build a honest collection of suits. As the budget might be consequent, you better start slowly but surely. A good suit will last for several years and probably will never go out of fashion. There are some basics that you can keep for a while. So if you need to start somewhere, we would suggest to start with 3 good suits. The first choice would be a grey suit. there are more than 50 shades of grey and you might want to pick up the one that you might like the most. Do not choose a very light grey as you might have troubles to accommodate with other colors. Of course this is very personal. You can accommodate a grey suit with black and white tones and also with browns and blues. It is a easy and timeless color any men should have one.

Grey-suits-collection

The grey suit also helps to play with more colorful ties, depending on the season and the humor. Right now, take the option of a 2 button jacket. The 3 button ones are a little outdated right now and the one with one button might sound you a little weird. If it is not the case you can always take the one button if you feel comfortable. It will give you a more edgy look. In any case please, never try to button the last button of you jacket. This is something you should not do. Several reasons: First because you will look all tied and a man needs to sound free of his movements. Second, because historically, the last button is just a decoration, so you should not use it. And last but not least: Because you don’t! Another important point is the size. Always try to be as fit as possible. Nothing more horrible than a man with an oversized suit. You will look lazy and even a little dirty in a certain way. If you are in between 2 sizes, choose the smaller one and try to make the trousers and the jacket bigger with a dressmaker.

The second suit would be a dark blue one. Very chic, it represented for years a certain symbol of elegance in finance and politics. It will always give you a hell of an allure. There are a few colors that might interest you. If it is your first blue suit, we would recommend to choose an intermediary blue, meaning not very light but not very dark. A good example is the one on the top left corner of the picture below.

BLue-suit-collection

The blue suit is a very elegant one. You can accommodate with a white shirt or with a different tone of blue, normally lighter than the suit. With brown shoes and belt is a more classy day-to-day look. If you accommodate with black shoes, you better have a sophisticated look as it might be a little tricky. More an more men wear blue shoes. It is a very interesting option but you better find the right blue that will go along with your suit otherwise it might go on the wrong way.
This summer, blue suits are getting lighter and electric blues are making their appearance. It is a good idea, but you better wait for the next round of blues if you are starting your wardrobe.

The last suit in our trilogy to start is naturally the black suit. It is a classical in men’s elegance. You can wear it during the day as in the evenings. It will never go out of fashion but you better look good in it. So you will need to find the right cut for you so it looks like it was made for you. The black suit can sometimes give you a sad look so you might need to play with the shirt and the tie to make it more friendly.

black-suit-collection

The black tie look is an unstoppable one. You will always look super elegant in your black suit. Of course it might be a little too overdress for the office if you work in a more conservative area. In this case you might want to keep it for a more formal occasion, diner, cocktail or any ceremony. The black suit can be used with several colors of shirts and ties. So that it will look less ceremonial and more appropriate to the day to day. It can be also a great way to highlight a beautiful tie you might have. If you wish to wear a white shirt, then you better play with a warm-colored tie. In terms of shoes, it is definitely black shoes. You can though play with different black textures, from flat black to shiny and textured like snake or crocodile. Just be coherent with the look of your black suit.

Suits, going further …

Once you have your 3 basic suits, your next goal will be to add 2 more in time. There are several options for you. Either you wish to keep your wardrobe under the grey-blue-black theme and you can add 2 more in a different tone or you can simply go for another color. Below you will find some examples of next colors you might like to buy. Brown will definitely be the safest, but up to you to decide which suit might be worth to purchase. You might get tempted for a little fantasy then.

multicolored-suit-collection

In terms of taking care of your suits, there are a few advices you might want to consider. First of all, never wear 2 days in a row the same suit. You need to let a suit “rest” at least 2 days. This allow the suit to get its natural shape back and also from a hygienic point of view, it will allow your suit to breath. It will also avoid premature attrition. When you take out the suit you wore during the day, hang it somewhere before putting back inside the wardrobe. This will allow the natural fibers to breath and to get fresh again. If your suit has a lot of folds, you can iron it but you need to pay attention to a few things. First, if the suit is dirty, never iron the suit on the dirty area. It will fix the dirty spot for ever on the suit. Also, you never iron directly in contact with the jacket or the trousers. This might burn the fabric and your suit will be over. Always use a slightly humid protective fabric, so no risk. And the final question you could ask about a suit: How much money should you place in a suit? Here it will always depend of your ambition and your bank account. You need to see a suit as an investment. One good suit is worth 3 bad ones. If your money is tight, our recommendation would be between $800 to $1’200. It sounds a lot but be sure that you will have suits for at least 5 years. If you can place a higher budget, between $1’600 and $2’000

Shirts, your second skin.

You are building your wardrobe and you get along with the suits but now what about the shirts? How many should you buy and what colors’? or materials? To start, you should have at least 5 shirts, one for each day of the working week. In deed you need to change shirts everyday. Wearing the same shirt 2 or more days in a row is dirty. So be clean. To start the below choices would be the essentials that would allow you to accommodate them in several ways with your first suits and ties. 2 white shirts, one grey, one light blue and one stripped in a different color depending on your suits and ties.

Shirts-first-five

Ideally you will need to have around 10 to 15 shirts which would allow you to make almost endless combinations. If you travel a lot, you might need to make some calculations to be sure of never lack of shirts. If your travel will last more than 2 weeks, you might find a local service where you are to have your shirts cleaned (sometimes even cheaper than home).
Should you have regular button shirts or Cufflinks shirts? Well, this is a matter of personal taste. Our advice would be to have at least one shirt to be wear with cufflinks, so you can use that one for very special or important occasions. Elegancy would tend to pretend that only shirts with cufflinks are acceptable but nowadays things are much more democratic in a certain way. Another important point on shirts, always choose a shirt 100% cotton. Or with a minimum of 65%. Otherwise you will not be comfortable. Avoid silk shirts or any fancy fabric unless you work in a circus or a cabaret. A beautiful shirt does not require a lot of decorative details, it is the beauty of the fabric and the cut that matters. In this sense, never buy a shirt that is too tight or too large. A nice shirt is a shirt that fits you like a glove. If you are between 2 sizes, buy the larger one and get it adjusted to your silhouette by a dressmaker. Of course you can also have personalized shirts. It will cost you more but for sure it will be a perfect result.
Another often question we see about shirts is the usage of an under-tshirt with your office shirt. Should you wear one or not? Frankly there are pros and cons. From an elegance point of view, try to avoid it as much as possible as it makes your look a little ruff. Many man with issues of perspiration try to make it less visible by wearing a tshirt underneath. Others are cold so they try to have an extra layer. So if you do not have any specific problem, just avoid it.

“Tie me or Tie me knot?”

Ties are always a factor of what is trendier: To wear it or to not-wear it? There are waves  of every 5 years, more or less, that will push you to switch from one way to another. If your job does not require to wear a tie, you will probably navigate from one trend to another. If your job requires the usage of a tie, then, you might not care about trends. You will then care about which tie should you wear. And here are some specific advices.
How many ties should you have? Well there is a minimum between 5 to 10 ties that would allow you to make combinations almost endlessness. From this amount, then you will never have enough some how. The most important thing is to match your ties with your shirts and suits. If you need to start your tie collection, we put together here a wall of ties, you might find an inspiration.  From top to bottom you will see the priorities in terms of colors and shapes.

Wall-of-ties

Another important point about ties is the knot! Which knot for which tie, shirt and suit? Here again it depends as it is a lot a matter of taste, style and sometimes your shirt collar, etc.
Here is a recap of the main knots you can do with your tie.

Tie-Knots-graphics

Nowadays as ties tend to be thinner than before, the knots are also simpler than before. Windsors and double-windsors are less trendy as they make big knots. So if you wish to keep things tight, you might wish to keep it simple knot or half-windsor. As you wish. Some people tend to say that the more you are “fatter” the biggest the knot should be and the “thinner” you are, the simple the knot should be. It is a matter of proportions and aesthetics.

Shoes and Belts, essentials.

In terms of shoes, there are a few basics you need to have and to start with. You should have at least one pair of Richelieu and another pair of derbys or Mocassins. Make your choice with a full leather shoes, nothing plastic or fake leather should be taken in consideration. We are talking about your feet here. You can start with a black and a brown pairs of shoes. This will allow you to match all your suits and shirts.

Black leather shoes

Brown leather shoes
Once you have your basics, make sure to take good care of them. Never wear the same pair of shoes more than one day. Try to alternate so that your shoes have time to rest and get its initial shape. Ideally 3 to 5 pairs are ideal as you can really change often. As for the suits, make sure you place a certain price. Good shoes should last for several years.
In terms of other accessories, there are a few things to know nit then, it is up to you.
For Belts, you need to start with leather. One black and one brown. You can also opt for a reversible belt but having 2 belts would make them last longer. From this base, you can match your suits and shoes with other belts. Just make it simple and discreet unless you are a cowboy. Cufflinks and tie clips are also recommended but not necessary. If you do not feel comfortable with these you can pass on these. Otherwise you can choose carefully. Always try to be qualitative and elegant.

A man’s suit is a man’s first visit card. Very often you just have one first single occasion to make a good impression. Now you have the keys to succeed it.
LA

Men-fashion-advice-tips-features
Info sourced LuxuryActivist editorial team. All images came from Google images mosaic images search. All images are used just for illustration purposes. All content is copyrighted with no reproduction rights available. 

Hublot and the Office des Vins Vaudois: hoop Schwiiiz !

Reading Time: 5 minutes

This week it was announced the collaboration between the prestigious Swiss watchmaker Hublot and the Office des Vins Vaudois (The Office of Vaud wines). This  association starts with a 3 years collaboration and we could summarize it as a true Swiss story. The partnership started with a 30 years old friendship between Jean Claude Biver, head of LVMH Luxury Watches, and Pierre Keller, the President of the Vaud wine office.

Jean-Claude-Biver-Pierre-Keller
Photo: Bilan.ch

This news reflects what we could call the Swiss ingenuity. Switzerland became one of the leading countries in the world for innovation and luxury because of the strength Swiss people has to achieve their dreams: Persuasion, determination, cleverness and the respect of trustful relationships.

The idea of this amazing association is to promote the richness of Vaud canton in Switzerland and abroad. Vaud has a very interesting richness in terms of wine and watchmaking, which translates the foundations of the relationship between Hublot and the Office Vaudois des vins. Vaud has a combination of several weather conditions that makes the perfect region for wine culture. Several vineyards are present in the region and each one has its own interest and classification.

Vaud-wine-map

The Canton of Vaud is the third largest of Swiss cantons by population and fourth by size. It is located in Romandie, the French-speaking western part of the country, and borders the canton of Neuchâtel to the north, the cantons of Fribourg and Bern to the east, Valais and Lake Geneva to the south, the canton of Geneva to the south-west and France to the west. The capital is Lausanne, officially designated “Olympic Capital” by the International Olympic Committee and host to many sport organizations. The canton had 725,944 inhabitants as of 2011.

Close by Lausanne, there is a specific area called Lavaux. The Lavaux consist of 830 hectares of terraced wineyards that stretch for about 30 km along the south-facing northern shores of Lake Geneva. Although there is some evidence that vines were grown in the area in Roman times, the actual vine terraces can be traced back to the 11th century, when Benedictine and Cistercian monasteries controlled the area. It benefits from a temperate climate, but the southern aspect of the terraces with the reflection of the sun in the lake and the stone walls gives a mediterranean character to the region. The main wine grape variety grown here is the Chasselas.

Office-Vins-Vaudois-landscape-lake Office-Vins-Vaudois-landscape-lake-vines Office-Vins-Vaudois-landscape-lake-lavaux Office-Vins-Vaudois-lake-lavaux

This is what Jean Claude Biver says about the Lavaux:

The Lavaux is a land with 3 suns. The first sun is obviously the solar star. Here in Lavaux we have one of the softest weather conditions of all South Alps. The second sun is the Geneva Lake. It operates as a giant mirror that reflects the sun and emanates the solar ray of light to the vineyards. Final but not least, the 3rd sun are the stones of the Lavaux terraces. It captures the energy of the sun during the day and give it back during the night.

The Corbusier used to say: “With all the stones of Lavaux, we could build a city that would host 500’ooo people”. Under cantonal law, the vineyards of the Lavaux are protected from development. Since July 2007, the Lavaux is one of theUNESCO World Heritage Sites.

Office-Vins-Vaudois-landscape-autumn Office-Vins-Vaudois-landscape

In order to reveal to the press and to officialize the partnership in a very nice way, Hublot and the Office des Vins Vaudois organized a nice evening press conference at the prestigious Lausanne Palace. During the evening we were able to taste amazing white and red wine from the region as well as a delicate appetizers, all specials from the region.

Pierre Keller is the heart of all this. His endless energy and determination is the biggest asset in the promotion of Vaud wines. He has a vision and wishes to bring international awareness to Vaud wines. All over the world he will visit potential partners and customers. From Japan, to China and soon South America in Brazil. He is probably one of the greatest ambassadors for Switzerland. As Jean Claude Biver declared during the presentation: “Nothing of all this would be possible without Pierre Keller”.

Pierre-Keller-Jean-Claude-Biver-Lausanne-Palace-2 Pierre-Keller-Jean-Claude-Biver-Lausanne-Palace

Here are the different wine varieties present in the Vaud region:

  • Chasselas
  • Chardonnay
  • Pinot Blanc
  • Pinot Gris
  • Gewurztraminer
  • Doral
  • Gamay
  • Pinot Noir
  • Gamaret
  • Garanoir
  • Plant Robert
  • Merlot
  • Mondeuse
  • Syrah
  • Cabernet Sauvignon
  • Servagnin

As you can see, Vaud is such a small region yet it has such a wide selection of wines. It shows the richness of the region and the nice weather conditions. You could also ask: What is the relationship between Wine and Watchmaking? Naturally, Jean Claude Biver has the perfect answer for that. He explains that a bottle of wine is like a watch. Both are timekeepers. When you open a bottle of wine from a certain year, you will drink the memories of that year, so that there will be always an emotional connection between the people drinking the wine and the wine itself. Watchmaking is an activity that requires precision, dedication, state of the art at work and time. The same is for Wine making. Both activities have passionate men, trying to make the best of what they do and to share it with others.

Hublot-office-vins-vaudois-association

If you want to read more about this amazing region and their wine treasures, please connect to the official Office of Vaud wine: http://www.ovv.ch. And of course, if you wish to discover the amazing timepieces manufactured by Hublot, please explore the official Brand website: http://www.hublot.com.

If you were looking for a good reason to visit the Vaud region, now you have the perfect excuse!
LA

 

Info sourced at the official press conference organized by Hublot and the Office des vins Vaudois, Bilan.ch, wikipedia. All content is copyrighted with no reproduction rights available. 

Friday chronicle #1: Fashion pulp fiction

Reading Time: 5 minutes

The fashion industry is a mighty powerful institution and Fashion designers collect a great amount of creativity. Every year rising stars make their entrance in the international fashion scene and shooting stars just vanish in the forgotten sands of unsuccess. Behind the fancy sparkles of fashionistas, there is a tremendous industry. Sometimes it shines bright and strong, and other times, human misery and depression await you around the corner of a catwalk.

The fashion industry, economicus-machina

Today in the world, we count between 14’000 to 16’000 fashion designers. By 2016, expert estimations calculates the total amount of 21’000 talented people. 25% of them are and will be self-employed whereas the others will work for a fashion company as employee. Overall, the fashion industry employs more than 4 million people worldwide.
In terms of sales, the world fashion industry, including clothing, textiles, footware and luxury goods represented last year over a $ 2.8 trillion.
In 2014, only the womenwear is supposed to pass $ 621 billion sales.
China is the biggest producer of fashion fabrics in the world. Every year 3 billion tons of Fabrics are produced and it represents the 3rd position in China annual GDP ($ 8,2 billion in 2012).
Every year, 232’000 people visit New York during the 2 fashion weeks. This provides to the city an extra $ 20 million revenue.

Fashion publicita-heroica

Despite the revenue produced by Fashion, this peculiar industry has also the power to spend it. They represent one of the biggest advertising spendings in the world, not only because of seasonality rhythm but also in terms of being an image driven industry.

“Away from the eyes, away from the heart”

While Print advertising decreased by 4% last year, Fashion and Luxury print advertising increased. Condé Nast announced a +3% for Vogue. Time Inc announced a +2% for InStyle, Elle Magazine had an amazing +3.3% and Harper’s Bazaar had a 1.3% increase (Source: Adweek).
In the world last year we almost reached an amazing $ 200 billion in advertising. Mostly leaded by the US market, advertisers were never so dynamic as they are now, especially with the burst of Digital advertising: Display, SEM and Social. Brands completely embrace the digital era in order to reach a maximum number of people with their messages. Last year, Burberry announced they would use 60% of their total marketing budget to digital advertising activities.

Killing yourself for 7mn of ephemeral glory

While the Fashion industry became a huge business machine, it also has its glorious moment, most of them are summarized by the Fashion show or catwalk or runway. Several times a year, Fashion brands unite in single events called Fashion Weeks: one for Spring/Summer and another for Autumn/Winter. There are also some other “rendez-vous” for Cruise. All important cities in the world have their fashion week. New York, Paris, Milano but also São Paulo, Shanghai or Zürich. It is a global business, so it is a global show. They represent the important appointments between Brands, Media and potential buyers. If you fail your fashion week, probably half of your year will be bad. And as we know, certain media moguls have the power to reveal brands but to kill them too. So a Fashion show is that precise moment in which more than 1’000 hours of work will fly by during 7 minutes.

Everything is über-perfect

Behind the sparkles, the feathers, the silk and the leather, there is the work of thousands of people and most of the time they all give birth in pain. And the hottest a brand is, the hardest is to work there. 24h return flight to Hong-Kong to pick up 12 sorts of perfect premium cashmere, back to Paris or London and realize that finally the “mighty studio” do not want them anymore. Or working everyday for 2 weeks until 4am (including weekends) because suddenly half of the collection is not ok.

We have a “button problem”

The evening before the fashion show, the designer decided that all buttons of the entire collection should have the brand name in the back and not in the front. Why? Because it was more elegant. So the entire slaved crew worked all night to take all the buttons out and stitch new ones in order to avoid the biggest shame of all during those endless 7 minutes. As we all know, half of the clothes presented will never reach a store and being wear by someone right?
So every year, nobody talks about the mental and physical suffering that is hidden in the different creative studios and that builds the foundations of all splashing and colored runways. At least it is all wrapped with Champagne, Sushis and Taxis bills refunding.
Of course we could also talk about many other jobs in which stress, extreme psychological pressure or hard working conditions push people to the limit but probably the press talk much more about it.
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So next time you buy a piece of clothe, you might think that some people spent hours creating, preparing, producing or selling it, so that you could wear it, hopefully more than 7 minutes.

LA

Info sourced at AdWeek, Forbes magazine, wikipedia, Brands annual reports 2012 2013. Featured image source here. Please note the brands and model in the featured image has no direct relation with the article. Its meaning is for illustration purposes only. All content is copyrighted with no reproduction rights available.

Georgia May Jagger is… Angel by Thierry Mugler.

Reading Time: 3 minutes

There are stories that will last for ever. And these stories will always renew as if they were just new. And this is the case for the first iconic Fragrance by Thierry Mugler, Angel. This year, Mugler revealed the new egerie for the brand and the blue star fragrance: Georgia May Jagger. Despite the fact she is a it girl, she is the daughter of Jerry Hall, the iconic face for Angel, 20 years ago. A beautiful story from mother to daughter, as a symbol of timeless transmission, as a story that repeats endlessly.

Georgia-May-Jagger-Jerry-hall

Angel by Thierry Mugler is probably one of the most amazing creations of the past 20 years. It created a new olfactory direction and revealed a new facet of femininity. It is a great success story for such a great creation.

Jerry Hall became the face of Angel in 1995 with the amazing advertising in the desert. She was Thierry Mugler’s muse for the Angel fragrance and also for the fashion.

angel-1995-jerry-hall

More than 20 years after Jerry Hall, her daughter, Georgia May Jagger, becomes the new face of the blue star fragrance. Thierry Mugler revealed the first visuals in order to give us a hint of the ambiance. Cannot wait to see the final result.

Georgia-May-Jagger-Angel-Mugler-mood Georgia-May-Jagger-Angel-Mugler Georgia-May-Jagger-Angel-Mugler-ad

She is the 8th face to represent the Angel woman. Here is the list of all the previous egeries.

  • 1992 – Estelle Lefebure
  • 1995 – Jerry Hall
  • 1998 – Amy Wesson
  • 2003 – Ana Maria Cseh
  • 2006 – Bianca Balti
  • 2008 – Naomi Watts
  • 2011 – Eva Mendes
  • 2014 – Georgia May Jagger

You can read our full review about Angel here for its 20th anniversary.  After several changes at the Brand with the Star, it seems that some positive news are coming now. Last night The Met New York hold their Charity Gala and you could see Georgia May Jagger in an amazing Mugler Dress. And she was not alone. She was in very nice company as we could also see Ms Virginie Courtin Clarins, the new head of Fashion for Mugler. Both were very elegant and true spokesperson for the Brand. Probably it is the first time for years that we see a CEO of a company as beautiful and elegant as the spokesperson top model. Nice, yet it is what Virginie Courtin Clarins has in her mind that will interest the Brand fans in the incoming years. With a new Artistic Director, David Koma, the Brand expects a move forward.
Georgia May Jagger

Virginie Courtin Clarins
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Georgia-May-Jagger-Angel-Mugler-mood

To discover more about this amazing glamorous brand, visit the official website:
http://www.mugler.com

The sky has a new star, and she is the brightest, it is the Angel one.
LA

 

Info is sourced at the brand communication release and Facebook page. All content is copyrighted with no reproduction rights available.

Facebook unpublished posts – next level of advertising.

Reading Time: 9 minutes

Since Facebook realized that monetization was a crucial and key factor to survive (specially since its stock market entrance), Mark Zuckerberg teams have developed many ways to succeed. The main one is allowing companies to generate revenue through advertising. In deed, Social media becomes purely media now. Check our complete review about Facebook ad tools here and generally about Social media here. In term of best practice for Facebook advertising, the state of the art are the Unpublished posts.

Targeting is everything

facebook-targeting

Since Facebook allowed companies to talk to non-yet-fans about its pages, companies realized 2 things. The first one is that investments can be quite high and the second thing is that targeting is key. In deed, if you pay to engage with new people you better reach the right one, or let’s say the ones that interest your business. And Facebook became the king of targeting thanks to people’s Facebook personal profile. Every time you declare spontaneously what you like in terms of music, literature, movies, hobbies, etc.. you add more information to Facebook database that can be used by companies to better target appropriate advertising. So if you like to travel, you might get ads to join travel community pages or to benefit from travel agencies services. Targeting with Facebook ad manager is pretty much precise and fine. There are more than 50 different layers on your profiling tool, from relationship status, to education, age, interests or geographic topics. The goal being a perfect match between your company, your page and your message and the people you reach.

Fans acquisition vs Promoted Posts

When you are starting a Facebook fan page for your company, one of the first advertising actions you might do is what Facebook call fans acquisition. The idea is to tell to Facebook users that your page exist and that they should join your fan community. As Facebook will never do that without a financial reason behind, you need to start an awareness campaign. The idea is simple. The Ad manager will allow you to establish a potential audience and the build of an attractive message in order to recruit new fans.

facebook-fan-acquisition

With the Facebook tool, you can only play by the rules. Otherwise you can also find several companies that will provide you fake fans for a couple of dollars. It will be a waist of money and you might end up banned by Facebook. So you better play by the rules. And the rules are pretty simple. You decide your budget, you define your audience and what kind of person you wish to reach and you build an engaging message. This would display your message to thousands and sometimes millions of people. The ones interested by your message will click to your link and like your page. This phase is basically described as “Hello, I am this company and this is our official page. Join”.

Another tool very efficient is the promoted posts. As Facebook decides who should see your post or not, you often need to boost the visibility of your post towards your own fans. And the more it goes, the less people you reach without paying. 2 years ago, you could organically reach between 15 to 25% of your existing fan database without any problems. Today? You probably reach between 2 to 6% maximum. If you want to go beyond, you need to pay. So if you worked very hard to acquire a qualified fan base, lets say, of one million fans. Today, without any paid media, you can reach 20’000 to 60’000 people. And if you pay to push your post, then you might hope to get between 500’000 to 850’000. Of course you can go beyond your level of fans. Let’s say a page with 10’000 fans. You can boost a post you published to your fans and beyond. So depending on your budget, you can reach 30’000 to 400’000 fans. Depending on the message and the targeting, you might even end up with some new fans.

The unpublished post, paradox or real opportunity?

When you start doing a strong Facebook advertising strategy, you realize that all your messages cannot be published at the same time. While best practices proves that posting twice or 3times per week maximum is already a lot for a company’s page, advertising opportunities are growing. So how to place all your advertising messages in your timeline? Well, the answer is you don’t.  Facebook developed an option called Dark posts of Unpublished posts. This allows you to create ads that will not be published on your timeline. This allows to reach very targeted audience without messing up with your fan page. It might sound paradoxal placing content that will not be published in your timeline but actually this is part of the top best practices in terms of Facebook advertising. According to Facebook guidelines, the more you customize your message, the best results you get and the cheapest is your cost. The interest of the unpublished posts is in the fact that you can choose a very specific audience and offer a dedicated specific message without bothering your existing fans. You can use it for a recruitment process of a very specific new audience or to develop a specific theme. As you can imagine costs are also optimized and you might get a better return on investment. Here are some average results measured by InsideNetwork.

ROI-unpublished-posts-CTR ROI-unpublished-posts

The success of the unpublished posts is probably due to the evolution of Facebook users habits. Today, 1.2 billion people in the world have a Facebook account. 22% of total world population have a smartphone and 7% a tablet. Mobile is democratizing the usage of internet as it is cheaper to buy a phone or a tablet rather than a computer. In this sense, a majority of Facebook users access regularly their account via mobile. We also realize that in the past 2 years the average number of “friends and pages you like” per user went from 100 to 230. This increase of connections makes it harder to follow all the news in each people’s or company’s page. That is why the majority of Facebook users “consume” news updates directly in their newsfeed. Very few people visits the pages of their friends and of the companies they follow. visibility in the newsfeed is key because you might be simply invisible if you focus only on your timeline.

Facebook-new-newsfeed

As we can see, the new habits of Facebook users brings an adaptation of advertisers to build their campaigns in a different way. And here how it works.

Unpublished posts, the tutorial

To create a Dark post or an Unpublished post here are the following steps. Fist of all you need to use Google Chrome or you need to download Power Editor from Facebook Ad manager. On the examples below, we used Google Chrome. In both cases the usage of the Power editor is crucial. If you are already a good Facebook advertiser, you are using Power editor anyway. If this is not the case, you might start now! Ok, first things first. When you get to the Ad Manager console, you have on the left sidebar the option “Power Editor”. You need to click on it (image below).

Unpublished-Posts-Tutorial @LuxuryActivist.com

Once you are on Power Editor,  you might accept to synchronize your campaigns if it is your first time. You can do it as it does not change anything on your current settings. then on the top left side there is a drop down menu with the option Manage page. You click on it

Unpublished-Posts-Tutorial-2

By clicking on “Manage Page” you will need to choose which page you wish to use for your ad campaign. If you have several pages, you will be asked to choose one, if you have only one page, the choice is pretty straight forward :-).
The next step leads you to a “Posts” console. You can see all the posts you created. On top of the listing, you can see a button called “Create Post”. If you click on it, you have a new window that allow you to create a new post. You can Build your post with the different elements like texts, images and links. In the bottom part of this window, you have the interesting option about the unpublished posts. You can use the option: “This post will only be used as an ad” and it is said below “This post will not get organic distribution” (see below image).

Unpublished-Posts-Tutorial-3

Then, once you get the post ID, you can simply promote it via the ad manager method. This is a very interesting method for companies with intense and specific ads campaigns, or several product categories. It allows to keep the timeline “clean” and to manage the different messages among different target groups. According to Facebook, the tool might evolve in the future to become a super-ad-management system. It is definitely creating a new interest on the Power Editor tool, which professionalizes the advertising activity .

Please note that it is not only a money deal. If you wish to accomplished amazing results, your content needs to be highly engaging, interesting, qualitative and viral. The content quality is key to optimize your results, even on the advertising side. A last important highlight is about the engagement rate of your page. The less “interesting” a page is, the less the content of this page will be shown. So if you wish to keep your visibility high, you need to make sure your content is good and that you keep a high engagement rate.

Facebook-unpublished-posts

Now you know how unpublished posts work and how you can go further in your Facebook advertising strategy.
LA

 

Info sourced at Facebook website and Facebook blog. Images source here, here, here and here. All content is copyrighted with no reproduction rights available.