Tag: facebook

Luxury brands push more & more video content, as Raymond Weil directs all corporate web traffic to Facebook and Christie’s auctions Andy Warhol exclusively online

Given François-Henri Pinault’s well-documented love of technology and digital communications, it is with little surprise that the French conglomerate is turning its Digital Academy project into a permanent human resources tool.

Launched in September 2011 as a pilot training scheme, the initiative is designed to foster digital culture within its luxury and sport/lifestyle brands, including Gucci, Puma, Stella McCartney and Boucheron.

WWD reports that 400 employees have as yet taken part in training sessions in eight cities on three continents, with participation not only by digital experts, but also top brand managers and chief executive officers. The workshops are designed to strengthen expertise; help brands define and seize opportunities; develop innovation and e-commerce, and create a digital community within the group.

Anya Hindmarch, Digital Campaign

Anya Hindmarch launched a multichannel campaign entitled Anyagrams to celebrate the brand’s London Fashion Week presentation. The brand launched a digital anagram generator that produced fashion-themed nicknames for consumers and attendees, where consumers could share their new identities through social media.

Website: anyagrams.com
Source: Luxury Daily

Barney’s Outlet, Website

Barneys New York has uploaded its famous outlet sale to a permanent online space. The department store chain launched the new ecommerce site at barneyswarehouse.com, seeking to match the outlet shopping experience to that of its main ecommerce site. The move will also expand the consumer pool for the Barney’s online consumer.

Website: barneyswarehouse.com
Source: Luxury Daily

Benetti, Website

Benetti is celebrating its 140th anniversary with the unveiling of a sleek new website, supported by the “Being Unique is an Art” campaign. The site has been optimised to display full screen regardless of the platform, screen resolution, browser or device, and centres itself on the bespoke services offered by the luxury boat builder.

Website:
Source: Luxury Insider

Burberry, Runway Made to Order

Burberry launched a service called Runway Made to Order, allowing customers to order products directly from its London Fashion Week FW13-14 collection, for delivery in a matter of weeks. Clients that order accessories or outerwear from burberry.com not only have the option to personalise metal plate of a jacket or bag with their name or initials, but access video of their product being made, just for them.

Website: burberry.com
Source: Fashion United

Chanel, Video

To celebrate the 1932 Chanel fine jewellery collection dedicated to diamonds, the brand has released a video detailing the heritage of Bijoux de Diamants. The short film details the way Coco Chanel paved the way for a whole new style of fine jewellery, using collage, animation, and archival footage.

YouTube: Chanel
Source: Fashionologie

Chloé, Video

French fashion house Chloé is celebrating its limited-edition 60th anniversary collection with a series of eight mini films that celebrate the designers who have contributed to the label since its formation in 1952. The first film explores La blouse that was part of the spring/summer 1960 collection by Ms. Gaby Aghion, the brand’s founder.

YouTube: Chloé
Source: Luxury Daily

Christie’s, Online Auction

Christie’s recently completed an online-exclusive auction, featuring 125 works of art by the American pop icon Andy Warhol. The auction marked the first time that Warhol’s art was sold strictly online, with prices ranging from $600 to $70,000, offering buyers “extraordinary global access to Warhol’s work.

Website: christies.com/warhol
Source: Luxuo

Diageo Reserve, eCommerce

Diageo Reserve has launched a luxury e-commerce platform, Alexander & James, named after sprits makers Alexander Walker and James Buchanan. The online portal retails premium Diageo brands and focuses on gifts and features a dedicated area offering ideas for packaged present ideas.

The portal, created in partnership with digital agency Huge, will also link to Facebook for users to share wish lists and get reminders of friend’s birthdays. Registered members can create a wish-list to share as well. It is currently only available in the UK and will be expanded across Europe in the coming months.

Website: alexanderandjames.com
Source: Marketing Week

Gucci, Facebook App

Gucci is celebrating the launch of its newest fragrance, Guilty Black, through a Facebook application that includes a video and fragrance locator. The Facebook app includes video, information about the fragrances, campaign images and an area where consumers can join Gucci’s mailing list.

Facebook: Gucci
Source: Luxury Daily

Longines, App

Swiss watchmaker Longines is tapping its involvement in the world of alpine skiing for a new mobile application that gives enthusiasts news and updates on the sport. The app, entitled Live Alpine Skiing, allows users to find out the latest about events and competitors in the area of alpine skiing.

YouTube: Longines Watches
Source: Luxury Daily

Melia, eCommerce

Meliá Hotels International has launched an online store through which customers can buy a collection of bedroom and bathroom products featured in Meliá hotels. Amongst the items available are a choice of mattresses and bed bases, pillows, duvets and bed linen, as well as bathroom towels and bathrobes.

Website: meliahotels-store.com
Source: Hospitality.net

Miu Miu, Video

Miu Miu has unveiled the fifth film in its ‘The Women’s Tales’ series, entitled The Door, directed by Ava Marie DuVernay. The director became the first African-American woman to win the best director prize at Sundance for her film Middle of Nowhere in 2012, and seeks to illuminate both the power of female bonds and the transformative function of clothing in the short.

YouTube: Miu Miu
Source: Style.com

Porsche, Crowdsourcing

German automaker Porsche is honouring its 5 million Facebook fans by letting them collaborate on designing a 911 Carrera 4S vehicle. Each week for five weeks, Porsche invites it’s Facebook fans to vote on various specifications of the special 911 Carrera 4S model, on a different part of the vehicle.

Website: porsche.com/5million
Source: Luxury Daily

Prada, Video

Prada has launched its Spring 2013 campaign video, directed by DJA with photography from Steven Meisel. The short film features ten models – including Eva Herzigova, Saskia de Brauw & Raquel Zimmermann – each representing one of the mysterious flowers represented in the collection.

YouTube: Prada
Source: Fashionista

Raymond Weil, Facebook

In honour of Facebook’s 9th birthday, Raymond Weil chose to direct all of its corporate website traffic to its Facebook page for just one day. Acknowledging the shift in consumer behaviour and consumption of social media, the gesture intends to acknowledge the power of Facebook to connect brands and fans with their larger social “hives.”

Facebook: Raymond Weil
Source: Raymond Weil

Swarovski, Multi-Channel Campaign

Swarovski, in partnership with RO New York, has launched it’s first multi-channel campaign with ’"Passport to Sparkle", a year-long project designed to engage the consumer with an interactive in-store and online initiative inspired by travel.

The result is a powerful integrated project integrating the online and in-store experience with elements including crystallized passports, customized and collectable passport stamps, a micro-site and social media content.

Website: passporttosparkle.com
Source: RO New York

For more in the series of The Latest Digital, please see our most recent editions as follows:

- The Latest Digital: Labelux, Burberry & Chanel
- The Latest Digital: Cartier, Prada & Tod’s
- The Latest Digital: Balmain, Yoox & Mandarin Oriental

Burberry trial Square’s mobile payment processing technology, Chanel re-launches its flagship website and Labelux moves into the blogosphere.

Though we have barely reached the end of January, much has already been said about the promise of mobile marketing in 2013. From QR codes to smartphone applications to m-commerce and mobile advertising, marketers are ready to spend as consumers increasingly rely on phones and tablets for purchasing and information.

As David Sadigh of Digital Luxury Group explained to Luxury Society, “Mobile consumption is growing at a very fast pace in both mature markets such as Europe and the US, but also in emerging markets like China and Brazil. It’s probably the first time since we entered into the digital era that a technology (mobile) is gaining such momentum, at such a huge scale.”

“To illustrate this we need not look farther than Facebook, which is receiving more than 500 million monthly users from mobile, more than 7 times the size of the entire French population. And this is just the beginning. 2013 will see a major increase in mobile penetration for several reasons. Smartphone and tablet penetration will continue to grow globally, but even stronger in emerging countries.”

“ Facebook is receiving more than 500 million monthly users from mobile, which is 7 times the population of France ”

Indeed, more than 20% of Facebook ad revenue now comes from mobile, which they only launched for advertisers in March 2012. Mobile ad rates on Facebook represent a 70% price premium over desktop ads, according to BizReport.

A recent survey by the Association of National Advertisers and MediaVest revealed that a significant number plan to increase their mobile marketing budgets. Though the sample was relatively small, almost all (96%) of those surveyed currently use mobile marketing, or at least plan to use it. Furthermore, those using mobile intend to put more money mobile’s way with 85% planning to up their spending in “the near future”.

It will be interesting to see how this affects the online marketing mix for luxury brands. 2012 was the year that digital launches became less frequent and less flashy, as brands scrambled to consolidate campaigns and focus on functionality.

Burberry, Square

Burberry Brit is conducting a payment trial in collaboration with Square in its Westfield location in San Francisco. Square offers a free accessory that attaches to an iPhone or iPad and processes payments. The start-up recently announced that it is now handling $10 billion in transactions annually.

Website: burberry.com
Source: The Next Web

Chanel, Website

French fashion house Chanel re-imagined its website to better integrate product browsing with content and imagery. The new look navigation directs visitors to various product families, with a focus on video content, mobile compatibility and new social functions exclusive to its ecommerce-enabled fragrance, makeup and skincare sections.

Website: chanel.com
Source: Luxury Daily

Goyard – Le Rendez-Vous from Sam & Raph on Vimeo.

Goyard, Film

For the first time in the brand’s history, Parisian Trunkmaker Goyard has released a video, showcasing its rue Saint-Honor boutique and longstanding craftsmanship. Directed by Samuel Rixon & Raphal Hache, the short film tells the story of a young woman having a meeting on Rue Saint Honor, at the Goyard flagship store to pick up her latest custom trunk piece.

Website: goyard.com
Source: Luxuo

Labelux, Blog

Labelux, the home of Bally, Jimmy Choo, Belstaff and Zagliani, has launched The LiP blog, which stands for Luxury in Progress. The blog will showcase international creatives and their design processes, philosophy and techniques.

“Luxury in Progress is a concept that has defined the Labelux process since our inception. We thrive on discovering and learning from emerging perspectives,” explained CEO Reinhard Mieck to WWD. “The LiP will contain a collection of progressive voices from thought-leaders, creatives and sustainability visionaries sharing the latest inspirations from their worlds.”

Website: luxuryinprogress.com
Source: WWD

Shoescribe, App

Yoox has debuted a new App for its shoescribe.com site, the online destination for women dedicated entirely to shoes. Launched for both iPhone and Android, the app is available in English and Italian, and offers users the opportunity to electronically catalogue their entire shoe collection, as well as shop anywhere, anytime.

Website & Source: shoescribe.com
Download: Shoescribe

Starwood, Android App

Starwood Hotels & Resorts has debuted its Starwood Preferred Guest app on the Android platform, allowing users to book stays at Starwood’s nine hotel brands, access SPG benefits, manage SPG accounts and connect through integrated social media. The app also provides travel information such as weather, directions and information on hotel amenities.

Download: SPG
Source: Luxury Daily

Swarovski, Instagram

Swarovski celebrated its recent holiday collection with the “Multiface(t)s: Style Yourself with Jewelry” mobile application, where users could enter to win prizes by uploading their augmented reality images to Instagram. After downloading the app, users were invited to virtually try-on pieces of jewellery and upload the results to Instagram using the hashtag #swarovskistyle.

Download: Swarovski
Source: Luxury Daily

For more in the series of The Latest Digital, please see our most recent editions as follows:

- The Latest Digital: Cartier, Prada & Tod’s
- The Latest Digital: Balmain, Yoox & Mandarin Oriental
- The Latest Digital: Versace, Balenciaga & Ritz-Carlton

An excerpt from Diane von Furstenberg’s Glossi

Montblanc teams up with Harrods to launch an in-store augmented reality experience, as Herms partners with Harper’s Bazaar to retail a limited collection online.

In the past month the digital luxury landscape has been dominated by the moves of the media and retailers. As the New York times announced restructuring measures to the tune of thirty senior journalists, Net-a-Porter announced its intention to launch a full-blown fashion glossy.

As Rupert Murdoch confirmed he will shutter The Daily – the iPad-only magazine he launched two years ago – social-shopping company ThisNext unveiled Glossi, a platform which allows users and brands to create their very own digital magazines.

But perhaps nothing was more surprising, than to hear that Herms will be retailing a selection of footwear on the eCommerce venture of fashion magazine Harper’s Bazaar. Digital may have muddied the waters, but never have the lines between brand, retailer and publisher been so blurred.

Boucheron, Website

Jeweller Boucheron has relaunched its website in the colours of the new visual identity of the maison. Visitors can browse the portal in English, French, Japanese and Simplified Chinese, or take a virtual 360-degree tour through the Boucheron flagship store at Paris’s Place Vendme. For the first time, Boucheron is sharing the history of its founders and products, whilst boosting social connectivity with Facebook, Twitter, Instagram, Pinterest and YouTube integration.

Website & Source: boucheron.com

Cartier, e-Commerce

Cartier has relaunched its e-Commerce offering in the United States, with an enhanced e-boutique and 360-degree product display and videos. Alongside the online boutique, the site offers information regarding after sales service, product maintenance and store locations, as well as dedicated sections to heritage, CSR projects, events, savoir-faire and social media.

Website: cartier.com
Source: Luxury Digital

Ferrari, App

Ferrari has launched an App for brand fanatics, offering users the opportunity to discover its rich history, simulate driving, wake up to the sound of a V12, take Ferrari-themed photos with RedCam or personalise devices with wallpapers. Built for the iPhone and iPad, the app comprises of photo galleries, videos and factsheets about current and classic models as well as selected Sports Prototype and Formula 1 cars.

Download: Ferrari Mania
Source: Luxury Daily

Georg Jensen Holition Gesture Experience from Holition AR on Vimeo.

Georg Jensen, Augmented Reality

Holition has created a unique application for the special launch of George Jensen’s ‘Fusion Ring Builder’ website. The website was activated to run in store using gesture to drive product selection, simply by selecting product with a hand gesture. The user can play and see the separate components of the Fusion ring come together from all angles using the iPad, or use one of Georg Jensen’s personalised iPads at Harrods, Selfridges London and Selfridges Manchester.

Website: georgjensen.com
Developer: Holition
Source: Retail Jeweller

Harper’s Bazaar, Herms, eCommerce

Herms is set to debut some of its products on ShopBazaar.com, the eCommerce site powered by fashion glossy Harper’s Bazaar. In the first e-commerce channel outside of its own website, the French luxury house will retail six shoe styles. “We thought it would be great to expand the introduction of Herms footwear to Bazaar’s audience,” explained Herms CEO USA Robert Chavez.

Website: ShopBazaar.com
Source: Fashion United

Luxure, iPad

Luxure has launched its inaugural iPad Edition, in a bid to showcase its existing magazine content in the most spectacular, insightful and explorative of climates. The iPad Edition of Luxure will provide insight into an array of photography complemented by the new retina display, alongside rich additional content via audio, video and animation.

Download & Source: Luxure

Montblanc, Virtual Pop-Up

Harrods London and Montblanc UK collaborated to produce a virtual pop-up store, featuring an extensive selection of artworks from the Montblanc Cutting Edge Art Collection, permanently exhibited in Hamburg. By pointing a smartphone or tablet at the image displayed in one of the Montblanc Harrods windows, users could not only view the artworks, but purchase four exclusive Montblanc products through Harrods.

Website & Source: montblanc.com

Prada, iPad

In celebration of its Fall Winter 2012 menswear show in Paris, Prada collaborated with fashion illustrator Richard Haines, to produce a limited edition book featuring 150 artworks based on the collection. In the final chapter of the project the Italian brand has launched an iPad application, allowing users to take an interactive tour of a virtual palazzo designed by James Lima, to discover both the artworks and collection.

Download: Il Palazzo
Source: Prada

Shanghai Tang, App

In time for the holiday season, Shanghai Tang has launched apps on Facebook and Sina Weibo, allowing fans to create Christmas wish lists according to their Chinese zodiac sign and share it with their friends. The wish list is focused on Shanghai Tang’s Christmas collection of homeware, displayed in an animated kaleidoscope, and users can then personalise the products they want to include prior to sharing the final wish list with their friends.

Apps: Facebook, Sina Weibo

Whitewall, Website

Whitewall is pleased to announce the launch of the new beta version of Whitewallmag.com, which will continue to cover contemporary art, luxury lifestyle, fashion, and design, and how these industries intersect. Debuting on the eve of Art Basel Miami Beach (ABMB) 2012, the site will focus exclusively on pre- and day-to-day coverage of the fair.

Source: whitewallmag.com

For more in the series of The Latest Digital, please see our most recent editions as follows:

- The Latest Digital: Balmain, Yoox & Mandarin Oriental
- The Latest Digital: Versace, Balenciaga & Ritz-Carlton
- The Latest Digital: BMW, Maserati & Salvatore Ferragamo