London-based department store Harrods is boasting its status in both the fashion and food industries through a digital photography campaign that is transforming the retailer’s ecommerce site into a stylish culinary experience.
Consumer packaged goods
Ralph Lauren, Hermès, Barneys New York, Patek Philippe, Chopard, Gucci and Cartier are aiming for the ultra-affluent audience by advertising in the Mediterranean-themed October issue of American Express Publishing’s Departures magazine.
French cosmetics brand L’Occitane en Provence is targeting consumers through a direct mail campaign for its Immortelle Precious Serum that includes the results of a consumer test, a product sample, a free gift offer and a link to schedule a free in-store mini facial.
Luxury marketers should focus on personalization and exclusivity in holiday social media campaigns to gain eyes during the high-volume shopping season, but combine these efforts with additional channels to be sure that the message reaches true affluent consumers.
New York-based retailer Bergdorf Goodman is pushing its in-store and online beauty event through a direct mail pamphlet that encourages consumers to shop and view lifestyle content on social media and its blog.
NEW YORK – A ForeSee executive at the Mobile Marketing Summit: Holiday Focus 2012 said that marketers must move beyond metrics and find ways to examine the consumer experience on mobile to reshape brand commerce for the holiday season.
Marketers including Alexander McQueen, Fendi, Rebecca Taylor and Furla are taking advantage of watermarked print advertisements that encourage mobile commerce.
High-end beauty brands such as LVMH Moët Hennessy Louis Vuitton, Chanel, L’Oreal Paris and Clarins are accompanied by fashion labels Cartier and Diane von Furstenberg in the inaugural issue of Condé Nast’s Allure Russia.
British automaker Aston Martin is debuting its new Silver by Aston Martin collection – a selection of silverware, travel goods and gifts – in a new shop-in-shop inside department store Harrods.
Although spending growth is slowing down, there is still a huge potential for luxury marketers to form stronger ties to the affluent Chinese consumer through digital channels, according to a study by Ruder Finn and Ipsos China.