Chanel, the Met Ball and Chinese consumers – News briefs

May 10, 2012

Chanel No. 5

Today in luxury marketing:

Brad Pitt announced as the new face of Chanel No. 5
The actor is set to star in an upcoming campaign for the classic perfume from the legendary French house, according to French Vogue.
Click here to read the entire story on French Vogue

Is the Met Ball becoming fashion’s biggest PR platform?
As celebrities arrived at appointed times for their red-carpet rendez-vous, fashion watchers, bloggers and end consumers around the world responded to the red carpet looks in what became an online fashion conversation of global proportions. To wit, the Met Gala hashtag was a global trending topic on Twitter, according to Business of Fashion.
Click here to read the entire story on Business of Fashion

Catering to the self-expressive Chinese consumer
Consumer behavior in China could be changing yet again. Until now, research has shown that the Chinese usually trust better-known brands, primarily because the latter help assuage concerns over product quality and safety, according to Harvard Business Review.
Click here to read the entire story on Harvard Business Review

The worthless battle between direct response and branding
For more than a decade I had focused on “direct response” digital campaigns, and with that one exchange, a client of mine was tearing it all down. My immediate response was to chalk it up to semantics — we were saying the same thing just in different terms, according to Marketing Land
Click here to read the entire story on Marketing Land