Today in luxury marketing - Bally aims for greater luxe; China luxury boom fuels record sales for BMW, Audi; H&M said to collaborate with Margiela on holiday collection; Miami travel tips from a luxury hotel concierge.
It used to be that fashion shows were only attended by the best and brightest VIPs and magazine editors. However, creating extra efforts at shows or events that can only be sensed by the crowd is a way to bring back exclusivity.
Louis Vuitton is raising awareness for its handbag collaboration with Japanese artist Yayoi Kusama with a mobile application that uses augmented reality, photo sharing and push notifications.
Attention to quality, craftsmanship and value is what luxury brands should demonstrate in their advertising campaigns in the event of another economic downturn, according to experts.
Toyota Corp.’s Lexus is creating more awareness for its title as the official car of the 2012 U.S. Open by hosting a Twitter chat and adding to its interactive onsite experiences.
Advertisers including Breguet, Cartier, Vacheron Constantin and Schumacher together lend a lifestyle vibe in the July issue of Condé Nast’s Architectural Digest.
Today in luxury marketing - Fisker teams up with Penske Auto to sell Karma luxury sedan; Lamborghini to launch luxury phones and tablet in Russia; Karl Lagerfeld, Shu Uemura team up; Harvey Nichols ad shows models peeing themselves with excitement.
Currently, 88 percent of U.S. adults have a mobile phone, 57 percent have a laptop, 19 percent own an e-book reader and 19 percent own a tablet, while 13 percent of U.S. adults own a laptop, smartphone and tablet.
Fashion label Christian Dior is introducing its Dior Addict fragrance line through a comprehensive social media push that includes a Facebook application, four social videos and a Twitter hashtag campaign to push the upcoming “Addict to Love” film.
Italian fashion house Bottega Veneta is using multichannel efforts that include a short film, email and catalog to push its luggage and monogramming service during the summer travel season.
Harrods is partnering with Disney to create this year’s Christmas window display that will show designer dresses inspired by princess characters as well as house a dedicated in-store shopping section.
Lazare Kaplan Intl. is looking to highlight its legacy through a new multichannel rebranding campaign called Lazare 2012 that spans mobile, digital, in-store and print efforts for its new bridal collection.
Corcoran is increasing visibility and focusing on affluent consumers through a banner advertisement in The New York Times iPhone application that points to the high-end real estate brokerage’s application.
Land Rover North America is reinforcing that its vehicles are meant for on-and off-road traveling by offering its consumers adventure advice via Facebook throughout the month of June.
Bergdorf Goodman, Harrods, Barneys New York, Neiman Marcus, Smythson, Saks Fifth Avenue and Nordstrom are sticking to digital in their Father’s Day efforts by pushing men’s gift guides via their ecommerce sites and email.
Louis Vuitton is showcasing its classic board game case covered in the signature Damier checkerboard pattern in a 60-second animated film that the label presented to its online magazine subscribers and social media fans.
The Wedding Suite at Nordstrom is looking to engage brides-to-be by partnering with Lover.ly, a new search engine-esque platform that links back to the department store’s ecommerce site.
