Today in luxury marketing – Former Marc Jacobs exec sues Robert Duffy, LVMH; LVMH CEO says Japan impact on sales limited; Prada to float 20pc of shares in Hong Kong; What Facebook’s behavioral ad targeting means for retailers.
A predominant luxury marketing rule in the past had been based on the attitude: “If a celebrity is needed to sell the product, there is a problem with the brand.”
A study by the Luxury Institute found that Hermes, Brioni and Versace rank highest in reputation and prestige compared with other luxury brands.
Sir Rocco Forte’s Brown’s Hotel in London is giving guests treatment fit for princes and princesses by introducing a Royal Wedding-themed package, but its lack of well-rounded marketing could make gaining awareness difficult.
Department store chain Saks Fifth Avenue is using Facebook to hook three upscale women to model in a Marc Jacobs-inspired photo shoot to post on its Saks POV blog.
French fashion house Louis Vuitton has expanded the reach of its fall/winter collection by streaming the fashion show that is optimized for the iPhone and iPad.
There is a high level of interest for luxury consumers making purchases via their mobile devices, but the security concern remains a large barrier.
Today in luxury marketing – Jimmy Choo plans buying back into luxury footwear brand; Starwood to unveil top luxury brand in capital; How to target affluent Facebook users.
Spending on mobile display advertising nationwide is expected to reach $1.2 billion by 2015, according to ABI Research. This is triple the $313 million that is currently spent.
