Today in luxury marketing – Kylie Minogue becomes the face of new Lexus ad campaign; McLaren teams up with Tag Heuer to release a new watch; Couture isn’t so dead, after all, according to Givenchy, Dior, Armani and Chanel execs.
As marketers reading Luxury Daily’s Luxury Marketing Outlook 2011 will learn, savvy understanding of how the Internet and mobile influence all channels will make the difference between a successful luxury brand and one that sticks to an old formula for a different era.
Luxury retailer Bergdorf Goodman is driving sign-ups to its email database via a $2,500 shopping spree, which creates an incentive for consumers to interact with the brand.
Aston Martin is promoting the Rapide, its four-door sports car, and the Cygnet, its new compact city car, with innovative short films and social media marketing.
Fine jewelry and watchmaker for the stars Jacob & Co. hopes to bolster its creative style and spirit with consumers by naming Donnie Yen as the line’s new brand ambassador.
Spanish shoe designer Manolo Blahnik is teaming up with jewelry maker Tous to make a charm necklace to look like the iconic Manolo Campari design.
Lamborghini is flaunting 48 years of luxury automaking from 1963 to present via a mobile application.
Today in luxury marketing – LVMH says not seeking control of Hermes; Zimmerli: Swiss movement; Luxury watchmakers fishing for friends on Facebook.
The app frenzy was born in 2008, when the iPhone gave marketers the opportunity to get their brands into the hands of customers, providing immersive, viral experiences. In 2011, the industry has come a long way, providing even more opportunities for brands.
