Whilst former football hooligan favourite Burberry gets a lot of kudos for its work using Facebook for brand engagement, I think that there are other fashion and luxury brands doing possibly smarter, and certainly more targeted narrowcast social media work. Here are five of them: Whilst Louis Vuitton’s adverts make me feel queasy with their [...]
The Wall Street Journal has an interesting article about how Nike and Footlocker maximised revenue from the Jordan franchise through careful timing of limited product releases. Contrast this with The North Face. Below is a Korean blog post that compares North Face winter coats with different types of high school students as the brand has [...]
Belgian luxury goods brand Delvaux teamed up with designer Bruno Pieters to come up with a slim brief case ideal for a laptop and a small amount of paper work. The bag has a soft leather interior to ensure it doesn’t scratch your laptop or tablet and comes with a zip that opens wide enough [...]
8 Trends to Watch in China’s Luxury Sector Key outtakes: Experience and self-reward are now as important as status seeking as a purchase motivation Luxury collecting is an increasing trend Digital marketing is a key battleground for consumer brands Taste-maker blogs are the new fashion magazines Branded real-world retail provides reassurance and a crucial part [...]
When I read the press release about Audi’s forthcoming A1 Quattro, it was a bit like back to the future. The car goes back to the high performance original Quattro. The short wheelbase, and white alloys resembling competition Speedline alloys reminded me of the Audi Quattro S1 which was their Group B rally car. And [...]
Why does someone who spends his working day thinking about the future and all things digital care about a mechanical watch movement? A modern quartz movement watch can be more accurate. An analogue watch has some advantages over a digital display in terms of legibility and the ability to see how much time one has [...]
adidas have posted a video of their Jeremy Scott collection for spring and summer 2012 on YouTube. As is usual with Scott’s work the men’s line isn’t as good as the women’s line and has hackneyed design touches.
Waterproof coat brand Mackintosh have released a really interesting project where they have interviewed a hundred taste-makers about the brand. The focus of this campaign seems to be the Japanese market. Tyler Brûlé kicks it off with a video that talks about the authenticity of the brand its role in the community where it was [...]
CIC who provide the IWOM set of tools (think Sysomos, Radian6 or Adobe SocialAnalytics for the mainland Chinese internet eco-system) have come up with an interesting report on online conversations around the Chinese luxury market. Key take-outs They are motivated to buy luxury goods as a way to ‘show-off’ and most of the online conversations [...]
Conspicuous consumption in Hong Kong is nothing terribly surprising if you have visited the territory’s luxury handbag exchanges a la Milan Station; but the South China Morning Post had interesting research about how this had progressed since 1997. Consumption amongst the affluent has grown steadly through boom and bust; in particular, financial products, luxury watches [...]
A great presentation by Tim Stock on the culture of luxury: if you read the blog, probably nothing you don’t know but really elegant in its delivery. The Culture of Luxury 2011 (Brand Packaging) View more presentations from Tim Stock The presentation is on Slideshare, so may not be visible to some people.
Asian brokerage CLSA put together some interesting projections about the growth of the global luxury market. Two things came out of the data when I looked at it. The degree of China’s dominance as the luxury consumer moving forward The importance of international stores to Chinese luxury purchases. It doesn’t seem to be just about [...]
French luxury ready-to-wear pioneer and Richemont Group fashion brand Chloé drove forward with an expansionist strategy for the Chinese market earlier this year with a webcast fashion show, corporate blog and an ambitious e-commerce strategy. The webcast fashion show was supposed to be about the fifth anniversary of the brand, but was more about expanding [...]
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