Bentley at Paris de Galles Bentley Motors is bringing the “British way of life” to guests staying at the Prince de Galles, a Luxury Collection Hotel in Paris. Throughout the summer, guests can partake in a garden party, sample gourmet versions of British culinary staples such as fish and chips and embark on excursions in a Bentley Flying Spur. These special experiences enable Bentley to reinforce its British heritage while
Bentley at Paris de Galles Bentley Motors is bringing the “British way of life” to guests staying at the Prince de Galles, a Luxury Collection Hotel in Paris. Throughout the summer, guests can partake in a garden party, sample gourmet versions of British culinary staples such as fish and chips and embark on excursions in a Bentley Flying Spur. These special experiences enable Bentley to reinforce its British heritage while
Exterior of Harrods with Richard Mille window displays Swiss watchmaker Richard Mille is hosting a pop-up exhibition at London department store Harrods to immerse consumers in its artisan production. The brand has set up shop in the retailer’s windows, enabling consumers to enjoy the installation from afar on the street or interact with the display by entering the store. Placing such an exhibit inside a department store, especially one that
Look from Chanel’s haute couture show While the luxury fashion industry traditionally prides itself on the craftsmanship and handiwork that goes into creating a garment or leather good, it may be starting to warm to the idea of using 3D printing in its production. At Chanel’s haute couture show last week, some of the tweed pieces that were modeled on the runway were created using 3D printing. Having one of the
Image from Trussardi’s #ElegantlyCool campaign Italian apparel and accessories house Trussardi is reaching out to aspirational consumers with a social contest surrounding its stylish Coca-Cola Light cans. For #ElegantlyCool, the brand is asking consumers to share a photo of their own Trussardi Coke for a chance to have their picture featured on a dedicated microsite and to be entered to win prizes from the fashion label. Partnering with Coca-Cola gives
Francesca’s tattoo from the #MJAfterhours video U.S. fashion brand Marc Jacobs is introducing consumers to its employees with an expanded video series that explores what they do after work. In the first video for the series #MJAfterhours Marc Jacobs introduces an employee at the Milan location who enjoys getting tattoos at a local parlor after work. By highlighting the daily lives of its employees Marc Jacobs is making its brand
Christian Gaiser is founder/CEO of Axel Springer SE’s Bonial.com Group By Christian Gaiser With the watch industry generating more than $60 billion in sales in 2013, Apple and application developers are looking to revolutionize how watches operate with Apple Watch. While expectations vary over how it will sell, one analyst predicts that 20 million of the Apple Watches will be snapped up by year-end, making it the most popular smartwatch ever.
Interior of Armani Silos In the second quarter of 2015, showing luxury brand heritage was a high priority, with a number of marketers finding innovative ways to immerse consumers in their history. Showing the constantly growing importance of digital within the luxury space, a number of brands created branded social networks or digital touchpoints to connect their consumers with each other and with customer service. Others chose to further their brand positioning through thought-provoking campaigns
Mila Kunis for Gemfields rubies Colored-gemstone miner Gemfields is increasing the visibility of its Mozambican rubies through a short film. Starring brand ambassador Mila Kunis, the film explores the “mystery and allure of rubies, one of the most precious and revered gemstones in the world.” The two and a half minute video was directed by art photographer Jeff Burton, who captures Gemfields’ rubies as the brand heads in a new
Dior Secret Garden campaign image featuring Rihanna Experts agree that multichannel campaigns are the future of luxury marketing, and many brands are eagerly embracing this strategy with new efforts that combine digital, mobile and in-store components. Multichannel experiences allow consumers to connect with a brand in a variety of different ways according to whatever is most appealing to them in a particular moment. Brands that successfully incorporate multichannel campaigns have