Video still of Tiffany Cooper for Karl Lagerfeld In the second quarter of 2015, luxury marketers used video content to delve deep into brand happenings. Whether presenting humorous takes on the design process or sophisticated Parisian nights, video engaged consumers on a variety of levels to showcase the medium’s power to connect and engage both on-the-go via mobile and on desktops. Video has emerged as a compelling way to script a
Video still of Tiffany Cooper for Karl Lagerfeld In the second quarter of 2015, luxury marketers used video content to delve deep into brand happenings. Whether presenting humorous takes on the design process or sophisticated Parisian nights, video engaged consumers on a variety of levels to showcase the medium’s power to connect and engage both on-the-go via mobile and on desktops. Video has emerged as a compelling way to script a
Boucheron’s Fleur de Lotus necklace French jeweler Boucheron is retracing its historic link to Indian dignitaries through its new high-jewelry collection, Bleu de Jodhpur. The four-piece high-jewelry collection symbolically ties together Jodhpur, the Indian “city of the sun” with Boucheron, known as the “jeweler of light,” as well as Paris, often referred to as the “city of light.” While many jewelers draw inspiration from locales outside their home country, Boucheron’s
Boucheron’s Fleur de Lotus necklace French jeweler Boucheron is retracing its historic link to Indian dignitaries through its new high-jewelry collection, Bleu de Jodhpur. The four-piece high-jewelry collection symbolically ties together Jodhpur, the Indian “city of the sun” with Boucheron, known as the “jeweler of light,” as well as Paris, often referred to as the “city of light.” While many jewelers draw inspiration from locales outside their home country, Boucheron’s
Dolce & Gabbana pop-up in Portofino, Italy Italian fashion label Dolce & Gabbana is catering to tourists vacationing in Portofino, Italy with a pop-up store through the month of July. Located in the heart of the fishing village, the temporary boutique carries a limited-edition collection of apparel and accessories inspired by the scenic locale. Portofino is a favorite destination for Hollywood stars, artists and other creatives, giving Dolce & Gabbana
Louis Vuitton’s flower trunk with zinc tub, 1910 French leather goods maker Louis Vuitton is giving enthusiasts a glimpse into the heart of its brand through a new atelier-based museum. The second Louis Vuitton retrospective space developed by the brand within a year’s time offers consumers a more intimate and personal look into the house’s inner workings. While the Frank Gehry-designed Fondation Louis Vuitton may serve as a fashion and
Promotional image for Nordstrom’s Instalog Luxury marketers tapped mobile’s opportunities for consumer engagement and relation management in the second quarter, creating applications that rewarded loyalty or provided exclusive brand experiences. From augmented reality-enhanced showrooms to direct text message buying, the shopping experience was improved and personalized through the use of handheld technology. As consumers continue to spend more time interacting with their mobile devices, it becomes increasingly important for brands to be present in
Lara Stone and Kate Moss for Balenciaga fall 2015 French fashion house Balenciaga may lose its creative director this fall, if rumors speculating Alexander Wang’s departure at the end of his contract prove true. Mr. Wang currently juggles his work at Balenciaga with his own eponymous label, which demands a great deal of energy and commitment. If Mr. Wang does choose to leave in the fall, he will have spent
Tiffany “Fifth & 57th” installation U.S. jeweler Tiffany & Co. is celebrating the launch of its new boutique at Britain’s Selfridges with an immersive installation that transports visitors to its New York neighborhood. Officially opened July 3, “Fifth & 57th” refers to the address of Tiffany’s flagship boutique, allowing consumers to take a stroll down a projected version of New York’s iconic Fifth Avenue complete with bustling city scenes. Giving consumers
Image from Dolce & Gabbana’s Velvet Mimosa Bloom Italian fashion label Dolce & Gabbana is giving consumers an in-depth look into its fragrances with a new digital campaign for the Velvet Collection. While many fragrance brands introduce a single video to publicize the release of a new scent, Dolce & Gabbana created a more elaborate campaign for its latest collection. Producing multiple videos will give consumers more opportunities to connect with