Even as brands like Burberry, Chanel and Louis Vuitton are building buzz via Snapchat with videos and posts that target millennials, luxury marketers should be wary about going all-in on the app, according to digital marketing execs who spoke about high-end brands on a panel at South by Southwest Interacti
The secret to the luxury dollar today is what consumers do, not what they own. This shift in luxury spending makes brands reconsider their own articulation of value and the core they built their business around.
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Henri Alméras, the legendary perfumer of Grasse, stared contemptuously at designer Jean Patou and his confidant Elsa Maxwell, the plumpish society columnist from America.
This past January, French fashion house Céline set the Internet abuzz with the release of its spring 2015 print campaign. The ads quickly went viral, blazing a path across Instagram, Twitter and the blogosphere before hitting The New York Times, Forbes and The Atlantic.
When Cadillac announced last fall that it was leaving Detroit for New York's SoHo district, critics groused that the 113-year-old nameplate was desperate for some hipster chic to rub off.
As the story goes, the invention of fashion's nattiest scarf was a complete accident. In 1967, the manager of Burberry's Paris store was arranging a group of the brand's signature trench coats in the front window.
What if there were an ad that you just couldn't draw your eyes from? It's oddly captivating, almost hypnotic, and it would halt your thumb from scrolling farther down your Facebook feed.
On the World of Gucci Web page, visitors can shop the collection, watch runway videos, visit the Gucci Pet page and click through a slideshow that shows just how big the world of Gucci is.
While scores of marketers practically bear-hugged Facebook and Twitter when they first launched, seeing these social platforms as an opportunity to reach the masses, luxury brands stayed mostly out of sight, preferring to remain niche and elite. But as social becomes a key component in marketing, some luxury brands are beginning to play catch up.