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- 24 Nov 2010
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Ten of the Latest Luxury Digital Launches

An essential round-up of the latest digital launches by luxury brands, including Alexander Wang, Lexus, The Outnet, Girard-Perregaux, Hublot and Missoni.

Mobile and e-Commerce continue to dominate the use of technology by luxury brands. Missoni are experimenting with QR codes in print magazines, Audi are leveraging the iPad to connect with clients before they reach the showroom and Hublot and Girard-Perregaux applications allow users to virtually ‘try on’ timepieces. A summary of the most recent luxury launches in the digital sphere.


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Girard-Perregaux, iPhone & iPad

A considered balance of product, sales and interactivity, the Girard-Perregaux application enables exploration of the brand and its flagship models, as well as including an international geolocation tool for outlets, effectively linking the digital world to the retail world. Should users be unable to reach a physical boutique, there is a virtual ‘try-on’ function for all models, where the inbuilt camera on the iProduct is used to take a still image of the users wrist and timepieces can be superimposed and ‘fitted’ accordingly.

App: Girard-Perregaux
Developer: Boom Mobile
Source: Luxury Daily



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Autore, Website Launch

Australian South Sea Pearl manufacturer and retailer, Autore, has launched their collection of fine jewellery online, showcasing its designs against striking photography of Australian beaches and reefs, where its pearls are sourced. The website is content rich, providing extensive information on the company, jewellery, pearl production, culture and quality, Autore also provides information on authenticity and the history of pearling, providing a variety of platforms for customers to interact with the brand.

Web: Autore
Developer: Kinetik
Source: The Mo Down



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Audi A8 Experience, iPad

Audi has launched a model specific iPad application, in conjunction with the release of the 2011 A8 Sedan, which features virtual test drives, technology demonstrations and safety and engineering ‘experiences’, to allow the user to interact with the unique features of the car. The application also allows potential buyers to build and price their own custom model, discover all the product and technical specifications, read the latest news and reviews and locate their nearest dealer.

App: Audi A8 Experience
Developer: Factory Design Labs
Source: Pad Gadget



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Boutiques.com, e-Commerce

A combination of search engine technology, style guide, social media and e-commerce, Boutiques.com is Google’s first official foray into the fashion space. Their role is largely facilitative, the site integrates a range of popular digital media, specifically focused on trends and style, and allows their conversion into e-sales: you can showcase your style by developing your own boutique (like Polyvore), you can search a range of online sites through one portal (like ShopStyle), you can follow and be followed (like Twitter) and finally, you can be redirected to purchase when you find the perfect item.

Web: Boutiques.com
Developer: Google
Source: NY Times



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Missoni Collection Winter 2010, iPhone, QR Code

Missoni has chosen Mobile technology to promote its 2010 Winter Collection, developing an iPhone application to showcase the range and utilising QR code technology, in print advertising, to showcase its collaboration with experimental filmmaker Kenneth Anger. The application provides access to every garment in the entire collection, incorporating look-book stills, runway videos and the full advertising campaign, whilst a QR code placed in Missoni advertising, in the 100th anniversary issue of Women’s Wear Daily, leads to a campaign video shot by Anger.

App: Missoni Collection Winter 2010
Source: Luxury Daily



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The Outnet, e-Commerce

The Outnet has re-launched with a new brand identity and website design, to reflect the evolution from just being Net-a-Porter’s clearance site, to the independent trans-seasonal shopping destination it has become today. The new interface includes a Wishlist feature and minimalist design, moving away from the cheap and cheerful branding that most clearance initiatives are associated with. The re-branding enhances the luxury experience for the value customer and provides a more sophisticated platform in which to interact and shop.

Web: The Outnet
Source: Business of Fashion



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Hublot, iPhone

Similar to Girard-Perregaux, Hublot has integrated augmented-reality technology into its application enabling users to ‘try on’ various models. Users may also explore the range in three dimensions and access all relevant technical and product information. The company has developed a range of Horlogerie related games, which can then be shared and compared with users around the globe. The final component is the inclusion of an ‘experience’, designed to help users discover which Hublot best suits their tastes.

App: Hublot
Developer: Ivitech
Source: Fondation de la Haute Horlogerie



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Vivienne Westwood, e-Commerce

Combining archival content with the latest collections, Vivienne Westwood has launched its first e-commerce enabled website and delivered an enhanced brand experience, with rich historical content and imagery. The site provides a platform to shop for Red Label, Anglomania and MAN ranges online, as well as discover the evolution of the brand in great detail, with a chronological explanation of key time periods and collections within the brand and the designer’s life. The launch featured archive video footage of some of the best-known collections such as Le Flou Taille, Voyage to Cythera and Anglomania.

Web: Vivienne Westwood
Source: Fashion Windows



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Lexus Enform, Mobile

Although specifically designed for Lexus owners, the Enform application is still an interesting integration of lifestyle and motoring. The program allows subscribers to use eDestination Mobile, to search for points of interest and addresses and save up to 200 destinations to their vehicle, which can then be downloaded into the car’s navigation system. Lexus also includes access to vehicle information, product videos, customer service connectivity, roadside assistance and a dealer directory.

App: Lexus Enform
Developer: Tweddle Group Tecnhologies
Source: Motor Authority



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Alexander Wang

Finally, Alexander Wang launched its first e-commerce site developed by Createthe Group, which brings ready-to-wear, accessories and the T label to the American market. The site features brand-developed video content of the fitting and execution of the Spring 2011 show in New York. Collections are represented both by still images and sleek video, alongside the obligatory designer biography, contact information and store locator.

Web: Alexander Wang
Developer: Createthe Group
Source: Business Wire