back to the list send to a friend print


- 24 Aug 2011
- by
- by

The Latest Digital, Gucci, Frette & NARS

An essential round-up of the latest digital launches by luxury brands, including NARS, Frette, Stella McCartney, Jurlique, Gucci & Azimut Yachts.

In the digital realm this month, brands are overhauling and re-launching e-commerce platforms, integrating editorial content and social media to create one stop online destinations for customers and fans. It was even announced this week that industry resource will offer a selection of items from New York Fashion week, for purchase immediately online after the show. Whilst editorial has proven to be a crucial addition to e-commerce lately, it will be interesting to see what happens when a prominent media begins selling clothes.

In other news, a study from Spectrem Group consultants highlighted the importance of Facebook for the affluent, suggesting that the percentage of American millionaires current using the platform has doubled over the last year to 46% in 2011. 47% of the Ultra High Net Worth Investors (net worth of $5-25 million) surveyed are currently using the site, whilst 26% are using the next most popular social media service, LinkedIn. In a timely move Facebook has launched a How To Page for businesses, suggesting the best ways by which to leverage the platform.


Clinique, App

Clinique have devised a meteorological app designed to educate consumers as to how the weather affects their skin. Real-time weather, UV & pollution information is presented alongside recommendations to help protect skin accordingly. The app is available in six languages – English, Japanese, Korean and three types of Chinese – and includes a Clinique Store Finder and Clinique news and events.

Download & Source: Clinique Forecast


Gucci, iPad

A frontrunner in shoppable media, Gucci has launched the third version of Gucci Style, presenting a commerce enabled digital magazine with insider stories and interactive videos. The latest version features the ability to direct the poses of the models within a photo shoot video and sample tunes from Frida Giannini’s 8,000+ personal vinyl collection. Users can watch as artisans craft Gucci’s iconic Bamboo bag and Horsebit loafers, after which products can be virtually touched to learn about the craft behind each step. Interviews become interactive as the user controls the questions. The app also includes access to all Gucci Social Media channels as well as a store finder, and is available in eight languages.

Gucci has also launched its first Shoppable Video for a limited selection of pre-Fall 2011 accessories. Users simply scroll over items within the video to view the product page or click-to-buy.

Download: Gucci Style
Shoppable Video: Fall Winter 2011 Campaign
Source: WWD


Frette, Digital Flagship

Under the new leadership of Laurence Franklin, high-end Italian linen brand Frette has launched an online digital flagship for the brand. Users are able to customise some items and mix and match products from various collections. “[Frette is] targeting a younger audience through the Edmund collection, with the many beautiful images and a gifts and accessories section,” Filippo Arnaboldi, vice president, remarked to Luxury Daily.

Source: Luxury Daily


Jurlique, e-Commerce

Australian natural skincare company Jurlique has officially re-launched, developed in partnership with CREATETHE Group. The rejuvenated site seeks to integrate content, commerce and community, and features a personalised skin consultation tool and the ability to pre-order new products before they arrive in stores. The site also includes a powerful new ratings and reviews system.

Source: Business Wire


Stella McCartney, Web, iPad

The second re-launch of Stella McCartney’s website this year sees almost thirty European countries added to McCartney’s new e-commerce. New features include the ability to reserve an item online and pick it up at a boutique of the users choosing, the ability to book an in-store “Private Wardrobing” service online and the launch of the Fall Winter collection. Stella’s World iPad application has also been updated with more news, photos, and videos related to the brand, as well as behind-the-scenes coverage of McCartney’s design work for Britain’s Olympic Team and for this year’s Met Gala.

Download: Stella’s World for iPad
Source: Luxuo


Thakoon, Web

After an initial re-launch in February this year, Thakoon has again overhauled its website to include e-commerce for the first time, designed by the fashion-favourite King & Partners. The website includes a dedicated video channel, a social media hub, details of each collection and of course, the ability to shop online.



NARS, e-Commerce

In collaboration with CREATETHE Group, NARS has re-launched it’s website and e-commerce site with an elevated editorial approach stunning product photography, and rich graphic swatches. Apparently providing the most accurate shade and texture depictions currently available for online shopping. Application tips, product suggestions, how-to guides, and insight from François Nars are complimented with a faster, more streamlined checkout process, optional credit card storage, improved search functionality, and iPhone/iPad compatibility.

Source: WWD


Azimut Yachts, iPad

Designed as a virtual showroom for the Magellano 50’ model, Azimut launched an iPad application where prospective owners can tour the boat, access technical specifications, compare various layouts, browse video content and investigate its key features.

Download: Azimut Magellano 50
Source: BYM


Burberry, Facebook

Burberry have chosen Facebook to launch the new Body fragrance, where fans will be able to exclusively request a sample through the platform. The digital leader has developed a bespoke application for the process, where fans login using Facebook Connect and share their address, email and contact information for shipment. After fans have completed the sample order, they are encouraged to share the event on their Facebook wall and profile.

Source: Fashionably Marketing Me

For more in the series of The Latest Digital, please see our most recent editions as follows:

- The Latest Digital, Balenciaga, Elie Saab & Zegna
- The Latest Digital, Hublot, Dolce & Gabbana & Fabergé
- The Latest Digital, Harrods, Heesen & Starwood Hotels


If you are interested in being featured in our next edition of The Latest Digital, kindly send details of your launch to