The Top 10 News Articles for 2010


Sophie Doran | December 29, 2010

In analysing the most read newspieces of 2010, our readers showed a distinct preference for digital, reading pre-dominantly about social media, online video and iApplications

Digital media dominated the news in 2010, much like it dominated the luxury industry. The most interesting pieces for our readers looked at what big brands like Gucci, Marc Jacobs, Burberry, Louis Vuitton and Oscar de la Renta were doing in social media, tablet applications, fashion films and blogs.

Our other most popular news pieces concerned consumer behaviour and spending habits of affluent individuals, where our readers favoured comment and analysis on studies undertaken by Unity Marketing, Vocus, Luxury Lab (L2) and BCG Research. Finally the notorious Christmas wish list, published annually by the Robb Report, had our readers dreaming of what they might give their loved ones this holiday season, to the tune of £65 million.

Oscar de la Renta, Marc Jacobs, Tiffany & Co. have spot-on social media strategies

The article discussed a study from Vocus, which suggested that social media is imperative to any luxury brand’s marketing strategy, citing examples of Oscar de la Renta’s use of Twitter, Marc Jacobs’ use of Facebook and Tiffany & Co’s use of YouTube as particularly successful examples.

“Many fans of luxury brands want to feel part of an exclusive club, so brands can use social media to bring together their biggest fans and offer them special deals, information or access to VIP events” said Clay McDaniel, principal of social media marketing firm Spring Creek Group, Seattle. “That will enhance fan loyalty, and also encourage fans to share your brand’s social pages with friends–growing your network of brand advocates virally.”

Originally published here by Luxury Daily

The best fashion apps for the iPad

The iPad launched in 2010 and sold over 3,000,000 devices in just 80 Days. As the fashion industry began to embrace iPad technology, applications started appearing for retailers and luxury brands, looking to leverage the device for e-Commerce, advertising and customer engagement projects. Writing a wrap up of the best back in September, the Financial Times suggested that e-tailers Net-a-Porter, Gilt and Yoox were three of the best, closely followed by Gucci, Shop Style, Tod’s and Max Mara.

Originally published here by the Financial Times

Quality and ethics most important brand values to affluent consumers

Discussing a study by Unity Marketing, which surveyed 1,364 affluent consumers with an average net wealth of $7.3 million, Luxury Daily identified the two most important values affecting affluent consumers luxury purchasing decisions, as quality and ethical behaviour. They suggested that luxury brands are likely unsurprised that upscale shoppers find the quality of products and services important, as marketers centre their sales strategies on delivering the best of the best. However, the level of importance placed on ethical, honest and lawful behaviour in luxury brands might be surprising to some onlookers.

Originally published here by Luxury Daily

Fashion 2.0 | Top 10 Fashion Films of the Season

The Business of Fashion presents a bi-annual round up of the best fashion films of the season, presenting a top 10 of the not-to-be-missed features by luxury and fast fashion brands. The article highlighted some compelling statistics concerning video use, most notably that ‘the number of people who watch web videos will surpass 1 billion by the end of 2010 and by 2014, web video alone will account for 57 percent of all consumer internet traffic.’

Videos included were Proenza Schouler “Act da Fool” by Harmony Korine, Gareth Pugh S/S 2011 by Ruth Hogben, Chanel: Remember Now by Karl Lagerfeld as well as the H&M; Designer Collaboration Teaser.

Originally published here by the Business of Fashion

iPad catching on as luxury-brand sales tool

CNET looked to the automotive industry, which had quickly adopted the iPad as a pre and post sales tool, to better communicate with and engage customers. Dave Heath, Acura senior manager of sales communications, remarked that the iPad was being used more and more as ‘it helps the salesman explain things you can’t see, like ‘Super Handling All-Wheel Drive’ or the ‘ACE’ body structure, in a customer-friendly way’.

The article went on to discuss Audi’s inclusion of the device at the heart of it’s A8 retail strategy, where potential shoppers could use the iPad to view features and configure a car and special iPad areas were set up in 115 Audi dealerships, alongside the paint and leather samples. “It is a little bit of dealer theatre,” said Johan de Nysschen, president of Audi of America.

Originally published here by CNET

5 keys for luxury brands to build transmedia campaigns

The article examined the concept of ‘Transmedia’ suggesting a definition for the term as ‘essentially telling one story across multiple media platforms.’

Author Tod Rathbone, director of innovation at Band Digital, suggested that its potential power has more to do with the vitality and flexibility of a good story than with the breadth of media platforms involved and went on to recommend that ‘Luxury brands with strong storylines benefit from the depth of engagement offered by transmedia campaigns.’

Originally published here by Luxury Daily

Luxury brands battle for fans on Facebook

The article by The Independent documented the increasing popularity of luxury brands on Facebook, highlighting the 3,000,000-fan milestone for Gucci and noting that Burberry (at the time of publication) were not far behind. Both brands now both have well over 3 million Facebook fans, in the case of Burberry warranting a thank you message to the digital users by chief creative officer Christopher Bailey, on the brands YouTube channel. The article then went on to discuss each company’s digital IQ, as proposed by marketing think tank, Luxury Lab, as well as their bespoke digital initiatives such as Burberry Art of the Trench and the launch of the Gucci Digital Flagship and Gucci connect.

Originally published here by The Independent

Christmas gift ideas for billionaires: the Robb Report list for the super-rich

The annual Robb Report Christmas list for the Super rich garnered much attention from the luxury media, featuring yachts, supercars and antiques – worth a staggering £65 million.

The list was topped by a three-week yachting adventure in which the buyer gets to keep a 164ft vessel afterwards – for the jaw-dropping price of £28 million. The recipient and nine friends get to spend three weeks aboard the 148ft expedition vessel Big Fish as it makes a historic journey over the Northeast Passage next summer. After the expedition the lucky recipient gets to keep the Big Fish’s sister yacht, the 164-foot Star Fish.

Originally published here by The Telegraph

How luxury brands can tap the blogosphere’s growing influence

Capitalising on the fact that luxury brands concede the importance of blogs but do not always necessarily know how best to cultivate coverage on them, digital luxury authority, Luxury Daily, wrote an article on how brands should best approach this effective but challenging new media. They suggested that ‘consumers trust blogs more compared to traditional media than they did five years ago and that brands should actively look for ways to generate positive press by developing relationships with prominent industry bloggers.’

Imran Amed, founder and editor of The Business of Fashion, was quoted: “My specific advice would be to identify bloggers and content creators who are genuinely passionate about what your brand is trying to do, build real relationships with them, so they can offer something unique to their readership."

Originally published here by Luxury Daily

The Five Species of Luxury Consumer

Finally the Wall Street Journal discussed a new report from BCG Research, who divided the luxury consumer into five distinct species in six luxury markets–the U.S., Brazil, China, Japan and Russia, and Europe. Identifying the aspirationals, the rising middle class, the new money households, the old money households and the beyond-money households, the article examined the characteristics of each group and how they each faired differently during the global financial crisis, particularly focusing on their luxury spending habits.

Ultimately they suggested that “Luxury has lost much of its mystique, and that the challenges posed by this conceptual shift will be more fundamental and lasting than the challenges that arose from the crisis.”

Originally published here by the Wall Street Journal

Reports | Social Media