The Latest Digital: Shangri-La, Breguet & Louis Vuitton


Sophie Doran | June 06, 2012

Balmain joins the social sphere, Purple Magazine moves into e-commerce, Armani debuts conversations with industry leaders on Twitter and Jimmy Choo launches its own street style site

Chinese Pinterest copycat Buykee comes e-Commerce enabled

The biggest news in the digital sphere came this month when PPR signed a memorandum of understanding with online retailer Yoox, to set up an e-commerce venture for PPR’s luxury brands. The memorandum of understanding as yet includes the Bottega Veneta, Yves Saint Laurent, Alexander McQueen, Balenciaga, Stella McCartney and Sergio Rossi brands, though the shape in which the collaboration will take is as yet unknown.

Speaking recently with Luxury Society, François-Henri Pinault confirmed PPR’s ambition to have over €24 billion in revenue by 2020, of which he hopes over €1 billion will be derived from e-commerce. “We have a target of growing our luxury brand business through our single-brand online stores,” he explained.

“ François-Henri Pinault confirmed PPR’s ambition to have over €24 billion in revenue by 2020, of which over €1 billion will be derived from e-commerce ”

Of that €24 billion, Mr. Pinault believes approximately €10 billion will come from Asia. A potentially unsurprising figure given that China already has more online shoppers than the U.S. and the U.K, and nearly half a billion internet users. The challenges associated with ‘The Great Firewall of China’ have been well documented, but in some cases local copycat sites seem to be one step ahead of their western counterparts.

A recent clone of Pinterest, Buykee, takes the platform concept one step further, showing-off luxury items and also adding a direct e-commerce aspect that Pinterest currently lacks. Users can add items they like to their pin boards, and if they truly love it then they can directly purchase the item from the e-commerce stores (PSFK).

Armani, Tweet Talks

Giorgio Armani has launched a series of live discussions relating to the fashion industry, broadcast on the web through the Twitter platform using #ArmaniTweetTalks. The talks take the form of Q&A; sessions facilitated by Armani, featuring notable guests from the fashion world, chosen for their expertise and significant number of Twitter followers.

The first event took place on June 1 as part of the Armani One Night Only in Beijing event, where Yoox’s Founder and CEO, Federico Marchetti; and bloggers Susie Lau and Tommy Ton discussed China why China is rapidly shaping up to be the most influential fashion market of the twenty-first century.

Source: Fashion United

Balmain, Twitter

Balmain has launched official Facebook and Twitter accounts in a first for the storied French fashion house. Balmain CEO Emmanuel Diemoz told WWD that there’s been huge demand for information surrounding the brand — and, until now, it’s been “very closed to the consumer.” The platforms will feature runway shots, editorials, ad campaigns and backstage photos, news and broadcasts from the company’s creative director, Olivier Rousteing.

Source: WWD

Barneys, Website

Barneys has completely redesigned its e-commerce site, where shoppers can “favourite” items they like, and their selection will then appear on a personal list through a new “Favourites” tool. Users can then share their lists through social-media platforms Facebook, Twitter, The Fancy or Pinterest. Based on their choices, Barneys will also suggest items they think could be interesting. The site will also feature lists curated by celebrities, fashion personalities and other tastemakers.

Source: WWD

Breguet, App

Breguet has launched an application showcasing all the brand’s collections, as well as its worldwide network of certified points of sale, and an interactive journey into the Breguet universe. Users are invited to discover some of Abraham-Louis Breguet’s inventions that had the greatest impact on the history of Fine Watchmaking, alongside high-quality videos, images and current news.

Download: Breguet
Source: FHH

David Yurman, F-Commerce

David Yurman is bolstering its Facebook presence and encouraging consumers to shop the latest collection through the social media site. The “shop behind the scenes” Facebook app shows three unique looks from the David Yurman fall collection, with new campaign featuring brand ambassador Giselle Bündchen. Users can browse looks on the David Yurman Facebook page and finish the transaction on the brand’s Web site.

Source: Luxury Daily

Jimmy Choo, Microsite

Jimmy Choo has debuted a branded street style photography site, Choo 24:7 Stylemakers, devoted to the Choo 24:7 collection of essential shoes and accessories. The site invites visitors to submit images of themselves wearing the collection, a selection of which will be featured on the site, where other users can then ‘Like’ various looks and share on Facebook, Twitter and Pinterest. The site is also e-commerce enabled, where visitors can click on a link to shop similar styles to those in the images on Choo’s Web site.

Source: WWD

Louis Vuitton, iPad

To coincide with the launch of the book__Louis Vuitton: 100 Legendary Trunks__, the brand has launched an iPad application of the same name, at a price of $18.99 on the iTunes App Store. The app invites users to discover the secrets behind some of the most exquisite and unique trunks created by Louis Vuitton for explorers, magicians, movie stars & maharajas. Featuring videos, sound clips, unpublished texts and documents, to showcase the finest cases, boxes and other trunks crafted by Louis Vuitton, from 1854 to today.

Download: 100 Legendary Trunks
Source: Styleite

Purple Magazine, e-Commerce

Purple magazine has re-launched its online presence, where users can check out staff picks for art exhibitions in different cities, browse current and past issues, search fashion shows from seasons past and for the first time, shop at the online boutique. With input from Meri Media and Neverbland, Purple claims to be the first online magazine with a shopping tool that allows users to jump from an editorial page to the point of purchase to buy a product with a simple click.

Source: WWD

Ritz-Carlton, App

Luxury hotel chain Ritz-Carlton has launched a mobile app, incorporating QR codes and location-based services, designed to provide users with special in-hotel offers and experiences. The new app incorporates basic hotel search and reservation functionality, and social integration with Foursquare and World Concierge. “Presidential Tips” showcases a specially curated selection of tips from Herve Humler, company president and COO.

Download: The Ritz-Carlton App
Source: Luxuo

Shangri-La Hotels & Resorts, Website

Shangri-La Hotels & Resorts has revamped its website, including sharing the best of the group’s photography in a bid “to help travellers get closer to their destinations.” To commemorate the new site, the luxury hotel brand has taken to Instagram and launched #LovingTheMoment’, inviting guests to share photos of their favourite location. The new site debuts optimised search functions and will be followed by an iPhone/iPad app later this month.

Source: Luxuo

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

- The Latest Digital: IWC, Chloé & Christian Louboutin
- The Latest Digital: Bentley, Jaguar & Mercedes-Benz
- The Latest Digital: Gucci, Estée Lauder & Stella McCartney

Hospitality | Social Media