EVENTS

[Video] LS Keynote 2019: New Platforms, New Opportunities

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Annick-Ange Logmo

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This panel featuring experts on the topic of branding and channel strategies discussed the challenges and opportunities that new social media platforms present, as well as some best practices.

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

This panel featuring experts on the topic of branding and channel strategies discussed the challenges and opportunities that new social media platforms present, as well as some best practices.

New social media platforms that have arisen in the past few years are redefining brands’ social media strategies. Disruptors like Douyin and RED (Xiaohongshu) highlight new formats brands need to consider, as well as new user demands.

Although brands are willing to embrace new digital spaces, they need to clearly understand how each platform works and the best practices.

In this video, the panel discussion moderated by TechNode Editor-In-Chief John Artman featured DLG Associate Account Director Layla Lee, PARKLU CEO and Founder Kim Leitzes and KOL Ginger and addressed the challenges and opportunities presented by these new platforms. Offering insights from different perspectives, experts discuss the importance of RED and Douyin along the user journey, why and how brands should get on these platforms, as well as the platforms’ dynamics.

Watch the video below for the full discussion.

Annick-Ange Logmo
Annick-Ange Logmo

Contributor

Annick-Ange is a French graduate from ESSCA Ecole de Management. After having lived and studied across Europe and Africa, she moved to Shanghai to study China-Europe International Business, as well as Digital Marketing. Her global perspective and her experience in luxury retail allow her to cover topics related to market trends and consumer behavior.

EVENTS

[Video] LS Keynote 2019: New Platforms, New Opportunities

by

Annick-Ange Logmo

|

This is the featured image caption
Credit : This is the featured image credit

This panel featuring experts on the topic of branding and channel strategies discussed the challenges and opportunities that new social media platforms present, as well as some best practices.

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

This panel featuring experts on the topic of branding and channel strategies discussed the challenges and opportunities that new social media platforms present, as well as some best practices.

New social media platforms that have arisen in the past few years are redefining brands’ social media strategies. Disruptors like Douyin and RED (Xiaohongshu) highlight new formats brands need to consider, as well as new user demands.

Although brands are willing to embrace new digital spaces, they need to clearly understand how each platform works and the best practices.

In this video, the panel discussion moderated by TechNode Editor-In-Chief John Artman featured DLG Associate Account Director Layla Lee, PARKLU CEO and Founder Kim Leitzes and KOL Ginger and addressed the challenges and opportunities presented by these new platforms. Offering insights from different perspectives, experts discuss the importance of RED and Douyin along the user journey, why and how brands should get on these platforms, as well as the platforms’ dynamics.

Watch the video below for the full discussion.

Annick-Ange Logmo
Annick-Ange Logmo

Contributor

Annick-Ange is a French graduate from ESSCA Ecole de Management. After having lived and studied across Europe and Africa, she moved to Shanghai to study China-Europe International Business, as well as Digital Marketing. Her global perspective and her experience in luxury retail allow her to cover topics related to market trends and consumer behavior.

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