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The Latest Digital: Gucci, Estée Lauder & Stella McCartney
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Just months into 2012, both luxury brands & consumers show a commitment to integrating technologies and building connections between online & offline communications Pinterest drives almost as much referral traffic…
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
Just months into 2012, both luxury brands & consumers show a commitment to integrating technologies and building connections between online & offline communications
Pinterest drives almost as much referral traffic as Twitter and Google, and more than YouTube and Google+
Just months into 2012, both luxury brands & consumers show a commitment to integrating technologies and building connections between online & offline communications
When we took stock of the digital luxury realm in 2011 and mused about what could eventuate in the coming twelve months, our experts believed that brands would begin to move away from experimenting with one platform at a time and instead seek to integrate communications across multiple channels.
The current toast of digital integration is undoubtedly Pinterest, an image-based social network that allows users to organise and share things they discover on the Internet. The self-described Virtual Pinboard facilitates sharing from basically anything on the web, without the technical limitations of using single-system platforms like Facebook, YouTube, WordPress or Twitter. Users are invited to discover those with similar tastes and better navigate the information-overloaded super highway.
Pinterest is not a new phenomenon but its influence is increasing at breakneck speed. Shareaholic reports that it is driving referral traffic to websites and blogs at a rate of 3.6%, ranking above the likes of Google+ and YouTube, and falling just short of Twitter (3.61%) and Google (3.62%). Digital Luxury Group also recently revealed that Pinterest’s growth rate is similar to that of Facebook when it started in 2006. The rapid 4,000 per cent increase fittingly earned Pinterest a coveted place in the top 10 social networking and forums of 2011.
Stella McCartney, Interactive Digital Campaign
To celebrate the release of its L.I.L.Y. fragrance, Stella McCartney has launched an interactive campaigned developed by New York-based Gin Lane and led by Emmett Shine and Dan Kenger. The first touchpoint launched at Selfridges, as a large interactive video installation that detected passers-by using Microsoft Kinect cameras.
When visitors passed in front of the cameras, the motion triggered a switch from pre-set video content to exclusive behind-the-scenes video of Malgosia Bela during the campaign shoot. Based on distance, motion and state-of-the-art gesture technology, users controlled the interplay between two video monitors from Oxford Street. A smartphone application was also launched, alongside a microsite using Facebook Canvas, available with an U.K. IP address.
Website: stellamccartney.com
Agency: Gin Lane Media
Source: Fashionably Marketing Me
Oscar de la Renta, The Board
Oscar de la Renta has taken the concept of engagement one step further and invited advocates of the brand to upload inspirational images to ‘The Board’, as Mr. de la Renta and his team begin work on Resort 2012. The platform was developed by Futureman Digital, to address the need for a digital concept to both enhance the runway show experience and provide the Oscar de la Renta fanbase with a new way of interaction with the brand.
Website: theboard.oscardelarenta.com
Developer: Futureman Digital
Source: Luxury Daily
Sotheby’s International Realty, iPad
Sotheby’s International Realty has developed an iPad application for its U.S. listings, where potential buyers can view maps, hi-resolution images, local surroundings and payment and tax information. The free app has been created in partnership with Smarter Agent. It draws heavily on geolocation technology, using a consumer’s current location to show the listings immediately near, as well as lifestyle and entertainment venues near chosen properties.
Website: sothebyshomes.com
Developer: Smarter Agent
Source: Luxury Daily
Gucci, Shoppable Video
For the second season, Gucci has launched its advertising campaign alongside a shoppable video, where users can click-to-buy from a selection of twelve accessories and leather goods featured in the print campaign. The video was launched in seven languages and in twenty countries, and has been optimised to play and function on mobile devices such as the iPhone and iPad.
Website: worldofgucci/shoppable_video
Source: Luxury Daily
KCD, Digital Fashion Shows
KCD digital has partnered with Tony King & Partners to launch www.digitalfashionshows, an invitation-only platform allowing industry professionals to watch pre-taped runway shows on their computers, iPad’s, and smartphones. Coverage for each show includes runway video, an interview with the designer, static pictures (front, back and detail) that can be annotated or “favourite” as well as beauty content. One hour after each show, all materials will be downloadable and embeddable, and archived on the site for the duration of the season.
Website: digitalfashionshows.com
Source: Style.com
Further Reading: The Future of Fashion Week
Lifestyle Mirror, Shoppable Magazine
Emanuele Della Valle – son of Diego Della Valle, owner of Tod’s Group – has launched shoppable, digital magazine LifestyleMirror, under his year-old venture Mediabend Capital. The site features premium editorial content spanning fashion, beauty, travel, men’s wear and lifestyle interests, where all products featured on the site has a direct link to a point of purchase, from menswear on Mr Porter to balloons featured in a shoot with Daphne Guinness.
Website: lifestylemirror.com
Source: WWD
Hotel Baglioni, Digital Sommelier
Baglioni Hotel London has become the first five-star luxury London hotel to adopt iRiS Sommelier. Baglioni’s first concept restaurant, Brunello, carries over 500 wine labels including a rare collection of Sassiciaia wines, which will now be catalogued using the bespoke iPad application. Diners select their preferred language, view hi resolution images, read tasting notes, and can choose by grape variety, colour, regional preference and even by bottle or glass.
Website: baglionihotels.com
Developer: iRiS Valet
Source: Travel News Gazette
The Luxury Collection, Film
Starwood Hotels has united Waris Ahluwalia with director Luca Guadagnino to create a cinematic experience that offers a glimpse into some of America’s favourite destinations. The short film, starring Agyness Deyn, co-written by Tilda Swinton, with music by Jason Schwartzman, was shot at three of The Luxury Collection’s most iconic properties across the United States.
Website & Source: starwoodhotels.com/luxury
Y.CO, Website
Following in the recent footsteps of many luxury hotels, Y.CO yacht has launched its new website based around communicating experiences, aimed to inspire those who already love yachting, but also encourage newcomers to try charter. The new site incorporates the Y.CO Blog, where the Y.CO team shares opinion on industry news, Y.CO activity and anything that might be of interest to yachtsmen, charterers and crew.
Website: ycoyacht.com
Source: Superyachts.com
Estée Lauder, Guest Blogger
Estée Lauder’s has signed Emily Schuman, creator of Cupcakes and Cashmere, as its social media and digital guest editor. In the newly created role, Ms. Schuman will provide content for esteelauder.com in a section of the Web site dedicated to her and be featured on Facebook, Twitter and YouTube. Geri Schachner, SVP of global communications explained to WWD, “We want to reach out to more women than currently come to esteelauder.com. We want to tap into her audience and merge her audience with ours.”
Website: esteelauder.com/cupcakescashmere
Source: WWD
WWD, iPad
Following its online redesign in August 2011, WWD has launched an iPad application that allows readers to globally to retrieve the paper daily at 12:01 a.m. Eastern Standard Time. The app the same information and knowledge readers get from the physical paper,” said Dan Shar, vice president and general manager, digital, at Fairchild Fashion Media. “Extensive research pointed out to us that readers wanted a ‘sense of completion’ and a feeling of knowing that they ‘read’ their morning paper."
Website & Source: WWD
For more in the series of The Latest Digital, please see our most recent editions as follows:
– The Latest Digital: Bottega Veneta, Vogue & Veuve Clicquot
– The Latest Digital, Chanel, Valentino & Montblanc
– The Latest Digital, Dior, DeBeers & Louis Vuitton
Creative Strategist, Digital
Sophie Doran is currently Senior Creative Strategist, Digital at Karla Otto. Prior to this role, she was the Paris-based editor-in-chief of Luxury Society. Prior to joining Luxury Society, Sophie completed her MBA in Melbourne, Australia, with a focus on luxury brand dynamics and leadership, whilst simultaneously working in management roles for several luxury retailers.
