Five years ago, the pop-up was an essential marketing tool, generating real excitement and a buzz around fashion brands and retailers. Fast-forward to 2012, and the ephemeral stores are on their way to becoming truly passé. So what’s the new black when it comes to brand promotion? Surely the new front for generating enthusiasm is Facebook, Twitter, or Tumblr? Not so, as fashion houses have taken things to the next level, embedding their brand in the consumer’s cultural consciousness with a much more long-lasting marketing tool; the fashion exhibition.
Brand Positioning, Content Strategy, Digital Branding, Marketing, Social Media »
Managing the Exclusive Distribution of Content as a Luxury Brand
As marketers, we love creating campaigns that take on a life of their own, that become distributed and deposited by our top brand advocates throughout their seemingly infinite social networks. Whether it’s online or not, word of mouth is something all marketers seek, it’s our holy grail. Having a loyal customer take hold of a brand piece and share it with their circle via word of mouth is pure. solid. gold.
But what does this mean online?
Brand Positioning, Marketing, Social Media »
Six Impactful Social Media Opportunities for Luxury Brands Now
Last week, I had the opportunity to lead a pre-conference workshop at the Luxury Interactive conference covering social media opportunities for luxury brands. While the list of possibilities is endless, I outlined six areas where luxury companies could quickly and efficiently take their social media strategies to the next level:
Brand Profiles, Featured Brands »
Christian Dior
Credited with revolutionizing the way women dressed following World War II, in 1947 Christian Dior introduced a ground breaking women’s collection. Coined by Harper’s Bazaar as the “New Look”, Dior dramatically changed the silhouette of women’s attire and significantly influenced the future of women’s wear.
