Christie’s launches its first online-only auction for fine wines, Georg Jensen taps the potential of Augmented Reality and Marc Jacobs joins China’s Sina Weibo.
It feels as if there has been a slowdown in the rate at which luxury brands are launching digital social marketing initiatives. With websites optimised and e-Commerce enabled, brands appear to be digging deeper and thinking bigger about the next steps they will take in the digital world.
Where once it was about rushing to market on platforms like Facebook, Twitter and YouTube, today we are noticing a shift towards richer experiences and integrated campaigns, as we have seen in the surge of photography competitions (Bottega Veneta, Chloe, W Hotels), Twitter/YouTube conferences (Armani), augmented reality apps (IWC), cinematic competitions (Louis Vuitton), live-pinned fashion shows (Oscar de la Renta) and even online museums (Valentino).
“ Forrester Research predict that by 2016, more than half of the dollars spent in U.S. retail will be influenced in some way by the Internet ”
Digital technologies are also beginning to transcend the communications space and be implemented at physical retail level, or designed specifically to encourage traffic in stores. Unsurprising perhaps, when Forrester Research predict that by 2016, more than half of the dollars spent in U.S. retail will be influenced in some way by the Internet. Where the volume of sales occurring in physical stores, as a result of Web research, will reach $1.67 billion – figures too lucrative to ignore.
Where luxury brand marketers once looked upon social media with the attitude “that’s not for our brand,” the focus seems to have shifted to “how can we make this work within the codes of our brand?” And resultantly, we are entering a phase where the launches are coming less often, but work harder to command attention in an increasingly cluttered space.
Aston Martin, Facebook Crowd-designed Car
To celebrate the milestone of reaching 1 million fans on Facebook, Aston Martin has built a car based on the suggestions of its followers. Through a series of questions, voters got to play a role in the Aston model selected for the project, its equipment, trim and name. The model was then launched at its headquarters in Gaydon, England.
Source: Motor Authority
Christie’s, Online Auction
Christie’s will hold its first exclusively online sale in August, featuring 301 wine lots, including cases of Chateau Lafite-Rothschild. According to Reuters, last year 29 percent of the bids Christie’s received globally came through its online platform, “Christie’s LIVE,” of which half were generated by new clients. Online sales generated $130 million in 2011, a 46 percent increase in that revenue stream since 2008.
Georg Jensen, Augmented Reality
Georg Jensen has launched an Augmented Reality tool online that allows customers to browse through and select jewellery with the wave of a hand – similar to that of the technology used in the film Minority Report. Developed by Holition in partnership with John Miles, the program allows users to select from metal colours, diamond numbers and diamond size with a simple hand gesture.
Source: Retail Jeweller
Graff Diamonds has revamped its Web presence, in collaboration with independent digital creative agency Camber Group. The new site details everything from the diamond mining process and sourcing to how the brand analyses a diamond’s worth and how it designs a collection. Whilst not yet e-commerce enabled, users can enquire about pricing and be connected to a Graff salesperson.
Lanvin has launched a mobile optimised website, compatible with both tablet devices and mobile phones, following the revelation that 17% of visitors to Lanvin’s site already come from mobile devices. The new touch-screen version features runway and backstage footage, ad campaigns, and recent events, as the main site launches in Chinese, Japanese, and Korean.
Louis Vuitton, YouTube
Louis Vuitton has enlisted photographer Todd Selby to chronicle the launch of its first Chinese Maison in Shanghai. The project, entitled “Louis Vuitton Express”, follows The Selby on a multi-continent train journey traversing Paris and all of Europe and finally settling in Shanghai. Each day a short update is released on YouTube, until the Maison is officially launched with a re-staging of the AW12 ready-to-wear show in Paris, on July 19th in Shanghai.
YouTube: LOUIS VUITTON
Marc Jacobs, Chinese Social Media
Marc Jacobs Intl. has launched a page on China’s Sina Weibo, a platform similar to Twitter. The account currently features images from events and the new collection. “We strive to use it as a medium to share high-quality images, videos and other stories with our fans,” revealed digital director Daniel Plenge to Luxury Daily. “It is a great way to engage with consumers on a personal level, while simultaneously developing and moulding the brand image.”
Source: Luxury Daily
Moët & Chandon, Website
Moët & Chandon has unveiled its latest website, a visually slick showcase of the house’s vintages, savoir-faire, history and event partnerships. The site has also been optimised for social media connectivity, directing users to the brands Facebook page, YouTube channel, RSS Feed, Mobile App and even press contacts.
The brand has also launched a dedicated iPhone App for the launch of its Ice Impérial champagne – the world’s first-ever champagne specifically created to be enjoyed on ice – where users can glamorise photos with sunny filters, or create summertime films of holiday moments to share with friends.
Website & Source: moet.com
Download: Moët & Chandon Ice Impérial
Stella McCartney, App
Stella McCartney has released the latest version of Stella’s World for iPad, featuring updated imagery and video content, including the recently launched fragrance L.i.l.y. The app launches a brand new interface for the brand, where all content is displayed as part of an easy to browse mosaic. With new gesture controls, you can quickly zoom in and out of each content section.
Download: Stella’s World
For more in the series of The Latest Digital, please see our most recent editions as follows:
© Luxury Society, The Latest Digital: Lanvin, Graff & Marc Jacobs, 10 July 2012, by Sophie Doran.
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