THE LATEST DIGITAL: CARTIER, PRADA & TOD’S

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An excerpt from Diane von Furstenberg’s Glossi

Montblanc teams up with Harrods to launch an in-store augmented reality experience, as Hermès partners with Harper’s Bazaar to retail a limited collection online.

In the past month the digital luxury landscape has been dominated by the moves of the media and retailers. As the New York times announced restructuring measures to the tune of thirty senior journalists, Net-a-Porter announced its intention to launch a full-blown fashion glossy.

As Rupert Murdoch confirmed he will shutter The Daily – the iPad-only magazine he launched two years ago – social-shopping company ThisNext unveiled Glossi, a platform which allows users and brands to create their very own digital magazines.

But perhaps nothing was more surprising, than to hear that Hermès will be retailing a selection of footwear on the eCommerce venture of fashion magazine Harper’s Bazaar. Digital may have muddied the waters, but never have the lines between brand, retailer and publisher been so blurred.

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Boucheron, Website

Jeweller Boucheron has relaunched its website in the colours of the new visual identity of the maison. Visitors can browse the portal in English, French, Japanese and Simplified Chinese, or take a virtual 360-degree tour through the Boucheron flagship store at Paris’s Place Vendôme. For the first time, Boucheron is sharing the history of its founders and products, whilst boosting social connectivity with Facebook, Twitter, Instagram, Pinterest and YouTube integration.

Website & Source: boucheron.com

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Cartier, e-Commerce

Cartier has relaunched its e-Commerce offering in the United States, with an enhanced e-boutique and 360-degree product display and videos. Alongside the online boutique, the site offers information regarding after sales service, product maintenance and store locations, as well as dedicated sections to heritage, CSR projects, events, savoir-faire and social media.

Website: cartier.com
Source: Luxury Digital

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Ferrari, App

Ferrari has launched an App for brand fanatics, offering users the opportunity to discover its rich history, simulate driving, wake up to the sound of a V12, take Ferrari-themed photos with RedCam or personalise devices with wallpapers. Built for the iPhone and iPad, the app comprises of photo galleries, videos and factsheets about current and classic models as well as selected Sports Prototype and Formula 1 cars.

Download: Ferrari Mania
Source: Luxury Daily

Georg Jensen Holition Gesture Experience from Holition AR on Vimeo.

Georg Jensen, Augmented Reality

Holition has created a unique application for the special launch of George Jensen’s ‘Fusion Ring Builder’ website. The website was activated to run in store using gesture to drive product selection, simply by selecting product with a hand gesture. The user can play and see the separate components of the Fusion ring come together from all angles using the iPad, or use one of Georg Jensen’s personalised iPads at Harrods, Selfridges London and Selfridges Manchester.

Website: georgjensen.com
Developer: Holition
Source: Retail Jeweller

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Harper’s Bazaar, Hermès, eCommerce

Hermès is set to debut some of its products on ShopBazaar.com, the eCommerce site powered by fashion glossy Harper’s Bazaar. In the first e-commerce channel outside of its own website, the French luxury house will retail six shoe styles. “We thought it would be great to expand the introduction of Hermès footwear to Bazaar’s audience,” explained Hermès CEO USA Robert Chavez.

Website: ShopBazaar.com
Source: Fashion United

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Luxure, iPad

Luxure has launched its inaugural iPad Edition, in a bid to showcase its existing magazine content in the most spectacular, insightful and explorative of climates. The iPad Edition of Luxure will provide insight into an array of photography complemented by the new retina display, alongside rich additional content via audio, video and animation.

Download & Source: Luxure

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Montblanc, Virtual Pop-Up

Harrods London and Montblanc UK collaborated to produce a virtual pop-up store, featuring an extensive selection of artworks from the Montblanc Cutting Edge Art Collection, permanently exhibited in Hamburg. By pointing a smartphone or tablet at the image displayed in one of the Montblanc Harrods windows, users could not only view the artworks, but purchase four exclusive Montblanc products through Harrods.

Website & Source: montblanc.com

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Prada, iPad

In celebration of its Fall Winter 2012 menswear show in Paris, Prada collaborated with fashion illustrator Richard Haines, to produce a limited edition book featuring 150 artworks based on the collection. In the final chapter of the project the Italian brand has launched an iPad application, allowing users to take an interactive tour of a virtual palazzo designed by James Lima, to discover both the artworks and collection.

Download: Il Palazzo
Source: Prada

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Shanghai Tang, App

In time for the holiday season, Shanghai Tang has launched apps on Facebook and Sina Weibo, allowing fans to create Christmas wish lists according to their Chinese zodiac sign and share it with their friends. The wish list is focused on Shanghai Tang’s Christmas collection of homeware, displayed in an animated kaleidoscope, and users can then personalise the products they want to include prior to sharing the final wish list with their friends.

Apps: Facebook, Sina Weibo

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Whitewall, Website

Whitewall is pleased to announce the launch of the new beta version of Whitewallmag.com, which will continue to cover contemporary art, luxury lifestyle, fashion, and design, and how these industries intersect. Debuting on the eve of Art Basel Miami Beach (ABMB) 2012, the site will focus exclusively on pre- and day-to-day coverage of the fair.

Source: whitewallmag.com

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

The Latest Digital: Balmain, Yoox & Mandarin Oriental
The Latest Digital: Versace, Balenciaga & Ritz-Carlton
The Latest Digital: BMW, Maserati & Salvatore Ferragamo


© Luxury Society, The Latest Digital: Cartier, Prada & Tod’s, 05 December 2012, by Sophie Doran.


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THE TOP 50 MOST-SEARCHED FOR LUXURY BRANDS IN CHINA

World Luxury Index China – Top 50 Most-Searched For Luxury Brands in China

View more presentations from Digital Luxury Group, DLG SA

Luxury Society and Digital Luxury Group are pleased to launch the World Luxury Index, an international ranking and analysis of the most searched-for brands within the luxury industry.

Created as a way to provide luxury brands with a standardised way of measuring brand interest at an international level, Digital Luxury Group, in partnership with Luxury Society, is pleased to announce the launch of The World Luxury Index, an on-going international ranking and analysis of the most searched-for brands within the luxury industry.

Covering over 400 brands within six key segments (fashion, beauty, jewellery, cars, watches, and hospitality) in ten key luxury markets, the World Luxury Index provides insights on the unbiased search inputs coming from global luxury consumers in the world’s top search engines (Google, Bing, Baidu, Yandex). The result is a one-of-a-kind benchmark of the luxury brands capturing the attention of luxury-minded consumers around the world.


“ The World Luxury Index provides insights on the unbiased search inputs coming from global luxury consumers in the world’s top search engines ”


“This is actually the first time that such powerful, yet seemingly basic, information is being made available,” explains Philippe Barnet, Managing Director, Luxury Society. “But we are excited about the prospect of regularly informing luxury brand executives about the desirability of their brands online, across various categories, geographical markets and even by specific product.”

“For the World Luxury Index China, we’ve looked at over 150 million consumer searches performed in China’s leading search engines, Baidu and Google, and analysed the findings to identify the most-searched luxury brands. In the process we uncovered some fascinating insights,” confirms David Sadigh, CEO and founder of Digital Luxury Group.

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Conducting the report…

With new statistics on the luxury industry in China being shared each day, the time is right for a uniform benchmark. Using DLG’s proprietary technology, DemandTracker™, the World Luxury Index has been created to provide luxury brands with a standardised solution to measure brand interest at an international level.

Our key findings include…

Eighteen out of the top fifty most-searched for luxury brands (36%) in China are automobile brands. Audi is the most-searched, followed by BMW and Mercedes Benz. Audi has long held a privileged spot in China, it’s the official car of the Chinese government.

Chinese brand Chow Tai Fook is the most searched jewellery brand in China, far surpassing 2nd and 3rd ranked brands, Cartier and Swarovski. With a distribution network of over 1,500 locations across 320 cities in China, Hong Kong, and Macau, it’s no surprise that they lead. Cartier can be found in approximately 300 stores.

The top 3 most-searched fashion brands in the ranking, Louis Vuitton (#3), Chanel (#5), and Dior (#8) each lead through different segments. Interest for Dior is specifically related to beauty (and more specifically fragrance) over 80% of the time. For Chanel, beauty represents just fewer than 50%, and fashion and accessories at 40%, while it was noted 94% of searches are fashion/accessory-related for Louis Vuitton

“ Unlike the other parts of the world, Western brands in China often find that the public calls the brand something other than the official name ”

Unlike the other parts of the world, Western brands in China often find that the public calls the brand something other than the official name. This is illustrated by looking at the names used when Chinese search for Burberry:

– 76% by unofficial Chinese name
– 15% by official Chinese name
– 9% by English name

Some brands are more recognized for shortened versions of their official names, where 63% of searches for Louis Vuitton were made using “LV” instead of “Louis Vuitton”.

Other brands have adapted their names to paraphrases instead of using a literal translation of their brand name, to resonate more closely with Chinese consumers. For example, Hermès in Chinese [爱马仕] means “an elegant man who loves horsing” and Land Rover [路虎] means “a tiger on the road.”

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Most surprisingly we found…

The World Luxury Index China revealed several luxury brand success stories. Take Moncler for example, the French fashion brand has been generating a surprisingly high level of interest in China thanks to its sponsorship of a widely watched television program in which the main characters all wore Moncler. This shows how important and influential TV in China can be.

Another really interesting example is Borghese, a beauty brand not particularly well known in the US and Europe is fascinatingly strong in China. Ranked #43, Borghese surpasses other notable beauty brands Benefit and Guerlain. Thanks to its highly regarded facemasks, Borghese, has been the talk of beauty forums and blogs even long before the brand’s official entry into the Chinese market. Here the impact of cult products and beauty forums and blogs is at work.


The full report is available online at: http://www.dlgr.com/chinarank. More detailed data and analysis on a particular segment or brand is available upon request.

For any further enquiries regarding the index or research, please contact Tamar Koifman of Digital Luxury Group, tkoifman@digital-luxury.com.


Digital Luxury Group
is the first international company dedicated exclusively to the design and implementation of digital communication strategies for luxury brands, with offices in New York, Geneva and Shanghai.

Luxury Society is the world’s most influential online community of top luxury executives. Based in Paris, with members in more than 150 countries, Luxury Society informs and connects CEOs, managers, journalists, consultants, designers and analysts from across the luxury industry.


© Luxury Society, The Top 50 Most-Searched for Luxury Brands in China, 25 April 2012, by Sophie Duran.


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AFFLUENT U.S. CONSUMERS FAVOUR LUXURY BRANDS WITH APPS

The Luxury Institute and Plastic Mobile explain why wealthy U.S. consumers favour and feel more connected to luxury brands offering an app

New York City based Luxury Institute, in cooperation with award-winning mobile marketing agency Plastic Mobile, surveyed affluent U.S. consumers about the growing connection between luxury and the emerging mobile market. The results of their research have just been released in the study, “Mobile Apps And Commerce for Luxury Brands.”

“Luxury brands must acknowledge the impact of technology advancements in the mobile space and find a humanistic way to connect and engage with their consumers through mobile,” says Milton Pedraza, CEO of Luxury Institute.


“ Gucci, Louis Vuitton, Saks Fifth Avenue & Gilt Groupe are the most frequently downloaded apps by wealthy consumers ”


Gucci, Louis Vuitton, Saks Fifth Avenue and Gilt Groupe are the most frequently downloaded apps by wealthy consumers who have luxury brand applications on their mobile device. Most affluent smartphone owners who are downloading luxury apps are using them to find information on products, services or brands (56%).

Almost all wealthy consumers who have used luxury brand apps report that they have had a good experience with the mobile apps (93%). In addition, 71% report that they feel better connected to luxury brands after downloading and/or using their applications and 64% view luxury brands that offer a mobile application more favorably than brands that do not.

The survey respondents indicate there are a number of features they expect from luxury brand applications and highlight loyalty programs (46%) and early access to sales (45%) as the most important. In addition, providing sales professionals with a mobile application that can specify details about products (53%), have the ability to check for sizes and availability at other stores (50%) and in-store product inventory (47%) would enrich the luxury shopping experience for affluent consumers.


“ 72% of luxury consumers who choose to shop via mobile report that there is no upper monetary limit to how much they would spend ”


Of the 63% of wealthy consumers who have made a purchase through their mobile device, just under 20% have bought a luxury product or service. While preference for the in-store experience (45%) is why wealthy smartphone users have not yet fully embraced luxury mobile commerce, the majority of luxury consumers who choose to shop via mobile report that there is no upper monetary limit to how much they would spend (72%). This indicates a tremendous emerging opportunity for luxury brands to connect with consumers through mobile.

“Mobile has been receiving a lot attention in the retail space lately. The study suggests the mobile strategy for luxury brands must be about enhancing the in-store customer experience and using the platform to help strengthen customer relationships,” says Melody Adhami, President and COO of Plastic Mobile.


To further investigate Mobile and Digital Communications on Luxury Society, we invite your to explore the related materials as follows:

An interview with Jerome Allien, founder of Boom Mobile
How To Customise Social Media Strategy for Europe
What Pinterest Means For Luxury Brands


The Luxury Institute
is an independent and impartial ratings and research institution. The Institute conducts extensive and actionable research with wealthy consumers about their behaviours and attitudes on customer experience best practices.

Plastic Mobile is an award-winning mobile marketing agency of thinkers, artists, creators and builders who create extraordinary user experiences. Known for a number of quality, first-in-kind mobile initiatives, Plastic Mobile delivers exceptional client service and highly customized mobile solutions for all platforms.


© Luxury Society, Affluent U.S. Consumers Favour Luxury Brands with Apps, 27 April 2012, by Meera Raja.


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