Tag Archives: Digital Publications

Social Media and Luxury Brands: A New Era

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Stephane Galienni, founder and director of digital media experts BalistikArt, explains the leading digital marketing technologies and how they relate to luxury brands.

2010 was a turning point for luxury brands in their conquest of the digital world. With the new opportunities provided by social media – where the conversation takes place – and by the blogosphere – where opinions are voiced about brands – a major shift has occurred. From a society of communication, we have moved to a society of recommendation.

Today we are experiencing a mobile and social Internet, ruled by the notion of “every time, everywhere” in which the C-to-C conversation becomes permanent and real-time and is held in a written mode. A French proverb says: “Words are fleeting, writings remain” and Google is always there to remind us of this. Social media can become uncontrollable for prestigious houses, as was recently experienced by Guerlain.

To ignore what is happening in social media is like delegating the brand’s power of expression to the first passerby. Digital strategy in luxury is not about a marketing operation using a 2.0 “Swiss army knife” with its array of gadgets. It is a true anticipation of the future communication challenges for the luxury industry.

Twitter, how to reflect timelessness in real time

Early 2009, no luxury house was to be found on Twitter. Today, they almost all have their Twitter feed, with the difficulty of reflecting their rich heritage in 140 characters. Why is writing the story of an esteemed brand in real time so complicated? Literary inspirations and creative storytelling can enrich the live feed of a luxury house. Imagine the experience of discovering an unfolding story around the Hermès “Echappée belle” ad campaign, or regular telegraphs sent by a Vuitton traveller.

Facebook, luxury masstige

Facebook, with its 580 million members around the world, is a further godsend to luxury masstige and in particular for fragrance and small leather goods. The dream becomes accessible to all with one click, from fan page to e-commerce. The hundreds of thousands of fans who join the pages of luxury brands are voluntary and motivated, but unlike the customers who enter a store, there is often no one to say: “Hello, can I help you?”

Social Relationship Management, or SRM, is an initial response to social media strategies, because luxury is primarily a matter of customer service. Social Relationship Managers can provide a daily service similar to that of a butler or concierge, listening and providing personal advice for each of its customers or fans.

Front Row Bloggers

It is now common practice to have bloggers in the front row of fashion shows, as they are the first to tweet live and quick to post articles on a new collection. Bloggers are content creators, passionate and technically savvy, capable of getting the word out on Google faster than online magazines. The paradox of embargoed press releases and information leakage on the blogosphere is a new issue of communication timing in a digital environment. PR departments have to rethink their methods so that they can address different audiences simultaneously by developing a form of transversal storytelling.

What is next? If social media was the trend in 2010, in particular with the spectacular acceleration of Facebook, 2011 will be the year of the mobile web. The QR code technology, for example, opens new opportunities for luxury advertising as it provides content to mobile users from a billboard or a point of sale. With a pocket internet connection and geolocation-based services, the media is closer than ever to the end user and offers a fabulous new perspective on brand content.

Source: Luxurysociety.com

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Fashion Cocktail of Tradition & Technology

In the dynamic world of fashion, what is the current trend? Inaugurating technology with the alluring concepts of fashion!

Fashion retailing is a complex business with growing competition among the retailers. Augmentation of trends has revolutionized the retail business; amicable to all that fashion is an integral part of the retail industry as well as brands. Fashion retailers today, are more concerned, with technology as their new sales mantra. Brands and retailers focus on new and attention grabbing techniques to allure the customers. The latest progress in the retail field is the application of various technological processes to attract, convince and sell to the customers.

Digital Fashion Magazines:

Gone are the times, when one flips through the pages of a fashion magazine to get a glimpse of the latest trends and styles. The novel digital market offers the fashion savvy shoppers with all the perks of print media, along with the nearness and information of the current days technological advancements. Discounted apparels and other fashion accessories can be found online proving a distinguished successful market for fashion clothing and other accessories. This makes shopping, an easier task with astute styles of apparels ready and available for buying.

3D Body Scanning Application in Apparel Making:
3D Body scanning technology produces a 3D model through scanning. An individual stands in the scanners view, while it captures his body image and produces 3D images within seconds. The scanner uses a series of light sensors to produce a 3D image. Images are captured in 360 degrees within a short period of time along with body measurements and human body surface. This data is then forwarded to the manufacturer who uses his creativeness and creates the garment in a very short time with the exact measurements that matches the consumer.

This technology provides real time information to the apparel industry, wherein clothes will be manufactured with attached labels mentioning the bust, waist, and hip sizes thereby guiding the consumers to select a garment with perfect fittings.

Virtual Try-on Solutions:

This process provides the customer with a virtual image of how he or she will look in a particular garment. General information about the consumer like, small waist, narrow shoulders, long hair etc is entered in the computer. The software in the computer develops an image of the consumer based on these descriptions and displays it on the screen.

The consumer can make modifications on the displayed virtual image so as to match it with himself. The computer then displays various types of garments on the screen. The consumer chooses different types of clothing and tries them on his virtual image available on the computer screen.

The computer applies this clothing image on the virtual image of the consumer created and displays the picture on the screen. The image is also rotated in 360 degrees so that the consumer can get a perfect idea of the fitting. The computer highlights areas of good and bad fit, and guides the consumer to select the most appropriate apparel.

Mobile Point of Sale (POS):

Point of Sale (POS) is a location where customers pay and buy the goods. Generally during peak sales period, there would a long queue of customers waiting for their turn to pay the bill. Sales counters are of fixed size, and hence support limited number of customers forcing them to endure long lines.
Mobile POS stations are being set up with handheld computers, printers, and scanners with credit card readers. Salesmen with these mobile POS terminals can be positioned in small tables, accelerating the buying process. Merchandise is scanned with a barcode scanner and a ticket is printed with prices and a master barcode on it. When the customer reaches the checkout counter, the ticket is scanned, and cash is collected, thus completing the transaction without the checkout clerk needing the process each item individually.

RFID in Apparel Retailing:

During the peak seasons of sales, manual process break down. Staff members become besieged, and cannot be replenished. RFID enables the retailers to confirm the items that need to be refilled, and makes sure that the apparels are available on the store racks when customers want to buy them.

Retailers today are making optimum utilization of the internet and leveraging its social benefits. Though their techno savoir-faire is utilized in novel methods, shoppers will be motivated to buy only according to their requirements. Hence it is also important for the retailers to keep abreast of the customer psychology knowing their current choices and preferences to as to retain their customers in the years to come.

Source: Fibre2fashion.com

To read more about RFID, what it is, does and the benefits for the apparel industry, check this article: RFID in Apparel Industry: What is it, How it Works and the Benefits.

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