Tag Archives: Magazines

Fashion Marketing Lessons – Google Goggles googles Fashion & Shopping faster, smarter and solves Sudoku

The new version of Google Goggles, Goggles 1.3 client for Android, faster and smarter than ever before can scan barcodes almost instantly. All versions of Goggles can now recognize print ads in popular magazines and newspapers. Finally, Goggles has also learned a fun new trick for Sudoku fans.

Barcodes
When shopping offline, it’s helpful to be able to learn more about a product by scanning its barcode. With the new Android version of Google Goggles, scanning barcodes is much faster. Open Goggles and hover over the barcode or QR code. Within a second the phone gently vibrates and presents results, without requiring a button press. Simply tap on the result to read product reviews, check in-store availability and compare prices.
Print ads in magazines and newspapers
We’re excited to take another step in our vision of connecting offline media to online media. The next time you’re flipping through the pages of your favorite magazine, try taking a picture of an ad with Goggles. Goggles will recognize print ad and return web search results about the product or brand. This new feature of Goggles is enabled for print ads appearing in major U.S. magazines and newspapers from August 2010 onwards.

This feature is different from the marketing experiment that we announced in November. We’re now recognizing a much broader range of ads than we initially included in our marketing experiment. And when we recognize a print ad, we return web search results. While in the experiment, we return a specific link to an external website.

Sudoku
Our favorite weekend distraction is a quiet 15 minutes spent solving a Sudoku puzzle. But even that can be an frustrating experience if (like us) you make a mistake and are unable to solve the puzzle. Now, Goggles on Android and iPhone can recognize puzzles and provide answers to help make you faster than a Sudoku champ. So if you ever get stuck, take a clear picture of the entire puzzle with Goggles and we’ll tell you the correct solution. Check out this video to see how it works.

Google Goggles 1.3 with improved barcode scanning is available for download in Android Market. Recognition of print ads and Sudoku solver is now enabled for the Google Goggles app on Android, as well as the Goggles component of the Google Mobile App on iPhone.

 

Source: Googlemobile.blogspot.com

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Four Powerful Strategies For How Luxury Brands Should Use Social Media

Luxury brands have a specific challenge in using social media: the need to retain the aura of exclusivity around their brands even as they embrace the inclusive, accessible nature of social media.

Here’s the solution: luxury brands should use social media in a manner that awareness of the brand’s promise is accessible while achievement of the brand’s promise is exclusive.

Here are four powerful strategies for how luxury brands should use social media to become accessible to fans but still remain exclusive for customers –

Luxury Brands Social Media

 

The four strategies are positioned along the accessibility-exclusivity continuum

1. Create awards, magazines and communities to interpret luxury lifestyle, fashion and design with your brand’s unique lens. Examples include LMVH NownessThierre Mugler WomanityD&G SwideWyndham Resorts Women on Their WayBMW Mini Space and Rolex Awards.

2. Leverage your brand’s desirability to create sharable digital artifacts. Examples include the Godiva virtual gift shop on Facebook and Hermes ties posters on Facebook.

3. Bring together designers, artists and customers to share how they interpret your brand. Examples include Burberry Art of the TrenchMac Artist TweetsCoach Design a Tote Contest and Sheraton Resorts Better When Shared.

4. Create a private invite-only social network like A Small World to underline your brand’s exclusivity. Examples include the Generation Benz community.

For more, do read (and share) our comprehensive guide to how luxury brands should use social media to become accessible to fans but still remain exclusive for customers.

Source: Thesocialcustomer.com

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Fashion 2.0: Magazines Capitalise on Shopable Content

Jennifer Aniston by Steven Klein | Source: W MagazineJennifer Aniston by Steven Klein | Source: W Magazine

In recent seasons, fashion brands have learnt to think like publishers, creating original digital content to earn attention and attract fans who will carry their message across the internet. But the reverse is also true: squeezed by shrinking advertising budgets, traditional content creators like magazines are learning to think like retailers, embracing e-commerce to open new revenue streams and monetise their content.

Click here to find out more!“Publishers are the number one generators of purchasing intent for brands every day, but are being allocated an ever shrinking amount of ad dollars,” said Philippe von Borries, co-founder and publisher of popular fashion website Refinery29.com.

Indeed, “intent generators” like magazines are losing their fair share of sales revenue to “intent harvesters” like shopping sites at the end of the purchasing process, observes internet entrepreneur Chris Dixon in an insightful blog post entitled “A Massive Misallocation of Online Advertising Dollars.”

Mr. Dixon suggests that better techniques for tracking how publishers generate purchase intent could lead to a more favorable allocation of advertising dollars, allowing content sites to focus purely on producing content. But many magazines are hedging their bets, becoming both “intent generators” and “intent harvesters” by launching their own online shops and integrating them into their editorial platforms.

Click here to find out more!

SHOPPING CHANNELS

Time Inc’s key fashion title InStyle first launched InStyle Shopping back in 2007, letting consumers browse and buy an edited array of products from retailers like Neiman Marcus, Nordstrom, and Bergdorf Goodman, and earning the magazine a share of the sales revenue. According to Simeen Mohsen, InStyle’s director of digital business operations, InStyle Shopping has “moved more than $10 million in product since launch.”

While InStyle declined to quantify exactly what this number means in terms of revenue for the magazine, other online publications and blogs earn 8 to 12 percent on clicks that lead to successful sales via affiliate programmes. Even if InStyle only earned about half as much  — say 5 percent — this would translate to $500 thousand in revenue since 2007.

The Business of Fashion

But ShopStyle, the social shopping engine that has powered InStyle Shopping since launch, states on their website: “The rate you are paid per click depends on a number of factors, including how often clicks result in sales for the retailer, the amount of each sale, and whether those products are returned for a refund. As a result, the rate you are paid can vary over time.”

Building on the success of InStyle Shopping, Time Inc. recently made a strategic move to deepen the integration of e-commerce across InStyle.com. In January, the publisher acquired StyleFeeder, a personal shopping engine that uses pattern recognition technology to make product recommendations. StyleFeeder is expected to be woven throughout InStyle’s website and replace the current partnership with ShopStyle. Speaking to the Wall Street Journal, Fran Hauser, head of digital strategy for the group that manages InStyle, explained: “Our editors are generating significant consumer demand for products in the retail market. And what StyleFeeder allows us to do is share in that value creation.”

Vogue iPad App Contents Vogue Brings Out Its First iPad App

InStyle isn’t the only magazine that’s been integrating e-commerce into its offering. Last November, Condé Nast’s Lucky magazine added online shopping to its editorial platform, bringing intent generation and intent harvesting together in one destination. “We felt strongly that we wanted to weave the eboutique into Luckymag.com rather than create a separate ecommerce site,” said Mary Gail Pezzimenti, Lucky magazine’s web director. “We believe that women want to shop alongside great fashion how-to advice, styling videos, fashion news and galleries of great outfits or hairstyles.”

Independent fashion titles have also been experimenting with e-commerce. Last Autumn, AnOther Magazine launched AnOther Shop, an online boutique with specially commissioned merchandise, from artworks by Jake and Dinos Chapman to laptop cases by Gareth Pugh. Then, a couple of months later, AnOther Magazine launched AnOther Loves, a product recommendation engine that sits alongside, but separate from AnOther Shop. It’s a bit like a collective blog, with product picks crowdsourced from a carefully selected list of contributors. “We wanted to turn this collection of desirable goods into a collaborative stream, and with a little semantics have realised this could be very useful for recommendations,” said Alistair Allan, digital director at Dazed Group which publishes AnOther.

CURATED COMMERCE

Magazine brands are also positioning themselves to generate and harvest purchase intent beyond their websites. During London Fashion Week in February, AnOther Loves teamed up with London department store Liberty on an initiative called AnOther Loves Liberty, a curated selection of Liberty products that appeared on AnOther Loves, as well as on Liberty’s website and at their Tudor-style flagship.

Partnerships with sample sale sites have also been popular. Lucky has teamed up with Net-a-Porter’s online outlet, theOutnet.com, to host flash sales curated by Lucky editors, Hachette Filipacchi’s Elle magazine has a deal with Rue La La and Vogue is partnering with Gilt Groupe to let consumers shop select products from the current issue.

SHOPABLE ADVERTISING

A few weeks ago, Vogue also launched an iPhone app designed to make the magazine’s advertising shopable. Called Vogue Stylist, the app is loaded with styling advice and monthly trends supplied by Vogue editors, alongside products advertised in the magazine, which consumers can browse, mix and match with items uploaded from their own closet, and ultimately click to buy. “Vogue Stylist pairs a user’s wardrobe with products from Vogue advertisers to produce a look that is both chic and new,” said Holly Tedesco, integrated marketing director at Vogue. Using the camera built into the iPhone, the app even allows readers to scan and shop physical ad pages in Vogue’s print issue.

FULL INTEGRATION

But some magazines are going beyond branded shopping channels, curated e-commerce partnerships and shopable advertising. They are integrating e-commerce directly into their center-of-book editorial. This month, W magazine launched a shopping guide alongside images of covergirl Jennifer Aniston, with numbered bullets — and links to external shopping sites — that correspond to the clothing Ms. Aniston wears. Indeed, the integrated shopping guides appear in all of W’s fashion spreads for April.

If this kind of deep integration of commerce and core editorial content appears to pose an inherent conflict of interest, it’s worth remembering that at fashion magazines, these lines have long been blurred. Across the industry, the products featured in editorial are often a function of a magazine’s advertisers.

Furthermore, in the real lives of fashion consumers, magazines and shopping are already integrated. People have used magazines as inspirational product guides since their very inception, a behaviour that’s even easier now that editorial sites and online shops are just a click or tab away from each other. So why shouldn’t publishers offer shopping services that streamline the process for consumers and capture a share of the sales revenue that’s rightfully theirs?

That’s not to say that an independent stylistic point of view is not important. It’s tremendously important. It’s what attracts readers in the first place. Going forward, the most successful magazines will be those who are able to maintain their unique point of view, while capitalising on content that’s shopable. A contradiction? Not necessarily. A challenge? Definitely.

“Over the next few months we will be launching several new commerce products,” said von Borries of Refinery29. “We firmly believe that commerce should be an integral element of a digital content site that features new fashion products, trends and designers every hour. Commerce and community also belong together. Whoever does not embrace the two will lose out in the long run.”

Indeed, people love to shop, but even more than that, they love to shop together. While forward-thinking youth apparel brands like Vans have experimented with realtime social shopping, letting users share the experience of customising shoes, we’ve yet to see a content site that lets readers explore and shop fashion together, in realtime.

Source: Businessoffashion.com by Vikram Alexei Kansara is Managing Editor of The Business of Fashion

 

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Kingfisher Steamy Hot Swimsuit Calendar 2011

The Seventh edition of the international award-winning limited edition KINGFISHER swimsuitcalendar shot by ace photographer Atul Kasbekar.

Kingfisher Calendar 2011

JANUARY- New Beginnings

Kingfisher Calendar girl 2011 Angela Jonsson heralds a new beginning as the world steps into a New Year amidst the beautiful landscape of Mauritius.

February - the month of love

FEBRUARY – The Month of Love

Lisa Haydon welcomes the Sun in yogic style as the winter gets ready to say a goodbye. With the blue waters of Mauritius and a matching sky, the summer gets ready to make a perfect entry.

March - summer's here

MARCH – Summer’s here

As summer steps in, a splash of water is a welcome relief, so says Anjali Lavania.

April - the first showers

APRIL  The first showers

When the King of Fruits steps in, the summer peaks. Fiona Thomas lolls on the white stands in a mango-orange swimsuit.

May - time to holiday

MAY – Time to Holiday

Hot and sultry Lisa Haydon sizzles on sun-kissed Mauritius shores.

June - wet days ahead

JUNE – Wet days ahead

Cherlotte Lohmann waits for the monsoon with all eagerness.

July - the rains in full fury

JULY – The rains in full fury

Ahh.. the monsoon breeze is soothing. Kingfisher Calendar Girl 2011 Angela Jonsson ambles on the sands in an aquamarine blue bikini.

August - here come the festivals

AUGUST – Here comes the Festivals

The end of monsoon makes the season an ideal time to wander. Cherlotte Lohmann saunters around with the big cats.

September - goodbye rains

SEPTEMBER – Goodbye rains

Amidst dunes, the month is ready for a fresh beginning. Anjali Lavania signals the arrival of September with a splash of colours.

October - changeover time

OCTOBER – Changeover time

A season when life springs to action. Lisa Haydon sets the ramp on fire.

November - winter's here

NOVEMBER – Winter’s here

Lisa Golden on a fast lane with a couple of Cheetahs as the world gets ready to welcome another year.

December - cold days ahead

DECEMBER – Cold days ahead

With the winter all set to come in, a bit of sunshine works magic on the body. Lisa Haydon says it in style.

Source: India Syndicate

Image credits: Atul Kasbekar

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Gucci Ad Campaign 2011

Gucci takes you on a new journey for Spring 2011 with the new ad campaign – along with models Nikola Jovanovic and Raquel Zimmermann shot by Mert & Marcus.

Gucci Cruise Ad Campaign 2011 6Gucci Cruise Ad Campaign 2011 5Gucci Cruise Ad Campaign 2011 4Gucci Cruise Ad Campaign 2011 3Gucci Cruise Ad Campaign 2011 2Gucci Cruise Ad Campaign 2011 1

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Sexy Marketing is the Game

Anticipation is the name of the game. This is to suggest that one of the best ways to market is to create anticipation from your target clients. Why do movies have trailers? Why are movie trailers shown months before the actual showing of the film?

Why are there words like coming soon? You guessed that right. Anticipation. Trailers are like teasers – they build the drama, the anticipation, the excitement. This is one way to market a product or service.

Now use this concept for your product or services by teasing your target clients. The more intrigued they get, the more they become excited. Have you ever wondered why you are drawn to a crowd who is watching something? You find yourself straining to see what the fuss is about. Admit it or not, the crowd does draw you because you are intrigued by what captured their attention.

One way to do this is by distributing teasers like flyers or print brochures to tease target clients about an up and coming product or service. Try to give them a glimpse of what they are going to expect – just like your movie trailers. Give them a glimpse of what they are to look forward to without giving away the entire plot. Make your brochure printing work for you by keeping them so interested. Reveal only what is necessary until your target clients are hooked.

Anticipation marketing, if we can call it that, not only introduces a new product or service, it also keeps the excitement going as early as the pre-launch stage. Until such time that you finally unveil your new product or service, you can feed the excitement. Start by giving your customers a glimpse then move on to giving more details without giving away everything. Build the excitement until your customers can no longer contain it – then you reach a climax.

When you employ this strategy, remember the following tips:

Build the excitement but do not keep them waiting too long. Foreplay is good; but overdoing things will not do you any better. Holding off until climax is good; but it is also a better idea not to drag your marketing strategy for far too long that your target clients get frustrated waiting for it. Before wearing out your clients’ patience, launch the offer with the right timing.

Be enigmatic. Let imaginations run wild. Tease – that is the name of the game. Offer something little by little. Do not reveal everything in one print brochure. This is not a one shot deal. Undress your product slowly by tossing print brochures one piece at a time.

The key to using this strategy is sustaining the momentum. You cannot start something that will fizzle out. You have to sustain the buildup; but be sure that the product or service is as good as the foreplay, otherwise, well…

Kaye Z. Marks is an avid writer and follower of the developments in print brochures and brochure printing industry that help businesses in their marketing and advertising campaigns.

Article Source: http://EzineArticles.com/?expert=Kaye_Marks

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Vogue’s Sensual Paris Calendar 2011

Daria Werbowy is pure sensual perfection, lensed by Mikael Jansson for the Vogue Paris Calendar 2011. Styling by Anastasia Barbieri. All jewelry is by Louis Vuitton.

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