"Luxury brands such as Chanel, Marc Jacobs and Tag Heuer used video and social media when ushering in the New Year and stay top-of-mind.....
The new fashion gurus are improving their communication style, by creating social video and changing a little bit their way of thinking. Especially when people are celebrating Xmas, New Year, etc. the brand wants to be close by them and let them know this. In this sense, videos with short messages are appearing on the brand website wishing you Happy Christmas and Happy New Year.
Chanel video for example ends with an invitation to "share the Chanel wishes” where viewers can click on icons to send the video to friends via Facebook, Twitter and email. Cool enough, to impress, stay in touch and build new relationships.
The video features the brand’s signature double C logo in gold against a black background
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Source : http://www.luxurydaily.com/luxury-brands-ushered-in-the-new-year-with-social-video/
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Innovation, luxe, communication and new ways of designing, are only few elements that luxury brands will adopt for 2012 to impress, captivate and transform dreams into a beautiful reality for the guests.
The ingredients of luxury: complexity and work, social valorization and elites satisfaction.
Luxury brand is a universe and not a promise.
To my mind it is ultra super important for luxury brands to use videos like this, as it is the heart of online marketing, thank you for finding it Giulia!
ReplyDeleteI never take time to watch this kind of websites although they are very smart in finding new ideas related to social media.
Nevertheless, for me a luxury brand might not deal with internet ... they are two worlds apart, and luxury brands such as Chanel or Yves Saint Laurent should stay secretely hidden, and only be visible from their target markets ... but ok some of their target markets are just rich women who buy online ...
I do not know what to think anymore !!!!!!!! sorry my Giulia, kisses !!!!!
My dear Cristèle, the problem is that luxury brands also has to be flexible and to innovate all the time, and as we can observe rich people have the power today, so even luxury brands has to be online.
ReplyDeleteIm agree with what you said that are 2different worlds, but remember that if Chanel wanted to remain "secret", then they shouldnt create a website, or at least never sell online. I dont know, once luxury meant only one thing: rarity, difficult to access and high quality, today luxury is affordable and is everywhere. Total confussion.
Anyway RL tried at least to create a luxury 4D image, think that nobody did it before.
Watch the video...Impressive. Thank for you comments.Kiss