Luxury marketers who use bloggers during Fashion Week benefit from emotional and unbiased opinions, which could help to accentuate the brand image and align with a particular audience that comes built-in with the source.
Although lifestyle label Ralph Lauren is experimenting with television through its first network sponsorship, luxury marketers should be cautious in entering the mass marketing channel.
Jeweler Tiffany & Co. is looking to increase traffic to its new store in Manhattan’s SoHo district through a targeted mail campaign with its newest catalog and personalized letter.
Michael Kors is boosting its lifestyle aspect through a new series called Kors Collaborations in which the designer will team up with fellow creative talents such as musicians, artists and photographers.
Italian fashion house Gucci is flaunting its Gucci Icon handbags through a do-it-yourself contest that requires consumers to download, construct and design their own paper bag.
Four Seasons Hotels & Resorts is catering to connected business travelers through a company-wide Wi-Fi access initiative as well as test programs at select properties that include meetings on-the-go, Skype check-in and in-house iPads.
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Luxury Daily is inviting opinion pieces on luxury advertising, marketing, media and retail issues that affect marketers as they run multichannel programs for branding as well as customer acquisition, retention and reactivation.