British accessories brand Anya Hindmarch is marrying its digital and physical London Fashion Week efforts through a multichannel campaign called Anyagrams that nicknames influencers and consumers.
Italian fashion house Fendi is upping viewership of its Milan Fashion Week catwalk live stream by luring consumers with behind-the-scenes content and multiple points of view.
Hospitality organization Leading Hotels of the World is shining a spotlight on its properties that have been featured in Hollywood films to celebrate the Academy Awards and the brand’s 85th anniversary this year.
French fashion house Chloé is showcasing its limited-edition 60th anniversary collection in a series of eight mini films that celebrate the designers who have contributed to the label since its formation in 1952.
Trends emerged throughout 2012 to suggest that affluent consumers crave a mix of technology and tradition when interacting with luxury marketers.
The most-savvy luxury marketers of 2012 made sure to engage wealthy consumers and aspirational fans across a strategic array of mediums including television, print, digital, social and mobile.
When a brand cannot or no longer wishes to respect the constraints of the chosen business model, whether for reasons external to the company or internal reasons, it is time to consider leaving luxury before it is too late.
A luxury brand’s heritage will likely carry it through creative role changes within a company. However, the appointment of a widely-known designer such as that of Alexander Wang to creative director at Balenciaga can stir up a brand’s reputation in the fashion industry.
British apparel and accessories brand Alfred Dunhill will continue its theme of celebrating real men by airing a film called “For the Love” on the country’s Channel 4 terrestrial television network.
