Following in the footsteps of Chanel and Burberry, it seems that a Marc Jacobs makeup line will soon be in the mix. Before it takes a leap into the cosmetics world, Marc Jacobs may want to ask whether or not a cosmetics line would be an overextension of its name.
While celebrities have long been favored for luxury campaigns, some marketers are opting for lesser-known models to represent the face of the brand. What it comes down to is the product, the brand personality and who it wants to reach.
Precision-cut crystal maker Swarovski is offering private shopping parties in its Swarovski Elements concept store in London that provides affluent consumers with exclusive access to the store’s lounge with an opportunity shop the spring/summer 2012 collection.
British department store Harrods is continuing to position itself as not only a purveyor of high-end goods but an authority of the luxury lifestyle by developing a mobile application for its highly-circulated Harrods Magazine.
Fashion label Michael Kors is celebrating 1 million Facebook fans by revamping its page to Timeline, showing off brand and designer history, a curated video and dedicated social media components.
Marketers including Chanel, Yves Saint Laurent, Giorgio Armani, Gucci, Balenciaga and Cartier are kicking off the second issue of Style.com/Print that is centered around recently-released fall/winter collections and shows from high-end brands.
Italian handbag and footwear designer Salvatore Ferragamo is aiming for younger consumers through a digital campaign called Girls About Town that includes a dedicated Tumblr and contest.
Menswear designer Stefano Ricci is tying together art and apparel in an application for its spring/summer 2012 collection that is inspired by paintings from artist Jack Vettriano.
