U.S. fashion label Michael Kors is kicking off its holiday marketing efforts through a continuous email campaign that offers recipients a click-to-purchase digital catalog or a print-out shopping list to bring in-store.
Advertisers including Louis Vuitton, Cartier, Hermès, Ralph Lauren, Ermenegildo Zegna, Dolce & Gabbana, Burberry and Salvatore Ferragamo are targeting the 60 percent male audience of WSJ. Magazine’s October men’s style issue.
French label Balenciaga, a member of the PPR family, is firming its mobile strategy with a new optimized site that lets consumers make purchases, browse new collections and campaigns and locate nearby retail stores.
WSJ. Magazine’s September issue not only boasted a notable fashion ad page increase, but saw a shift from men’s to women’s creative since last year’s issue from luxury advertisers including Ralph Lauren and Bottega Veneta.
Now that it is a mainstay for luxury marketers to provide access to their runway shows during Fashion Week, the next step is optimizing the shows for smartphones and tablets. However, it is not necessarily mandatory for these marketers yet.
Hermès, Versace, Neiman Marcus, Saks Fifth Avenue and other luxury advertisers chose placements beyond front-of-book in the 916-page September issue of Condé Nast’s Vogue, likely to grab attention from readers who delved into the 120th anniversary content.
Ralph Lauren, David Yurman, Estée Lauder, Dom Pérignon, Audemars Piguet, Breitling and other luxury advertisers scored key placements in the inaugural print and online issues of status publication DuJour.
The first half of 2012 opened up the doors for luxury retailers, fashion labels, automakers and travel brands to engage with affluent consumers through Facebook, Twitter, Pinterest and YouTube.
U.S. label Michael Kors is hosting a mobile contest on the Instagram application during which users can flaunt their favorite brand watch for the chance to win a limited-edition timepiece.
