Digital Media

Geo-targeted campaign launches Stella McCartney fragrance L.I.L.Y via Aurasma

Isaac Mostovicz writes that making the customer part of the story is key to engaging with your consumers' emotions...

An article in Luxury Daily reveals that Stella McCartney has debuted its first fragrance in nearly ten years, L.I.L.Y, via a mobile application and partnership with retail department store Selfridges. Using augmented reality app Aurasma, consumers will be able to access content related to the new perfume – and Selfridges has also provided iPads instore for those shoppers that don’t have smartphones or iPads to access it. The department store will also have interactive windows featuring a film by British artist Dan Tobin Smith where shoppers will be able to “edit” the film themselves by moving around.

 

Image courtesy of Stock.XCHNG

The campaign is also geo-targeted – through the fragrance’s Facebook page, consumers can check in to Selfridges on Foursquare to win exclusive prizes and “like” the page to win free samples. Then, when these customers are actually in-store, they can use the app on their smartphones or the provided iPads to activate a 3D display of a behind-the-scenes video or a large animation of the L.I.L.Y bottle.

 

Aurasma technology appears to be the latest means of multichannel for luxury brands to connect with their consumers. Net-A-Porter used the app to promote its new Karl by Karl Lagerfeld collection, where consumers could interact with window displays in New York.

 

Emmet Shine, founder and president of Gin Lane Media, New York which created the campaign commented: “Real 360 degrees is being in the hands of a user anywhere at any time, in person, to online to a combination of both.”

 

Tapping into customers’ emotions by making them “part of the story” as with the brand interaction through store windows is key. I have argued previously that luxury marketers must focus on the human characteristics that drive consumers. By a simple characterization of consumers into two personality types – Theta and Lambda, marketers will better understand how consumers behave according to their values, unconscious motives, and desires.

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Part of the MarcFam Family

Isaac Mostovicz writes that the MarcFam campaign by luxury brand Marc Jacobs is a good example of brands building an online relationship with their customers...

Luxury brand Marc Jacobs is connecting with consumers through a campaign which encourages sharing images and videos, for the chance to receive branded prize.

Marc Jacobs MarcFam

Marc Jacobs MarcFam

The MarcFam campaign sees both brand and user created content sitting side by side on the website, which is released into social media, email and web outlets. Consumers can add images with the hashtag #MarcFam to Twitter or Instagram posts for the chance of winning Marc Jacobs goods.

The campaign sees branded videos of Marc Jacobs employees exchanging and opening gifts, such as sunglasses.

Marc Jacobs sunglasses

Marc Jacobs employee receives sunglasses

Each product is then labelled with its price and name, so consumers can go and buy it.

Marc Jacobs sunglasses labeled

Marc Jacobs sunglasses

A Marc Jacobs spokesperson said:

“Marc Jacobs Intl. is a brand full of eccentricities. Through our social channels, our fans reach out to us in ways that reflect our own eccentricities. We wanted to hear their stories and see their photos that illustrate those stories. We love integrating social media into our business as a way of fostering relationships with our customers online. In this case, #MarcFam takes those online relationships offline and into the real world.”

I have written previously about the need for luxury marketers to develop relationships with their customers and encouraging consumers to behave according to their own personal values. This campaign is a good example of a luxury brand taking insights about its consumers and using them to develop a two-way dialogue with them, allowing them to “add to the world of Marc Jacobs on their own terms”.

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Neiman Marcus: “omni-presence” for luxury consumers

Isaac Mostovicz writes that that Neiman Marcus have created a seamless experience for customers both in-store and online...

The CEO of Neiman Marcus Group, Karen Katz, has claimed that today’s luxury consumer requires a brand experience that is completely seamless across all channels. The luxury fashion retailer sees itself as an innovator in the sector, having been the first store to run a customer loyalty scheme, and is putting its weight behind an ‘omni-channel presence’, which incorporates in-store, online and mobile.

This strategy has been implemented by the retailer to ensure that the customer is at the heart of everything that it does. Traditionally the brand has been well known for its luxurious shopping experience but until recently online sales did not reflect this.

The Neiman Marcus website now reflects the aspirations of the brand and replicates the in-store experience

Research conducted by Neiman Marcus found that 70% of their customers were checking products online before they went in store and this prompted a change of direction for the online elements of the retail experience. The focus shifted because the brand realized that luxury consumers require an experience online that can mirror the experience of going to one of the well-respected, luxury stores. They took the decision to go one step further than multichannel retailing and decided to create a seamless experience for customers in-store and online.

Once the company had ensured that its online presence was aligned with the in-store experience it moved into the mobile sector. Three apps have been developed for the retailers in the Neiman Marcus group, they are the Bergdorf Goodman shoe of the day, Neiman Marcus editions and Neiman Marcus gifts apps.

Speaking at the NYU Stern School of Business Luxury & Retail conference 2011, Katz said:

“Omni-presence is delivering a much more seamless experience across the board in one clear message. It will deliver the message to her any time and anywhere she chooses to experience Neiman Marcus… To be a good marketer, we still have to do events, do direct mail and have a loyalty program. But now we also have to be on Facebook, Tweet, have blogs and have online events.”

I have written previously about the importance for luxury brands to bring digital technologies into their marketing campaigns, and Neiman Marcus is a strong example of this in action.

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Digital Media for Luxury Brands

Isaac Mostovicz writes that that digital media is an opportunity not to be missed for luxury marketers...

Recent articles with names such as ‘Harrods ups digital ante with content-to-commerce link’ and ‘Burberry continues digital domination to deepen connection with Gen Y’ are just some of those highlighting the recent trend – and increasing importance – of luxury brands embracing social and digital media as a key part of their marketing strategy.

I have written about this previously, arguing that if luxury brands are to appeal to a global consumer market, brands are going to have to bring newer technology into stores, on mobiles and to people’s homes.

This article on Business 2 Community titled “Social Media Impacts the Luxury Customer, Too” argues that the luxury consumer, as well as engaging online because of brand affinity, is also impacted directly by what transpires in the social media space.

“According to a recent survey from Unity Marketing, of those individuals classified with a high-net worth, as defined by having more than $1 million in investible assets, indicated that comments, tweets, Facebook posts and so on directly influenced what websites they visited (59%), what retail stores they patronized (56%) and also what designer brand they purchased (57%).”

Unity Marketing Luxury Tracking Study

The article concludes that luxury marketers need to be pro-active in the social media space, as the luxury consumers are out there.

For Theta personalities, who seek affiliation and to contextualise themselves within a desired group, social networks both on and off line are likely to highly influence their consumption decisions. Digital media, with its emphasis on sharing, recommending and ‘liking’, is thus not an opportunity to be missed.

[…] Dr. Isaac Moscovitz, owner of Kahro, a jewelry store in Raleigh NC, writes in his blog post on digital media for luxury brands, “Digital media, with its emphasis on sharing, recommending and ‘liking’, is not an […]

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Marketing Luxury Through Digital Technologies

Isaac Mostovicz writes that that certain luxury brands are demonstrating the growing need for innovative marketing and embracing new technologies...

Luxury brands are embracing digital technologies in a bid to reach out to consumers, providing them with a virtual way of engaging with products before they purchase them.

Italian designer Ermenegildo Zegna has tackled one of the core problems of buying clothes online – inability to try them on – by creating a virtual fitting room where customers can input their measurements and see how the clothes will fit on their body shape using a virtual mannequin.

Zegna online fitting room

De Beers, the luxury jewelry makers, have also developed a digital tool. To aid the customers of their Forevermark diamond brand, they developed an augmented reality virtual try-on experience through users’ computer screens. This allows people to download an application which enables them to virtually try on different diamonds. The application also encourages sharing on different social media sites.

De Beers augmented reality application

Luxury commentary website Luxury Daily say of the application:

“Since buying expensive jewelry is usually an emotional purchase, consumers like to physically touch or hold pieces before buying. Therefore, ecommerce options are not typical in the luxury jewelry realm. Instead, quite a few upscale jewelry lines have been tapping augmented reality to bring an experience closer to consumers.”

Both of these luxury brands are demonstrating the growing need for innovation, digital technology and experience if they are to compete in an increasingly competitive space and in targeting consumers both in growing markets and established ones.

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