Marc Jacobs

Tiffany & Co – Where the Heart leads the Head

Isaac Mostovicz writes that Tiffany's new digital campaign aims to capture consumers' hearts as well as minds ...

I have written previously about luxury brands’ adoption of digital campaigns, for example designer Marc Jacobs’ MarcFam which encourages consumers to interact with the brand online via Twitter and Instagram.

 

I read with interest about the latest instalment of luxury jeweller Tiffany’s digital campaign “What Makes Love True,” which has adopted a similar approach in terms of digital user interaction. However this campaign, based on the concept of the art of love and romance, invites users into a world charged with emotion, presented in a highly immersive digital environment.

 

The first part of the campaign incorporates brand and user created content – videos of consumers narrating tales of “true love,” an interactive map where consumers share locations where they have experienced romance, and additional filmed content. For the second part of the campaign, launching next week, consumers will be able to upload their own tangible examples of “true love” through a user-curated gallery.

 

I have written in the past on the importance of brands connecting to consumers’ emotions, and this is a very successful association for a brand that wants to position itself as having a major significance at “life-stage” events such as engagements and weddings – with that significance now firmly embedded through its own virtual environment.

 

Chris Ramey, president of Affluent Insights, Miami commented: “Selling product benefits is, today, a failed strategy. Tapping into your prospect’s deep-seated values and emotions is key.

 

“Tiffany understands this marketing evolution as well as anyone,” he said. “Emotive selling connects neurologically to consumers who are disinclined to buy more stuff.

 

“This is the new reality for selling luxury.”

 

The What Makes Love True microsite can be found at

http://www.whatmakeslovetrue.com.

True Love in Pictures by Tiffany & Co

 

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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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Luxury brands say “no” to online discounts

Isaac Mostovicz writes that luxury companies with new websites should be aware of how people experience their sites...

According to this article in the New York Times today, several large luxury brands (including Marc Jacobs, Jimmy Choo, Hugo Boss, Vince, Lancôme, St. John, Theory, Kiehl’s, Lilly Pulitzer, Donna Karan and La Perla) have recently started or are about to start selling their wares online directly to consumers. While online retailing is a tried and true channel for many retailers, these luxury companies hesitated because they felt that the web couldn’t provide a similar experience to their stores, but the recession has made them more willing to try new things. Operating a website can be significantly less expensive than operating a storefront, and it can also cut out the department store middlemen who collect the difference between a good’s invoice price and retail price.

The most interesting part of this article is the repeated emphasis of luxury goods companies like Lacoste saying that they will never, ever discount the goods they sell through their online stores. These companies certainly don’t want to devalue their brands, but at the same time, they should be aware that the recession has made many shoppers more price-conscious and only willing to buy when they find discounts. According to a recent article in USA Today:

For others, it’s about buying luxury goods only when they’re on sale — or at a steep discount. Nearly three in four wealthy women say they’ll only purchase luxuries if they can get a good deal, reports a recent survey by AgencySacks, a branding firm that consults for some of the nation’s top luxury brands.

If for many people part of consuming luxury becomes the hunt for the deal, companies that refuse to discount may have to change their strategy.

Photo by Bludgeoner86.

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Louis Vuitton opens “boutique fantasque” on Bond Street

Isaac Mostovicz writes that Louis Vuitton does well by focusing on quality...

The new Louis Vuitton flagship store opened in London last week. Situated on Bond Street and designed by Peter Marino, the multi-million pound “boutique fantasque” seeks to be like a home to well-heeled “collectors,” which speaks to both Theta and Lambda personalities. There’s currently a special exhibition of the 24 collections Marc Jacobs has designed since he first arrived at LV. Akin to that of a fashionista’s walk down memory lane, the whole effect is ‘expensive, quirky, glamorous – and totally contemporary’, writes Hilary Alexander, Fashion Director at the Telegraph.

When asked by Alexander about possible issues concerning the economic recession on the store’s opening, Jacobs replies “I know for a fact that business is good.” He goes on to say:

Louis Vuitton is a unique organisation: the products never go on sale, nor are they sold at duty-free shops. We create what people desire. And I love that commitment to quality.

Perhaps it’s this uncompromising nature that continues to maintain the brand’s revenue, despite the state of today’s economy. However, this approach only works for truly innovative, unique and long standing brands like LV. Not all designers can be so uncompromising. As seen in a previous post of mine on designers’ optimism, fashion designer and entrepreneur Carolina Herrera talked about the difficulty of maintaining the brand and its customers with the need to cut costs. Slashing prices on luxury brands is always dangerous as you risk jeopardizing the brand’s integrity and exclusivity. There are ways around this, as proven by the likes of Tiffany and Co. who avoided slashing prices by decreasing inventory levels instead.

Describing himself as a ‘collaborator’ and not a director, Jacobs dismisses the thought of a couture collection or the possibility of designing costumes for films, stating that the “ready-to-wear [lines] is pretty much at couture level, anyway.” Clear on the direction he wishes to take the brand towards, Jacobs plans to launch the first ever Louis Vuitton fragrance.

By maintaining a high standard of quality, Louis Vuitton has managed to thrive, not just survive, during this global economic recession. As the economy improves, they’ll hopefully be able to keep it up.

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