Increasing amounts of luxury brands are beginning to explore the opportunities associated with online video. Tommy Hilfiger has launched TommyTV, Cartier has launched a series of short films with French filmmaker Olivier Dahan, Belvedere Vodka launched their Let It Rain campaign, with a clear intent for its provocative tone to make it viral…
While many online video initiatives are just repurposed mainstream campaigns, our research shows that Gucci Group in particular, and PPR in general, are showing a taste for online video content that demonstrates a real understanding of its distinct form. T
The two best examples so far; Prada’s Trembled Blossoms, and now the surprisingly provocative Sergio Rossi viral from the Shoe Love series.
The success of social networking has been one of the internet phenomena of the last few years, but the turnover is surprisingly high. After Friendster came MySpace, after MySpace came Facebook… After that, came the deluge.
A niche part of the social networking scene are the initiatives that are trying to create networks of high-net world individual and luxury consumers, and this area of social networking is one of the fast-growing areas.
Once invited to join the network — only selected members with a sturdy Rolodex are given invite powers — a member can browse the market guide (a high-end Craigslist where there are currently 500 member-listed yachts for sale), surf the luxury-travel guide and global-event guide, or participate in forum discussions–one of the site’s most active and popular functions. — (Via CBC)
Luxury brands are becoming currency in the luxury circles of social networking, Send Louis Vuitton is just the beginning…
And finally, Fame Game describes itself as a “social network that invites people to re-invent fame.”
It gives a direct Warholian PR index of the buzz that surrounds parties, searching by brands reveals some interesting comparisons… And the winner would appear to be Louis Vuitton… Mercedes Benz • Dior • Gucci • Krug • Louis Vuitton
Luxury brands have struggled to create an online presence that reproduces their carefully controlled offline positioning, but according to new research, consumers are ready for - and expect - luxury brands to innovate and develop clear online experiences.
The inherent contradiction between the ubiquitous accessibility of brands in the online world and the fiercely protected exclusivity at the heart of luxury consumer goods has to date remained an unresolved mismatch. — (Via BrandStrategy)
You can view historically how luxury websites have approached their web design via the Internet Archive Way Back Machine
Louis Vuitton, for example, has come a long way since its first web design in 1998… Visit LV 1998 website
In conjunction with long-term collaborator, Rem Koolhaas’ company OMA, Prada has launched an initiative, Prada Prototypes, which is an online auction of limited-edition Prada garments and accessories.
The ‘Prada Prototypes’ auction features 24 pieces including dresses, skirts, bags and shoes all hand-selected by Miuccia Prada. Initially created for the catwalk, the pieces have never appeared or been produced with the specific colour or material and some pieces have been made specifically for the auction.
The auction website lets bidders personalize the process by allowing them to include information about themselves, photo, or links to their websites. Bidders can also track the bid history of individual pieces through a graphic chart.
The Prada Protoypes idea works on several layers, both tactically and strategically. It creates a minor revenue stream for the brand, while also communicating ideas of couture, personalization, and buzz for the Prada brand.
In a marketplace where luxury brands still struggle with online representations of their brand personality, it’s a smart solution
To see the project in action, visit Prada.com and click on the Prototype Auction tab
A couple of years ago at the launch of the XBox, Karl Lagerfeld was invited to design his version of the XBox console…
To celebrate the release of Microsoft’s anticipated new gaming system, Paris-based concept shop Colette enlisted the Chanel meister and a few other local designers to put their own twist on the geektastic gadget. — (Via Style.com)
Today it was announced the Lagerfeld has swapped hardware for software in his supporting role in the upcoming Grand Theft Auto series…
If you’re not that excited about seeing Lagerfeld as the next video game superstar, then fear not, he will only feature as part of the game’s soundtrack, where you can listen to him as one of its radio DJs. — (Via CatwalkQueen)
As we have mentioned previously, luxury brands have taken a distinctly nervous approach to expanding their brands online. But today, the previously discrete, but increasingly visible Hermès brand extends its story online.
The new Hermès site - which went live today - combines a series of insights into the history of Hermès with a new tone which is more eccentric and Red Bull-ish that might have been imagined.
Through 60 windows, the brand showcases 14 product ranges through interviews, film footage, and photo galleries…
See more at HERMES.COM (click on the Hermès Universe logo)
The success of social networking has been one of the internet phenomena of the last few years, but the turnover is surprisingly high. After Friendster came MySpace, after MySpace came Facebook… After that, came the deluge.
Luxury brands have struggled to create an online presence that reproduces their carefully controlled offline positioning, but according to new research, consumers are ready for - and expect - luxury brands to innovate and develop clear online experiences.
In conjunction with long-term collaborator, Rem Koolhaas’ company 
A couple of years ago at the launch of the XBox, Karl Lagerfeld was invited to design his version of the XBox console…
As we have mentioned previously, luxury brands have taken a distinctly nervous approach to expanding their brands online. But today, the previously discrete, but increasingly visible Hermès brand extends its story online.
