201011 Chalhoub Luxury Trends Inspirations Bestof

8/7/2019 201011 Chalhoub Luxury Trends Inspirations Bestof

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edgeTrends & InspirationsWith our expertise, knowledge and insight, we create value

ISSUE 1


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edge Trends & Inspirations Louis Vuitton and Burberry took the lead in terms of INNOVATION.

Points of sale and communication wise, it seems that INTERACTIVITYis

Business wise, E-COMMERCE

!ThinkBrand experience - Interactivity - Digital


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edgeTrends & InspirationsISSUE 1


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Karl Lagerfeld, last Paris Fashion Week (Oct 2010)

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LOUIS VUITTON in 360 degrees...

WHAT ?

There was a chance for fashion fans to get a very special look at LV's latest Paris

fashion show.

In a world first, the brand used 360-degree technology that allows web users toadjust their camera angle as they watch the footage, as if they were sitting in thefront row at the catwalk presentation.

WHEN and WHERE ?

Right after the fashion show (8pm on the same day) and during one week on:

! www.facebook.com/louisvuitton

THE IDEA

Burberry set up Apple iPad tablet computers at 25 outlets worldwide allowing shop-pers to browse and order from the spring-summer 2011 collection immediately during

DIGITAL initiatives continues to drive awareness and sales for Burberry:

Online revenue in the year ended March 31 jumped to 60 percent.

-winter 2010 collection was streamed live earlier this year.

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http://www.facebook.com/louisvuittonhttp://www.facebook.com/louisvuittonhttp://www.facebook.com/louisvuitton


7/20

YSL MANIFESTO 7

Overhalf a million copies of the YSL Fall/Winter 2010-2011 Manifesto (7th

edition) were distributed globally on September 14 and 18, 2010 in:

PARIS - LONDON - MILAN - TOKYO - HONG KONG - BEIRUT

The first 2,000 passerby in each city received a custom cotton bag designed

by Stefano Pilati.

The total evolution of this season's Manifesto, featuring exclusive news and

images were relayed on www.yslmanifesto.comFacebook

pageand the YSL Twitter account.

Finally, participants and witnesses to the distribution in each city were invited

to submit images documenting the activity for consideration for an online gal-

lery on Facebook and the Manifesto website.

!Log-on www.yslmanifesto.com

DOLCE & GABBANA_ALWAYS-ON

INTERACTIVE- YOU become a part of the message

COST EFFECTIVE - A basic webpage, a dedicated mobile number ONLY

360 INITIATIVE- Web + Point of sales + Mobile

!Check-out www.dolcegabbana-always-on.com

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http://www.yslmanifesto.com/http://www.dolcegabbana-always-on.com/http://www.dolcegabbana-always-on.com/http://www.yslmanifesto.com/


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DISPLAY by REEBOK & ARMANI

220 m x 15m LED INNOVATION

Last September in Moscow, Emporio Armani and Reebok presented the

FW10 Reebok/EA7 in giant animated digital screen, the largest media display

ever to utilise this technology.

! See video from Emporio Armani and Reebok at:http://inr.synapticdigital.com/Reebok_37555

The digital advertising site heralds the introduction of the EA/Reebok and

EA7/Reebok FW'10 Collections at select Emporio Armani boutiques world-

wide and online via www.reebok.com and www.emporioarmani.com

The behind-the-scenes creation of the groundbreaking FW '10 digital and

print campaign are available on www.facebook.com/reebok and

http://www.facebook.com/ARMANI

LANCEL launches CUSTOM MAG

Lancel just released the premier issue of its customer magazine called by

LANCEL.

customers.

The debut issue features 84 pages and is called Le magazine de la Frenchlgret by Lancel (The magazine of French lightness by Lancel in English)and will take readers behind the scenes during the manufacturing process ofBB Bag (designed for Brigitte Bardot) for instance.

! Go to LANCEL STORE

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http://inr.synapticdigital.com/Reebok_37555http://inr.synapticdigital.com/Reebok_37555http://www.facebook.com/reebokhttp://www.facebook.com/ARMANIhttp://www.facebook.com/ARMANIhttp://www.facebook.com/reebokhttp://inr.synapticdigital.com/Reebok_37555


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10/20

Windows new (interactive) generation

Mass-market is now following the trend at an international level.

Ideally, the five senses should be on. The link should be established between existing

and potential customers. This is all about experience, interactivity and participation.

Even better when integrated into a content and marketing strategy (see DOLCE & GAB-

BANA_ALWAYS-ON

Any ideas of your next integrated merchandising campaign?

RE-LAUNCH OF COCO-MADEMOISELLE(Sept 2007, Paris-New-York-London-Hong-Kong-Tokyo)

A global interactive content strategy:1. Interactive shopping windows conceived

& deployed at CHANEL flagship stores.2. Image projection in the city (new adver-

tising movie & statutory quotes of Made-moiselle Chanel herself)

3. Website www.mademoiselle-forever.com

with the new advertising movie and theselection of the best image projectionsamong the 5 selected cities.

The Herms square, mixing digital and reality.An interactive showcase that attracted attention.Each window shows a Herms scarf, physically present inspace apparently being blown about by the breath of a Japa-nese actress. The illusion is achieved by venting air from asmall hole in the wall near the mouth in the printed image byTokujin Yoshioka, 2009

Ralph Lauren Street level Digital campaign in San Franciso & New York,2009

After successful campaigns that leveraged interactive window displays during theUS Open and Wimbledon tennis tournaments, Ralph Lauren is mixing the digitalsignage technology with an innovative iPhone application to promote its Rugbyline of apparel.Through both the app and the store windows, you can customize a shirt from theRugby line with patches and lettering, then buy it, email it, post it to Facebook orsave it. Perhaps the coolest part is that you can actually see what the shirt wouldlook like on you by uploading a photo.

HERMES is using Multimedia windows toand e-commerce website.Passers-by were able to consult the websitefrom the window. (APRIL 2010)

LA FNAC (PPR) = DIGITAL and SOUND windows The leds are moving with the rhythm of the CD youchose which is heard by putting your hand on thewindow. (PERMANENT)

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FromWINDOWS...

INTERACTIV

ITY

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11/20

DIGIT-AD is now in the region...

JCDecauxMEA has introduced a Digital Welcome Corridor at Dubai Airport.

The new format comprises twelve 57-inch Full HD LCD screens suspended

along the main passage to passport control in the Arrivals area in Terminal 1.

On average, passengers spend a minimum of 2m 30s along this corridor, and

will see the brand messages repeatedly.

Images and videos can be synchronized giving maximum impact through repe-

tition or they can be arranged sequentially to unveil a range of different prod-

ucts.

To follow...

L.E.D war on Point of Sales

The luxury point of sale is turning into an interactive theatre.

ago in TOKYO.

LED (from the English light-emitting diode) is invading the points of sale.

Again, this is all about experiencing a brand and create an emotional link

with existing and potential customers...

Louis Vuitton interactive stairs, Hong Kong

Louis Vuitton Ginza store Tokyo, 2008,designed by Jun Aoki.

The Chanel Tower in the Ginza district of

Tokyo is a true architectural integration of 700,000 LEDstechnology into a curtain wall.

The faade serve as communications

media, day lighting source, and fashion icon.

From left to right and top to bottom: Just Cavalli boutique in NY, Umbra in Toronto, Toyotaflagship in Paris, Carat in Hong-

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INTERACTIV

ITY
http://www.jcdecauxmea.com/http://www.jcdecauxmea.com/http://www.jcdecauxmea.com/


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HERMES entered the world of FACEBOOK !

On June, 8th, the brand launched its first official page.

After 2 days: almost 138 000 fansToday (October, 20th): 195,233 people like this...

Is FACEBOOK page a fad?

Videos, exclusive pictures, news, street style andgames are on the page

! Log on FACEBOOK HERMES page:http://www.facebook.com/hermes

www.JAIMEMONCARRE.com (I love my scarf)

A worldwide and digital initiative (started last July) to give the younger set inspiration on

trends of wearing scarves in a series of events with fun videos, Polaroids, sticker pic-tures, and film negatives inspired from the website.

STREET STYLE + WEB + SOCIAL MEDIA + TAILOR-MADE EVENT to target younger

!Log on www.jaimemoncarre.com(I love my scarf)

HERMES is re-inventing itself DIGITALLY

edgeweb & new media

HERMES on FACEBOOK is presenting itslatest initiatives trough videos, pictures...

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http://www.facebook.com/hermeshttp://www.jaimemoncarre.com/http://www.jaimemoncarre.com/http://www.jaimemoncarre.com/http://www.jaimemoncarre.com/http://www.jaimemoncarre.com/http://www.facebook.com/hermes


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Net-a-porter is conquering men...

The French crocodile is conquering the web(usiness)LACOSTE, one of our big success in the region just opened its new e-boutique platform.

FIRST Market: France, England and Germany.IMPLEMENTATION within 15 countries till 2014.3000 references will be available on line VS an average of 600 refer-ences in a classic shop.

OBJECTIVE by 2014: 100 millions euros... -of-sales to enable client to order all products available or not in the boutiques.

! Log-on http://shop.lacoste.com/

Is E-COMMERCE now reality for LUXURY ?

In January, the UK e-commerce case-study will

WHY ?

100% of Net-a-Porter customers have a man intheir lives in some capacity and 59% of them are

married or living with their partners...

The Prada e-store makes its debut

in the United States...

Starting July 1, the prada.com website expandedits distribution network by launching the E-Storemost receptive markets for online purchasing,as well as Alaska and Puerto Rico.

Prada e-store is now available in 19 countries

! Log on http://www.prada.com

Marc Jacobs eCommerce Site launchedTHE CONCEPT

Kitchy, fun, entertaining, engaging and cool =PERSONAL and ONE to ONE rather than high-tech.

Selections from Marc Jacobs, Marc by Marc Jacobs,Little Marc Jacobs, and some adorable special itemsare available in this e-boutique.

! Log on http://www.marcjacobs.com

Maison Martin Margiela is IN(TERNET)

The brand is aiming to be able to shipANYWHERE in the world !

40 shipping destinations are already

available.

! Log on http://eboutique.maisonmartinmargiela.com

edgeweb & new media
http://shop.lacoste.com/http://www.prada.com/http://www.marcjacobs.com/http://www.marcjacobs.com/http://eboutique.maisonmartinmargiela.com/http://eboutique.maisonmartinmargiela.com/http://eboutique.maisonmartinmargiela.com/http://eboutique.maisonmartinmargiela.com/http://www.marcjacobs.com/http://www.prada.com/http://shop.lacoste.com/


15/20

2. BURBERRY new INTERACTIVE AD CAMPAIGN

1. PRADA and GUCCI ARE SHOWING LIVE !

September 23, 2010 www.Prada.com featuredtheir spring-summer 2011 collection, LIVE fromMilano.

It was also accessible on ipad and iphone.

September 22, 2010 Gucci launched their newGucci Connect website through a live video of the

women spring-summer fashion show.

! Log on http://www.gucciconnect.com and dis-cover the new Gucci participative digital platform...

THE IDEA is to give users complete control over the perspectives of the campaign, cast and products.

Using innovative technology, users are able to select and control the views of the motion-responsive images and video as shotby legendary photographer Mario Testino.

The 14 images and six interactive videos showcasing the Burberry campaign can be clicked, rotated, paused and dragged 180degrees.

! Log-on http://www.burberry.com to experiment

FORYOUR(KEY)

INFORMATION-KEEP

YOUREYESOPEN

...

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http://www.gucciconnect.com/http://www.burberry.com/http://www.burberry.com/http://www.gucciconnect.com/


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edge interview14


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Michela Simone - Senior Marketing Executive for RALPH LAUREN(FITRA, DUBAI, U.A.E) won the EDGE MARKETING SEMINAR awards inSeptember 2010 in Dubai presenting the POLO JEANS Co. ART STARS

Marketing initiative.

She will attend the next International Herald Tribune Conference by SuzyMenkes in London.

She explains to us her360 MARKETING CAMPAIGN

WHAT WAS THE INITIAL OBJECTIVE OF THECAMPAIGN ?

The main objective of the Polo Jeans Co. re-launch campaignwas to support its repositioningand improve its awareness amongst the GCCyouth.

ART STAR has to be considered as one of the elements of an

integrated strategy designed to revamp PJC.

WHAT WAS THE CONCEPT OF THE MARKETINGACTION?

50 young urban and influential artists, whom inspired by theAmerican flag synonymous with Polo Jeans Co., were askedto create 3D pieces on a blank canvas in the form of a 3D starcovered in denim.

These artworks has been displayed in selected PJC storesand art galleries across the UAE and Europe, before joininga public exhibition in London prior to a charity auction (in No-vember 2010).

In Dubai, to meet with the need for combining the internationalre-launch with its local implementation, two popular local street-artists, Diya Ajit and Ubik, have been selected to customizetwo of the fifty denim stars. The stars envisioned their idea of

> More on page 16

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POLO JEANS CO. RE-LAUNCH STRATEGY DIAGRAM:

ALL THE ELEMENTS ARE LINKED BY A CONTINUOUS CYCLE;WHERE CONSUMERS ARE INFLUENCED, AND AT THE SAMETIME ARE CONTRIBUTING TO THE RE-LAUNCH PROJECTTHROUGH THE USE OF SOCIAL MEDIA AND BLOGS.

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edgeinterviewHOW DID YOU REACH THE INITIAL OBJECTIVE?

The campaign renounced mainstream advertising and traditional communication tools, in fa-vour of the new media such as social networks, fashion and art websites, blogs and podcast,edgy local magazines and in-store events, in order to influence key local trendsetters.

Stars were then showcased at the Shelter Gallery during an eventwhich allowed the guest tolive the a whole PJC brand experience.

WHAT WAS THE OUTPUT?

Through the use of the dedicated social networks, the target shows appreciation to theprojectthat is involving the local community and engaging them in all of the phases of it.

At the same time, the target is connected in extensive long-distance interactions with art-ists and followers from other countries through the global website.

Around 150 people from the art scene of Dubai attended the event. The invited bloggersshowed through their posts to have had a great understanding of the brand DNA.

DIGITAL PRINT EVENT+ +

2. ONLINE PR : fashion/art/design/local listings sites & blogs

1. DEDICATED WEBSITE: http://artstars.polojeans.com/

www.mahryskadaily.blogspot.comwww.lilydresscode.blogspot.comwww.myfashiondiary.blogspot.comwww.dubaisitgirl.comwww.hellwafashion.comwww.lamodadubai.comwww.savoirflair.com

3. SOCIAL NETWORKING: Twitter, Facebook

TAILORMADE PHOTOSHOOT by BROWNBOOKandDESERTFISH: Fashion/Art/Culture local magazines

BROWNBOOK

DESERT FISH

Stars were showcased at the Shelter Gallery during an event whichallowed the guest to live the a whole PJC brand experience.

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http://artstars.polojeans.com/http://artstars.polojeans.com/http://www.mahryskadaily.blogspot.com/http://www.mahryskadaily.blogspot.com/http://www.lilydresscode.blogspot.com/http://www.lilydresscode.blogspot.com/http://www.lilydresscode.blogspot.com/http://www.lilydresscode.blogspot.com/http://www.dubaisitgirl.com/http://www.dubaisitgirl.com/http://www.hellwafashion.com/http://www.hellwafashion.com/http://www.lamodadubai.com/http://www.lamodadubai.com/http://www.savoirflair.com/http://www.savoirflair.com/http://www.savoirflair.com/http://www.lamodadubai.com/http://www.hellwafashion.com/http://www.dubaisitgirl.com/http://www.lilydresscode.blogspot.com/http://www.lilydresscode.blogspot.com/http://www.mahryskadaily.blogspot.com/http://artstars.polojeans.com/


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700 000 000 000

People spend over 700 billion minutes per month on Facebook

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201011 Chalhoub Luxury Trends Inspirations Bestof

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