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Nov
2012
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Hermes “8 Ties” Interactive Look-Book In Selfridges // Day-Only Rooms In Luxury Hotels // Louis Vuitton TV Advertising // Ermenegildo Zegna Enters Google+

This week we talk about Selfridges hosting an interactive look-book of Hermes’s latest tie collection, the rising popularity of day-only rooms in luxury hotels, Louis Vuitton starting a TV advertising campaign to raise brand awareness, and Ermenegildo Zegna’s entry in Google+.

Selfridges

Interactive installations in Selfridges invite users to explore Hermès’ new tie collection. In keeping with the trend for increasingly experiential in-store experiences, the installations comprise of two interactive works that reflect the technology themed-designs of the ties. Designed in collaboration with digital artist Miguel Chevalier the ties will be retailed alongside the virtual-reality wall and interactive look-book.
Read more…

CNN

Luxury hotels see an increase in revenue by offering day-only rooms. An increase in demand from business travellers looking for a few hours respite in their busy schedules has led to an increasing number of luxury hotels to make their rooms available for short periods during the day. It’s a win-win situation for guests and hotels who effectively can ‘use a room twice’  between one guest checking out in the morning and the next checking in later in the day. Read more…

Accenture

According to a new report from Accenture half of U.S. consumers intend to purchase a luxury product in the next six months. The report found that consumers are looking to buy smaller and more affordably priced luxury items that don’t represent a big investment but complement their lifestyle. Significantly, it seems that it’s not an either/or choice between shopping in-store or online – the two can complement each other. ‘Showrooming’, viewing a product in store and then making the purchase online, is especially significant in the luxury market. 37% questioned preferred online retailers for finding the best deal.  Read more…

Luxury Daily

In a bid to broaden its audience Louis Vuitton moves into television advertising. The ‘L’Invitation au Voyage’ film is part of a multichannel brand awareness campaign nicely timed at the run-up to Christmas. Themed around ‘Paris and it mysteries’ The Louvre provides the elegant backdrop; a fitting choice of location given that Vuitton hold their ready-to-wear womenswear show at the venue during Paris Fashion Week. The ad which is being rolled out across the world is also supported by a Facebook app.
Read more…

The New York Times and Vogue Italia

Ethical Luxury has been a hot topic of discussion this week at the IHT Luxury Conference in Rome. What does it really mean? Can fashion initiatives really help people in countries of extreme poverty or is the ‘frivolous’ world of luxury exploiting cheaper production routes? Not so says the head of the UN’s United Fashion programme. ‘Not charity, just work’ is the way we should see it. Read more in The New York Times. Meanwhile, editor of Vogue Italia Sozzani says, ‘New luxury is the opposite of excessive consumption, it means respecting nature and the environment, it means fair trade.’  Read more in Vogue Italia.

WWD

Italian Menswear brand Ermenegildo Zegna have introduced a Google+ page called “Zegna: the Modern Man’s Manual”. Marketed as an editorial calendar and created in collaboration with lifestyle site Valetmag.com the page hopes to encourage conversation between the brand’s Creative Director and its community by engaging in virtual talks.  Read more…

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