Category: Tech Tuesday

Augment your photo’s with LV technology

By , June 14, 2012 12:39 pm

BLOGWHAT’S TRENDING

Louis Vuitton has recently collaborated with Japanese artist Yayoi Kusama on a handbag collection and is raising awareness with a mobile application that uses augmented reality and photo sharing.

The Louis Vuitton Kusama Studio iPhone app allows users take photos of images around them and apply an effect called visions to transform them into Ms. Kusama’s artwork.  Users can share them on a public gallery as well as social media platforms.

Yayoi Kusama began as an avant-garde painter in Tokyo in the 1950s. She became a figure in New York’s contemporary art scene in the 1960s. Her style is a cross between pop art, surrealism and minimalism.

This strategy is a combination of simplicity meets innovation, which augments and transform photos into Kusama’s lens.

The app lets users imagine a person or object covered with dots or reinterpreted as abstract waves, as inspired through Ms. Kasama’s artwork. It is available for free in Apple’s App Store.

Dalia Strum teaches SXF 120: Blogging Smarts for Business and SXF 130: The Social Media-Social Commerce Revolution: What You Need to Know to Keep Up.

Dior recommends talking to your Jewelry

By , May 24, 2012 11:14 am

BLOGWHAT’S TRENDING

Luxury Brand Christian Dior has created a two-part video marketing strategy for its new jewelry collection on mydior.com.  In doing so, they have humanized the jewelry collection by featuring model Raquel Zimmermann in a candid conversation truly opening up across the gamut from fashion, beauty, emotions and dating. She concludes both videos with “My Dior is My Dior. Imagine talking to your jewelry.”

There’s truly an emphasis on the product because she speaks about various experiences, and in in a sense, it’s like her Dior jewelry has become her security blanket.  No matter what, she can count on that to be beautiful and consistent part of her life while Zimmerman proclaims her feelings and flaws.

In this micro-video, she is continuously re-styled with red lipstick and black eyeliner, to nude lip gloss and messy hair, truly exemplifying that Dior Jewelry can be universal in the various occasions or even everyday wear-age.

This is not only a much more engaging opportunity for Dior to get their brand messaging across, it’s an interesting opportunity in regards to their brand positioning and how deep their future approaches will be in terms of brand messaging.

Dalia Strum teaches SXF 120: Blogging Smarts for Business and SXF 130: The Social Media-Social Commerce Revolution: What You Need to Know to Keep Up

LV brings their product roots to iPad

By , May 15, 2012 1:13 pm

BLOGWHAT’S TRENDING

Louis Vuitton is going back to its roots and what they’re originally known for; their luggage and trunks by creating an iPad application.  The 100 Legendary Trunks iPad application provides exclusive brand information through unpublished texts and documents, videos, sound clips and images. The Louis Vuitton app price seems to be a luxury item in and of itself, with a price point of $18.99 in Apple’s App Store.

The application’s vivid representation of the history of Louis Vuitton’s design’s and usage is truly representative of the company’s evolution throughout the years.

The history of the Trunks, also include the globe-trotters (celebrities) whom have owned them and have been carrying their possessions for some time. While they’re more nostalgia pieces nowadays, they still draw attention for their classic lines and sticker friendly surfaces.

Louis Vuitton’s luxury experience backstory was translated into an application, similarly like the details and quality of their products. Their clientele understands the value behind the brand, and LV has established a sense of trust with their customer base, so they shouldn’t have an issue with the price point of the app.

Dalia Strum teaches SXF 120: Blogging Smarts for Business and SXF 130: The Social Media-Social Commerce Revolution: What You Need to Know to Keep Up

Fashion discovers RFID Technology

By , May 3, 2012 1:18 pm

BLOGWHAT’S TRENDING

 

Bloomingdales-brown-bag

Retailers, including Bloomingdale’s, Macy’s, Lord and Taylor as well as Elie Tahari are starting to utilize RFID technology for immediate access to inventory, especially in-stock product availability as well as speeding up annual product checks.

This provides a value-add, by working with the faster and more innovative technology; the RFID codes that communicate to a networked system to keep track of items and are therefore able to provide improved accuracy.

RFIDAs the inventory levels should be more accurate, this allows an opportunity for these stores to appropriately stock the higher demand items in a shorter time-period, which should essentially provide increased sales by making the inventory readily available for sale.

 

Item accuracy and inventory management is essential to make sure that customers will continue frequenting the establishment.  The worst thing that you could do is disappoint the customer by not stocking the item that they are interested in and forcing them to find other outlets to fulfill their order.

Dalia Strum teaches SXF 120: Blogging Smarts for Business.

 

FOCUS 2012 Trends in Digital Media: E-tail & Retail

By , April 30, 2012 1:38 pm

  FIT logo

Retail Marketing Society
Lloyd Lippman
More smartphone options in the electronic marketplace, as well as the introduction of the iPad and other Android-based tablet devices, have changed the way brands communicate their message, the way retailers reach out to their target markets, and the way consumers respond to these messages. Decision-makers need to understand how these developments impact their business  in order to grow their brand and service their customers.
- Lloyd Lippman teaches SXR 120: Advance and Manage Your Retail Career Potential
 
 

Wednesday, May 9, 2012
Katie Murphy Amphitheater
Fashion Institute of Technology
27th St & 7th Ave, NYC

7:30am:
Continental Breakfast

8:30am-12:30pm:
Keynote: Top Trends in Digital Media

Panel Discussions:
- Monetizing the Digital Consumer Experience
- Using Social Brand Monitoring to Predict Outcomes
- Mobile-ize – Socialization, Personalization, Localization

To register and for more information go to:
http://www.retailmarketingsociety.org/223/index.html

Kiehls is Going Green for Earth Day!

By , April 17, 2012 6:00 pm

WHAT’S TRENDING

Luxury Skincare Brand, Kiehl’s has done a major push towards implementing an environmental initiative for Earth Day!

They have implemented QR code advertising within their store windows as well as various marketing materials to create awareness of their eco-friendly approach.

Kiehls

When consumers scan the QR code, they are redirected to Kiehl’s mobile page http://www.kiehls.com/, which focuses on their environmentally oriented products as well as the recycling campaign.

The Kiehl’s Reycle across America campaign incorporates celebrities including Mark Ruffalo, Rosario Dawson, Florence Welch and Spike Lee as an effort to connect with their Target Demographic.  They have also released a limited edition line with focus on these celebrities.  Each celebrity has their own limited-edition art label on the Kiehl’s rare Earth pore cleansing masque. All proceeds from this collection will go to Recycle Across America.

Included in this initiative is recycling of old containers from their past products.  Each empty container is equivalent to one stamp, three stamps qualifies for a free lip balm, five stamps qualifies for a travel-sized product, and 10 stamps qualifies for a full-sized product.

Kiehl’s strategy of implementing QR codes to create awareness of this campaign was extremely strategic, because they can track the interaction and learn from this engagement for future campaigns.

Dalia Strum teaches SXF 120: Blogging Smarts for Business.

Barney’s focuses on real people for their shoppable videos

By , April 5, 2012 1:16 pm

WHAT’S TRENDING

Department Store, Barneys New York is experimenting with how social integrates into e-commerce through the second release of their shoppable video this quarter. Barneys-Video

The focus is “Transform the Everyday Black Dress,” which features fashion blogger Geri Hirsch (www.becauseimaddicted.net and founder of LeafTV), whom is actually videoed while shopping in Barneys’ Beverly Hills store location. The goal of this campaign is to target a younger demographic through this trendy strategy, while incorporating the classic aspects of the Company Brand which synergizes with the classic look of the ‘Black Dress’ and how some additional accessories could give it a ‘face-lift.’

This clip features links to Barneys’ ecommerce site in order for consumers to actually purchase the items that are featured.

This video goes through some real-life experiences that women deal with on a daily basis, which is why it made it relatable and translatable in their lifestyles.

This strategic approach of utilizing an average woman that their target market could relate to, as opposed to their typical model was quite interesting, and decreased the focus on constantly improving their cosmetic appearance.  This should allow their consumers to focus on the actual apparel/accessories and should result in an increase of sales.

Dalia Strum teaches SXF 120: Blogging Smarts for Business.

 

Nordstrom’s gives back

By , March 20, 2012 3:47 pm

WHAT’S TRENDING

Nordstrom’s has started using the recently popular application ‘Draw Something’ to engage with their younger demographic for their $10,000 scholarship program offered to high-school juniors.

When users are engaging with the app, a pop-up ad from Nordstrom displays a video with embedded links to their store locator, the Nordstrom mobile site as well as their YouTube channel.

In order to be considered for the Scholarship, the applicant must live In a state that has a Nordstrom location within the same state, have a 2.7 GPA, volunteer or participate in extracurricular activities and plan on applying for financial aid for a four-year college education. In addition, the scholarship will be paid out in four installments of $2,500 over four years.

nordstrom scholarship imageThe advertisement opens within a lime-green square starting off with the bold statement ‘Ten 4 U’.

A video initiates with past participants receiving checks from Nordstrom and the celebration with their loved ones.

Concluding the end of the video, another banner populates asking the question ‘Think U have what it takes?’ and displays Nordstrom’s scholarship url http://www.nordstrom.com/scholarship

This is a great opportunity for Nordstrom to give back to the Community and prove students with opportunities that truly need this in order to achieve their goals in terms of education.

 

Dalia Strum teaches SXF 120: Blogging Smarts for Business.

Bloomingdale’s focuses on their Loyalists

By , March 13, 2012 8:00 am

WHAT’S TRENDING

Bloomingdales Loyalist program

Bloomingdale’s is launching a new campaign, which is essentially aiming to build ‘Loyalists’ via QR Codes and SMS call-to-action strategies, starting with a print campaign in the April Edition of Condé Nast’s Vanity Fair magazine.

The company recognizes that their consumer has transitioned to one whom is typically mobile; it would be more efficient to reach them on the technology that they have ‘in-hand.’

The advertisement located in Vanity Fair is a two-page spread, which features Michael by Michael Kors and Marc by Marc Jacobs’ dynamic Spring/Summer 2012 Collections.

The strategic ‘calls-to-action’ are located in a blue box on the top right-hand side of the second page.

Consumers can scan a QR code, send an SMS message, or enter the URL address http://www.bloomingdales.com/loyallist on their mobile devices.

The QR code forwards consumers to a tutorial video that explains the new Bloomingdale’s Loyallist program. (A similar concept is established when a consumer sends an SMS to the number provided)

Essentially, consumers receive one point for every dollar they spend in-store, online or in outlets. There are also chances to earn double points on cosmetics and fragrances.

If consumers get 5,000 points, they receive a $25 rewards card.

This allows Bloomingdales to establish a more personalized, one-to-one relationship with their consumers.

Dalia Strum teaches SXF 120: Blogging Smarts for Business.

 

Barneys looks into eliminating catalogs

By , February 28, 2012 4:08 pm

WHAT’S TRENDING

As we enter the digital market, physical mailers and catalogs are becoming less prevalent to engage the younger more affluent demographic. Barneys New York is focusing more energy to target the younger consumer through digital videos for its Co-Op Line.

The Brand is not eliminating direct marketing and catalogs completely, and they will be offering it for other lines that engage with an older demographic with a “touch and feel” mentality.  However, Co-Op’s Spring Line will be released completely in digital format for the first time.

Currently, Barneys has two videos on its ecommerce site at http://www.barneys.com for both the Men’s and Women’s Co-Op lines.

The videos have a different dynamic than others than consumers might have been accustomed to in the past.  Typically there would be loud music, some dancing/or movement – Barneys’ tried to create some type of interaction with the models such as an interview or more specific movement so consumers can better see how the apparel moves/fits.

While watching the video, consumers are able to click on an article of clothing, which will expand the product and allow them to add it to their shopping cart to checkout at their convenience.

Consumers are also able to scroll through different looks, which are accompanied by the designer’s name.

Promotion for this launch was done though email as well as social media outreach to connect with their direct clientele.

Opportunities for this outreach are endless, especially when it comes to relatability.  Models could essentially be anyone that their target customer could connect with, which would create appeal for those particular products.

 

Dalia Strum teaches SXF 120: Blogging Smarts for Business.

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