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DFB102 10am Social Media / Blogs to follow

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Five years since the creation of www.oraclefox.com, the Oracle Fox brand has become one of the world's most recognised fashion destinations. With an audience of over 1.5 million, Amanda Shadforth is acknowledged globally as one of the fashion industries most influential and prominent leaders. In addition to the global success of Oracle Fox, Amanda's unique ...

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Leandra Medine
http://www.manrepeller.com/shop

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http://www.manrepeller.com/shop

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By: Rachel Weaver | @RachelWeaver123

Social media is a relatively new frontier for luxury brands. Some upscale brands are hesitant to be involved in such a modern marketing platform because brand history is a major selling point. Diluting the brand image is a concern, and this is one reason why luxury brands have been relatively hesitant in developing a social media presence. Some luxury brands, however, see the importance of connecting with audiences that have been known to gravitate toward social media, like Millennials. Overall, fashion brands are leading the pack with customer engagement. Below we examine the top three luxury brands on Instagram, Facebook, and Twitter, and the one brand we feel has set the bar highest across all platforms.

1. Louis Vuitton: LV's most successful posts on Instagram come primarily from images of new products and designs. It also takes advantage of connections with popular digital influencers, tagging them in posts.

2. Chanel: An interesting twist to Chanel's strategy is the delay of posts. Chanel started its Instagram, accumulated followers, and had a substantial amount before publishing a single post. Fashion brands are some of the top on Instagram because it is such a visual industry. Success on the Instagram platform depends on the content being visually interesting enough to stand out among other posts. Chanel understands this and implemented the strategy by using GIF images that catch the viewer's eye with small amounts of motion.

3. Louboutin: Louboutin's Instagram success is greater than any other luxury footwear brand. As a luxury brand, it is using Instagram to connect on a deeper level with customers. Its goal is to sell an ideal rather than a specific product, and it is accomplishing that goal one post at a time.

1. Louis Vuitton: Louis Vuitton has been consistently visible across all channels. They currently have almost 18 million fans on Facebook and curate posts with lots of crisp, colorful pictures.

2. Gucci: According to Marketing Mag, Gucci's strategy on social media has focused on ad videos and special campaigns. The brand was also sure to highlight anniversaries of well-known products to help customers remember the brand's history.

3. Dior: Dior's Facebook is full of posts involving images with beautiful aesthetics. Christian Dior, the brand's original founder, appreciated classic femininity. The Facebook strategy has stayed in line with this brand ideal. In addition to a wealth of gorgeous images, Dior frequently posts videos, further engaging its audience.

Twitter

1. Chanel: The cornerstone of Chanel's Twitter strategy is beautifully shot short brand videos. These show a side of the brand that resonates with viewers, and videos evoke more emotion than photos because they involve motion and sound. Chanel has almost 10 million followers on Twitter, and, in keeping with the aloof nature of the brand, follows no one back.

2. Dior: Dior's Twitter is flooded with stunning red carpet shots, product videos, and special event recaps. The brand also gets a lot of traffic from campaigns such as "Lady Dior."

3. Louis Vuitton: LV's Twitter highlights celebrities wearing Louis Vuitton items on red carpets for high profile events. By interacting with and tagging celebrities, more users are reached.

Overall
The brand that has exemplified an enormous level of social media success is Chanel. How has Chanel been so successful on social media? It could be because of its unconventional approach to social marketing. Most brands stay in line with the typical expectations of interacting and inviting people to find ways to connect, chasing after a larger audience. Chanel on the other hand, does not chase anyone. In turn, the brand exudes exclusivity. We all know people want something they feel is out of reach. Chanel has brilliantly turned this human behavior into a marketing tactic and it's working. Mentioned above, the brand does not follow any users back on Twitter. Why? It doesn't have to. Users want to be a part of the Chanel experience, and social media is a way for them to feel connected to the brand.
What makes a luxury brand successful on social media?
The common factor leading to the social media success of these top brands is, simply, engagement. Posts that connect with viewers in multiple ways build loyalty and help the consumer become more emotionally involved in the brand. Campaigns involving contests, games, live streaming, and behind-the-scenes insights draw customers into the world of the brand, encouraging a more substantial attachment. The brands listed above can be a firm example of the potential to reach and connect with a larger audience when effective social marketing strategies are implemented.

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By: Rachel Weaver | @RachelWeaver123 Social media is a relatively new frontier for luxury brands. Some upscale brands are hesitant to be involved in such a modern marketing platform because brand history is a major selling point. Diluting the brand image is a concern, and this is one r

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The Content Brief: Luxury Brands Learn To Love Social Media

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Episode 86: Luxury brands thrive on exclusivity, but social media is downright democratic. How can the two meet?

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Digital marketing has extended the spheres of influence for a brand that is trying to get noticed by its audience.

But what about luxury brands? How do you stay relevant, and be remembered, when your product is something that is purchased only once every couple of years?

The most expensive, non-customized version of the Apple Watch costs $17,000. When its makers released the smartwatch that was touted as the next big must-have in the world of technology, they weren't just competing with Samsung or Sony anymore. With the introduction of the iWatch, Apple became a competitor to the Rolex's and Tag Heuer's of the world.

Apple's ability to demand that kind of excitement and anticipation for a product that it is yet to establish any credibility for, rests solely on the power it wields as a brand.

A huge part of creating that brand relevance, comes from being present in the right places and generating engagement by saying the right things. Digital marketing enables brands to be in the centre of relevant conversations, as and when they are happening.

We bring you five luxury brands that have used digital marketing to make themselves more relevant in their own unique way.

Bentley

One of the most high end cars around the world, Bentley has always been associated with class and premium luxury. Their cars are for the discerning customer who doesn't mind shelling out big bucks to own a vehicle that exudes sophistication. Bentley introduced highly stylised road trips on their website to target the aspirational quality associated with its brand.

The Bentley website coaxes viewers to take virtual trips across the globe right from the gorgeous castles of Spain to the spellbinding sand dunes of Oman.

There are 7 such locations that a user can choose from by clicking the desired location denoted by white circles marked on a world map. The user is then taken on a virtual journey, in one of Bentley's many variants, with detailed descriptions about the various attractions that the route takes them through. Users can even opt to know more about a place by clicking on the different pit-stops along the way.

The application takes you on a virtual journey, experiencing the beauty of the places in a Bentley. At the end of the journey, you're given three options- finding the route on google maps, sharing the experience with your friends or downloading the route as a PDF.

They also launched Bentley Inspirator, a first-of-its-kind personalization app, available only on iOS, that uses emotion recognition software to suggest the perfect Bentley car (currently limited to the Bentayga) for you. The application analyzes your facial and emotional reactions, as captured by your camera, to point you to the right colours, interiors and other specifications that are suited just to you. Read more about Bentley's Inspirator, here.

Bentley's recent campaign takes their dedication towards attention to detail to a whole new level. They recently unveiled the "Look Closer" campaign that uses NASA's space exploration technology to create an image that can be zoomed in to a crazy degree of precision. The image is 4,425 times larger than a regular smartphone image and is made up of approximately 53 billion pixels. What starts as a wide panoramic shot of San Francisco's Golden Gate Bridge, can be zoomed in to reveal the new Mulsanne in rose gold. Go a little deeper and you can even see the signature Bentley motif stitched on the passenger's headrest.

The image was created using technology developed by NASA to enable Mars rovers to take exploratory panoramic photographs.

Look closer to see more. Explore the world's most extraordinary car photograph at https://t.co/zJ3ikDBRp0 https://t.co/ipX4SrgyH2

- Bentley Motors (@BentleyMotors) August 15, 2016

Quoting Bentley's sales and marketing board director Kevin Rose,

"Nowhere is Bentley's famed attention to detail better demonstrated than with our new Mulsanne. We wanted to commission this shot to capture both the exquisite detailing of the Mulsanne and the epic scale of our brand's ambitions. We believe the result is truly extraordinary."

Burberry

One of the first luxury brands to jump on the digital bandwagon, Burberry's digital strategy is nothing short of stupendous. With a number of creative digital projects and a website that's without flaw, it isn't surprising that Burberry's brand value is reported to be $5,722 million as per Millward Brown's latest BrandZ Top 100 Global Brands Report.

Digital campaigns like the Art of Trench microsite that turn the streets of the world to runways by getting users to submit pictures in their favorite Burberry trench coats, or Burberry Bespoke that enable the heights of personalization, integrate the essence of the brand with the ease of technology.

The website itself is well laid out, highly interactive and easy to navigate. An additional section to check out is Burberry Acoustic, featuring fairly undiscovered musical talent from across UK. The well directed and highly stylised videos on the channel feature the artists wearing clothing from Burberry's latest collection.

Burberry is also one of the few luxury brands that is big on Snapchat. They were the first brand to utilise Snapchat's Discover to promote Mr. Burberry, their men's fragrance and grooming collection. Read more about the campaign here. While quite a few luxury brands have a presence on Pinterest, Burberry was the first to collaborate with the visual platform. They promoted the 'Cat Lashes Mascara' range with a unique promotional campaign that allowed users to create customized boards on Pinterest. Their Pinterest page currently has over a million subscribers and is regularly updated with the brand specific content.

Louis Vuitton

Last year, Interbrand published its Best Global Brands list and the luxury brand that figured right on top was legendary fashion brand Louis Vuitton. With a brand value of $27.3 billion this year, it isn't surprising that LV is one of the leading luxury fashion brands with a strong digital presence.

They have the usual avenues covered- with state of the art mobile apps that allow users to browse through their latest collections, to faithful followers on all social networking sites. Their website is beautifully designed and easy to navigate, but the one aspect that stands out is the 'World of Louis Vuitton'.

The section takes you through a detailed narrative of the history of LV, their dedication to design and their love for art. It's almost as if you're immersed into a digital library of sorts, moving through stories about how the iconic brand came to be, to descriptions of their detailed production process.

Tiffany & Co.

The iconic opening scene from Breakfast At Tiffany's where an immaculately dressed Holly Golightly gazes at a Tiffany's display window, is one of Audrey Hepburn's most remembered scenes. Over the decades, Tiffany has established itself as a brand that is the epitome of romance. So much so that the idea of romance and an engagement ring has come to associate itself with a little pale blue Tiffany box.

But diamonds and precious jewellery aren't something you'd buy everyday. So how did Tiffany & Co embrace digital marketing? By capturing the power of user generated content.

" What makes love true" is a mobile app that builds a world of romance for the user- with Tiffany right at the centre of it. Right from romantic movies and music, inspirations for weddings and beautifully captured photographs- it has it all. Another interesting app is the "Engagement ring finder" which allows users to browse through the entire range of Tiffany rings, share images with their friends and even schedule an appointment for purchase.

An interesting feature addition on their website (close on the heels of Valentine's Day) is the 'Drop A Hint' button that allows users to send personalized emails to loved ones with a link to the Tiffany product they've been lusting after.

Chanel

One of the most elusive luxury brands, Chanel was comparatively late to start their digital marketing strategy. Yet that hasn't stopped it from becoming one of the most desired luxury brands across the world and becoming China's most recognizable luxury brand.

With over a 100 million viewers on YouTube, Chanel's digital campaigns are one of the most successful among luxury brands. The famous 'The one that I want" video starring Gisele Bundchen which launched Chanel into the digital universe is one of the most watched commercials of all time with over 11 million views on YouTube. Their website is another design spectacle with a beautifully flowing narrative.

Chanel's brand valuation is currently at $7.2 billion.

Quoting Duke Greenhill, CEO of Greenhill+Partners, "Luxury brands must embrace the fact that their primary products are actually elusive and ephemeral feelings, and that their physical products are mere mediums through which consumers achieve those feelings."

For luxury brands to connect and engage with their audience, they need to go above the apparent features of their products to extract the real emotion they translate to. Digital marketing ensures that they remain true to the essence of the brand but also reach a whole new generation of customers who are more accessible today, than ever before.
Luxury brands are embracing content to reach a growing audience that is scattered across the globe. Click here to find out more about top luxury brands that are winning big with content marketing. Interested in knowing more about what's happening in the world of luxury digital marketing? Click here to find the latest content, trends and themes that are currently ruling the industry.

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5 Luxury Brands That Are Doing Digital Marketing Right | EpicBrandz

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Digital marketing has extended the spheres of influence for a brand that is trying to get noticed by its audience. But what about luxury brands? How do you stay relevant, and be remembered, when your product is something that is purchased only once every couple of years?

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Chanl

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Remix of various footage movies from 30's to 1983. More on http://1000fragrances.blogspot.com/ - Chanel secret vintage perfumes and their history

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Models

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Thierry Mugler Haute Couture Spring/Summer 1997 Full Show | EXCLUSIVE | HQ

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Theatrical Aspect

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Louis Vuitton Spring/Summer 2014 Full Show | EXCLUSIVE | HD

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Louis Vuitton Spring/Summer 2014 Full Show | EXCLUSIVE | Paris, October 2, 2013 | High Definition (HD)

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Using Photography to convey intangible ideas

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Street style and the fashion blog

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Copyright © 2005 - 2017 The Sartorialist . All rights reserved. Do not use or reproduce without permission.

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Fashion photography in a sense of luxury and commercialisation

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Hollywood Portfolio | Jason Bell | Photographer

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Breakdown of Zara retail stores worldwide

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Fashion Globalisation  - Is Fast Fashion a Class Issue?

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Fashion Globalisation  - Is Fast Fashion a Class Issue?

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A different perspective on the concept of fast fashion and the effect it has on the class divisions

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With this one pithy comment, Virgil Abloh - the brains behind one of the most lauded street style brands, Off-White - inadvertently touches on an issue that haunts every panel discussion and every magazine article about fast fashion and price points: Are ethically produced clothes a privilege for the wealthy? Should people with limited disposable income really be expected to pay more for clothes just to avoid buying cheap stuff that's bad for the planet? And after all of these questions, are we left with one unavoidable one: Is fast fashion a class issue?

Hypotheses aside, though, the statistics that illustrate how we consume clothes now are really rather grim. They don't point to a nation of empowered shoppers; quite the opposite. According to a recent survey by M&S and Oxfam, there are 3.6 billion clothes left unworn in the nation's wardrobes - that's an average of 57 items per person - with an average of 16 items worn only once, and 11 still with the tags on. And one in 20 people has over 50 items in their wardrobe with the tags still on.

Historically, people could buy only the fashion they could afford. Textiles were expensive and there were no cheap shortcuts enabled by inexpensive foreign labour and low manufacturing costs. "It was really in the post-war era that we started to see certain types of fashion being engaged with at all levels of society," explains fashion historian, Amber Butchart. " So in this society we also have things like the boutique revolution. And we have retail methods that are seen as a lot more democratic in many ways. So there are a number of factors that mean throughout the 20th century it becomes a system that's only available to the very wealthy."

Nobody's Child, the Fast-Fashion-Brand-That's-Not-As-Bad-As-The-Other-Fast-Fashion-Brands, is sold in Topshop and ASOS and targets the mindful consumer with more affordable clothes and on-point messaging. But they're not big on the word 'sustainability'. "I think the word that I prefer to use is that we have a 'conscience'" says their brand director, Becky Leeson. She's firm on this point and pragmatic in her outlook on the possibilities of creating a fully sustainable business that also supplies the latest trends when the customer wants them.

Right now, Nobody's Child can deliver fast fashion with a conscience because they own factories in the UK, Europe and Asia and their knitting plant, dye house, print facility and distribution centre are all based in the UK, too. That won't be the case for much longer. "As we grow we are not going to be able to make all of our own clothes," admits Becky. "We are going to need to go out to other suppliers. That's why I want to make sure that as we grow we're still able to give the right amount of choice."

"Caring is not based on your income status, it matters to us all", concludes Dilys. And as long as we believe that our wardrobes - and ourselves - are not good enough as we are, we will see new clothes as a right, not a privilege. And that isn't a class issue, it's a human one.

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With this one pithy comment, Virgil Abloh - the brains behind one of the most lauded street style brands, Off-White - inadvertently touches on an issue that haunts every panel discussion and every magazine article about fast fashion and price points: Are ethically produced clothes a privilege for the wealthy?

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A closer look into African second hand clothing markets

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Experience an African Second Hand Clothing Market

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Have you ever wondered where our used clothes end up? Take a tour with me as I show you what a used clothing market looks like in Tanzania. One of our loan clients owns a used clothing store and he buys these large bags and then sorts and sells.

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The effects of second hand markets on local designers

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Amidst the hustle and bustle, bargain-hunting shoppers rummage through the large piles of printed t-shirts, short-sleeved blouses and retro jackets in search of a great deal.

This is the Ugandan capital's version of a thrift store, fully stocked with second-hand garments from the West. Here, European-made clothing, American sports jerseys and designer labels are all offered at discount prices, turning second-hand markets like this into a prime destination for cheap garments.

"Things from U.S. and UK, London, they are nice," says Karol, owner of a local second-hand market stall. "My customers keep on coming."

Short-term gain, long-term pain?

The sale of Western cast-offs starts with charities in European and North American countries that earn money by offloading donated clothes they cannot find buyers for. The unwanted used clothes often end up in landfills. Increasingly, however, they are also being purchased by wholesalers, who then sort, label and package them into containers for export to different markets.

A large portion of these previously owned clothes ends up in market stalls across Africa -- according to an Oxfam report, used garments account for over 50% of the clothing sector by volume in many sub-Saharan African countries.

For customers in Kampala's bustling markets, however, this is no dumping ground. Instead, these clothes are as desirable as they are affordable.

"Yes, the price is right and the clothes are still looking good," says Brenda, a local shopper.

In the beginning, it appears to be a win-win situation for everyone involved; Western charities receive much-needed revenue, African buyers with weak purchasing power get low-priced, well-made clothing, and merchants find eager customers for their merchandise.

But some experts say that the mass influx of cheap hand-me-downs from the West could have a much more negative impact.

"The long-term effect is that countries such as Malawi or Mozambique or Zambia can't really establish or protect their own clothing industries if they are importing second-hand goods," says Andrew Brooks, lecturer at King's College London and co-author of a study called "Unravelling the Relationships between Used-Clothing Imports and the Decline of African Clothing Industries."

"Your t-shirt may be quite cheap for someone to buy, but it would be better if that person could buy a locally manufactured t-shirt, so the money stays within the economy and that helps generate jobs," he adds.

Analysts say textile industries are relatively easy to develop and, as success stories like South Korea showcase, can provide the first step in the ladder towards economic growth. A booming clothing sector is labor intensive, generates national revenues through taxes and, ultimately, can help end dependency on aid.

But in Africa, the introduction of trade-liberalization policies and the opening of economies in the 1980s and 1990 allowed both second-hand and cheap new imports, especially from Asian countries, to enter markets across the continent.

This undermined growth opportunities for many local industries and led to the closure of several African clothing factories, say experts.

According to a 2006 report, textile and clothing employment in Ghana declined by 80% from 1975 to 2000; in Zambia it fell from 25,000 workers in the 1980s to below 10,000 in 2002; and in Nigeria the number of workers fell from 200,000 to being insignificant.

Meanwhile, second-hand became a highly lucrative industry across African markets. Whilst exact continent-wide figures are hard to come by, global used clothing exports from OECD countries stood at $1.9 billion in 2009, according to 2011 U.N. Comtrade data.

Yet Brooks claims the figure is an underestimation, largely because of the widespread smuggling of used clothes that occurs in many countries, as well as trans-shipments that are not documented in official statistics.

"The best estimate that probably gives the value of the global trade of second-hand clothing would be about $3 billion," he says. "Obviously, that's the import cost and once things are sold on retail, [it's] probably twice that," he adds.

For many people across Africa's fashion industries, this curtails local new-clothing production and prevents their sector from growing. Designer Sylvia Owori, who's been in business in Kampala for more than a decade, says it's very difficult to rival the second-hand market.

"Probably 90% of the clothing people are buying in the whole country are second-hand clothes," says Owori. "It's a multimillion dollar industry -- so, as a small fish, how are you going to start to compete with that?"

To deal with the problem, a number of African countries have banned imports of second-hand clothes in recent years as part of efforts aimed at protecting their national textiles industries. Amongst them are the continent's two biggest economies -- South Africa and Nigeria -- while many more are also debating restrictions.

But there's also another threat to the local industries: Chinese imports that are even cheaper than the Western hand-me-downs and locally made clothes.

"One of the problems is that these local clothing industries are often more expensive than clothing that's produced in Asia," says Brooks. "So if you ban second-hand clothing sometimes this gets replaced with imports of clothing from China or elsewhere in the Far East."

Back in Owuri's shop, the designer says she is resigned to the reality of her competition. She adds, however, that she looks forward to the day that homegrown businesses like her own prevail.

"As much as I don't like second-hand clothes to be in the market, I don't have an alternative," she says. "I cannot make enough clothes to support a population of 33 million. So we need to actually first grow the manufacturing and production side of the business locally for us to say, 'OK, all the other stuff can't come in.'"

Brooks says that whilst used t-shirts, jeans and dresses can satisfy a basic need for affordable clothing, they ultimately help keep people in poverty.

"Second-hand clothing maintains the status quo," he says. "It doesn't help the poor get richer, it just keeps things as they are at the moment."

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is your old t-shirt hurting african economies? - cnn.com

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Is your old t-shirt hurting African economies?

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Amidst the hustle and bustle, bargain-hunting shoppers rummage through the large piles of printed t-shirts, short-sleeved blouses and retro jackets in search of a great deal. This is the Ugandan capital's version of a thrift store, fully stocked with second-hand garments from the West.

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Uganda - BBC News

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Uganda & Pakistan: Second hand clothes markets

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Subscribe to BBC News www.youtube.com/bbcnews The UK is the world's second largest used clothing exporter - trading more than $600m worth of discarded fashion overseas each year, according to the latest UN figures. Top destinations are Poland, Ghana and Pakistan. What effect is this having?

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Ad for custom business suits at Mens Wearhouse
2014

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Create your own individuality. You choose the fabric, the fit and details to make your suit uniquely your own.

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Romance Was Born - Cooee Couture 2015 Collection

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This special salon presentation of Cooee Couture marks Romance Was Born's tenth anniversary.

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Collette Dinnigan Paris Runway Show

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Collette Dinnigan AW12 Paris Runway Show

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Collette Dinnigan's AW12 collection called Fairytale is a collection inspired by stories of good and evil, once upon a time filled with lightness and darkness. Dresses for princesses sparkling with sequins, light with feathers and fluttering with rose chiffon; darkly sexy tuxedo pants with lace t-shirts; the finest merino wool dresses draped and defining.

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20 years of Australian Fashion Week

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SUPERMODELS, rats, plus-sized models and a provocative "who the f ... is Versace?" banner - this is what the last two decades of Australian fashion looks like.
Mercedes-Benz Fashion Week Australia turns 20 next week with top Aussie designers including camilla and marc, Ellery, We Are Handsome and Romance Was Born to showcase their latest looks on the catwalks in Sydney.

And while the 2015 shows will define the latest chapter in Australian style, what came before?

Supermodels have always been a drawcard of Australian Fashion Week, with Miranda Kerr, Linda Evangelista, Sophie Dahl and Jerry Hall taking to the runways.

Then there were the animal "models" - yep, even rats. The rodents caused controversy at the Ksubi show (then known as "Tsubi) in 2001.

Jerry Hall even took to the catwalk with a tiny dog when she appeared in Charlie Brown's show 15 years ago.

Years later, her daughter Georgia May Jagger - whose father is Mick Jagger - modelled for designer Camilla.

Designer Wayne Cooper had a provocative message for Versace in 2006 when his catwalk was adorned with a mural that read "who the f ... is Versace?".

Mercedes-Benz Fashion Week Australia is on in Sydney from April 12-16.

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SUPERMODELS, rats, plus-sized models and a provocative "who the f ... is Versace?" banner - this is what the last two decades of Australian fashion looks like. Mercedes-Benz Fashion Week Australia turns 20 next week with top Aussie designers including camilla and marc, Ellery, We Are Handsome and Romance Was Born to showcase their latest looks on the catwalks in Sydney.

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Ksubi 2001

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Romance Was Born 2013

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Romance Was Born | Magic Mushroom | Spring Summer 2013 | MBFW | Sydney Video Productions

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Designer Gallery - Jenny Kee

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Jewellery Designer - Peter Tully

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Photographer - Simon Eeles

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Simon Eeles is a photographer working between London, New York and Australia.