RALPH LAUREN LOVING TECHNOLOGY

Do you remember the Polo Ralph Lauren’s launched during the New York fashion week The story continues with a mobile window display.

On the occasion of the launch of the new Ralph Lauren’s Polo for women to Harrods store, Ralph Lauren and Harrods create a mobile window display. The objective is to gain customers’ attention on his new line.

Thanks to an integrated map the customer can be driving into the store until the Harrods Fashion Lab where the Polo are.

« We are offering a moment for users to commit time and focus on the brand. It’s also about making a window display work harder on a more personal one-to-one level offering exclusive content.” said Guy Cheston, media sales director at Harrods, London. 

Definitely, Ralph Lauren put the technology aspect at the centre of his communication strategy.

THE LOUIS VUITTON’S POP-UP RESIDENCE IN HONG KONG

The doors of the Louis Vuitton’s pop-up residence in Honk Kong are closing. That’s the opportunity for A Luxury Touch to come back to this event.

By invite only, “L’Appartement” is a luxury place designed by André Fu. During 6 weeks, this place dedicated to the travel, was also an invitation to the well-being. The watchword was : luxury, peaceful and delight. Besides a Michelin-starred chef was called to pamper guests.

“L’Appartement” is a bridge between to world. It’s a mix between Louis Vuitton’s heritages, and the Asian culture.  Each room introduced former and new LV’s collection and contemporary Chinese objects. An intelligent way to talk about his DNA and while showing how much LV understands the Chinese way of life.

It’s definitely a good marketing strategy to make loyal Asian customers.

THE DOLCE&GABBANA’S MAP OF FLAVOURS

D&G X The Cut : a wedding between tradition and modernism.

In October The Cut,  a New-Yorker elitist magazine, gave a section from its blog to Italy. The section :“Italy in 30 days” talks about Italian’s food, designers, and culture. The Italian fashion luxury brand, Dolce&Gabbana, sponsored some The Cut’s articles. For instance, the brand incorporated ad for his clothe collections around articles. Besides, thanks to an interactive map, D&G helped consumers to discover the best product of each Italian region. According to D&G this map introduced only “the best of Italy’s best”. Customers can click on the product to make appear a Macy’s ecommerce page about Dolce by Dolce&Gabbana.

Thanks to this kind of native advertising, readers and potential consumers assimilate the brand to the articles content. It’s a good way for Dolce&Gabbana to reaffirm his roots. The brand can tell his story to consumers. That’s why it’s crucial for the brand to choose a content which conveys his brand values and which let to consumers to understand his brand positioning.

Native advertising will be a new energy for press?