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Yves Saint Laurent by Inez van Lamsweerde
YSL / Manifesto Fall/Winter 2009-10 featuring Christy Turlington
La Bolleur
La Bolleur brings people together in experimental ways, at an exhibition, a film night, or a dinner. The surprise effect is typical of brand expressions in La Bolleur style. A caravan with objects floating out of an inflatable rood, or a cook on a cart travelling through the Eindhoven city centre. Together, originality and quality create a very strong attraction.
La Bolleur is an out of control side-project started by Timon van der Hijden, Zowie Jannink and Steie van Vugt. They turned an old brothel into their own little playground. Since october 2005 they’ve organized expositions, party’s, comedynights, movienights, theatrical performances etc. The most interesting project to date was a temporary restaurant during Dutch Design
Week ‘06 and ’07. Serving a completely new 7-course dinner every day for up to 150 persons per night. In the restaurant you could reserve a room instead of a table.
La Bolleur's slogan: Expect everything: A naked salmon in the jacuzzi or a sexy stew in the sauna!
Five Ideas: The Seth Godin Unboxed Set!
Arrived in Japan: the boxed book set of Seth Godin classics. A beautiful limited edition collector's item in branded wooden box. I ordered with the counter at 777, and only 800 were ever made. Phew! On the photos, can you find where it almost says, "we need you to read us"?
"Close cover before striking." Where does it say that?
Old-fashioned and natural body care products
Handmade in Maine using natural, high-quality ingredients, Portland General Store’s collection of grooming products for men includes items such as shaving jelly, lotion, soap, aftershave, and cologne, available in a variety of ultra-manly scents like wood, whiskey, and tweed. The store also has a wide range of body care products for women.
"I've always been interested in health and well-being, and that spilled over into the choices I made when I started Portland General Store, which focuses on high quality, organic, and vegan products using as few chemicals as possible. I also have a background in marketing, web development, and advertising, and a BFA in Illustration, all of which have been valuable assets to the growth of Portland General Store (all design, product development, and packaging are done by me). I've incorporated a vintage pharmaceutical look to my products that is reminiscent of the past when there might have only been one general store in town to get all of one's goods. I actually believe we're heading back to similar times -- as all of these large corporate chains collapse around us and oil prices go up, I believe more people will be living in small, walkable cities, or "yogurt towns".
Lisa Brodar, Portland General Store
Carhartt x Vestax Turntable
Want to connect your brand with a product outside your category? Don’t sell physical products but have a strong brand? Do a collabo with a company you respect (and who respects you). If it comes off as genuine, it’s cool as hell. Plus the customary Lorem x Ipsum notation even looks cool.
http://www.highsnobiety.com/news/2009/11/18/carhartt-x-vestax-handy-trax-usb-turntable/
Gaining influence on Twitter. Tips and a new tool by Edelman
The Basics – Get personal and be real
Username: Choosing the right username is important – there’s no harm in using your actual name of course, providing someone else hasn’t taken it already! If your desired username has been taken, choose something that reflects you and how you’ll try to use your Twitter account. There’s no harm in being totally professional, but a little bit of character will make you seem more human.
Picture: Upload an image of yourself – preferably nothing too risqué! A nice simple headshot will do the trick, it makes communicating that little bit more personal. Alternatively, you can create your own cartoon avatar and customise it to make it look how you wish!
Bio: Write a short bio including who you work for and what your interests are. This will help tweeple (Twitter people) find you as well as giving them information about why they should follow you once you start tweeting.
Protected Updates: Privacy online is a hot topic and will continue to be so as long as your personal information is deemed valuable, and it is tempting to hide your updates to just your immediate friends. However, on Twitter if you’ve got something to hide people will want to know why and they will be cautious about following you, if not put off altogether!
Website: Include your blog if you have one, this helps to make you more ‘real’ to anyone who comes across your profile. You can also link to a LinkedIn or Facebook profile, or even your Flickr page.
Copy adapted from Twitter User Guide created by @geetarchurchy from Edelman
Edelman launched TweetLevel a tool that checks your twitter account's influence, popularity, engagement and trust. There are lots of these tools out there, but what was far more interesting to me was the Tips page. Which assumes you want to increase your influence on twitter.
What's startling the home page of the big PR agency Edelman had the TweetLevel tool in as an interstitial page.
What the f*** is luxury today
Couple of weeks ago, I was walking around "le Marais" in Paris when I felt a thrill of emotion.
When an ordinay shop offer an extraordinary service
What kind of ordinary shop? A eyeglass shop
What kind of extraordinary service? A valet parking
Okay but why is it so amazing mate?
First, it's important to say that this eyeglass shop is not a luxury one. Second, when you go to "place Vendôme" in Paris (The luxury place per excellence) you don't have a valet parking service.
After that, I wondered about what a luxury brand is today.
Traditionally, you can define luxury as a set of principles :
1. The principle of inside/outside (according to Jean-Noël Kapferer) : "everyone must know this luxury brand but anyone can buy it"
2. The principle of outward sign : "welcome to Las Vegas"
3. The principle of stratum : "yeah like some cast!" An upward social mobility goal. Today, is a really funny trend called "bespoke" : "I wear luxury brands but these luxury brands are unknown to the others because I'm not a fucking follower".
According to all these principles, it's now easier to define what is the luxury shopper experience :
1. Uniqueness : "I'm the only one. When I buy your brand, I must be considered as a real diva"
2. Extravagance : "Logo everywhere" (often bigger than eyeglasses)
3. Service : "Give me more than other brands"
The rise of digital interest
Since a couple of years ago (and many more since the recent economic downturn), luxury brands seem to be in trouble.
And of course, the recent interest of luxury brands in the several benefits of digital is not a surprise.
For many luxury brands, the economic pressures and tensions are a huge opportunity to reinvent their model and evaluate what a new model can offer them.
For many of them, digital is the new model.
In accordance with the last digital IQ index (which ranks the luxury brands according to their digital competences), we can classify them into 5 levels :
1. "Genius" : "I use digital as a competitive advantage. I experiment, innovate, engage consumers on social media platforms and mobile devices"
2. "Gifted" : "I use digital mainly as a e-commerce solution"
3. "Average" : "Digital is not a point of differenciation"
4. "Challenged" : "No integration between the purchase process and the product experience"
5. "Feeble" : "Digital is not a strategic investment"
And the winner is...
The winner is not a suprise according to it is a real symbol of innovation : Apple.
For me, the real suprise is the lack of real luxury brands in the top 5. Where are the Ferrari, Rolex, DeBeers, Buccellati and others?
Let's have a look at some smart key discoveries, shall we?
1. It seems that many luxury brands use digital as a fucking brochure : no experience, no interaction with consumers, social media is a rude remark... For these brands, digital is "a new poster".
2. While the industry suffered a 34% decline in sales of luxury items this summer, traffic to luxury brand sites has increased an average of 61% this year.
3. The more brands are exclusive, the less they are digital.
4. The lack of search. Less than half of brands purchase search terms.
6. Facebook, Youtube and Twitter are now used by several luxury brands.
7. Majority of brands that are e-commerce enjoy it.
So how luxury brands can embrace the digital revolution and reach a "genius" level?
Experience first.
For luxury category, the digital experience do not be a fake of the shopping experience. There is no way to "digitalize" the shopping experience (why doing it worse?).
The digital experience must be engaging, functional and interactive. If we take the Ferrari exemple, what about increasing the sound experience on the website. Do you think one day it would be possible to select his Ferrari car by its engine sound?
Today, We know that digital experience is changing consumer perception about a brand. Apple perfectly knows it. That's why Apple is consider as a "the Genius".
Every luxury brands should improve its consumer experience rather than using digital as a poster. There is a lot of good online good experiences which could inspire them : NikeID, Uniqlo, Fiat Eco Drive or PriorityMail. If you take a look at all of these exemples, you will see how some brands are dealing with consumer needs : information, communication and entertainment.
Every website, whatever the intended audience, has to create a useful and usable experience which drives desire and engagement.
Social medias secondly.
Luxury brands should know that consumers trust their peers' opinions online more than any other source. SEO strategy is not the only way to drive traffic to a website.
Social media optimization strategy is a new interesting way to do it.
As consumers spend 90% of their online time on social medias like Facebook, luxury brands should realize that social medias are now the main door to all the online content : main door to Youtube videos, main door to pictures (I think that Facebook will be the first online photo management and sharing application next year).
If luxury brands want to change consumer perception, they need to invest emotionally in social medias. That means create some stuff which play with social medias, not stuff which use social medias just as a media.
Luxury brands can find some good exemples of how to use the power of social medias in order to transform a simple game into a powerful one like 221B (An interactive experience created for the release of Sherlock Holmes movie).
Whatever experience you want to create, this experience is more engaging if you can anchor it into reality.
And social medias are reality...
