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Top 10 luxury branded social media marketers of Q3 – Luxury Daily – Internet

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Almost every luxury brand has a Facebook page or Twitter account, but at this point it takes a little more than just showcasing campaigns or breaking the latest collection to get consumer attention.

At first just used to connect with up-and-coming aspirationals, luxury brands have been tapping social media outlets including Facebook, Twitter, Tumblr and blogs in an entirely new way. There is a thin line between marketing to all consumers or just to a niche audience, and these brands have mastered the art of appealing to younger audience without appearing intimidating or losing their luxury luster.

Here are the best social media luxury marketers of the third quarter, in alphabetical order: via Top 10 luxury branded social media marketers of Q3 – Luxury Daily – Internet.

Written by Kees Winkel

October 14, 2011 at 11:34

Gucci increases digital presence with Tumblr, updated mobile app – Luxury Daily – Multichannel

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Italian fashion house Gucci has upped its digital presence with a newly-launched Tumblr page and an updated version of its iPad and iPhone applications this week.

The Tumblr page highlights the brand’s history along with recent runway shows through large, high-resolution images, joining the ranks of fellow luxury brands including Oscar de la Renta and Donna Karan. The busy brand also updated the Gucci style magazine mobile app, now allowing consumers to shop from their smartphones and tablets.

“While Gucci certainly isn’t the first fashion brand to join Tumblr, it is one of the more notable high-profile brands to join the platform,” said Tamar Koifman, a social media strategist at Digital Luxury Group, Geneva, Switzerland.

“I think it’s great that Gucci chose to play on Tumblr,” she said. “Not only is it relatively easy for a brand to maintain, but the potential for sharing amongst the fashion crowd is enormous.

“[Plus], Tumblr is still young enough that brands that join now will receive first-mover visibility.”

Ms. Koifman is not affiliated with Gucci, but agreed to comment as a third party expert on social media.

Gucci, which is part of the PPR luxury conglomerate, did not respond by press deadline.

Continue via Gucci increases digital presence with Tumblr, updated mobile app – Luxury Daily – Multichannel.

Written by Kees Winkel

August 3, 2011 at 13:18

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Gucci amps up ecommerce with first shoppable campaign video

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Again an interesting article by Kayla Hutzler, editorial assistant on Luxury Daily, New York.

July 28, 2011
Gucci used clickable video for its pre-fall campaignGucci used clickable video for its pre-fall campaign

Luxury brands such as Gucci, Burberry and Hugo Boss are using commerce-enabled videos and pioneering what one expert is calling the future of ecommerce.

Luxury brands can now see direct ROI and gauge consumer engagement with video efforts through clickable videos as well as increase brand recall. In fact, 80 percent of consumers will click at least once throughout the two or three minutes they are viewing a video, according to findings from Clikthrough Inc.

“I think the biggest thing [for luxury brands] is to drive brand recall,” said Abe McCallum, founder/CEO of Clikthrough, San Francisco, CA.

“The fundamental problem brands have is that they create video content to put their message out there, but there is a low level of recall when consumers just watch passively,” he said.

“They are much more likely to recall your message when they click and engage.”

Clikthrough has worked with Hearst, Armani Exchange, Gucci, Hugo Boss and Calvin Klein.

Internet clicks
Clickable video offers another way for brands to engage with consumers beyond the regular touch points.

On average, Clikthrough found that consumers spend 32 percent more time with an interactive video than with a video that does not allow consumers to click for more information.

“This is great because brands only have 24 hours in a day and they want people to spend more time with their brand than any other brand,” Mr. McCallum said.

In addition, the more time consumers spend with a brand’s video, the more likely they are to recall the brand.

In focus groups conducted by Clikthrough, 89 percent of people who click on something will recall what they clicked on.

When they do not have the ability to click, only 7 percent of consumers have been able to remember what they saw.

“It’s a huge variable of those that can recall now that they’ve taken an active interest rather than a passive experience,” Mr. McMallum said.

For example, Hugo Boss used clickable video for the brand’s summer catalog that allowed users to click-and-buy during the video.

Hugo Boss used clickable video for its summer catalogHugo Boss used clickable video for its summer catalog

In addition, Gucci recently released its first shoppable video for the pre-fall collection (see story).

Please visit the article to watch the video.

Also, Calvin Klein used click-through technology in a behind-the-scenes video with GQ for its men’s winter collection.

Calvin Klein has used shoppable videos on its Web siteCalvin Klein has used shoppable videos on its Web site

Video rah-rah
Many brands have recently used video to stream live runway shows, display new ad campaigns and give behind-the-scenes glimpses to consumers.

For example, Bottega Veneta recently released a video to highlight the brand’s first fragrance (see story).

In addition, Burberry has tapped YouTube to uniquely display the features of its Brights eyewear collection (see story).

Making the videos clickable to further engage consumers and increase brand recall is a natural step forward.

After obtaining the software, the process of making items in the video clickable only takes about 15 minutes, per Mr. McCallum.

Also, brands can see direct ROI from video efforts by allowing viewers to click on items in the video and be brought directly to a product page where they can buy the product.

Of the consumers who click through during videos, 10-17 percent click-to-buy, per Mr. McCallum.

With clickable videos, brands also have the ability to share information such as clicking on a product and reading about the inspiration or clicking on a model in a runway show and reading a short biography.

Sharing information as well as having click-to-buy products helps the consumer to view the video as less of a marketing tool and allows them to further engage, according to Mr. McCallum.

There are some best practice that brands should keep in mind when creating shoppable video, per Mr. McCallum.

“We recommend making as many objects in the video clickable as possible, such as products, people and places,” Mr. McCallum said.

“We find it important not to just have clickable products but also let them click on peoples and places to let people know more,” he said.

Brands should also keep the videos short, between two and three minutes.

Lastly, the click-through ability should not seem like an intrusive feature and be done in way that does not interrupt the flow.

For instance, directors could shoot the video however they want and brands can use their own creative to enable commerce.

Shoppable videos are on their way to becoming the future of ecommerce, per Mr. McCallum.

“We see it as an oncoming trend and the brands we have worked with are seeing the value of it more and more,” Mr. McCallum said.

“However, a lot of fashion brands are just getting used to creating videos and because we are a secondary offering to video,” he said.

“ Until they create more video we cannot increase the amount of clickable videos.”

Final Take
Kayla Hutzler, editorial assistant on Luxury Daily, New York

Kayla Hutzler is an editorial assistant on Luxury Daily. Her beats are automotive, consumer electronics, consumer packaged goods, financial services, media/publishing, software and technology, telecommunications, travel and hospitality, real estate, retail and sports. Reach her at kayla@napean.com.

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Written by Kees Winkel

July 28, 2011 at 11:20

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