An essential round-up of the latest digital launches by luxury brands, including The Ritz-Carlton, IWC, Dolce & Gabbana, Jimmy Choo, Boom Mobile & Cappellini.
Whilst Fashion’s Collective are already detailing the ways brands can engage social commerce, a host of big name luxury fashion brands are just launching their first e-Commerce stores. Dolce & Gabbana, Ermenegildo Zegna, Jean Paul Gaultier and Balenciaga all launched online shopping portals, whilst Elie Saab celebrated its debut Fragrance with a video laden showcase of both ready-to-wear and haute couture collections.
Boom Mobile devised an application to facilitate pre-owned watch buying and selling for iPhone and iPad, whilst Vacheron Constantin made their Hour Glass forum lounge available in Chinese, for an increasingly important Chinese audience. The Ritz-Carlton joined Foursquare to share the local knowledge of concierges across 75 properties, as Spire joined the online flash sale game, offering a minimum 30% off four and five star hotels.
To coincide with the launch of the Titanium Ingenieur Chrono, IWC have launched the second edition of Watch Magazine for the iPad. Dominic Weir, head of consumer marketing at IWC, shared with Luxury Society:
“This is a very special release of the Watch Magazine because it has images from the Peter Lindbergh shoot. We are very excited with this version of watch on both the IPad and the Printed version, the content is great and we believe the implementation is very smooth.”
Luxury Society corporate member, Boom Mobile, has developed WatchMarket for iPhone & iPad, to facilitate pre-owned watch buying and selling around the clock, available in French, English and Chinese. Users can either enter a brand and model to locate a pre-owned watch or set up a notification for when a newly listed watch matches saved searches. Sellers can snap a picture, enter a description and upload an add using the device.
To coincide with the launch of the eponymous brand’s first fragrance, Elie Saab has launched a new website, alongside communications agency and corporate member Uzik. The site showcases both Ready-to-Wear and Haute Couture collections, available to view by look, detail or on the catwalk. The site also incorporates stunning video of the new fragrance, alongside news and a profile of the designer.
Timed to coincide with the opening of Zegna’s Paris flagship, designed by Peter Marino, the brand launched a virtual 3D store and mobile application to imitate the feeling of being inside a retail location. Entering the virtual store, users are greeted by a video of model Milla Jovovich who explains how to use the site or app. Clicking or tapping on “map” portrays a bird’s-eye view of each floor, and can then click or tap on any area, such as suiting or dress shoes.
Italian Interior Design house Cappellini, has developed an application for the iPad, to showcase and share their products when decorating. Users can browse the multilingual product catalogue in two and three dimensions, backgrounds can be adjusted for viewing, and favourites can be shared using brochures and product sheets. Stores can also be contacted directly to arrange an appointment.
To celebrate their partnership with The National Championship Air Races, also known as the Reno Air Races, Breitling have developed a gaming application for aviation enthusiasts. Powered by an extraordinary graphics engine, the game plunges players into the intense universe of the Reno Air Races, with a range of options using different types of aircraft, including modified Warbirds, biplanes, and jets. Thanks to a highly competitive multiplayer mode, players can customize their own planes, before joining the race to become the fastest pilot in the world.
Launching one portal to unite all Jean Paul Gaultier’s creative activities, JeanPaulGaultier.com features ready-to-wear, haute couture, and fragrance. The site features a LIVE! section, integrating all activities on Facebook, Twitter and YouTube alongside updates from bloggers, videos and photos from fashion shows and news surrounding the brand. There is also a digital showroom to showcase the collections, which can then be purchased in the e-Shop.
Joining the increasing number of luxury hotels leveraging their concierge nous through social media, The Ritz-Carlton has joined Foursquare to offer followers destination advice. The global profile features several tips about local destinations and landmarks, from concierges at its 75 hotels.
Digitally savvy Dolce and Gabbana have launched a global online store, in partnership with Yoox, with content in seven languages. DolceGabbana.com will sell all of the label’s collections and will offer free shipping worldwide for the first three months. To launch the e-Commerce site, Domenico Dolce and Stefano Gabbana, sat down with The Business of Fashion’s Imran Ahmed, to discuss their pioneering commitment to digital technology and social media.
Website & Source: Dolce & Gabbana
Launched in 2007 as an independent online discussion platform, The Hour Lounge by Vacheron Constantin, has now been launched in Chinese. The brand specially invited Mr Shao Hongwen, a famous moderator in clock and watch circles, to manage the operations of the Chinese language version of The Hour Lounge
Providing user limited-time deals on luxury hotels worldwide, Spire has launched a flash sale site for carefully selected four-and five-star hotel deals. It has also introduced a Best Deal Guarantee, promising not only the lowest price, but also a minimum 30% reduction when compared to other prices. Spire also offers easy cancellations, giving refunds for up to 72-hours after a trip is booked.
Balenciaga has re-launched its website to include e-Commerce in the US, France and the UK, across all its product categories. The brand has celebrated by releasing online Videos, including a behind-the-scenes clip of the shoot for the brand’s fall/winter campaign by Steven Meisel.
To celebrate the debut collection of men’s shoes by Jimmy Choo, the brand has collaborated with Mr Porter, to produce an exclusive film set in New York, directed by Carter Peabody. The film ‘Walking the Line’ follows a Jimmy Choo-clad hero as he walks the New York high line. Jimmy Choo also released a mini-documentary for its Fall/Winter 2011 campaign, to debut a new signature line of 1970s chic-inspired handbags.
For more in the series of The Latest Digital, please see our most recent editions as follows: