The new LouisVuitton.com
Whilst there are some exciting projects being launched online for luxury brands, it is often just as interesting to remind ourselves of the impact the Internet is having on communications. Speaking with WWD at the recent O’Reilly Web 2.0 conference, Michael Lazerow, chief executive officer of Buddy Media, revealed some compelling statistics.
Particularly in the case of Facebook. Mr Lazerow revealed that in the U.S., there are more “likes” and comments on Facebook than Google searches monthly. And in the brief seven years of Facebook’s existence, the number of hours members have spent on it, already equal half the time that has ever been spent watching television.
Take the example of Burberry, just this time last year the industry was in moderate shock that a luxury brand could amass a following online of three million people. With 9,125,426 fans at time of press, one wonders if the mega-brand can crack the ten million mark by years end.
The consensus of the conference was somewhat unsurprising: brands will deepen their use of Facebook in the coming years, alongside Twitter and YouTube, despite an onslaught of new platforms. Mobile and cloud computing are where everything is heading and the social media craze shows little sign of abating.
Louis Vuitton has unveiled a revamped website, significantly enhancing its online content offering and providing users a ‘My LV’ space, in which they can bookmark their favourite information from the site. “New, Now” is the brands online magazine, showcasing city guides and guest editors top digital selections. “Collections” houses the product range, featuring 360-degree images and a search facility that allows users to browse by category, line, color or collection. “The Stores” section directs consumers to both physical stores and online shopping, whilst ‘The Journeys’ houses all corporate content.
Again from the LVMH stable, Dior’s latest online portal has been revealed after one year in development. The site unites fashion and beauty universes and features high-definition images, an extensive collection of videos and curve-shaped slide shows for women’s fashions and accessories. e-Commerce plays a small role in the content rich site, instead users are able to check a product’s availability in local Dior boutiques.
Corneliani has created an app for the iPhone and iPad, showcasing the brands various looks, company news and video content from fashion shows. The free app also provides users with a store locator and the ability to share location information on Facebook, as well as access to the brands an Italian-made bespoke services.
GrandLife Hotels has consolidated its culture site, GrandLifeNYC, and websites for the Soho Grand and Tribeca Grand hotels, to launch Grandlifehotels.com with a new mix of editorial and practical information surrounding its properties. The site delivers comprehensive hotel information pages alongside lifestyle content, intimate neighborhood recommendations, and an extensive events calendar. GrandLife Hotels appointed digital agency Sweden Unlimited – known for their work with Proenza Schouler, Jason Wu, The Row, Vera Wang, Charlotte Ronson, and V Magazine – for the design and development of the site.
Giorgio Armani has launched its first major online flagship store, where it is possible to explore and purchase products from each of the five Group brands, following the 2010 launch of a unified flagship in China. Developed in collaboration with Yoox Group, Armani.com is active in 32 countries, in 4 languages (Italian, English, French and Japanese) and has been optimised for iPhone, iPad and Android users. Armani.cn was also launched to the Chinese market in late October.
Hong Kong-based luxury retailer, Lane Crawford, now offers online shopping for mainland China on lanecrawford.com. The site features women’s ready-to-wear, shoes and accessories and offers editorial content in both English and Mandarin. Online customers can enjoy same-day delivery for Hong Kong and Beijing and next-day delivery in key cities.
Working in partnership with creative agency AKQA and 3D augmented reality specialists Holition, De Beers Forevermark launched My Forevermark Fitting – a virtual try-on experience that brings its diamond jewellery to life, as they sparkle and move with the wearer in real time. Using a webcam and the special Forevermark cut-outs, consumers downloading the application can see themselves ‘wearing’ a selection of diamond rings, pendants and earrings in 3D. When the try-on experience is activated, the Forevermark diamond sparkles and the piece moves to truly bring the diamond alive.
Marking the introduction of the first-ever Jimmy Choo fragrance, Tamara Mellon, OBE, Founder and Chief Creative Officer at Jimmy Choo, introduces a highly personal daily digital journal on Tumblr based around the theme of “What Thrills Me”. The brand worked with Al Dente to produce the blog, A Thrill A Day, as part of the micro blogging platform Tumblr, where Tamara and 14 style connoisseurs shared hidden addresses, style tips, beauty secrets and travel advice for the duration of ‘Fashion Month’.
Ferretti Group have launched ten new free applications for the iPad at the 51st Genoa International Boat Show, showcasing the Ferretti Yachts, Pershing, Itama, Riva, Mochi Craft and Ferretti Custom Line brands, as well specific apps for the Ferretti 720, the Navetta 33, the Pershing 74’ and the Itama 45’ models. Each app features a description of each model within in the brands, both in Italian and in English, where a rich photo gallery details the interiors and of the outer look of the crafts. The apps also feature the layouts and videos of each model.
Website & Source: www.ferrettigroup.com
For more in the series of The Latest Digital, please see our most recent editions as follows: