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The Luxury Marketing Council

A Polo Ralph Lauren associate trying out the interactive fitting room.

“Integrated commerce” is retail’s newest buzz term — and Ralph Lauren is diving right in.

The brand will today unveil the Oak Fitting Room at its flagship on Fifth Avenue here, an interactive touchable mirror created by six-month-old tech startup Oak Labs that delivers advanced yet unobtrusive technology to the offline retail world. Shoppers can tap on the mirror to request a different size, corresponding items or to seek assistance from an associate.

“Omnichannel” is already antiquated, Healey Cypher, cofounder and chief executive officer of Oak Labs, said Tuesday morning before heading to the Polo store in Midtown to demo the smart fitting room. He prefers to use the words “integrated commerce” to describe the way Oak uses technology to enhance the in-store experience.Continue reading


Can luxury brands hack their own growth?

When Olivier Rousteing of Balmain opened his Instagram account in 2012, he was among the first creative directors in luxury fashion to do so.

Rousteing’s “Balmain army” – a group of his personal friends who also happen to define the cultural zeitgeist of today – has become as known as his designs. This army includes, among others, Kanye West, Kim Kardashian, Gigi Hadid, Kendall Jenner, Rihanna and Justin Bieber. Their combined Instagram footprint: upward of 170 million, Chanel’s is 7.5 million.

But the who has the most Instagram followers game isn’t interesting in itself. What makes it interesting is that Balmain’s reach, cultural relevance and sales all kept consistently increasing since 2012 – all with a little traditional marketing investment. This is what makes Rousteing a growth hacker.

Growth hacking in luxury fashion refers to using data, content, customer relationship management (CRM), product development and existing social networks for growth. Smart brands in luxury also piggyback on models’ social graphs, booking for the runway shows those with a social followings of more than 1 million.Continue reading


Burberry to Unify Brands Under One Label in Bid to Boost Appeal

“We believe this will make it simpler and more intuitive for our customer,” Bailey said. “This is certainly not cosmetic. It is a huge change.”

Bailey also unveiled plans to build a new manufacturing and weaving facility in Leeds, England. Work on the new site is due to begin next year and be completed by 2019 at an initial cost of 50 million pounds ($77 million). The facility, which will produce Burberry’s trenchcoats, will employ more than a thousand people, said Bailey, who is also chief creative officer.Continue reading


Does Digital Finally Have a Seat at the Table?

“A revolution needs leaders,” says Luca Solca, managing director of luxury goods at Exane BNP Paribas, on the digital transformation reshaping fashion and the recent introduction of chief digital officers (CDOs) at some of the largest fashion and luxury companies.

In one of the biggest moves, this summer, LVMH appointed Ian Rogers, Apple’s former senior director of iTunes, to the newly created position of CDO, giving digital a seat at the top table at the world’s largest luxury conglomerate for the first time. “I am happy to welcome Ian into our group to strengthen our digital ecosystem. He will build on the foundations laid by Thomas Romieu, take the houses to the next level and explore new opportunities for the group in the digital sphere. Ian will bring his extensive experience in high-end digital ventures and his innovation-driven spirit to develop LVMH leadership in the digital luxury field,” said Bernard Arnault, chairman and chief executive of LVMH, in a statement at the time of the appointment. (Thomas Romieu is the company’s group digital director, who will remain at the company.)Continue reading


India is luxury’s next frontier

Like good wine, India’s luxury market is maturing slowly but surely. As Indians spend on the finer things in life, the luxury market may touch $14 billion in 2016

Decisions, decisions, decisions: The Indian consumer has so many to make. If the buying bug hits, whether for a bag, a watch, a car or to host that lavish wedding or take a bespoke vacation, the range of options available is mind-boggling. Walk around Mumbai’s Palladium or Delhi’s Emporio or Bengaluru’s UB City malls and you get the clear and unmistakable sense that India as a luxury destination has arrived.


These Luxury Brands Are Best At Balancing Exclusivity And Demand In China

How do Chinese women really feel about that next big luxury collection out on the market? Exane, a France-based investment company, has attempted to answer this question with a quantitative analysis of the Chinese shopper’s true desires when it comes to purchasing luxury brands.

The primary findings aren’t news per se, at least according to most market reports. They reveal that luxury stalwarts like Chanel, Dior, and Hermès are what Chinese shoppers think about most when they go to sleep at night—it’s not surprising, then, that Apple looked to Hermès’ timeless leather designs for its latest wearable tech collaboration that attracted droves of China’s fashion-savvy.Continue reading


A new generation of digital marketing in automotive

Despite being more than a century old, the automotive industry remains on the cutting edge of technology, from democratizing alternative powertrains including hybrids and all-electric vehicles, to turning a vehicle into a Wi-Fi hot spot. In fact, with the recent recovery of the U.S. economy, the auto industry has experienced a stronger than expected resurgence which can largely be credited to these advanced technologies driving increased new vehicle demand.Continue reading

Rey III Design Collaborative Interviewed on Miami New Construction Show

Luxury Marketing Council member, Rey III Design Collaborative, was recently interviewed on Miami New Construction Show at The Miami Construction Show 2015 along with Sabrina Cohen of The Sabrina Cohen Foundation.  Rey III is designing an adaptive gym and fitness facility for people living with physical disabilities in Miami Beach.

*The Sabrina Cohen Foundation (SCF) is a 501c3 nonprofit organization dedicated to developing adaptive fitness programs and funding innovative therapies that will provide a better quality of life for individuals living with paralysis and various disabilities.

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