Luxury fashion meets humour

Stefanno Gabbana defies any controversy and public feuds with his Italian charm and humour, refusing to remain silent and addressing these accusations in his own way. Throughout the years, he’s been online ‘battling’ with protesters, including celebrities like Elton John and Miley Cyrus, all starting from the brand’s politics and his personal expressed views. Never taking these controversies seriously, he defends his brand through unapologetic comments, not wanting to get involved in any political/ social issues.

Consequently, their SS18 campaign featured a #BOYCOTTDOLCE&GABBANA hashtag printed on t-shirts and shared throughout the campaign, as a mock to the ‘haters’ protesting against the brand. They went so far that they created a protest video where the two Dolce&Gabbana designers appear as well and featured it on their website. Taking the public controversy and using it to their own advantage, they showed once again the relaxed spirit of the brand, willingly disassociating themselves with external issues and focusing on keeping the public entertained. After all, bad publicity is still publicity, right?

Some said this approach to address public issues isn’t responsible for such a prestigious brand, but sometimes you have to give it a laugh, fashion is not something to take seriously after all. It’s a form of expression.
Dressing Melania Trump was a move Americans did not approve either, considering Trump’s relationship with American fashion. Stefanno wants nothing to do with politics, ‘especially American politics’, as he stated, and just wants to keep making people happy with couture clothes.

Compared to classic luxury houses such as Chanel or Cline, who refused to have a presence on social media or even have an online store for a long time, in an attempt to maintain a personal relationship with their consumers, there are brands who innovatively went for digital transparency. Up until few years ago, would you imagine being taken behind the scenes through Snapchat, or would you still take that brand seriously? Risky yet successful, digital and online presence is now a MUST for any brand who wants to stay relevant. With Millennials being expected to represent the largest spending generation by 2035, and an important luxury consumer, being able to interact with them where they spend the most time – social media – is essential.

Considering you’re already online and ready to build your public, are you sure you’re speaking their language? Do you master Emoji or Memes? You’ll have to! Gucci proved the fashion scene that they can adapt to the younger customer by launching their 2017 watch campaign through their own memes featuring new products. It was so simple and impactful, having been shared hundreds of thousand times and creating buzz around the campaign. Of course, this strategy fits with Gucci’s brand identity, which is fun, adventureous and unapologetic. Burberry is now not the only brand innovating the digital fashion environment, and you can see why that’s not difficult when you have social media tools in your hands.

Everlane, a niche sustainable brand came up with ‘Transparency Tuesday‘, a series of Instagram and Snapchat stories that take their consumers behind the curtains and into the production process through Q&A sessions. They were also the first brand to launch an entire accessories collection exclusively on Snapchat. Encompassing some of the most current marketing trends today – customization, social media commerce and instant gratification, it built great buzz around the brand and a great consumer response.

So are transparency and humour something you should consider for your future campaigns? We think so, here are some guidelines for how you can do that and bring your consumer closer to you:
MARKETERS TAKEAWAYS
  • Allign your strategy with your target consumer, your message and tone and your brand identity. If these don’t match, your message will come across as forced.
  • All you need is a great idea, some creativity and courage and the right tone.
  • Make social media your market place. Instagram and now Snapchat (TO VERIFY) have the shoppable post tool which some brands are already using to bring social media followers straight to their online shops. The process needs to be quicker and easier to navigate everyday, since people’s attention span is nothing to joke about.
  • Being so direct and close to your audience is a great opportunity to gather data.
  • Be authentic! Transparency and an honest message count more than an expensive, beautifully crafted campaign!
  • Don’t be afraid to include digital in your strategy, and use it it an original way.
  • Try to incorporate some form of transparency with your audience, whether it’s about where your raw goods are coming from, sharing stories of the people who are part of the production process or simply staying true to your brand promise.
  • Don’t be afraid to interact with your audience! After all, their feedback is something you need to stay tuned to.
  • Yet again, make sure your message is consistent on all channels.

Photo courtesy of Dolce&Gabbana, Gucci, Orietta Scardino/EPA, Everlane.

Article by our Intern, Ana Maria Oprea.

What You Need to Know about Experiential Marketing

Experiential marketing is mainly a form of advertising that helps the customer experience the brand. If traditional marketing uses printed adverts, online campaigns, editorials, television etc. to communicate their brand identity, experiential marketing aims to play with people’s senses and emotion, making them included in the brand.

It is known that the human attention span has fallen from 12 seconds in 2000 to 8 seconds in 2015. Crazy, right? This customer inclusion has a higher chance of immediately attracting, and most importantly, maintaining the customer base, because it creates an emotional connection and a two-way dialogue. This type of brand-customer interaction can take many forms, from packaging to digital, the online presence and in-store elements. After all, everyone connects with an experience in some way.

If in the past the centre of every business was their product, today the customer and their needs should be the focus.

So what are the forms this engaging type of marketing can take? Here are some examples:

We’re seeing more and more people choosing to shop online, regardless of their preferred shop. Today, we need to give people a reason to come and spend time in-store. So how can experiential marketing be brought in-store? Some brands decide to enhace their in-store experience by housing an additional service – in-store cafes, the famous Topshop nail bar and hair salon, customization services, in-store events (Burberry acoustic concerts). Some may go so far that they expand into other industries, such as hospitality, opening spas, hotels, or pop- up cafés. (See Bulgari Spa, Fendi Hotel, Dior Pop-up)

While digital marketing does have an important role to play in raising brand awareness, experiential marketing is the way to attract paying clients. (X-Wealth, 2014) That is why digital should be brought not only through devices, but also in real-life scenarios, such as on the runway – Burberry has taken their shows on a whole new level by building a multi- sensorial experience – on-stage orchestra, the fake storm and the model holograms.

The growth of social media and digital in general is facilitating brand communication. McDonalds Sweden turned their Happy Meal Boxes into VR goggles, targeting the perfect audience – technology native Generation Z.

Experiential marketing can solely take the form of Snapchat videos, Instagram stories or live streaming, taking the customer behind-the- scenes, to a world they don’t usually have access to. Brands should take advantage of these tools that brings their customers closer, feeding their curiosity.

One of the latest forms of an experiential strategy was approached by Lancome, with their customised foundation. They not only developed a system that promises to match anyone with their perfect foundation shade, but you leave with a personalized bottle with your name on it, and your own formula which you can get again and again.

Charlotte Tillbury took customisation further with a virtual “magic” mirror which allows customers to test her nine signature looks without putting any actual makeup on.

TAKEAWAYS FOR MARKETERS

  •  Find a way of interaction with your brand that creativelly spells out how people can benefit from your brand.
  •  Build emotional connection – take your target audience’s needs and desires and build an experience around them.
  •  Give your brand a human voice – people like to feel they’re interacting with other people, even if they are behind a brand.
  •  Great co-branding opportunity.
  •  Use EM as an effective tool for reaching people in every socio-economic class.
  •  Make sure your brand experience is consistent on all channels (online, in-store, social media, mail campaign etc.)
  •  Don’t neglect online and offline brand allignment – ensuring the customer journey is a seamless experience from the first interaction with the brand, to the purchase.
  • Customers are more savvy than ever and less loyal – it doesn’t take long before they move on to your competition if the shopping process is not perfect.

Article by our Intern, Ana Maria Oprea.

Spotted at London Fashion Week Men’s – Street Style

As London Fashion Week Men’s is a wrap, we thought we gave you our perspective on the coolest Street Style shots featuring the increasingly fashionable sportswear and vintage touches – and who to keep an eye on for off-catwalk style!

 The fashion crowd has been flaunting their trendiest outfits, bringing the Fall 2017 elements to the streets.

Rose overload, already making an appearance on the Fall 2017 catwalk shows of La Perla, Louis Vuitton and Gucci, took the form of embroidery and overall pattern, while the pantsuit was rocked by both man and women, each taking it further with army, vintage or elegant twists.

 

Best reinterpretation of the pantsuit on the runway goes to… Dries van Notten, for their oversized velvet jacket and wide pant. Last but not least, Red Mania made an appearance both on the runway and on the street, so make sure it’s part of your fall wardrobe as well!

 

Photo courtesy of Jonathan Daniel Pryce and Indigital.tv

Article by our Intern, Ana Maria Oprea.

Topshop Returns with New VR Waterslide Experience

British fashion retailer Topshop revamps their Oxford Street flagship store for their 2017 Summer campaign #TopShopSplash, turning their windows display into an interactive pool scene. Their digital strategy continues to innovate the fashion environment, taking experiential marketing further by using Virtual Reality technologies.

Created in collaboration with two London-based creative digital agencies, the journey consisted of a high-intensity VR waterslide ride through the streets of London.

This strategy is nothing new for the brand, who pioneered this type of engagement on the high-street by virtually bringing their customers to their London 2014 Fashion Week catwalk show via VR headsets.

This summer campaign is the perfect opportunity to grow traffic in-store, by enabling consumers to engage with the brand in a fun way. As Sheena Sauvaire, global marketing and communications director at Topshop, says: “As VR technology continues to advance our desire was to blend it with retail theatre to create an immersive and shareable experience for our consumers, as a fun way to celebrate the start of summer.”

To complete the summer feeling of the campaign, sunscreen smell and ice-cream pop-ups filled the store. An exclusive aquatic-themed Snapchat lens was available for users to be able to share this experience with their friends.

WHY IT WORKED

  • Attracting a broad target customer – both wandering tourists and the loyal Topshop fan who’s always looking forward to the brand’s next move.
  • Taps into the needs and demands of the digital consumer by transporting the customer into a virtual, immersive experience.
  • As VR tech continues to grow, more brands should start considering it as part of their digital marketing strategies.
  • Playing with people’s senses – makes the brand presence more memorable and increase brand loyalty.
  • Great word-of-mouth and refferal opportunity due to the social media element – increases brand awareness.
  • Creates brand differentiation throught the uniqueness of the campaign.

Article by our Intern, Ana Maria Oprea.

#Marymoji PARTY!

When comes to organising parties for our team members, we give it all. This time, was celebrated Maria Bagrin, Makeover Buro’s founder and team leader.

The idea of an #emoji party came because of her addiction to Instagram and everything related to digital. We wanted something creative, funny and chic, just like Maria.

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Everything, from the invitations to the decorations were made according to that specific theme. Besides her most used hashtags, like #hubbyscloset, #ootd, #fashion, #TEO etc. were made some especially for the party: #MBparty, #MB29 and #Marymoji. You can see everything from the photos below:

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The guests had fun playing Dixit, socializing while listening to good music and taking loooooots of photos with the photobooth (that was a great idea!). Plus, the printed #Marymojis that served as accesories for funny pictures.

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We want to congratulate Maria one more time, may all your wishes come true and all the shoes be yours 😉 <3

P.S.  We had a special guest that wanted to say happy birthday, and she’s none other than Maria’s idol. #miraduma

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Unexpected gifts are the best 😍❤️ thank you @miraduma

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HOW TO GROW YOUR INSTAGRAM

Instagram is one of the most popular and dynamic social platforms known worldwide. Sales here are growing every day in geometric progression. It would be such a pity not to take the chance to open an instagram account for promotion or in order to test a niche for your business.

Firstly, if you don’t know what Instagram is, download it and start using it! NOW! Here, an impressive amount of more than 400 million people spend an average of 20 minutes scrolling and “loving” around.

Downloaded? Have you created an account? Or maybe you already have one and want to grow it? Then, this article is just for you!

INSTAGRAM- the showcase of your business

Don’t know how to start? Begin with the username. Make sure that your login is understandable, catchy and reflects the essence of your business. There’s no need to call a children store @Annie777, or to sell the services of a florist under the name @andrew_compositions. You can try it, of course, but no one will find your services under this login.

Same rules are applied to personal accounts- let them correspond to the chosen niche. In the description, outline the main details: what you’re doing, what you’re selling and how to contact you. Use emoticons and emojis! Instagrammers love emojis. 🙂

Personal Accounts:

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Business Accounts:

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Content. What is your business about?

The content provided on your profile should be the main focus when thinking about attracting people. Remove bad photos, use only high-quality photographic material: professional photos, good lighting, beautiful composition. Also, pay attention to what you write under your captions. Work on the subject and regularity of your posts.

Planning

Determine the perfect day and timing for posting and make a schedule. Think about the “instagramming” hours of your audience. But remember, don’t post more than 2-3 posts a day.

Use #Hashtags

A “hashtag” is a word or a phrase used to find posts related to that specific word or theme.

In order to use this tool more effectively, make a list of 100 hashtags for your niche/topic and use them on your posts (no more than 10 for a post!). Try to choose hashtags that are the most popular in your niche. For example, for those interested in fashion the most used hashtag would be #fashion #ootd #outfitoftheday etc. Try to find relevant hashtag statistics.

Mass Liking and Mass Following

After using the previous techniques, you can run mass actions: subscriptions to other profiles and likes of their posts. You can do this by yourself, or you can trust this to agencies providing these services, for example  getriver.com.

After registration, you have to properly configure the system: who do you want to subscribe to and who do you want to like, by which hashtags or geolocation points.  Perhaps you want to focus on the subscribers of opinion leaders, certain magazines or thematic accounts.

So, are you ready to embrace Instagram popularity?

Who you should follow: Hairstyle Bloggers on Instagram

The possibility of posting short videos on Instagram gave beauty bloggers the opportunity to record quick, but no less informative master classes on make-up and hairstyles.

Here you have a selection of the best video tutorials from five popular Instagram bloggers.

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1. Sarah Angius (@sarahangius)

 3.3 million subscribes love Sarah for her simple and feminine hairstyles. On her page, you can find different videos, demonstrating how you can make several kinds of buns, interesting braids and different types of curls.

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Upgrade your ponytail 💁🏻 Song: @lanadelrey – Diet Mountain Dew #ponytail #tutorial #upgraded #sarahangius

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2. Nina Starck (@n.starck)

The Dane Nina Stark is already a specialist in braids. She uses her own daughter as a model, whose long hair is challenging Nina’s imagination. Now, 217 thousand people are following Stark’s lessons.

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Cool and simple Mohawk French Braid 🎥Link in bio for full tutorial on YouTube👆🏻

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3. Marina McAvoy (@marinamcavoy)

Beach waves, braid buns and unusual pony tails- Marina McAvoy loves complex hairstyles. Her ideas are followed by 105k users of Instagram.

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One of my favorite braids tutorials. 💗

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4. Jenny Strebe (@THECONFESSIONSOFAHAIRSTYLIST)

Jenny Strebe has more than 10 years of experience as a hairdresser. She shares her passion through social media: has more than 410k followers on Instagram and 196k on Youtube. With the help of Jenny’s videos, you can easily learn how to make complex hairstyles with unusual techniques.

5. Missy Sue (@missysueblog)

Thanks to her detailed videos, Missy has earned 691k followers. “I want to inspire people to love their hair and natural beauty”, Sue explains the reason why she created her blog. Mostly, Missy gives master classes on casual, every-day hairstyles, but among dozens of videos you can find some evening options also.

FASHION meets ART: Jeff Koons & Louis Vuitton collaboration

The close relationship of fashion and art has long been not called into question.

One of the most vivid examples of regular creative unions of brands with contemporary artists is Louis Vuitton, thanks to its cooperation with Stephen Sprouse, Takashi Murakami, Richard Prince, Yaeyi Kusama, Cindy Sherman, James Tarrell, Olafur Eliasson and Daniel Buren.

A new chapter in the brand’s relationship with art is a collaboration with one of the most famous contemporary artists – Jeff Koons.

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Koons created for the brand a line called “Masters” – each bag from this limited series is dedicated to one great artist.

Koons turned the traditional Louis Vuitton models into kitsch art objects: over the reproductions of the famous canvases of Fragonard, da Vinci, Van Gogh and Rubens are adorned the gold and silver names of the authors and the golden logos of the brand.

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The collection will go on sale on April 28. It is known that Louis Vuitton plans to release several more projects in collaboration with Koons.

What do you think about it?

How much is worth a celebrity Instagram post?!

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Until quite recently no one would have thought that Instagram would become such a powerful business platform. Brands are ready to pay huge amounts of money for having posted photos with their products on celebrity Instagram accounts.

They are using their followers as potential buyers. Why this form of advertising is more effective than the “traditional” one?! First of all, is because of the influence that specific instagram celebrity has. Her followers are willing to buy a product only because that certain person is recommending it.

One of the most influential celebrity families is Kardashian-Jenner. In addition to promoting their own products, girls are posting sponsored posts of vitamins or slimming products from time to time.

Statistics say that things that appear on the Kardashian-Jenner feeds are immediately sold, so companies are ready to pay any money for one photo. For one single post, the rates are as follows:

Kim Kardashian (97.5 m followers)-  up to 500 000$

Khloe Kardashian (66.2 m followers) & Kourtney Kardashian (55.5 m followers) – up to 250 000$

Kendall Jenner (78.1 m followers) & Kylie Jenner (91.1 m followers) – up to 400 000$

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 The Instagram advertising posts make up 25% of the total income of the Kardashian-Jenner family. Girls should be active in social media in order to not to lose their fortune. Once, Kendall removed her Instagram for a couple of days, and Kim took a 4-month break after the robbery in Paris. This has tangibly affected the budget of the family.

Selena Gomez is the most popular person on Instagram with almost 116m followers. If the statistics of D’Marie Analytics, an American analytical agency, are right, Selena receives about 775k $ for a post!



		
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when your lyrics are on the bottle 😛 #ad

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Selena recently admitted that she does not like to conduct her Instagram, but assigns such an important task to her manager. On the other hand, Beyonce, who has fewer subscribers than Selena, is responsible for the content by herself and earns about $ 1 million per post!

Not only stars, but also ordinary users can earn on advertising of goods and services on Instagram – accounts from 10k subscribers are considered quite suitable for commerce. So, young mothers are making barters with manufacturers of children’s products, popular beautiful girls are advertising masks and scrubs, and people with a very active social life are sharing contacts of restaurants, clubs, taxi services and food delivery. In a word, if you are still skeptical about social networks and consider them time-consuming, it’s time to think about their progress!

WHY WE LOVE FENTY PUMA BY RIHANNA

Rihanna is one of the main fashion icons of the new generations, so it’s no surprise that PUMA invited her as a creative director of the brand. The second collection was presented at Paris Fashion Week in September, last year. Special attention should be paid to the shoes that Rihanna creates in cooperation with PUMA: creepers and fur slippers were sold out in a few minutes after the release. In the new collection, these models were replaced by slippers with satin bows, high-heeled shoes and futuristic sneakers.

As a source of inspiration for the collection, Rihanna chose the 18th century with its characteristic corsets, rich lace, pearls and luxurious Chinese silk. As a result, voluminous sleeves, hoodies+corset mix were elements that you could find almost on every model. Also, we could not not pay attention to the loose trousers and overalls decorated in traditional Chinese motifs, representing images of plants and birds.

Nonconformist, rebel, sporty-chic are the words that best describe the FENTY PUMA BY RIHANNA collection. We definitely like it!