"I am Sad Leyla"

Hussein Chalayan is always unpredictable.

MOVIES FOR FASHION INSPIRATIONS

Funny Face;

Yes, yes, Breakfast at Tiffany’s – we know. The way she wears that little black dress. And the way she transforms even George Peppard into a must-have accessory. But as well as featuring great fashion, Funny Face is about fashion, too – Maggie Prescott is Diana Vreeland to Dick Avery’s Cecil Beaton. Hepburn, meanwhile, is perfect.

Factory Girl (2006)
This movie captures the mod style that was popular in the 1960s with lots of clean lines, bright colors and geometric prints. It also follows the story of one of everyone’s favorite fashion icons, Edie Sedgwick. Sienna Miller brings the era to life with mini-skirts, oversized jewelry and tall boots.

Gone with the Wind, 1939

Vivien Leigh’s Southern-belle accent was slightly wonky, but the graceful way she wore her antebellum wardrobe was impeccable. The scene in which Mammy harnesses Scarlett’s waist down to 18in inspired generations of sadistic fashion designers but, fiddle-dee-dee, we can’t help loving those Walter Plunkett designed ballgowns. Nor could the women of 1939 — the film launched numerous GWTW-inspired collections in stores across the world and continues to cast a crinolined shadow on the catwalks.

Those are the movies I most like and I know there are hundreds of really good movies inspired fashion but they my choices...

ALL THAT GREAT APPS FOR IPHONE...
I LOVE MY IPHONE NOW EVEN MORE:)))
Trendstop TrendTracker: Trend reports, style industry news feeds and fashion photo gallery’s by trendstop.com’s professional trend spotters, from fashion events and venues around the globe. Cost: free.
The Fashion Handbook: Fashion is the style and custom prevalent at the given time. In its most common usage however, “fashion” describes the popular clothing style. Cost: £9.99
Inditex – Zara: See new arrivals every week. Also season photos, lookbook and collection. Cost: free.
Target: Can we help you find something? The Target app gives you tools to simply and streamline your shopping experience at Target stores and Target.com. Cost: free.
myFendi: An experience lying between fantasy and reality that gives space to creativity and stimulates desire. Cost: free.
Teen Vogue Haute Spot: Have you ever wished you could peak into the closet of a Teen Vogue fashion editor? Well, now you can! The Teen Vogue Haute Spot app is an all-access pass to the amazing clothes and accessories found in the pages of Teen Vogue magazine. Cost: free for now but they claim they’ll be charging for the app soon.
Chicfeed: chicfeed.com brings together photos from the web’s top style / fashion blogs and puts them on one site which saves you time and puts all your photo view interests in one place! Cost: free.
Social Mall: SocialMall puts local shopping & malls in your palm. Use it as a shopping companion – with its location awareness, you can browse for interesting articles and retailers. Cost: free.
Tattoo Patterns: Get inspired by 128 different designed tattoo patters! Each one is different and unique! Cost: £1.99
Deal Spot: DealSpot lists only the most amazing deals around you, refreshed daily. Quality over quantity. The deals are handpicked from the hottest, most popular stores. Cost: free.
Victoria’s Secret: Anywhere, anytime, on-the-go, at your fingertips. This is the destination for all things Victoria’s Secret. Cost: free
Elle Shopping Guide: Uncover the hottest places to find the latest fashions and top trends with ELLE’s new Shopping Guide. Cost: free.
Sales Buddy: Going to the sales? With Sales Buddy you can enjoy all the fun of the sales and keep track of how much you’re spending. Cost: £0.99.
SIBEL

HQ Alice in Wonderland Fashion show in 013 by Nikki Liem

Designers inspired by films...

Interesting fashion show. You can see dresses inspired by Alice in Wonderland movie but on the background you can hear the song taken from "5th Element" which is one of the first movies that combined new Fashion and Films.

Sex and the City 2 Trailer

Great example of television/ films working together with fashion designers. This movie is a great promotion project!

Interactive 3D Fashion Show by Marvelous Designer and Marvelous Show Pla...

The future of fashion show:

World's First Underwater Korean Traditional Costume Fashion Show

Very unique idea to make a fashion show under the water... but for that you don't need new technology... It is irrelevant for the subject but just wanted to show you the great fashion ideas.

Victoria's Secret Fashion Show '09-Black Eyed Peas- Laser Effects by Las...

Another great example of Lazer Show...

VICTORIA SECRET 2010-2011 in HD FASHION SHOW [PART 1]

Great sample of technology influencing fashion...

Should fashion and Twitter ever mix?

Should fashion and Twitter ever mix?

Now that Courtney can't tweet, her daughter is the lucky recipient of her words of wisdom. Photograph: Jim Smeal/BEI/Rex Features

Sometimes Fashion Statement pines for the good old days when it didn't have to hear celebrity opinions straight from the horse's mouth. Remember them? When fashionistas had mystique, when you didn't know that Karl Lagerfeld dreams of transparent fur, that Carine Roitfeld's head resembles a Chinese fortune cookie factory, or just how heavy Alexa Chung's designer-packed suitcase is. Was it not enough to have their cellulite papped for every weekly magazine and their every facial expression analysed by "body language experts" ("From the position of her arms, it's obvious that Jennifer Anniston is single, lonely and pining desperately for a child!"). No, now we actually want to know what they really THINK. Well, be careful what you wish for: it'll involve far more tedious musings on flight delays and pet dogs than anyone could possibly want to hear, even in fewer than 140 characters.

And for our celebrity, er, heroes, it turns out that the horse's mouth has a tendency to bite. That old chestnut, "I've been terribly misquoted", doesn't work when you were quoting yourself. And so it is that our beloved fashionistas find themelves in rather hot water. Courtney Love (don't snigger, she's a fashionista of sorts) has had her Twitter feed removed after unleashing a particularly charming tirade of abuse at a fashion designer, Dawn Simorangkir, who not unreasonably wanted to be paid for some clothes she'd supplied. The latter is now suing in a landmark case. This, of course, is not the first time that Courtney has used Twitter for nefarious purposes. See here. And here. Hmm, spotting a pattern?

And it's not just Courtney. Liz Hurley (Twitter biography: "Mum, Model, Actress, Bikini Designer, Organic Farmer". Sample tweet: "Reading a book about keeping parrots") may be in trouble with the Office of Fair Trading, which is looking into whether she was paid to tweet glowing endorsements of particular beauty products (we assume she can't bring herself to tweet about her own fruit bars).

Presumably any court action would imply that the public should be aware that celebrities are paid to endorse/advertise this product. To which FS responds: What, you thought they were doing it out of the goodness of their hearts? Henry Holland (Sample tweet: "Men in bootcut jeans offend me") was just so overcome by his love for Range Rover that he decided to SHOUT IT TO THE HILLTOPS? Is anyone really that naive? And if they are, can FS give them a big, soothing hug?

9 Fantastic Facebook Pages for Fashion

9 Fantastic Facebook Pages for Fashion

July 21, 2009 by Alison Driscoll

Alison Driscoll is an interactive copywriter and social media consultant who specializes in Facebook. She authors a blog at alisondriscoll.com.

The Internet has revolutionized the fashion world, making trends more accessible and affordable for everyone, and expanding where and when we can shop. Social media has taken fashion a step further, encouraging discourse on designers and providing real-time feedback on the looks that work, and the ones that don’t.

Facebook’s extensive list of features lets users comment on, post and share their favorite outfits and accessories with just a few clicks, anytime, from virtually anywhere. This social network has proved itself to be popular with savvy social shoppers for its fashion-forward Facebook Pages; here are 9 that use photos, apps and fan discussions for maximum impact.

For Deals

1. Rue La La

Rue La La is one of the many invite-only shopping sites that are becoming increasingly popular on the web. They feature high-end designers at discount prices and hype their sales with previews, emails and Twitter teasers for days before—all leading up to prices that are 50% or more off retail.

The catch? You need to know someone to get access to the savings. Some sites charge, and while Rue La La is free, it still requires an invite code. Becoming a fan of their Facebook Pages not only gets you in, but provides you with insider tips on how to best shop their sales and advance notice of upcoming designer deals—important information when people can swipe items out of your cart up until the last second.

2. ideeli

ideeli is structured a lot like Rue La La, but they offer steeper discounts on more pricey pieces and designers (think Gucci versus Guess), as well as giveaways on super-luxe items like a custom-designed dress or $1,200 clutch

You can gain access to invite-only ideeli through their Facebook Page; you’ll also receive lots of fashion tips and reminders about events through their Twitter feed, which is pulled into their Facebook news feed. Their focus isn’t so much on the savings as how and where a sale fits into today’s fashion, making this a great Facebook Page for following trends while sticking to a budget.

3. Hautelook

Hautelook has tons of great deals, with the added bonus of a decidedly less snooty air than many other invite-only shopping sites. Their brands are on par with similar sites, and the discounts are just as deep; they also seem to have a bigger stock of items and never run out right as purchase.

The Hautelook Facebook Page is a testament to their commitment to fashion, with 278 photo albums of designers they carry and tons of Notes and Updates about upcoming sales, including reviews of the item to help you decide if a deal is worth it or not. They love finding a fashionable bargain, and it shows in the amount of content they post to Facebook. But be warned, their excitement over clothes is contagious and could make you spend more than you planned.

http://mashable.com/2009/07/21/facebook-fashion-pages/

8 Mobile Fashion Apps Worth Downloading

8 Mobile Fashion Apps Worth Downloading

By: Connie Wang

We swear there are more lame iPhone applications out there than actual iPhones, but every once in awhile, we'll stumble upon something brilliant that we soon find ourselves unable to live without. Fashion brands are trying to get themselves a piece of the app pie by creating applications that not only promote their brand, but engage their fans in a way they weren't able to before. So, sorry Blackberry users—this one's for the Mac set. Here are eight iPhone fashion apps that are well worth the time it takes to download.

Stylebook, $3.99

Like a hand-held version of the closet from Clueless, Stylebook lets you take photos of your own clothing, organize it by categories, and then help you build outfits, make packing lists, and build custom Polyvore-like collages.





Love It or Lose It, $1.99





Ever go shopping without your network of yay-and-naysayers? Pick up Love It or Lose It, which allows you to upload a photo to dispatch out to your friends and a community of users who'll weigh in on your potential purchase.




Style.com, Free

 



It's Fashion Week, and you don't have time to stick around in front of your computer all day to wait for images from the latest runway shows. What to do? Download Style.com's iPhone app and get images just hours later. Stay on top of things with the Style File blogs, show reviews, and video feeds.




Lucky At Your Service Digital Concierge, Free

 



With an entire magazine devoted to shopping, you'd expect that Lucky would have the best shopping application around. Their digital concierge lets you highlight their featured products, track them down, check for availability, and even place things on hold for same-day pickup.



Gucci, Free

Gucci's app lets you view exclusive videos, fashion shows, latest collections, news, events, and store listings, but what's really got us clicking is their Gucci Beats feature, which lets you mix your own music with samples compiled by Mark Ronson. Where to show your stuff off? Flip through their Little Black Book for listings of the nearest Gucci-approved restaurants, clubs, and bars in more than 20 international cities.

Chictopia, Free

We know how addictive Chictopia can be, so be careful before you download this app onto your iPhone because you might never learn to function without it. Browse photos from their Style Gallery and read up on blog entries handpicked by the Chictopia editors. We hope to see that them adding uploading functionalities soon so we can upload our own outfits as well as browse others!

DVF, Free

You already love DVF's twitter, but getting the entire brand experience is super easy. Get up-to-the-minute news from the DVF team as well as shop the collection, browse latest runway shows, watch backstage videos, and locate the nearest stores. What's more, there's a bright-pink iPhone cover slapped with those iconic red lips so your entire phone can get in on the DVF game.

Evernote, Free

Though it's not a fashion application, we've been using Evernote to catalog all the styleinspiration we spot on the Internet or in real life. Save, organize, and annotate your images and links for perusal later. Your inner obsessive compulsive will be thrilled you downloaded it!

http://www.refinery29.com/best-fashion-apps-for-iphone.php

Tiffany & Co. marries mobile

Tiffany & Co. marries mobile with interactive to sell engagement rings

By Rimma Kats

June 15, 2010

Luxury jeweler Tiffany & Co. has debuted an iPhone application that merges mobile and interactive shopping for consumers who are looking to select an engagement ring.

The Tiffany & Co. Engagement Ring Finder is the jeweler’s first iPhone application. Consumers can view a range of styles and learn about the qualities of the company’s diamonds.

“The new iPhone engagement app provides another access point to Tiffany’s expertise and knowledge,” said Carson Glover, director of media relations at Tiffany & Co., New York. “Today more and more people are getting their information through mobile devices.

“We are now providing an additional interactive way to browse the Tiffany engagement selection,” he said. “Tiffany does not directly sell diamond engagement rings through their Web site or the new iPhone app.”

Tiffany claims that it has been the world’s premier jeweler since 1837.

I do…take mobile
The application features a Ring Sizer that lets users determine their size by placing an actual ring directly on the screen and using the slider to align the circle with the inside of the ring.

Here is a screen grab of the Ring Sizer:

Consumers can browse collections by shape, setting, metal or design.

In addition, the rings are shown true-to-size and each style can by viewed with diamonds of six different carat sizes.

Users can zoom in to a ring to view details more closely and also pair the rings with wedding bands to get the full effect.

Here is a screen grab of an engagement ring paired with a wedding ring:

“In creating the new Tiffany engagement iPhone app, the company has taken another step to provide customers with vehicles to share their Tiffany experience with others,” Mr. Glover said. “Tiffany recognizes that its customers are engaged in social media.

“We are hopeful this app provides an easy and effective tool for them to communicate with others on the magic of a Tiffany engagement ring,” he said.

Ring me anytime
Users can share their finds with family and friends via email, Facebook and Twitter.

Consumers can save rings they like within the application and learn more about the company’s diamonds via the Tiffany Difference feature.

Users can make an appointment for a diamond consultation via phone, email or schedule an in-store appointment.

Additionally, the application includes an Expert Consultation feature, which features the store’s number, as well as gives consumers the option to schedule a phone consultation via the application.

Consumers can fill out a short form with their personal information and send it to a Tiffany’s representative, who will contact them back within 48 hours.

Here is a screen grab of the Expert Consultation feature:

Tiffany’s also has a video that demonstrates the iPhone application. Watch it below.

“Tiffany is always looking for new and exciting ways to engage with their customers,” Mr. Glover said.

http://www.luxurydaily.com/tiffany-co-marries-mobile-with-interactive-to-sell-engagement-rings/

Chanel & iPad

Chanel taps iPad’s unique capabilities to showcase watch collection

By Peter Finocchiaro

June 11, 2010

Luxury brand Chanel is promoting its new J12 Marine Series of watches through The New York Times’ Editors’ Choice iPad application.

Chanel tapped Medialets for the ad creative. The campaign targets users through three ads, using both banner and interstitial media.

“This ad is actually three distinct and unique mobile experiences that take advantage of the iPad’s unique capabilities to showcase Chanel’s distinctive watches,” said Eric Litman, founder and chairman of Medialets, New York.

“[The campaign] leverages a series of video assets provided to us by Chanel,” he said. “We used HTML5 to create immersive experiences that are further enhanced when the user tilts the iPad or touches the in-app creative.”

Editors’ Choice is a free application that can be downloaded directly to the iPad and displays a variety of Times content chosen by the paper’s editors – ranging from news, business and technology articles to opinion and features.

Chanel is a Parisian fashion house founded by Coco Chanel, who is recognized as one of the most chic designers in haute couture.

Medialets is helping Chanel use the iPad technology to engage potential customers.

At the bottom of the application’s various sections, a banner ad displays interactive images of the J12 Marine Series’ models.

Here is a screen grab of the banner running in the New York Times application:

Users are able to slide their fingers down the banner to scan over the image of a Chanel watch.

A meter on the left side of the ad illustrates a sub-aquatic descent to 300-meters, the depth the watches are designed to withstand.

After sliding through each of the three models displayed, the ad provides the option to click through to a store locator page.

Additionally, when viewing Editors’ Choice stories of two pages or longer, the second page displays an interactive ad showcasing the different models available in the Marine Series.

Viewers can toggle between images of each model.

When users click through to multiple articles from the home page, they are taken to an interstitial screen, where they are prompted to either launch a video advertisement or skip through to the Times content they selected.

The ad features a barrage of aquatic imagery – highlighting the J12 Marines Series’ underwater capabilities – and renders the visual of Chanel watches coalescing as their parts burst forth from a hydrothermal ocean vent.

Here is a video of the ad:

The Chanel campaign marks the second that Medialets has powered for The Times’ iPad application.

In April, the newspaper selected the mobile platform to create and serve rich media advertising for the Editors’ Choice application.

“At this time, iPad users fall into roughly the same demographic as Chanel customers, so we’re seeing early adopters who want the best of the best, whether it be the latest and greatest jewelry accessory or the newest and most technologically advanced tablet computer,” Mr. Litman said.

“These consumers expect a luxury experience not just when they purchase their watch or computer but when they see an ad for it as well,” he said. “First and foremost, we give brand advertisers the platform to create engaging and meaningful mobile experiences that not only deliver a message to a consumer but get them to spend time within the ad itself.

“Our platform also allows high-end brands like Chanel to maintain the luxury look and feel of their brands within a mobile app ad.”

http://www.luxurydaily.com/chanel-taps-ipad’s-unique-capabilities-to-showcase-watch-collection/

New Cool Fashion Apps

Gucci enters mobile commerce arena with one-of-a-kind app

By Giselle Tsirulnik

October 22, 2009

Renowned Italian fashion brand Gucci has made its debut on mobile, letting consumers view and buy limited addition products right from the palm of their hands.

Limited addition products are updated regularly through the iPhone application, which became available earlier this month. Application users get push notifications when new products are made available and can click-to-call to buy a product.

“Luxury brands are increasingly asking ‘why wouldn’t we allow shoppers to buy products whether they’re perusing the store shelves or vacationing in St. Tropez,’” said Nick Taylor, president of Usablenet, New York. “Just as you want to provide a fantastic experience to customers visiting the store, you also want to support a successful experience to shoppers using their mobile device.

“A sophisticated mobile application or Web site ensures that a customer continues to feel good about a brand and increases their likelihood of returning to the application/site,” he said.

The launch of the iPhone application has been timed to coincide with the Gucci Icon-Temporary, a traveling sneaker store that opens on Oct. 24 at 43 Crosby Street in New York, before moving to Miami on Dec. 1, and then to London and Tokyo in Spring 2010.

A new limited edition Gucci Ronson sneaker will be introduced at each international destination of the tour, in addition to an exclusive edition of 18 sneaker styles in the Gucci Icon-Temporary sneaker collection.

The collection includes 16 men’s styles and 2 women’s styles, incorporating classic Gucci design signatures, such as the GG logo or a stylized version of the iconic Gucci red and green web detail.

Each design includes silver or gold metal dog tags as well as an embroidered “Limited Edition” label inscribed inside the shoe. Customers’ initials can be embossed onto a customized leather tag on the shoe laces, if desired.

As part of the promotion, Gucci teamed up with DJ Mark Ronson for the Gucci Ronson Sneaker. For each city opening in the U.S. one special Gucci Ronson model has been reserved exclusively for the Gucci application.

Application users are able to interface with the temporary retail spaces via a store-based network that automatically updates the application using the push notification feature.

Users can wirelessly download photos of all the Icon-Temporary sneakers, as well as a special playlist curated by Mr. Ronson.

The Gucci application is updated each season with new exclusive Gucci products, available only on the application. Consumers can click to buy and be connected with a sales representative who will assist in placing the order.

With the launch of this application, IPhone users are the first to know about upcoming Gucci events, collaborations and projects through Gucci Sneak Peaks.

Users get a behind-the-scenes understanding of creative director Frida Giannini’s vision each season.

Application users can create their own music using the Gucci Beats feature, with loops, beats, drums and vocals compiled by Mr. Ronson.

Once a user has completed a beat, he or she can play it back for friends on a virtual turntable and scratch the record like a real DJ.

The application lets users forward their beats to friends via Facebook.

There is also a Gucci music channel within the application that lets users listen to a continuous three-hour stream of music, curated by Gucci exclusively for application users with seasonal updates.

When in a new city, or planning a trip, consumers can search Gucci’s little black book for the best bars, restaurants and night clubs in 33 cities worldwide.

“With the mobile Web currently consisting of 29 percent of subscribers with a household income of over $100,00 the mobile device is an excellent place for luxury marketers to stake their claim,” said Erin Wilson, specialist sales executive at Microsoft Mobile Advertising, New York. “ As Gucci aims to ’synthesize the worlds of fashion, technology and music,’ one app is a nice first step for them.

“Yet, when looking to align with their core consumer that has a high household income, taste for the finer things and vested interest in technology, there are many other handsets and platforms that more closely align to that demographic,” she said. “Continuing to build out additional apps across other mobile platforms, as well as a robust WAP environment, will prevent ostracizing the rest of their luxury base that are apt to have multiple handsets, including those that are much more high end.

“One thing that I can guarantee, is that I will be at the Gucci Pop Up Sneaker store in Soho this weekend… with my Windows Phone!”

Here are some photos of the application:

Giselle Tsirulnik is senior editor at Luxury Daily, Mobile Commerce Daily and Mobile Marketer. Reach her at giselle@mobilemarketer.com.

http://www.luxurydaily.com/gucci-enters-mobile-commerce-arena-with-one-of-a-kind-app/

Fashion goes Mobile

H&M has launched its first iPhone app.

The free app has a 3D fashion gallery-like interface which lets users swipe through campaigns and access other areas of the app.

It features fashion news and video, information on special offers, and a My Wishlist function that lets users save and share their favourite garments with friends via Facebook or email.

The app also features a store locator, including location-based search.

The retailer worked with creative mobile agency Mobiento and digital UI studio Ustwo to create the app.

John Sinclair, co-founder of Ustwo, said, “We look forward to implementing new features to keep the app relevant and highly useful for all.”

Two-fifths of UK retailers are aiming to launch transactional mobile sites or apps over the next year, according to research by trade bodies the IAB, AIME, and IMRG (nma 19 August 2010).

http://www.nma.co.uk/news/hm-brings-fashion-to-mobile/3017276.article

The Runaway

Shady Behavior With James Lavelle, Warren du Preez and Nick Thornton Jones

"The Runaway" is the latest visual candy to come from UNKLE, the electronic music group set up by deejay, remixer and Mo' Wax record label boss James Lavelle in 1998. Directed by Lavelle's longtime associates Warren du Preez and Nick Thornton Jones, the film is an extension of the moody artwork the photographic duo created for the group’s recent album Where Did the Night Fall, and the sensuous promo (starring Liberty Ross covered in silver body paint) they shot for lead single “Follow Me Down.” “Between takes on ‘Follow Me Down’ we thought it would be interesting to see what performance we could work towards with this other track, 'The Runaway'. We really gravitated to it,” Thornton Jones says. The resulting video, Du Preez adds, “was done with raw inertia, off the cuff. We shot it as cutaway material, but because it was so beautiful it became a second film.” Its star, Shannon Tillery, a model and trained dancer, teamed up with British choreographer Russell Maliphant to create improvised movements that play with light, diffusion and shadow against a mysteriously shifting, semi-opaque surface. “It was one of those things where we all got involved and pushed and pulled,” says Du Preez. He and Thornton Jones have also collaborated with Björk and Alexander McQueen and shot for magazines including Big, Muse and Numero. Learn more about their psychedelic, highly crafted work here.

Directors: Warren du Preez and Nick Thornton Jones

D.O.P: Dan Landin

Produced by: Mikey Lavelle and Lindsey Thurlow

Choreography: Russell Maliphant

Costume design: Zowie Broach and Brian Kirkby

Editor: William Judge

Model: Shannon Tillery @ Union Models with thanks to Rachel

Make-up: Alex Box @ D&V

Hair: Raphael Salley @ Streeters

http://www.nowness.com/day/2010/10/22/1088/unkle--the-runaway

A blueprint for luxury brands to go mobile

By Mickey Alam Khan

June 28, 2010

Mickey Alam Khan is editor in chief of Mobile Marketer and Mobile Commerce Daily

With the economy on the mend – gullible enough to believe the data – it’s time for luxury brands to get out of hibernation and seriously launch mobile marketing and commerce efforts.

Luxury brands typically are the cautious sort, but this is not the time to waffle or waste – today’s consumer is online, mobile and in control. Luxury marketers need to work with ad agencies, ad networks and mobile marketing and commerce firms to begin incorporating mobile into multichannel efforts in time for the upcoming holiday season.

Here is a roadmap to help luxury brands with their mobile marketing and commerce efforts.

Why Mobile for Luxury

–The audience is on mobile devices

–One out of two mobile phones in use by next year projected to be Web- and application-enabled smartphones

–Consumers don’t simply talk and text on mobile phones – they browse, shop and buy

–Mobile devices give what consumers seek in the relationship with brands – control

–More content consumption on mobile – news, in particular – offers opportunity for contextual advertising

–Part of the multichannel experience

–Steve Jobs – the No. 1 influencer today of product design, marketing, commerce and customer experience

What Consumers Want from Mobile

–Ease of communication with friends, family, coworkers and brands

–Ability to search, shop and buy on the device

–Receive SMS-based offers, updates and retail traffic drivers when opted into mobile CRM programs

–Browse mobile Web sites and applications for product information, store location, pricing, inventory availability and in-store merchandise reference

–Same experience as online

–Rich media experiences on tablets such as the iPad

Crafting a Mobile Strategy for Luxury Brands

–Study audience habits – buying and media-consumption patterns

–Is the product or service suited to mobile marketing or mobile commerce?

–Discuss channel conflict issues internally

–What have you done on the traditional Web?

–Will the luxury experience and brand values translate well to mobile?

–Marketing or sales, or both – make objective clear

–Mobile is a medium comprising many channels, but it also serves well as a traffic driver to retail or online experiences

–Dedicate the resources – HR, budgets, time and patience

Luxury Marketing with Mobile

–Establish a mobile-friendly Web site, even if it’s a simple landing page and a couple of other pages reflecting the brand values and core information

–Apply for a common short code to begin SMS marketing that ties in with the brand’s overall loyalty marketing efforts

–Run targeted mobile advertising on reputed publisher sites and across mobile ad networks with banner ads, rich media units and video

–Mobile search optimization – work with Google, Microsoft and Yahoo

–Deep pockets? Build a full-fledged mobile site and application with shopping and transactional capability

–Use retail stores and catalogs to drive mobile database buildup

–Employ SMS to opted-in consumers to push traffic to stores

–Promote short code signup and application downloads in print, television, mail, online and catalog ads

–Repurpose runway material on mobile to extend the luxury experience

Again, Why Mobile for Luxury – and Why Now?

–Mobile enables luxury brands to reach consumers at each step in the marketing funnel – awareness, trial, persuasion and loyalty

–The consumer is already on mobile – don’t fall too far behind

Resources

–Mobile Marketer, the leading publication covering mobile advertising, marketing and media: http://www.mobilemarketer.com

–Mobile Commerce Daily, the leading publication covering mobile commerce and mobile-driven retail: http://www.mobilecommercedaily.com

–Luxury Daily, a publication covering luxury marketing: http://www.luxurydaily.com

–Mobile Marketing Association, the trade body for mobile marketing: http://www.mmaglobal.com–U.S. Common Short Code Administration, the registry for short codes: http://www.usshortcodes.com

Mickey Alam Khan is editor in chief of Mobile Commerce Daily and Mobile Marketer. Reach him at mickey@mobilemarketer.com.

http://www.mobilecommercedaily.com/2010/06/28/a-blueprint-for-luxury-brands-to-go-mobile