How H&M should go luxury ? and what could go wrong
Consumers may soon see a luxury collection by mass retailer H&M but, like all brand extensions, there are a few red flags. H&M must over-deliver, outperform and out-behave competitors to make it to the big time.
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Ferragamo launches Signorina fragrance through dedicated blog, contest
Italian handbag and footwear designer Salvatore Ferragamo is aiming for younger consumers through a digital campaign called Girls About Town that includes a dedicated Tumblr and contest.
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Free-gift-with-purchase promotions incentivize brand loyalty
Luxury retailers using gift-with-purchase promotions may not directly influence a consumer?s purchase, but they can offer an extended shopping experience that can result in brand loyalty and give luxury brands an edge without offering direct discounts.
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One Thousand Ocean misses the mark with print-QR campaign
Luxury real estate company One Thousand Ocean had the right intentions by incorporating a QR code in its print advertisement, but missed the mark when the code was unable to be read on mobile phones.
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Virgin Limited Edition goes with digital to market luxury safari experience
High-end travel group Virgin Limited Edition is using social media and a dedicated microsite to market its new luxury safari camp called Mahali Mzuri, an experience that offers exclusive excursions and opportunities to see African wildlife.
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Bentley, Luxury Collection build loyalty through auction
Starwood Hotels & Resorts' Luxury Collection properties are offering loyalists an exclusive experience to tour Austria in a Bentley Continental, which may be the chain's way to retain guests.
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Versace, SEM, branding and consumer confidence ? News briefs
Today in luxury marketing - Versace swings to profit; Top 10 search engine marketing dos and don?ts in 2012; What luxury fashion can teach us about branding; Consumer confidence results mixed.
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Four standout expectations from branded apps: Part 2
Creating an app is a great way to get your brand in front of mobile users, but only if it creates a positive user experience for those who download it.
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