Nowness

Luxury marketing without product pushing, oh my!

December 11, 2012 4:41 pm by Vanessa Friedman

The other day I discovered The LiP, aka Luxury in Progress, aka Labelux’s on-line luxury site (launched wholly under the radar), and was struck by how much it resembled Nowness, LVMH’s on-line video site, in the way it separated company values from object. Luxury marketing without product pushing! What an idea. It works, theoretically at least, on four levels.

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Posted in Internet, Luxury goods, Marketing |

Movies come to the flagship

November 28, 2011 4:36 pm by Vanessa Friedman

The flagship superstore is getting yet another special feature: after cafes and restaurants (Armani, Gucci), concert halls (Chanel), bookstores (Marc Jacobs, Armani), and art galleries (LV), comes actual film theatres. Louis Vuitton has announced their new maison in Rome will “house a small cinema show casing art films from contemporary artists.” This is an arresting new development. Read more

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Posted in Fashion, Hollywood, Luxury goods, Marketing |