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Bulgari triggers renewed B.zero1 interest via cross-channel campaign

Bulgari B.zero1 Italian jeweler Bulgari is reinvigorating consumer interest in its iconic B.zero1 collection through a number of social promotions and an exclusive event. The jeweler hosted an event...

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Tod’s touts customizable collection via social video

Tod's Double Stripe collection Italian leather goods maker Tod’s is raising awareness of its new customizable Double Stripe collection through a social video to push in-store sales. The Double Stripe...

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Jaeger-LeCoultre tempts female consumers with emotional marketing

Jaeger Rendez-Vous timepiece Swiss watchmaker Jaeger-LeCoultre is targeting wealthy, female consumers through an emotional campaign starring German actress Diane Kruger. To celebrate its 180th...

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Armani opens up exclusive Rome event to digital audience

Armani One Night Only Roma event Italian fashion house Giorgio Armani is keeping the brand top of mind to a global audience with a digital campaign for its One Night Only Roma event. Armani is...

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Hugo Boss to reach young, American consumers with Jason Wu appointment

Hug Boss spring 2013 womenswear Fashion designer Jason Wu has been appointed the new artistic director of Hugo Boss’ Boss womenswear, which will bring a fresh, young attitude to revamp the brand,...

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Mulberry’s loss of Emma Hill hurts brand’s reputation, stock price

Mulberry's Alexa bag British label Mulberry’s loss of creative director Emma Hill is hurting the brand’s reputation and, as a result, its stock price is falling. Since Ms. Hill was a strong figure for...

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Hugo Boss bolsters summer collection in shoppable drama

Shanghai Affairs German label Hugo Boss is aiming to bolster sales and awareness of its summer 2013 collection through a shoppable video for its Shanghai Affairs campaign. The German label bundles many...

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Jimmy Choo boosts new collection via Nicole Kidman video

Jimmy Choo autumn/winter campaign Footwear label Jimmy Choo is eyeing affluent female consumers with a video for its autumn/winter collection that stars actress Nicole Kidman and evokes a decadent,...

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Neiman Marcus fetes 20 years of Art of Fashion via artist collaboration

Sarah Moon for Neiman Marcus Fall 2013 Department store chain Neiman Marcus is celebrating the twentieth anniversary of its “Art of Fashion” campaign through a collaboration project with artist Sarah...

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Innovation in fashion ads should not stray from brand DNA

Oscar de la Renta fall 2013 collection With the number of fall/winter advertising campaigns being released, fashion marketers are using new methods to stand out from others, but they should remain true...

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When is product expansion too big a risk?

Bentley's new handbag Many luxury brands have branched out into new product categories, but the products must be well designed and well made to convince consumers that the purchase is worthwhile,...

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Givenchy debuts new products via behind-the-scenes social video

Givenchy's Teint Couture French fashion label Givenchy is debuting the latest addition to its beauty collection through a social video displaying the before and after effects achievable with the new...

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Dior boasts Nobel Prize-winning ingredient in new skincare line via microsite

Dior's One Essential serum French label Christian Dior is generating interest in its One Essential skin care line through its Beauty Chronicles campaign that highlights the product line and offers...

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Ferragamo flaunts presence in upcoming movie with premiere sponsorship

Actress Alexandra Maria Lara in Ferragamo for Rush Italian footwear label Salvatore Ferragamo is flaunting its presence in upcoming Hollywood film “Rush” by sponsoring the opening of the film Sept. 2...

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Luxury brand endorsements in popular song lyrics may influence purchases

Automaker Maybach is referenced in many popular songs Luxury brands that are endorsed by being mentioned in lyrics of popular songs likely see more brand awareness among younger consumers and may see...

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Prada’s Miu Miu elicits emotions with new female-focused film

Miu Miu's "Le Donne della Vucciria" Prada-owned Miu Miu is eliciting consumers’ emotions through a new female-focused film that tells the story of a dressmaker in Sicily. The sixth and newest addition...

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Hugo Boss reopens New York flagship store via public art exhibit

Hugo Boss BOSS store in Columbus Circle, New York German label Hugo Boss is heralding the reopening of its BOSS flagship store in New York’s Shops of Columbus Circle with a public video installation...

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Valentino piques interest for new fragrance before debut

Valentino's Uomo men's fragrance Italian label Valentino is increasing the anticipation for its latest men’s fragrance by launching the campaign at the 70th Annual Venice International Film Festival...

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Harrods takes consumers behind-the-scenes in new social video

"Harrods I'm Home" video London department store Harrods is taking consumers behind-the-scenes of the store’s after hours in a new social video to promote ecommerce. The retailer’s “Harrods I’m Home”...

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Dior explores brand history, culture through Shanghai art exhibit

Dior's Esprit Exhibit in Shanghai French label Christian Dior is partnering with the Museum of Contemporary Art in Shanghai, China, in an exhibit titled “Esprit Dior” to display brand history in...

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