This document discusses how to build brand desire and connection. It emphasizes finding a muse to represent the brand's personality and using it to filter decisions. It also stresses the importance of mobile sites for e-commerce, highlighting statistics on growing mobile usage. The document focuses on the brand Fleur du Mal and how they translated their decadent inspiration to a mobile-focused shopping experience using touch optimization, quick shopping, and social integration.

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"We always long for the forbidden things, and desire what is denied us."
Francois Rebelais

3. It doesn’t matter if you are a
luxury brand like Chanel, or
mass market brand like
Target, the audience must
connect with your brand’s
personality - and want to be
a part of it.

4. How do you make someone fall in love with
you?
(or your brand)
You must seduce them into wanting more...

5. Find a muse for the brand.
Charlotte Rampling by Helmut Newton
Once you develop a muse, use it as
a filter for the brand’s personality.

8. 1) How to create a brand from scratch.
2) How to build the experience around the
product.
3) If you’re going to put founder-level
devotion into something, make sure you
negotiate a good deal for yourself.

9. Victoria’s Secret
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The most recognized
brand in the world
(WWD)
Built on what’s sexy

10. fleur du mal

11. The name Fleur du Mal was inspired by the
infamous collection of poems by Charles Baudelaire.
Being a tormented and decadent artist, Baudelaire
spent everything he had on opium, women, and
clothing.

15. How did we translate this to our e-
commerce and mobile?

16. ✦ Shoppable images
✦ Click on a hot-spot to
quick-shop
✦ Scrolling hero
images and drop-down
pin-boards

17. Quick-shop without
opening a new
window:
✦ Inspire discovery
✦ Immediately post to
social

18. ✦ A drop-down pin
board allows us to
merchandise our
product with content
such as - artists and
music we love, links
to our blog, as well as
social media.

19. Why was mobile important to us?
*By the end of 2013, there will be more mobile devices on Earth than people (Cisco)
We decided not to launch with a physical store and instead to be mobile with retail.
Nearly 40% of Internet time is spent on Mobile Devices (ComScore)
U.S. consumers spent nearly half their time (48%) shopping the web from mobile devices (ComScore)
Intimate apparel was the highest growth category (last holiday season) in percent of site traffic from mobile devices, with the figure
growing to 24% compared to last year’s 8.3%. (IBM)

20. ✦ Our dedicated mobile site was
created in partnership with
multichannel technology firm
Usablenet. The site features
shoppable editorial, touch-optimized
UX, the first mobile-enabled pop up
store, and live social media
integration.
Mobile + Pop-up retail

21. ✦ Visual navigation
✦ Scrolling hero images
✦ One touch drop-down
menus
✦ Live social feed &
hashtags
Text

22. ✦ Flip the device to landscape
for discovery mode
✦ Shop from the hotspots
✦ Quickshop, add to Love List,
post to social

23. ✦ Swipe to add to Love List
✦ One-touch sharing
✦ Share with a Lover

24. Our pop-up in Soho,
celebrating Bastille
Day, featured
shoppable windows
created through our
geo-location enabled
mobile site.

26. Shop unique items in
the pop-up on mobile.
Because each pop-up
shop will be unique, we
needed maximum
flexibility with our
mobile platform.

27. Emails
that
seduce

28. Emails
that
seduce

29. fleur girls
Brand ambassadors
capture our personality,
mystique & emotional
values.
Dressing in Fleur for events
and public appearances,
they share their love of the
brand with friends, press,
and through social media.

31. Everything we create cultivates desire and tells our brand story - from our
collection, to the way we communicate with our customer, to the design of our
mobile site and e-commerce platform.
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32. Questions? Email:
jennifer@fleurdumal.com
Want more? Follow:
@fleurdumalnyc
Shop:
fleurdumal.com