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The UpDeck searches for trends less obvious but everpresent. It's written by RE-UP team.
This first edition of the report focuses on the representation of peers, and how luxury brands try to change the influential loops. With a central question: Will you touch them?
Report agenda:
The word: Finsta
Forewords
Agenda
Trend 1: Gender pervasive brands
Takeaways: Consensual sex sells for brands
- Paco Rabanne, Pure XS
- Jimmy Choo, SS18
- Cartier, and Sofia Coppola
- House 99, and David Beckham
- Louis Vuitton, and Jaden Smith
- Gucci, Guilty
Trend 2: WeChat: Permanent pop-up store
Takeaways: WeChat turns
- Hermes, Apple watch
- Celine, Pop-up store
- Vacheron Constantin, Online and offline shopping
- Moncler, Platforms
Trend 3: Embracing paparazzi
Takeaways: Embrace 'Finsta'
- Balenciaga SS18
- Yeezy, Season 6
- Moschino, SS17
A MONTH OF IDEAS - SEPTEMBRE 2015
par le Planning Stratégique de Brand Union Paris
Un mois, 30 jours ou presque, autant de bonnes idées, de drôles de choses, de belles images ou de brillantes initiatives qui nous ont interpellées, et qu'on voulait partager avec vous...
Rendez-vous le moins prochain.
A MONTH OF IDEAS - NOVEMBER 2015
by the Strategic Planning of Brand Union Paris
1 month, almost 30 days of good ideas, funny things, beautiful pictures or brillant initiatives that triggered our attention and that we wanted to share with you...
See you next month.
Premium Insight is a study made by SAME SAME but different in order to explore the digital activity of premium brands and luxurious “Maisons”.
This new edition will focus on the most innovative strategies in terms of display, emailing, e-commerce, social media and mobile.
Enjoy your reading !
A MONTH OF IDEAS - SEPTEMBRE 2015
par le Planning Stratégique de Brand Union Paris
Un mois, 30 jours ou presque, autant de bonnes idées, de drôles de choses, de belles images ou de brillantes initiatives qui nous ont interpellées, et qu'on voulait partager avec vous...
Rendez-vous le moins prochain.
A MONTH OF IDEAS - NOVEMBER 2015
by the Strategic Planning of Brand Union Paris
1 month, almost 30 days of good ideas, funny things, beautiful pictures or brillant initiatives that triggered our attention and that we wanted to share with you...
See you next month.
Premium Insight is a study made by SAME SAME but different in order to explore the digital activity of premium brands and luxurious “Maisons”.
This new edition will focus on the most innovative strategies in terms of display, emailing, e-commerce, social media and mobile.
Enjoy your reading !
A MONTH OF IDEAS - JANUARY 2016
by the Strategic Planning of Brand Union Paris
1 month, almost 30 days of good ideas, funny things, beautiful pictures or brillant initiatives that triggered our attention and that we wanted to share with you...
See you next month.
A MONTH OF IDEAS - MARCH 2016
by the Strategic Planning of Brand Union Paris
1 month, almost 30 days of good ideas, funny things, beautiful pictures or brillant initiatives that triggered our attention and that we wanted to share with you...
See you next month.
A MONTH OF IDEAS - APRIL 2016
by the Strategic Planning of Brand Union Paris
1 month, almost 30 days of good ideas, funny things, beautiful pictures or brillant initiatives that triggered our attention and that we wanted to share with you...
See you next month.
It’s been an interesting year at Cannes. It’s certainly the biggest year in terms of entries, categories & delegates. 76000 entries were whittled down to 1589 winners across 18 categories.
After looking through the winners this year, it felt like Big Emotion trumped Big Data. I’ve put together a selection of what I found to be the most interesting work from the festival with this overarching theme in mind.
Premium Insight is a study made by SAME SAME but different in order to explore the digital activity of premium brands and luxurious “Maisons”.
This new edition will focus on the most innovative strategies in terms of display, emailing, e-commerce, social media and mobile.
Enjoy your reading !
2012 #Canneslion Review - THE GENEROUS AGE OF ADVERTISINGBridget Jung
A round up of the 2012 cannes lions. THE GENEROUS AGE OF ADVERTISING. There is no such thing as a free lunch - this is especially true in advertising. By ‘generous’ we don’t mean pro bono or charity.
We’re talking about brands that do things for and with people. These brands create value and earn attention.
Today’s successful brands find the mutual value exchange between brand and consumer.
Premium Insight is a study made by SAME SAME but different in order to explore the digital activity of premium brands and luxurious “Maisons”.
This new edition will focus on the most innovative strategies in terms of display, emailing, e-commerce, social media and mobile.
Enjoy your reading !
A MONTH OF IDEAS - OCTOBER 2015
by the Strategic Planning of Brand Union Paris
1 month, almost 30 days of good ideas, funny things, beautiful pictures or brillant initiatives that triggered our attention and that we wanted to share with you...
See you next month.
Premium Insight is a study made by SAME SAME but different in order to explore the digital activity of premium brands and luxurious “Maisons”.
This new edition will focus on the most innovative strategies in terms of display, emailing, e-commerce, social media and mobile.
Enjoy your reading !
Premium Insight is a study made by SAME SAME but different in order to explore the digital activity of premium brands and luxurious “Maisons”.
This new edition will focus on the most innovative strategies in terms of display, emailing, e-commerce, social media and mobile.
Enjoy your reading !
What is the future of the fashion show? NathanHicks21
THE INVISIBLE MAN
THINK_DISRUPT_CREATE_INSTALL
The Invisible Man is a creative retail design agency, based in London and headed by
Creative Director & Founder Nathan Hicks
Website https://lnkd.in/djwUQWB
La Movida's Inspiring Journey is back with a focus on digital culture: from the rising of Metaverse in branding culture to the birth of Meta by Mark Zukerberg. Also discover our latest selection of “dream-away” locations and stories that inspired us over the last months.
A MONTH OF IDEAS - JANUARY 2016
by the Strategic Planning of Brand Union Paris
1 month, almost 30 days of good ideas, funny things, beautiful pictures or brillant initiatives that triggered our attention and that we wanted to share with you...
See you next month.
A MONTH OF IDEAS - MARCH 2016
by the Strategic Planning of Brand Union Paris
1 month, almost 30 days of good ideas, funny things, beautiful pictures or brillant initiatives that triggered our attention and that we wanted to share with you...
See you next month.
A MONTH OF IDEAS - APRIL 2016
by the Strategic Planning of Brand Union Paris
1 month, almost 30 days of good ideas, funny things, beautiful pictures or brillant initiatives that triggered our attention and that we wanted to share with you...
See you next month.
It’s been an interesting year at Cannes. It’s certainly the biggest year in terms of entries, categories & delegates. 76000 entries were whittled down to 1589 winners across 18 categories.
After looking through the winners this year, it felt like Big Emotion trumped Big Data. I’ve put together a selection of what I found to be the most interesting work from the festival with this overarching theme in mind.
Premium Insight is a study made by SAME SAME but different in order to explore the digital activity of premium brands and luxurious “Maisons”.
This new edition will focus on the most innovative strategies in terms of display, emailing, e-commerce, social media and mobile.
Enjoy your reading !
2012 #Canneslion Review - THE GENEROUS AGE OF ADVERTISINGBridget Jung
A round up of the 2012 cannes lions. THE GENEROUS AGE OF ADVERTISING. There is no such thing as a free lunch - this is especially true in advertising. By ‘generous’ we don’t mean pro bono or charity.
We’re talking about brands that do things for and with people. These brands create value and earn attention.
Today’s successful brands find the mutual value exchange between brand and consumer.
Premium Insight is a study made by SAME SAME but different in order to explore the digital activity of premium brands and luxurious “Maisons”.
This new edition will focus on the most innovative strategies in terms of display, emailing, e-commerce, social media and mobile.
Enjoy your reading !
A MONTH OF IDEAS - OCTOBER 2015
by the Strategic Planning of Brand Union Paris
1 month, almost 30 days of good ideas, funny things, beautiful pictures or brillant initiatives that triggered our attention and that we wanted to share with you...
See you next month.
Premium Insight is a study made by SAME SAME but different in order to explore the digital activity of premium brands and luxurious “Maisons”.
This new edition will focus on the most innovative strategies in terms of display, emailing, e-commerce, social media and mobile.
Enjoy your reading !
Premium Insight is a study made by SAME SAME but different in order to explore the digital activity of premium brands and luxurious “Maisons”.
This new edition will focus on the most innovative strategies in terms of display, emailing, e-commerce, social media and mobile.
Enjoy your reading !
What is the future of the fashion show? NathanHicks21
THE INVISIBLE MAN
THINK_DISRUPT_CREATE_INSTALL
The Invisible Man is a creative retail design agency, based in London and headed by
Creative Director & Founder Nathan Hicks
Website https://lnkd.in/djwUQWB
La Movida's Inspiring Journey is back with a focus on digital culture: from the rising of Metaverse in branding culture to the birth of Meta by Mark Zukerberg. Also discover our latest selection of “dream-away” locations and stories that inspired us over the last months.
10 French startups disrupting the way you experience fashion online Liam Boogar-Azoulay
It may sound like a stretch to say that French people are the reference for fashion. But as we say, “il n’y a pas de fumée sans feu” (there’s no smoke without fire).
In addition to having a very prolific fashion sense, the French are also very creative when it comes to the shopping experience. The landscape of French fashion startups is flourishing those days: 6 of the 10 companies presented in this article closed a round last spring/summer season and the results of their investments are released now. Let’s open the catwalk: http://wp.me/p2OgMk-65W
With the launch of The Art of the trench, Burberry certainly became the first truly digital luxury brand. The first luxury brand to really understand and adopt digital behaviours to conceive and support its brand online communications. There are many reasons why it became a clear success and digital is certainly one piece of a bigger picture.
However, I’d like to share some thoughts with you on what they’ve done rights and where they might go. All comments are welcomed!
The first truly digital luxury brand: why Burberry gets it?
With the launch of The Art of the trench, Burberry certainly became the first truly digital luxury brand. The first luxury brand to really understand and adopt digital behaviours to conceive and support its brand online communications. There are many reasons why it became a clear success and digital is certainly one piece of a bigger picture.
An overview of the omnichannel strategies adopted by Louis Vuitton. The additional slides are used as a report. Briefly, it analyzes the new trends in the fashion business.
A Picture Is Worth a Million LikesAre fashion ads now made entir.docxevonnehoggarth79783
A Picture Is Worth a Million Likes
Are fashion ads now made entirely for the Web rather than print?
There's an overused adage that says a picture is worth a thousand words, but in the age of Instagram the value of imagery is a lot higher. Once a niche app, Instagram is now a fully-fledged social network with 75 million people snapping and liking per day and nearly 300 million monthly active users. Chanel (@ChanelOfficial) has 2.4 million followers. That's more than double than the monthly circulation of the British editions of Elle, Grazia, Vogue, Harpers Bazaar and InStyle combined.
When Cara Delevingne posts an image to her account it reaches 9.1 million people. Indeed, Instagram is now a powerful player in fashion publishing. Yet brands still prioritize — and pay for — print advertising and spend time and PR budget wooing fashion journalists for editorial credits. But could that be changing?
On the 6th of January, Céline released an image from their Spring/Summer 2015 campaign featuring Joan Didion, which seemed to really “break the internet,” as the expression goes. Didion was everywhere; in "think pieces", on Twitter, on Facebook, on Tumblr.
Granted I work in fashion, but my own feed was 70 percent full of that one ad for about three to four hours after the image broke. I counted 13 posts of it in a row of — some customized with a warm Valencia filter, giving Joan a tan. Numerous outlets, including i-D and The Cut, picked up that this ad was made for the Internet rather than print, though, of course, Didion will look great on glossy paper.
They wrote of Didion’s “Tumblr currency,” a reference to the share-friendly, Like-able content that can be created around the cult of Didion, from vintage photographs to memorable, inspirational quotes. Indeed, so Internet-perfect was the ad, that it almost looked as if it could have been a fake, made by some overzealous Phoebe Philo enthusiast, much like the numerous joke ads that litter Instagram and Tumblr; see the scarily realistic Lindsey Lohan for Saint Laurent shots or that now ubiquitous (yet still oddly heart-warming) Grumpy Cat for Prada image. Indeed, these fake ads can get just as much traction as the real thing. Lohan for Saint Laurent was covered not only on gossip sites but by legitimate fashion media and even garnered a tweet from LiLo herself. Why shoot a campaign when you can get a teen fashion student with access to Photoshop to make one for you?
Around the same time as Didion dropped, Calvin Klein unveiled new underwear advertising featuring Justin Bieber. He has 21.9 million followers on Instagram and duly posted seven of the images, plus one video, to his account. All received well over a million likes. Such was the furore that “Saturday Night Live” parodied the ad. You don’t get that by booking David Gandy or whoever else is currently at the top of Models.com.
It may seem obvious that brands have always tried to tap into the zeitgeist and recruit figures with a large .
Exploring Factors Affecting the Success of TVET-Industry Partnership: A Case ...AJHSSR Journal
ABSTRACT: The purpose of this study was to explore factors affecting the success of TVET-industry
partnerships. A case study design of the qualitative research method was used to achieve this objective. For the
study, one polytechnic college of Oromia regional state, and two industries were purposively selected. From the
sample polytechnic college and industries, a total of 17 sample respondents were selected. Out of 17
respondents, 10 respondents were selected using the snowball sampling method, and the rest 7 respondents were
selected using the purposive sampling technique. The qualitative data were collected through an in-depth
interview and document analysis. The data were analyzed using thematic approaches. The findings revealed that
TVET-industry partnerships were found weak. Lack of key stakeholder‟s awareness shortage of improved
training equipment and machines in polytechnic colleges, absence of trainee health insurance policy, lack of
incentive mechanisms for private industries, lack of employer industries involvement in designing and
developing occupational standards, and preparation of curriculum were some of the impediments of TVETindustry partnership. Based on the findings it was recommended that the Oromia TVET bureau in collaboration
with other relevant concerned regional authorities and TVET colleges, set new strategies for creating strong
awareness for industries, companies, and other relevant stakeholders on the purpose and advantages of
implementing successful TVET-industry partnership. Finally, the Oromia regional government in collaboration
with the TVET bureau needs to create policy-supported incentive strategies such as giving occasional privileges
of duty-free import, tax reduction, and regional government recognition awards based on the level of partnership
contribution to TVET institutions in promoting TVET-industry partnership.
KEY WORDS: employability skills, industries, and partnership
Enhance your social media strategy with the best digital marketing agency in Kolkata. This PPT covers 7 essential tips for effective social media marketing, offering practical advice and actionable insights to help you boost engagement, reach your target audience, and grow your online presence.
“To be integrated is to feel secure, to feel connected.” The views and experi...AJHSSR Journal
ABSTRACT: Although a significant amount of literature exists on Morocco's migration policies and their
successes and failures since their implementation in 2014, there is limited research on the integration of subSaharan African children into schools. This paperis part of a Ph.D. research project that aims to fill this gap. It
reports the main findings of a study conducted with migrant children enrolled in two public schools in Rabat,
Morocco, exploring how integration is defined by the children themselves and identifying the obstacles that they
have encountered thus far. The following paper uses an inductive approach and primarily focuses on the
relationships of children with their teachers and peers as a key aspect of integration for students with a migration
background. The study has led to several crucial findings. It emphasizes the significance of speaking Colloquial
Moroccan Arabic (Darija) and being part of a community for effective integration. Moreover, it reveals that the
use of Modern Standard Arabic as the language of instruction in schools is a source of frustration for students,
indicating the need for language policy reform. The study underlines the importanceof considering the
children‟s agency when being integrated into mainstream public schools.
.
KEYWORDS: migration, education, integration, sub-Saharan African children, public school
Get Ahead with YouTube Growth Services....SocioCosmos
Get noticed on YouTube by buying authentic engagement. Sociocosmos helps you grow your channel quickly and effectively.
https://www.sociocosmos.com/product-category/youtube/
Unlock TikTok Success with Sociocosmos..SocioCosmos
Discover how Sociocosmos can boost your TikTok presence with real followers and engagement. Achieve your social media goals today!
https://www.sociocosmos.com/product-category/tiktok/
Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
Multilingual SEO services are essential for businesses aiming to expand their global presence. They involve optimizing a website for search engines in multiple languages, enhancing visibility, and reaching diverse audiences. Filose offers comprehensive multilingual SEO services designed to help businesses optimize their websites for search engines in various languages, enhancing their global reach and market presence. These services ensure that your content is not only translated but also culturally and contextually adapted to resonate with local audiences.
Visit us at -https://www.filose.com/
Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
https://www.sociocosmos.com/product-category/youtube/
How social media marketing helps businesses in 2024.pdfpramodkumar2310
Social media marketing refers to the process of utilizing social media platforms to promote products, services, or brands. It involves creating and sharing valuable content, engaging with followers, analyzing data, and running targeted advertising campaigns.
www.nidmindia.com
Grow Your Reddit Community Fast.........SocioCosmos
Sociocosmos helps you gain Reddit followers quickly and easily. Build your community and expand your influence.
https://www.sociocosmos.com/product-category/reddit/
The Challenges of Good Governance and Project Implementation in Nigeria: A Re...AJHSSR Journal
ABSTRACT : This study reveals that systemic corruption and other factors including poor leadership,
leadership recruitment processes, ethnic and regional politics, tribalism and mediocrity, poor planning, and
variation of project design have been the causative factors that undermine projects implementation in postindependence African states, particularly in Nigeria. The study, thus, argued that successive governments of
African states, using Nigeria as a case study, have been deeply engrossed in this obnoxious practice that has
undermined infrastructure sector development as well as enthroned impoverishment and mass poverty in these
African countries. This study, therefore, is posed to examine the similarities in causative factors, effects and
consequences of corruption and how it affects governance, projects implementation and national growth. To
achieve this, the study adopted historical research design which is qualitative and explorative in nature. The
study among others suggests that the governments of developing countries should shun corruption and other
forms of obnoxious practices in order to operate effective and efficient systems that promote good governance
and ensure there is adequate projects implementation which are the attributes of a responsible government and
good leadership. Policy makers should also prioritize policy objectives and competence to ensure that policies
are fully implemented within stipulated time frame.
KEYWORDS: Developing Countries, Nigeria, Government, Project Implementation, Project Failure
Social media refers to online platforms and tools that enable users to create, share, and exchange information, ideas, and content in virtual communities and networks. These platforms have revolutionized the way people communicate, interact, and consume information. Here are some key aspects and descriptions of social media:
Non-Financial Information and Firm Risk Non-Financial Information and Firm RiskAJHSSR Journal
ABSTRACT: This research aims to examine how ESG disclosure and risk disclosure affect the total risk of
companies. Using cross section data from 355 companies listed in Indonesia Stock Exchange, data regarding
ESG disclosure and risk was collected. In this research, ESG and risk disclosures are measured based on content
analysis using GRI 4 guidelines for ESG disclosures and COSO ERM for risk disclosures. Using multiple
regression, it is concluded that only risk disclosure can reduce the company's total risk, while ESG disclosure
cannot affect the company's total risk. This shows that only risk disclosure is relevant in determining a
company's total risk.
KEYWORDS: ESG disclosure, risk disclosure, firm risk
Non-Financial Information and Firm Risk Non-Financial Information and Firm Risk
The UpDeck: The Luxury Edit - Embracing Finsta
1. The UpDeck
The Luxury Edit
Embracing Finsta
AUGUST 2018PACO RABANNE
JIMMY CHOO
CARTIER
HOUSE 99
LOUIS VUITTON
GUCCI
HERMÈS
CÉLINE
VACHERON CONSTANTIN
MONCLER
BALENCIAGA
YEEZY
MOSCHINO
2. Theword:Finsta
“My ‘fake Instagram,’ or finsta, is a vortex of moody
selfies, memes, and life updates only on view for my
closest friends. It’s always changing and portraying
the ups-and-downs of my real life, like a constantly-
updated, digital diary -- whereas my actual
Instagram is a highly curated, careful presentation of
how I want to be seen.”
Dane Scott
3. Social Media is the battlefield for luxury brands: snackable content,
Instagram-friendly shops & packaging, squads of influencers; the
whole luxury experience is now made for sharing.
In a world made of digital signs – signs whose particularities are to
carry the contact of the gestures which made them happen (think
about how many times you touch your phone) – brands try to
influence our identities-in-progress.
This trend report focuses on the representation of peers, and how
brands try to change the influential loops. With a central question:
WILL YOU TOUCH THEM?
Forewords
YOUR - DIGITAL - PEERS ARE YOUR GOLD
4. Agenda
GENDER PERVASIVE AT STAKE WECHAT: PERMANENT POP-UP STORE
EMBRACING PAPARAZZI
PACO RABANNE
JIMMY CHOO
CARTIER
LOUIS VUITTON
GUCCI
HOUSE 99
HERMÈS
MONCLER
CÉLINE
VACHERON CONSTANTIN
BALENCIAGA
YEEZY
MOSCHINO
P. 7
P. 8
P. 9
P. 10
P. 11
P. 12
P. 15
P. 16
P. 17
P. 18
P. 21
P. 22
P. 23
5. Gender
pervasive
brands
THE KEY ARGUMENT
"There are endless permutations of individual identity. A few
years ago, people were talking about race or ethnicity, then
body type, abilities, and age. Now we’re looking at the fluid
self—identity as a vast and ever-changing range of ideas
that should all be celebrated,"
Brenda Milis.
Principal of creative services and visual Trends at Adobe
Gucci
6. At one time (the 90s apparently) gender identity was almost set in
stone. Men were OF COURSE wanted by women and women were
OBJECTS of sex in advertising.
This cannot be the case anymore.
Gender identity is going through an intense time in advertising. This
has meant that for the first time in a long time brands are fully
embracing the fact that they don’t know (or don’t want to know
anymore) what to stand for and how to represent us..
This is not a bad news.
In short: real uncertainty is better than fake truths.
Takeaways
CONSENSUAL SEX SELLS FOR BRANDS.
7. Paco Rabanne
IN SHORT: Paco Rabanne’s
campaign for their latest
perfume, Pure XS, features
model Francisco Henriques as
the heir to a wealthy family that
lives in an extremely opulent
house. Women are watching
him from behind a two-way
mirror, losing control as he
undresses for a bath, until they
cannot handle it anymore and
faint.
WHY IT MATTERS: The ad
highlights the duality of men,
who can be both “respectable an
indecent” at the same time. A
man which oozes sexual power,
is desired by women, yet never
succumbs. He hunts without
hunting as the mirror protects
both sides from proper intent.
Pure XS
8.
9. Jimmy Choo
IN SHORT: the brand’s SS18
campaign, addressing both
women and men, paints a
flirtatious picture of New York
City. Going back and forth
between the man & the
woman’s apartment, we see
them flirt and dance, leading
to a suggestive "to be
continued” message at the
end of the ad.
WHY IT MATTERS: A move
towards breaking down the
divide between men and
women fashion advertising.
However, inspired by 1954”s
classic Rear Window (directed
by Alfred Hitchcock), the 2
heroes are presented as living in
2 parallel universes: maybe a
way to - still – maintain the
divide.
SS 18
10.
11. Cartier
IN SHORT : A short film
created by Oscar-winning
director, Sofia Coppola,
featuring actress Courtney
Eaton wearing the Cartier
watch and living the
“Hollywood Dream”.
WHY IT MATTERS: The
Panthère watch originally came
out in the 1980s but was
discontinued in the early 2000s
for being out of style. This ad is
all about rejuvenating this watch
and making it “of its time”. It’s not
an out-of-trend 80s watch for
older women, it is a watch for
modern women, women who are
entrepreneurs, sexy, glamour
and funny all at once. It puts
free-will at the centre stage:
women can do what they want,
when they want, with whomever
they want.
And Sofia Coppola
12.
13. House 99
IN SHORT: The ad for
Beckham’s latest grooming
product range developed in
collaboration with House 99. It
features Beckham and other
models, with the camera
travelling around them as they
groom their hair and beards.
WHY IT MATTERS: This is an
ad targeted at men that gets rid
of all the preconceived ideas of
what men-oriented marketing
and advertising should be, while
still being one of the most
masculine ad out there. No cars,
no women, no money, no
seduction and no sex, but
subtlety and elegance. House 99
x David Beckham showcases
masculinity in a more complex,
gentle and emotionally astute
way.
And David Beckham
14.
15. Louis Vuitton
IN SHORT : Artistic Director of
Louis Vuitton, Nicolas
Ghesquiere, featured Jaden
Smith in an otherwise all-
female cast of models for the
brand's spring-summer three-
part campaign.
WHY IT MATTERS: It features
Jaden Smith but as himself in
women’s clothing. In other words,
he’s not a man in transition or
wearing gender neutral clothes,
nor wearing women-inspired
menswear - he’s a man wearing
women’s clothes without looking
like a girl. It’s not unisex, it’s not
gender neutral or gender-
bending, the clothes haven’t
changed, the person wearing
them has. While the idea of men
wearing women’s clothes is still
largely taboo, this ad is a first
step in the direction of
normalizing self-expression...
And Jaden Smith
16.
17. Gucci
IN SHORT: Shot by Glen
Luchford, this Gucci Guilty ad
features Jared Leto alongside
models Julia Hafstrom and
Vera Van Erop. The press
release describes the ad as:
"The trio explores each other
and their surroundings in a
liberated expression of
sexuality.”
WHY IT MATTERS: While Leto
has been blurring gender lines
for a long time now, in this ad,
Leto stars as the face of both
men's and women's iteration of
Gucci Guilty, a move no brand
has ever made before. This ad is
ground-breaking in that it
represents people, rather than
representing gender. With the
hashtag#GuiltyNotGuilty, Gucci's
message is that people should
not feel guilty about expressing
their individuality.
Guilty
18.
19. Gucci Guilty
WeChat:
Permanent
Pop-up store
THE KEY ARGUMENT
“The idea that e-commerce and social media are separated
is really not the case in China. Users are on apps at least 30
minutes a day,”
“Nobody spends 30 minutes a day on the same site
shopping. The thing is they are not just shopping. [Users
are] interacting with each other, sharing pictures and asking
for advice.”
Sébastien Badault
Managing director of France at Alibaba Group
Celine
20. WeChat has just cleared 1 billion monthly users and the opportunity
for brands goes much further than brand awareness. Unlike western
channels WeChat presents the opportunity to create a complete
sales cycle, from prospecting to post-purchase, within one app.
The means brands are creating their own ‘pop-up’ stores within the
app. They can promote via the app, browse via the app, and even
purchase and pay via the app.
A pop-up store has traditionally been a marketing opportunity to
make connections with new consumers, give them a first at the
brand, offer them exclusives and eventually retain them as a
customer. As traditional retail sales descend, WeChat takes this
mission online.
In short: brands are pushing for social experience which are
about to be similar to physical sensations. This growing
interfacing of our body and minds does not seem to slow down.
Takeaways
WE CHAT TURNS
21. Hermès
IN SHORT: Hermès launched
the new Apple watch series 3
to the Chinese audience on
WeChat only. The brand
launched the ‘pop-up’ on the
channel giving users the
chance to register an account-
leaving their information and
you had to complete payment
for the deals via WeChat.
WHY IT MATTERS: Hermès
created a full buying cycle
online, from first posting the
offer to buying the watch. It
completely eradicated the need
for an offline interaction.
Apple watch
22.
23. Céline
IN SHORT: Céline launched
their WeChat account by
posting two things on their
account. One, an article
introducing the Chinese
audience to the ready-to-wear
and leather goods brand. The
second post, published a day
after promoted an upcoming
pop-up store
WHY IT MATTERS: Céline are
notoriously elusive with their
online publishing. They only
officially joined Instagram in
April 2017. WeChat is an ideal
partner for fashion brands
because it offers a seamless
path to purchase, where the
shopper never needs to leave
the comfort of the app.
Pop-up store
24.
25. Vacheron Constantin
IN SHORT: The brand posted
a link to a HTML5 web page in
which readers could pay to
reserve a limited edition
timepiece. In the following
month, customer could
reserve a time and ‘touch’ the
watch at offline stores. The
brand would also arrange the
pick-up of the customer with a
luxury car near their selected
store.
WHY IT MATTERS: It looked
like online shopping yet because
you had the opportunity to go in-
store and feel the watch (and be
picked it) it offered all the ease
of online shopping with the
premium experience that
usually comes with Fine
Watchmaking purchases.
Online and offline shopping
26.
27. Moncler
IN SHORT: With each new
collection Moncler release a
new mini-programme
platform, allow their to sell
their products via the app.
Each new collection has a
dedicate programme.
WHY IT MATTERS: China and
East Asia accounts for 40% of
Moncler’s revenue. The brands
CEO described WeChat as an
‘integrated Ecosystem’. The goal
is to connect their official online
store with WeChat to create a
more consistent e-commerce
experience.
Platforms
28.
29. Yeezy
Embracing
paparazzi
THE KEY ARGUMENT
“As fashion switched its attention to social media,
Instagram destabilised the paparazzi’s primacy by allowing
celebrities themselves to create their own content and self-
publish their ‘real’ lives”
Bella Gladman
Freelance writer for Dazed Magazine
30. In 1950s celebrities and models’ off-duty styles were not shot with
the gram, but via paparazzi photos.
At this era, pap shots became a way to look inside the secret lives of
those with fame and wealth. Unlike the “Kardashian - Jenner’s
family” ’90s It-girls who didn’t have a platform to show off their
designer-gifted clothes and shoes, started to use Instagram as a
personal media.
These iconic images are not only providing major style inspiration
for fashion lovers everywhere, but also indirectly served as publicity
for brands and designers at the time.
In short: embracing the fakeness of paparazzi-style photos is a
new driver for business. Far more profitable than suing
photographers.
Takeaways
EMBRACE ‘FINSTA’
31. Balenciaga
IN SHORT: The ad for
Balenciaga’s latest collection
developed in collaboration
with Best Image Agency. It
features Balenciaga models,
being surrounded by Paparazzi
shot, as they were celebrities
hiding from their own fame.
WHY IT MATTERS: The ad
highlights the message that the
brand is the “real source of
fame” and that celebrities and
influencers are only muse.
Balenciaga want to re-center the
attention of fans on the brand. A
way to subjugate Instagram
influencers influence, by using
original one : paparazzi.
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32.
33. Yeezy
IN SHORT: The ad for Yeezy’s
latest collection developed in
collaboration with American
wire and Splash news’
agencies. It features the most
famous Insta beloved
personalities such as Kendall
Jenner, Kim Kardashian- West
or Paris Hilton models, being
shot as their everyday life by
paparazzi shot.
WHY IT MATTERS: Conversely
to Balenciaga campaign, the ad
highlights the message that
celebrities are the fashion ruler,
and that real fashion come from
them. By uniformising same
clothes, on several celebrities,
the Kanye West message was a
strenght demonstration of the
celebrities influence on Public
opinion & fashionista.
Season 6
34.
35. Moschino
IN SHORT: The ad for
Moschino’s latest collection
developed by Jeremy Scott. It
features Gigi and Bella Haddid
fighting off swarm of
paparazzi, as they were in a
showroom for an exhibition .
WHY IT MATTERS: The ad
highlights the traditional message
that brand, celebrities, and
paparazzi are interdependent. In
a wealthy fashion circle. A way to
steal an iconic brand by using
icons that are shot by iconic
magazine, but also to reach the
most famous neo-icons platform
: Instagram.
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