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Stella McCartney debuts fragrance through 360-degree geo-targeted campaign
British label Stella McCartney is introducing L.I.L.Y, its first fragrance in almost a decade through a mobile application, Web effort and partnership with London-based department store Selfridges including augmented reality, video and user interaction.
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Ferragamo lets shoppers pre-order runway looks through digital trunk show
Italian label Salvatore Ferragamo is letting consumers pre-order looks from its women’s spring/summer collection through an interactive digital trunk show.
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YSL boosts New York Times ads with free shipping promise
French fashion label Yves Saint Laurent dove deep into The New York Times Web site to target affluent males who may want to gift loved ones with branded products this St. Valentine’s Day.
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Luxury Collection builds awareness through original film
Starwood Hotels & Resorts Luxury Collection is aiming to draw eyes to its properties through an original film called “Here” starring actress Agyness Deyn that debuted through a private screening and pushed through digital networks.
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Inviting opinion pieces on luxury marketing
Luxury Daily is inviting opinion pieces on luxury advertising, marketing, media and retail issues that affect marketers as they run multichannel programs for branding as well as customer acquisition, retention and reactivation.
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Louis Vuitton, Marni, Bloomberg Professional and Twitter – News briefs
Today in luxury marketing – Louis Vuitton opens maison in Rome; A Marni for H&M ad has surfaced; Bloomberg’s new lifestyle mag; Twitter bows to pressure over censorship.
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Sophisticated game mechanics for luxury mobile marketing
Marketers are discovering that applying gaming mechanics to campaigns can be an effective strategy for advancing brand loyalty by increasing participation.
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