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4.l- Luxury

  • Accused of bad taste by #Ferrari, #PhilippPlein is sentenced

    The story began in the summer of 2018 when Philipp Plein posted on Instagram a photo of his latest sneakers, placed on the back of his Ferrari 812 Superfast, dressed in chrome green. The picture is too many for the Italian manufacturer, tired of seeing the man highlight his cars in a bling-bling universe with short-dressed bimbos. At Ferrari, the legal department wrote a letter to the German fashion designer, based in California, ordering him to remove his photos within 48 hours.

    "In this image, the Ferrari brand is used to promote your brand and your products, with an illegal appropriation of its positive image. The Ferrari brand and models are associated in your images with a universe unrelated to Ferrari's image, in the presence of models with sexually suggestive poses, portraying Ferrari cars in bad taste". Philipp Plein deliberately ignored the injunction, believing that this photo, posted on his personal Instagram account (philippplein) and not that of the brand (philipppleinofficiel), was not intended to promote its products. In response, the fashion designer even asked his fans to post photos of their shoes on their luxury cars. With success!

    https://bit.ly/3Uy1UZ3

  • [#Promiseconsulting] [#TheGoodCompany] The Good Proof

    HOW TO ENSURE THAT YOUR CUSTOMERS ADHERE TO YOUR CSR COMMITMENTS? 

    The Consulting and Reasearch firm, Promise Consulting | Panel On The Web and The Good Company agency have launched a hybrid approach to serve brands and their CSR commitments.

    The Good Proof wants to combine the rigor of the quantitative approach, the expertise of the communication agency and qualitative introspection to answer to a simple question:

    HOW TO MAKE CSR COMMITMENT REAL BUSINESS LEVERS FOR THE BRANDS?

    Intermarché, Kadalys, Monabanq, VYV, and MON Group | Materne have already suscribed to this methodology to refine their communication and marketing strategy around societal and environmental commitments.

    TO WATCH A SHORT VIDEO (1mn30): [CLICK HERE]

    TO UPLOAD THE PDF PRESENTATION: [CLICK HERE]

     

  • Is China’s Population Decline a Luxury Disaster?

    From Gemma A. Williams | October 2021

    While less pressure on natural resources and the environment means a shrinking population may have its benefits, its full impact on luxury remains to be seen. China accounts for 35 percent of global spending and is on track to become the biggest global luxury market by 2025. The sector is unlikely to feel any hit in the immediate short term, but with fewer people to sell to and a growing army of sophisticated local names on the horizon, many brands’ days are surely numbered.

    What Happened: According to new research, previously estimated rates of China’s demographic decline might have been severely miscalculated. In fact, the country’s population could halve within the next 45 years, warns a new study from Xian Jiaotong University. This number was based on the official birth rate of 1.3 children per woman last year (well below the figure that would safeguard the population of two per woman). China’s current population is over 1.4 billion, and the 2019 United Nations projection that the country would still have around 1.3 billion people by 2065 now looks to be incorrect. (...)

    Lien vers le site de Jing Daily

     

    Lire la suite

  • #TheGoodProof : un outil au service de l'engagement #RSE

    COMMENT FAIRE DES ENGAGEMENTS RSE DE VÉRITABLES LEVIERS BUSINESS POUR LA MARQUE ANNONCEUR ?

    Le cabinet de Conseil et d'études Promise Consulting | Panel On The Web et l'agence The Good Company ont lancé une démarche hybride au service des marques et de leurs engagements RSE.

    The Good Proof veut allier la rigueur de l'approche quantitative, l'expertise de l'agence de communication, et l'introspection qualitative pour répondre à une question simple :

    Les groupes Intermarché, Kadalys, Monabanq, VYV et MOM | Materne ont déjà souscrit à cette offre pour affiner leur stratégie de communication et de marketing autour des engagements sociétaux et environnementaux.

    The GOOD PROOF mesure en cinq indicateurs clés et normés  la portée Business de vos engagements sociétaux et environnementaux.

    Lire la suite

  • #Promiseconsulting #Luxurylab : Chanel ouvre sa Chanel Factory 5

    Publié par Le Journal du Luxe, le 29 Juin 2021

    À l’occasion du centenaire de sa célèbre fragrance, la maison de la rue Cambon lui dédie une ligne inédite ainsi qu’une expérience ouverte au grand public.

    Huile pour le corps conditionnée dans une burette, gourde siglée, berlingots de gel douche dans un pot de peinture ou galets de bain dans une boite à thé… Pour son anniversaire, le parfum N°5 se réinvente dans une série de 17 produits conçus en édition limitée et inspirés par des objets usuels. Un détournement qui n’est pas sans évoquer le défilé Automne-Hiver 2014-2015 de la maison, organisé dans un supermarché revisité par Karl Lagerfeld aux couleurs de Chanel.

    [LIRE LA SUITE]

    #data #consumer #agility #marketresearch #luxury #chanel #chanelfactory