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strategy

  • Imprimer

    How a new idea of #luxury helped @Coach correct course [#inclusivity #exclusivity #digitalluxury #fashion #strategy #imessages #Coachmoji]

    How a new idea of luxury helped Coach correct course

    By Hilary Milnes, 2016-10-10+, Glossy.co, digital luxury

    In a post-show statement, previous to the Spring 2017 runway show at the New York Fashion Week Vevers acknowledged that Coach was looking to appeal to the new luxury consumers. Coach finally embraced that the definition of luxury was changing.

    After facing for years real competition within the affordable luxury market, the brand drifted down-market and understood that it is time to take more control across online and in store channels. The key to Coach’s newfound relevance was a shift in mindset around the definition of luxury in a digital age.

    “The question had been around inclusivity versus exclusivity,” said Audier D’Alessandris. “Luxury was about selling a dream and being so exclusive, and it’s been fascinating to see the world around fashion changing. We have new philosophies now, and the balance between inclusivity and exclusivity is at the core of the future of luxury.”

    Coach reformatted its mobile strategy, launched Coachmoji and imessages, with the aim to create an immediate product discovery as a result of an internal change in terms of infrastructure. The brand was even among the first luxury brands to offer a live chat online.

    [READ THE ENTIRE ARTICLE]

  • Imprimer

    @Clarins targets #Asian consumers with skin whitening range [#skinwhitening #skincare #targetconsumers]

    Clarins targets Asian consumers with skin whitening range

    By Lucy Whitehouse +, 30-Mar-2016, cosmeticsdesign-asia

    Premium skin care brand Clarins has spoken of its focus on skin whitening in its strategy to target Asian consumers.

    With their recent launch of the Clarins White Plus Pure Translucency Tri-Intensive Brightening Serum the management intended to meet Asian women’s needs.

    According to Datamonitor, half of the interrogated Asian women declare skin whitening benefits as essential skin care products, whereas the percentage in North America accounts only for 24% and 22% in Western Europe.

    Furthermore, Euromonitor has found out that the demand for male-specific skin care products in Asia is leading the rise of the segment globally. The firm’s analyst points out that “The majority of growth is coming from the skin care inclined Asia pacific region, however, upcoming emerging markets in men’s skin care include Latin America”.

    [READ THE ENTIRE ARTICLE]