Moschino Cheap and Chic S/S 2012 - Backstage Event

Milan Fashion Week’te Spring/Summer 2012 Cheap and Chic koleksiyonunu sunan Moschino,daha önce görmediğimiz tarzda bir backstage yarattı ve ortaya bu renkli görüntüler çıktı.

Koleksiyon ilhamını meyve ve sebzelerden alan Moschino,backstage’inde bir market street kurarak burada koleksiyonunda kullandığı “beauty food”ları davetlilere sundu.

Deneyimsel pazarlamayı farklı bir şekilde uygulayan marka; hem konuklarını koleksiyonun ana temasının canlı ve enerjik havasıyla bütünleştirmiş, hem de diğer markalardan farklı bir şey yaparak Milan Fashion Week’te öne çıkmış oldu

Moschino Cheap and Chic SS 2012 and the market street, this show was totally colorful and funny, lovely dresses with fruits and flowers prints, coat and hat whit a vegetable inspiration.

Moschino’s this  experience marketing strategy helped them to be the most attractive show in Milan Fashion Week 2011 and also they unified their guests with energy and impulse which were the main themes of their collection.

Social Media Changing the Face of Luxury Brands

Lüx markaların hayatlarına devamları için yapmaları gereken en önemli şeylerden biri müşterilerinin kendilerine sürekli özel hissetmeleri sağlamaktır.Peki bunu günümüzün sosyal medya dünyasında nasıl yapabilirler?

Tüketicilerin kendi sorunlarının ilgiyle dinlenilmesini istemeye başlamasıyla sosyal medya işiyle uğraşan pazarlamacılar,markaların gözbebeği oldu.Bu işi başarıyla yürüten lüx markaların başında Gucci ve Burberry gelmekte.Burberry ,kurduğu “Art of the Trench” isimli websitesi ile, takipçilerinin hem ürün fotoğraflarını paylaşmalarına hem de ürünler hakkında fikirlerini söylemelerine olanak tanımış oldu.Gucci ise facebook sayfasında 4 milyon like alarak,hiçbir Gucci ürününe bile sahip olmayan insanlarla sosyal medya üzerinden markalarını tanıtmış oluyor.

Bu tarz uygulamalardan bir örnekte Oscar de la Renta’dan geldi.Geçen sene Facebook üzerinden bir oyun hazırlayarak parfüm veren Marc Jabos gibi onlar da yine Facebook üzerinden, parfümleri “Esprit d’Oscar”ın sample’ ını vericeklerini söyleyen marka,izleyicilerinin Oscar’ın dünyasını keşfetmelerini amaçladıklarını belirtmekte.

Tabiki bu tip uygulamalar, bahsettiğimiz lüx markalar için biraz sığ bir marketing çalışması ama “brand lover”” açısından baktığımızda bu pahalı ürünleri satın alamasalar bile paylaşılan fotoğraf,backstage ya da yeni koleksiyon videoları ile  kendi aralarında marka hakkında konuşmalarını hayal etmelerini ve kim bilir belki de onlara sahip olmalarını sağlamakta.

When it comes to luxury brands, exclusivity is crucial to their survival as they thrive on their elite image. So how can these brands cope in today’s social media age where the power is shifting from the brand almighty to the consumer?

After all, marketers and so-called social media buffs all champion this new era as the time when consumers need to be listened to and appreciated. Many brands have even taken this a step further by giving up partial control, taking up the curious activity dubbed ‘co-creation,’ where consumers actually take part in the creation of the product.  

How can luxury and more specifically designer brands who rely so heavily on their unattainability survive in this brave new world? Few have succeeded. In fact, Gucci and Burberry are the only ones who come to mind. Burberry’s Art of the Trench website, where fans shared pictures and anecdotes via Facebook about the emblematic Burberry trench coats, was a triumph.

Thus, while every other brand is desperately trying to figure out how to jump on the social media bandwagon, luxury brands are increasingly pressured to follow suit. Gucci has succeeded in getting four million fans to “like” their page on Facebook. Does every single one of those fans own a Gucci product? Most definitely not, but social media is allowing the designer brands to communicate with their audience in whole new ways. These new digital platforms allow high-luxury brands to share pictures, videos, and all sorts of information about upcoming collections and events. While not everyone will be able to afford that five thousand pound dress, people can dream about it, talk about it, and who knows, maybe someday own it.

Oscar de la Renta is taking things to a bold new step, as it launches its first fragrance in ten years on Facebook. Indeed, in order to generate buzz over the new scent, these next few weeks will be dedicated to giving out samples of the perfume, Esprit d’Oscar, on a special section of the social media platform. Michele de Bourbon, Oscar de la Renta’s head of marketing for fragrance claims that through social media and its more affordable fragrance line, consumers have been able to “experience the world of Oscar.”

Although this is not the first fragrance to be launched via Facebook—Marc Jacobs launched a perfume through a Facebook game last year, it will be interesting to see how Oscar de la Renta fares with this digital launch. I certainly think it’s a brave move, but if the brand wants to make waves, it can’t do this halfway. Just giving out samples on Facebook seems a bit shy to me. But I’ll be watching this closely as this could mark a new era for the luxury industry and social media marketing.

See also "Watch Building Tutorial," where Jaeger Le Coultre creates an app that teaches people about the craft of luxury watch making and JCDecaux installs scented airport posters to deliver perfume sampling.

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Louboutin For Men Collection

Hepimizin bayıldığı ayakkabıların yaratıcısı Christian Louboutin, bu sefer trendy erkekler için sneaker’lar tasarladı.Erkekler için yapılmasına karşın,Louboutin’in elinden çıkması onların iddialı olması için yeterli bir sebep,öyle değil mi ? :)

Famed footwear designer Christian Louboutin offers us a look at the upcoming line up for their men’s sneakers. As usual, the designs stray far from simplicity, but that’s never a bad thing when the execution produces stellar results like these. Loubout can do absolutely no wrong!

Success Stories from Facebook Marketing: Lacoste

Günümüzün, her şeyin çok hızlı değiştiği ve geliştiği dijital dünyasında, ne kadar ünlü bir marka olursanız olun sosyal medyayı kullanmıyorsanız bir hiçsiniz demek.Facebook üzerinden bunu en başarılı uygulayanlardan biri de Lacoste. Stratejileri ise şöyle,reklamları 18-24 ve 25-44 olmak üzere farklı iki yaş kategorisini ayırıyorlar ve bu kategorileri yönetirken design ve fashion tv gibi key word’ler koyarak reklamlarının, modaya meraklı insanların gezindiği yerlerde çıkmasını sağlamış oluyorlar.

Facebook reklamları üzerinde yürüttükleri bu kampanyanın  sonuçlarını ise Almanya’da 66 milyon,Fransa’da 70 milyon ve İngiltere’de ise 43 milyon geridönüş olarak açıklayan Lacoste’un,dijital pazarlamayı uygulamayı öğrenmekle kalmayıp baya bir yol katettiğini görmüş bulunuyoruz.

We checked out a few success stories from the Facebook Solutions Marketing Page and found Lacoste's to be a good one! Through their campaign of Facebook ads, they had an amazing return of investment. Their strategy? Segmenting ads to two different age groups, 18-24 and 25-44, while also directing them towards fashion forward people by using key words such as “design” and “fashion tv” to place their ads in the most appropriate places.

The results of this campaign were a huge success. They had 66 million impressions in Germany, 70 million in France, and 43 million in the U.K.

If you’re interested in more info, check out their advertising case study and learn some tips from Lacoste!

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Barbara Casasola’s Spring Summer 2012

Brezilyalı tasarımcı Barbara Casasola’nın modern ve şık 2012 İlkbahar koleksiyonuna bakmaya davet ediyorum sizleri..

Casacola,masum dokunuşlar,abartısız silüetler ve minimalistik çizgilerin öne çıktığı koleksiyonunu “one for mother and daughter”  olarak adlandırarak, belirli bir yaşa ya da trende hitap etmediğini, bu sebeple  koleksiyonundaki parçalarının  sonraki nesillerin de giyebileceği niteliklere sahip olduğunu belirtiyor.

Anne ile kızı arasında bir çeşit ortaklık kurarak ,hedef kitlesinin duygularına hitap etmeyi amaçlayan tasarımcının , parçalara baktığımızda bunu başardığını görüyoruz.

Timeless, modern and elegant, take a look at young Brazilian designer Barbara Casasola’s vision for Spring 2012. Casasola employs clean cuts, easy silhouettes, and minimalistic lines in her latest spring/summer 2012 collection, which she refers to as “one for mother and daughter”- meaning that these are the kinds of clothes that flatter a wide audience of women, will never fall off trend, and are capable of being passed on for generations to come. A beautifully modern mix of restraint and movement, and femininity. Beautiful!

The Rising Story of Fashion Icon Alexa Chung

Moda takipçilerinin yakından tanıdığı Alexa Chung’ı daha yakından tanımaya ne dersiniz?

Vogue’un 2009’da  Most Stylish Women,2010’da ise Best Dressed Woman adayları arasında bulunan Chung,2010’da ise British Fashion Ödüllerinde,British Fashion Style Icon’u seçilerek New York Times Sunday Styles Section’da kapak olmayı başardı.Bunların ardında da DKNY,New Look,Lacoste Fragrance,Pepe Jeans ve İtalyan sneaker markası Superga gibi dünyaca ünlü markaların kampanya yüzü oldu.

Chung’ın 2010 Eylül’ünde J.Crew ile ortak hazırladığı koleksiyonu “Alexa Chung for Madewell” , Vogue’s Fashion Night Out’ta satışa sunuldu ve birkaç dakika içinde tükendi.

Tabi buralara gelmesinde 2006’da İngiltere’nin Chanel 4 kanalındaki “Popworld” adlı programı sunmasının büyük payı vardı.Bundaki başarısıyla beraber bu sefer Alexa Zane ile beraber “Popworld Radio” adlı haftalık bir radyo programı sunmaya başladı.

Popworld’ten ayrılan Chung, yine Chanel 4 kanalında dünyaca ünlü, bizim “Biri Bizi Gözetliyor” olarak bildiğimiz “Big Brother” ile birlikte Vanity Fair,Freshly Squeezed isimli programları sunmaya başladı.

Daha sonra ise tüm dünyayı dolaşarak sokak trendlerini anlattığı programıyla beraber,moda dünyasına birdaha hiç çıkmamak üzere girmiş oldu

Şu anda ise “Project Runway”in yapımcıları tarafından hazırlanan “24 Hour Catwalk” adlı programı  sunan, güzel bir o kadar da akıllı Chung’ın moda dünyasının vizyonunu sonsuza kadar değiştiren en önemli sözü ise sanırım şu: “Have fun. Don’t take anything too seriously. Try a bit of irony now and again. Don’t wear anything too tight. Borrow things from your brother, boyfriend or father’s wardrobe. And wear stupid shoes!”

  

Alexa Chung is everywhere.The current it girl of the fashion world is more than just a pretty face: she’s smart and talented, and her vision is about to change the world of fashion forever. 

She was named one of Vogue’s 2009 Most Stylish Women of the year. She was named Vogues 2010 Best Dressed Woman of the year. In addition, Chung was awarded the British Fashion Style Icon Award by The British Fashion Awards and appeared on the cover of the New York Times Sunday Styles Section. 

She has also been featured in campaigns for DKNY, New Look, Lacoste Fragrance, Pepe Jeans and Italian sneaker brand Superga. 

In September 2010, Chung teamed up with J. Crew’s sister line Madewell for the debut collection of “Alexa Chung for Madewell.” The line, which launched in coordination with Vogue’s “Fashion’s Night Out,” sold out various pieces within minutes. She launched a second collaboration with the brand this year.But Alexa Chung is more than just a fashion icon. She is an accomplished TV personality. 

Chung began her TV presenting career in 2006 on the U.K. Channel 4 show “Popworld,” a TV series that provided pop music news, gossip and interviews, as well as musical performances and music videos. Chung co-hosted the show with Alexa Zane, as well as a weekly radio show called “Popworld Radio.” Upon leaving Popworld, Chung continued to work as a presenter for Channel 4, appearing on “Big Brother’s Big Mouth,” “8 out of 10 Cats,” “Vanity Lair” and “Freshly Squeezed.” In 2008, Chung stepped firmly into the fashion arena. She took a position as Channel 4′s roving reporter on “Gok’s Fashion Fix,” a job that allowed her to travel the world looking for the latest trends on the street. In addition to working with the public, she interviewed fashion designers such as Roberto Cavalli, Karl Lagerfeld, Jean Paul Gaultier, Margherita Missoni and Christian Lacroix for the program.In 2009, Chung left Channel 4 to host her own reality show on MTV, “It’s On With Alexa Chung.” The show was canceled in December, so Chung returned to the U.K. to host ”Frock Me,” followed by the weekly MTV U.K. music show “Gonzo with Alexa Chung.” 

Now Lifetime, home of “Project Runway,” has ordered ten one-hour episodes of a new unscripted competition series, “24 Hour Catwalk,” which will be hosted by Chung. Each episode will give four designers the chance to compete to create a collection in just one day. The collections will be judged, and two contestants will be eliminated. The two remaining designers will be tasked with creating a themed collection for a runway show. 

The show’s judges include designer Cynthia Rowley, New York Times best-selling author and fashion editor Derek Blasberg and power publicist James LaForce. The ticking clock adds an extra element of tension to the design challenges presented in the new reality series. 

My favorite thing about Alexa Chung? She’s not afraid to speak her mind, and she doesn’t take anything too seriously. It seems like she’s always cracking a joke or poking fun at herself. 

Here are some quotable quotes from the style diva: 

“It’s the closest I’m going to get to taking off Robert Pattinson’s pants.” – talking about the new Twilight Barbie Dolls, from People.com 

“Have fun. Don’t take anything too seriously. Try a bit of irony now and again. Don’t wear anything too tight. Borrow things from your brother, boyfriend or father’s wardrobe. And wear stupid shoes!” – on how to dress like her, from Fashionista.com 

“I don’t really follow trends. I don’t know what they are. I think people make them up, and then they say, ‘Oh yeah, yellow’s really in this season.’ Sometimes there are obvious trends, but there aren’t any at the moment I can think of. Are there? It’s bullshit. Trends are a lie magazines make up so you feel like you have to buy something.” – from Ecouterre.com 

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