The first half of October is behind us. I came across two different but interesting fashion content marketing strategies in the luxury sector. Both Louis Vuitton and Harrods came up with new projects this month. The first is a traditional format with a little CRM twist while the latter is a modern and engaging web documentary. Read more below.
Louis Vuitton ventures in multilingual fashion content marketing
This month, Louis Vuitton is launching a print magazine called The Book. There is little chance you’ll ever get your hands on it. The magazine won’t be sold at newsagents but sent directly to selected customers.
The luxury brand has opted for an interesting approach -focusing its fashion content marketing on its customer base.
According to WWD, the magazine is translated into 11 languages and will be published twice a year. The fashion house has reportedly hired an editor from ELLE France. Charlotte Gainsbourg is on the cover of the first issue, which features a menswear photoshoot by fashion photographer Peter Lindbergh.
Harrods goes behind the scenes with Inside the Studio
What is the typical day of a fashion designer like? Harrods has got the answer.
The luxury department store has shot and produced a series of four films in partnership with the British Fashion Council, several fashion bloggers and lifestyle magazines (Harper’s Bazaar, Grazia, 10 Magazine and Vogue).
This fashion content marketing project is called Inside the Studio. This behind-the-scenes footage offers a glimpse in the life of a busy fashion house. The aim of the project is to let you in the ateliers of four top designers working in Britain: Matthew Williamson, Rupert Sanderson, Antonio Berardi and Alice Temperley.
The London Fashion Week 2014 is done and dusted but Harrods builds on the frenzy to release this four-fold documentary.
The brand embraces rich media with a dedicated section on its website. There, fashion lovers can read, watch or buy items from designers featured in one of the films.
The Inside the Studio project spans across different channels, involving different types of content (blog posts, videos, print feature articles, social media, etc.)