The writers and editrixes of FMM love luxury…moreover, we love the Brits at Burberry. Today, Burberry has allocated 60% of its marketing budget to digital mediums and the brands has embarked on it’s biggest digital fragrance launch to date with Burberry Body, it’s fragrance for women in over 150 countries.
David Yurman, the high-end jewelry brand, is now on Foursquare. In addition to their growing Facebook and Twitter channels, David Yurman is reaching out to fans, providing insider tips about the luxury brand at their boutique on Madison Avenue as well as at popular retailer locations including Bloomingdales and Neiman Marcus. David Yurman is also happy to hear from users about their favorite items, looks and hot-spots near boutiques. Soon, the Yurmans will add their own tips about New York City.
Currently in beta, Scoville is an application that can help you make the most of your Foursquare experience. The idea started with #toptuesday, where friends would share their favorite places with each other so that during the week and weekend, they could discover new places to enjoy.
The mobile app that we all know and love, Foursquare, is the next big thing in Southeast Asia. The location-based mobile app takes exploring cities to a new, exciting and interesting level, and the people of Southeast Asia have recognized this.
Sharing your latest check-ins and Foursquare badges is a lot more fun when more of your friends are in the loop. My Foursquare was designed to help you flaunt your Foursquare accomplishments across various online platforms.
Facebook users, WordPress users and webmasters can easily share their Foursquare activity through My Foursquare. The free and customizable program will display your Foursquare updates via Facebook app, WordPress plugin or website embed code.
Installation is quick and easy, which is always a plus when you’re a social media maven on the go!
This past month, I was interviewed for Apparel Magazine’s White Paper on how social media is revolutionizing social media for retailers.
The comprehensive brief is available on APPAREL Magazine’s website, or you can read it in the December issue of the magazine.
Feature: How Are Apparel Companies Using Social Media?
British luxury label Burberry took it one step further, by making select items from the shows available for purchase immediately afterward, and supplying some of its best customers with iPads to browse and purchase from the shows through a special iPad application.
Other apparel and fashion brands are pioneering unique social media ideas, including:
- Marc Jacobs, whom Macala Wright Lee,owner of digital marketing agency Fashionably Digital, says is “one of the few fashion brands that has fully embraced social technology from the outset,” used location-based social media site Foursquare during the recent New York runway shows. Jacobs and Foursquare created a “Fashion Victim” badge, which allowed Fashion Week attendees (and others) to “check-in” at any Marc by Marc Jacobs stores in New York and around the country to unlock the badge. Four people who unlocked the badge in New York were randomly chosen to receive tickets to the Marc Jacobs show, Lee explains. “The partnership provided both Marc Jacobs and Foursquare with low-cost, word-of- mouth marketing,” Lee says. In addition, when launching his first men’s fragrance, called Bang, Jacobs built a Facebook game titled “Bang! You’re it!, where users could “bang” their friends for chances at giveaway prizes…
Apparel companies who truly embrace the social networking philosophy are also doing social things that extend beyond new media, making the philosophy central to their overall branding approach. Fashion etailer Moxsie.com, lifestyle apparel brand Lululemon, and Diesel USA, for example, “are three brands that just ‘get’ it,” says Lee. “Moxsie hosts food trucks for area business employees to have lunch with them on Fridays; Lululemon hosts free yoga classes in their stores on Saturdays; and Diesel inspires Gen Y to live a little with the Faces Of Stupid campaign,” she notes.
Hot off their branding debacle, GAP is redeeming itself with Foursquare co-founders Dennis Crowley and Naveen Selvadurai in their latest winter ads. Hey, FashionablyMarketing.Me is all about merging fashion and technology — but this isn’t quite what we meant. But hey…hot fan boys (flash back to our Austin SXSW Diggnation days) as models? We’re game. Hot dot com founders are rare on the tech side. The best thing? When you check in at GAP on Foursquare, you get a 25% discount.