Monday, January 18, 2010

Wednesday, January 13, 2010

Luxury brands learn to chillax

Doing trends for a luxury brand at work right now and, consequently, been getting heavily into luxury's place in the digital world. Given the rules luxury brands break, and the barriers they overcome in the fashion world it is surprising how slow they have been to find their place in the new world of online. Naturally, the democratic, free-for-all that is the Internet is the very culture fashion houses abhor. They no doubt fear the dilution of brand and total lack of control.

Unfortunately for luxury, however, this need to "own" the spaces they exist in is outdated. Up-and-coming wealthy people are no different to up-and-coming regular people - they are on Facebook and read their paper online and send emails and expect their brands to be just as instant and available. Add this to the fact that recession-time spending is best done behind closed doors, away from the judgmental poor, and you have a compelling argument for creating an amazing luxury presence online.

Through the research, I'm seeing some (if surprisingly minimal) luxury successes online. DKNY have an in-house PR who tweets on behalf of the brand. Rather than pretending to be Donna herself, the PR is a well placed voice to make announcements about the company. Gucci has gone all out with an extensive and regularly updated Facebook page. The page now boasts over 500,000 friends and includes product and show news, photos and films. Proving that a luxury brand can "let go" and make thousands of new friends around the world. Best in show is Start, the Shoreditch boutique owned by TV personality Brix, who promotes herself and the store across platforms on Twitter, YouTube, blogs and the transactional website.

As high-end brands wake up to the fact they will gain, rather than lose customers, by claiming their www's, I'm excited to see luxury brands shape the future of online in the same way they approach their clothing lines. If Alexander McQueen can reach an audience of 77 million by allowing Lady Gaga to wear his shoes in her latest video, there's got to be something right about signing up.

Friday, January 08, 2010

Blog love

Kind of obsessed with this photographic blog from Purple Magazine right now. Each photo summons up that wonderful Parisian knack for effortless style, sexiness and decadence. How do they manage it?

Thursday, January 07, 2010

Incredible where you can get sartorial advice these days!

Send your queries to the Innocent Rabbit by clicking here.

Wednesday, January 06, 2010

Snow day

Well, it turns out that splurging in Jack Wills will only see you good for the first two days of a big chill and several inches of snow. Day Three and I'm pining for a selection of Brora longjohns and pretty much anything from the Chanel ski range. Love love love it.

Friday, January 01, 2010

Firstly, Happy New Year Camilla's Store readers!

And what better way to launch into 2010 with a slow stroll around the new Jack Wills store in Islington? Maybe I've been in the bosom of my North London "Intelligentsia" family for too long, but I fell upon the JW sale as if my Sloanie little life depended on it. Antiques lovers will no doubt be mourning the loss of the emporium at the end of Camden Passage, but the space does wonderful justice to the Fabulously British brand. JW is expert at working with a location, rather than against it. Like their townhouse in Marlow, which retains the original layout of the house to create a unique retail experience, the new digs in Islington highlight the high ceilings and ornate finishings. Downstairs, beside the roomy changing rooms, a small stage, no doubt for their "Unsigned" to play, has also been created. It's a fun store, perfect for the Yuppie Islington clientele.