LOEWE: Master of Craftsmanship

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LOEWE: Master of Craftsmanship

Craft as an Inspiration

The Spanish fashion label LOEWE sees its roots in craftsmanship. Recently Jonathan Anderson, Creative Director at Loewe, visited the ceramist Tomoo Hamada in Mashiko (Japan), who designs unique ceramics. Now, Hamada manufactures special pieces for the newly designed LOEWE store in Tokyo. But furthermore Andersons great love to craftsmanship inspired him to launch an international craft award.

Photography: Jimmy Cohrssen, Source: Wallpaper

Photography: Jimmy Cohrssen, Source: Wallpaper

Craft is a very important inspiration to me and I think craft is underestimated, so I wanted to support people who make real craft.
— Jonathan Anderson

The LOEWE CRAFT PRIZE is endowed with 50.000 € and awards the best talent of craftsmanship from areas such as ceramics, bookbinding, enamelwork, jewelry, lacquer, metal, furniture, leather, textiles, or glass. A jury comprised of the leading designers, architects, journalists and curators will select the winner. Next to Anderson you can find industry luminaries like Rolf Fehlbaum, Former CEO of Vitra, Benedetta Tagliabue, architect and Pritzker Prize jury member or Gijs Bakker, Co-founder of Droog Design.

Master of Craftsmanship

Anderson on a Loewe exhibition. Source: Amuse

Anderson on a Loewe exhibition. Source: Amuse

Even if the competitors are not connected to LOEWE, Anderson succeeded a clever content clou. LOEWE, the Spanish equivalent to HERMÈS, benefits from the radiance of the prize. In addition, a global exhibition of twelve finalists will provide enough exciting stories to perceive the brand as a Master of Craftsmanship.

titel picture: art piece of markku salo

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Scotch & Soda: Faction Marketing needs an authentic story

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Scotch & Soda: Faction Marketing needs an authentic story

Recently, Scotch & Soda won the WGSN Futures Award for the best digital innovation in the category Retail & Digital Innovation. The campaign The Story of Things shows, how a fictional story can be extended into the real world.  This mixing of fact and fiction is called faction marketing. 

Lola in Amsterdam. Source: Scotch & Soda

Lola in Amsterdam. Source: Scotch & Soda

A short film tells the story of a brother's journey and about the things he sends home to his younger sister. Driven by the story, which is inherent in every piece, the sister embarks finally on the journey and leaves the apartment with the collected memorabilia.
This certain apartment is located in the capital of Scotch & Soda, in Amsterdam, and can be rented via AirBnB. As a visitor, you get the chance to dive into the story – and on top, you could buy the displayed clothes or furniture. 

The apartment in the heart of amsterdam. Source: Scotch & Soda / AirBnB

The apartment in the heart of amsterdam. Source: Scotch & Soda / AirBnB

Great idea – boring script

The creative idea of the campaign is worth to be awarded. But: Does this campaign really fascinate and bind customers? The story is too pale and not authentic. The characters are lacking substance, a certain charm is missing. As a user, I don’t feel involved and don’t get any emotional tie to the products or the actors. Why using Models when there are real people exactly living the way, the film and the apartment want to show us? For example, Secret Souk or Harvest & Company from Amsterdam live exactly this passion for collecting things. 

Another approach could be creating a series for Netflix or other social network channels with a fascinating story with credible characters and real actors. Who would not love to rent an apartment of Francis Underwood or buy the clothes of Carrie Bradshaw? Or raiding James Bond’s wardrobe?

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Nowness, Louis Vuitton’s content champ

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Nowness, Louis Vuitton’s content champ

Nowness, the movement for creative excellence in storytelling, is best known as a source of inspiration and influence for their audience. But what many do not know is, that Nowness is a content marketing tool from the French brand LVMH – better known as Louis Vuitton Moët Hennessy.

Discover just some of the amazing content featured by NOWNESS.

The minimalistic luxury lifestyle website was founded in 2010 and presents one story every day from the world of art, design, fashion, beauty, music, food, and travel. It's curated by an international team of exceptional writers and editors. In 2014, it won even the Webby Award for the Best cultural website. Now, after 5 years of growing, the site has over half a million unique visitors per month and counts nearly 65,000 registered members.

A short summary after 5 years of inspiring content.

Nowness is basically the digital version of the Acne Paper. It aims at sophisticated people and delivers inspiring content with a fine, discreet and elegant style. With Nowness, LVMH blurs the line between editorial content and luxury marketing.

The beauty of NOWNESS is that it doesn’t feel like branded content. It’s a mix of editorial and video with a distinct, independent point of view that you can’t get anywhere else – and that’s what consumers are craving. A good example of how luxury brands can participate in the social digital space and keep their brand cachet intact.
— Nima Abbasi, founding partner of Syndicate Media Group

What's in for the company? 

Despite the seemingly missing link to the brand, the profit of LVMH is versatile. Nowness provides valuable user data on consumer behavior and about the trends that are worth to invest. It positioned Louis Vuitton subliminally as an avant-garde pioneer and creates relationships with artists and opinion leaders. In addition, the content can be reused by Louis Vuitton or serve as a springboard for additional marketing ideas. And last, LVMH gain commissions with interactive videos where you can click and buy products from various vendors.

The use of subliminal content in a avant-garde style: Hennessy campaign directed by Nicolas Winding Refn and scored by composer Cliff Martinez.

Conclusion: Great Content Needs Time To Grow 

Nowness is the perfect example of a sophisticated content marketing strategy with polish and style. It shows, that it takes two big investments to establish credibility and quality for the luxury segment: Time and money. 

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Masters of Content: Burberry

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Masters of Content: Burberry

When it comes to innovative content marketing you can not get around the brand Burberry.

More than 60% of the marketing budget of Burberry are spent on digital channels. But above all, Burberry has managed to put their customers at the center of the brand experience and perfectly weave online and offline world together. They  also understood that for a holistic concept content and form belong together. Burberry has managed to consistently build a seamless focused authentic brand experience for fans and potential customers. Although not everyone can afford a trench coat, everyone knows that it's an icon.

With a simple tool like "Art of the Trench" Burberry used the full potential of user-generated content and created for true brand fans a creative playground. In the first 6 months after its launch in November 2009, the site had 7 million visitors. With the knowledge that the best content does not work without perfect execution Burberry utilize famous fashion photographers like Scott Schuman "The Sartorialist" while invite fans to upload their own pictures.

"Acoustic" was another ingenious trick to emphasize the music expertise of the brand. In short films young rising artists were featured in full Burberry outfits with acoustic versions of their songs. Many of the videos have now reached more than 100,000 views and were published on various blogs. Burberry has understood that they are more than a fashion brand but define a certain lifestyle and generate emotions.

More content ideas as the "Tweetwalk", where the latest collection was first revealed on Twitter before it came out on the runway, or "Kisses", a collaboration with Google to feature the new cosmetic line, show how much the customer is at the heart of the brand. But Burberry's brand experience does not end in the digital channels but online and offline are seamlessly interwoven. The store itself is the place of experience.

We had realized that we had created a lot of platforms that only exist online so we decided we had to bring these to life. Our approach to the store was to make a bridge between the online and offline experience. Today I think we’re less concerned about where we actually shop, and more concerned about the experience we have while we’re shopping.
— Bailey, Interview GQ

Digital chips in the products transform mirrors in the store to digital screens with a wide variety of digital content such as short films about the manufacture, special details or individual configurations.

But also the in-house coffee "Thomas's" named after the owner of the company Thomas Burberry invites to linger in the brand experience and to take advantage of the gift department with personalization service.

An understanding of a brand which leaves out of the classical assumption of a linear user behavior and the pure commercial product sales to a brand experience where the customer is the focus.

Even more impressive is that Burberry has no blog and less one on one interaction with their customers. And some would say that the examples above are no classical content. But Content is not about running a blog and producing content assets. It's about focusing on one content niche. And Burberry is playing the aspect of exclusivity really good.

Source, picture above: art partner
photo by: Mario Testino

 

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