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A look back: How luxury brands made an impact online

The news that premium womenswear brand Marc Cain has launched an ecommerce site will no doubt stir up conversations about luxury brands’ slow uptake online. Drapers takes a look at some of the initiatives that prove otherwise.

Burberry live streaming

Undoubtedly the front runner of all luxury brands online, Burberry has continually pushed the digital boundaries. Memorable campaigns include “Runway to Reality” where Burberry live streamed its London Fashion Week catwalk to its 25 global flagship stores in September 2010 allowing customers to order directly from the spring 11 collection from iPads in the store. This is a concept Burberry then repeated for its Burberry Prorsum autumn 11 menswear catwalk show from Milan, while for its autumn 12 collection, images were showcased on Twitter first before they hit the catwalk.

On site, Burberry caused a reaction when it launched an interactive advertising campaign for autumn 10. The campaign allowed users to control the images to see exactly how the product looked from a number of different angles and when zoomed in.  Burberry used social sites such as Facebook and YouTube to promote the campaign.

Jimmy Choo on social media

One of the first luxury brands to use social media as part of a marketing campaign, Jimmy Choo made a huge impact with its Catch a Choo campaign on Foursquare. Not only was the campaign a real innovation at the time, it was the first fashion brand to use the social site effectively.

In May this year, Jimmy Choo also launched an online campaign called Choo 24:7 Stylemakers which is integrated with Facebook, encouraging users to upload images of themselves in the brand product.

Armani Tweet Talks

Launched in June this year, Armani Tweet Talks ramped up the brand’s social media presence with a number of live discussions with international guests from the fashion industry including Vogue China’s editor in chief Angelica Cheung.

Prada Pop-up museum

On January 24, Prada opened a “24h Museum” in Paris for 24 hours only. At 11pm it was turned into a disco-club visible online on the site Prada also launched a Facebook app which users could download and create a personal Francesco Vezzoli portrait of themselves for the 24 Hours Museum Website.

Christian Louboutin iPhone app

Luxury footwear designer Christian Louboutin launched its first iPhone and iPad app in May this year. The app is made up of six different interactive areas giving users the opportunity to interactive with the brand by browsing collections, creating wish lists as well as keeping up to date on the latest news and videos.

Versace for H&M

Okay, so it’s not the brand’s actual site but Versace’s collaboration with H&M caused such demand that it crashed the H&M site.

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