The American fashion industry publication Women’s Wear Daily (Conde Nast Publications), often called ‘The Bible of fashion’, recently sought the advice of IC-Agency, Europa Star’s Internet partner, for an extensive report on the challenges facing marketing managers of luxury brands. The report concentrates on the deployment of communication strategies in trying economic times.

The opportunities offered by the new media, especially in terms of target markets and measurability directly impact the choice of advertising mix by the luxury brands. To better understand the reasons behind this splintering of advertising spending between traditional and interactive publishing, this report studies the different e-marketing practices, which have been hugely successful with the luxury industry (displays, social media, paid search etc.).

This report analyses platforms such as Glam.com, Style.com, People and In Style, takes a look at the advertising strategies of LVMH, Banana Republic, H&M, Michael Kors, and includes comments from experts such as Fran Hauser, President digital assets at Time Inc’s Style and Entertainment Group, Paul O’Regan, Executive Vice President for communications at Oscar de la Renta and David Sadigh, Managing partner at IC-Agency.

We thought that this report would be of great interest to the international watchmaking world and the readers of Europa Star. It is for this reason that we have provided a direct link to the report for your perusal: The Marketing Helix: Ad Spending Splinters in the New Media World.

www.wwd.com/media-news/the-new-marketing-helix-2075976?module=today

Source: IC-Agency

Contact: [email protected]

www.ic-agency.com
(Please credit Europastar.com)