Sociétés : Quand Patagonia appelle à ne pas acheter ses produits. Dans une publicité, la marque californienne enjoint ses clients à bouder ses vêtements, arguant leur coût environnemental. Retour sur un «coup» marketing à moindre frais. C'est un message pour le moins inhabituel qu'ont pu découvrir les lecteurs du New York Times, le 25 novembre. Au lendemain de Thanksgiving, jour de fièvre consumériste au pays de l'Oncle Sam, une pleine page montrant une veste d'hiver était accompagnée d'un slogan choc: «N'achetez pas cette veste.» Signée Patagonia, firme californienne spécialiste des vêtements techniques de sports et de montagne, la publicité se veut écolo-responsable. En témoigne ce texte l'accompagnant: «considérez la veste R2 sur l'affiche, l'un des produits que l'on vend le mieux. Pour la concevoir, on a besoin de 135 litres d'eau, assez pour satisfaire les besoins quotidiens en eau de 45 personnes.
À contre-courant, cette publicité a immédiatement créé un buzz sur la Toile, alimentant les discussions sur les blogs, forums et réseaux sociaux. BLOG-IN / DAILY - Longchamp présente «Heels», une web série sur aufeminin.com. Publié le 28 novembre 2011 Oyez bonnes gens la terrible histoire d’une jeune rédactrice de mode du magazine SHINE et de ses relations tumultueuses avec son ennemie jurée, la machiavélique Trisha Barton. La guerre est déclarée quand cette dernière revient de New York pour devenir la nouvelle rédactrice en chef du fameux SHINE… En sept épisodes, à partir du 30 novembre prochain, la web série créée par The Makers Entertainment, qui sera diffusée en exclusivité sur aufeminin.com , pendant cinq semaines, en France, en Allemagne et en Angleterre, raconte les tribulations d'Alice Valois.
Au programme : trahisons, séductions, rivalités et jalousies… Le parti pris inédit de «Heels» est de ne montrer aucun visage. «L'intrigue et le jeu reposent uniquement sur des silhouettes, des pieds, des mains…», souligne le réalisateur Nicolas Pier Morin. La Chine, le Japon, la Corée du Sud et les Etats-Unis découvriront la série début 2012. Raphaël Legrand TAGS : Shine / Longchamp / France. Don't Buy Patagonia Stuff New Unless You Really Need It | Climbing. Don't Buy Patagonia Stuff New Unless You Really Need It By Gear Shed Tonight, Patagonia and eBay announced a new partnership, the Common Threads Initiative. Together, they asked owners of fleece and Gore-Tex everywhere to pledge to reduce consumption, reuse old gear, recycle, repair what's broken, and reimagine a world where people don't stress the earth with purchases. Yes, you read correctly. To show they really mean it, Patagonia and eBay have partnered on a Patagonia-specific resale site powered by eBay that you can access from Patagonia's website.
Patagonia wants 50,000 pledgers this year. -Berne Broudyberneb. Top des campagnes digitales Luxe, Parfums et Cosmétiques. On termine la série de sélection des meilleures campagnes de marketing interactif avec cette petite liste d’opérations et de campagnes récentes dans les domaines du luxe, des parfums et des cosmétiques. Longchamp “Keep on Riding” Le maroquinier nous entraine au travers de Paris dans une chasse au trésor sur les traces de sa nouvelle création : le sac nommé Balzane. Il s’agit d’un asticieux dispositif de vidéos intéractives construit sur YouTube, avec des images très belles et qui sont totalement dans l’esprit de ces univers du luxe.
Tout commence dans le channel YouTube officiel de la marque Longchamp avec le modèle Audrey Marnay qui vous dépose gentiment les clés d’une moto Triumph et une premier indice sous la forme d’un petit mot manuscrit dans une bourse… Notez que vous ne remarquerez rien, mais ces contenus sont adaptés à votre langue. Il existe plusieurs versions de chacun de ces films, et par exemple ici vous pouvez voir le premier épisode en Coréen ;) Burberry “Tweet Walk” Gucci.
Converse's 'Take it Outside' Treasure Hunt. A great competition from Converse. To promote their new boots, they're leaving some pairs around the UK. Pictures are posted on Facebook, with a date and time that the boots will be left in the vicinity. Other details are added on Twitter. For example here: & here: Users then have to find them. (I think if this happened a year ago you'd have had to check in on Foursquare as part of the mechanic. & even if you don't find the boots you can win a trip to the 100 Club (sponsored by Converse) by emailing 100club@converse.com. Patagonia: Building A Strong Brand Out Of Old Clothes | Sustainable Life Media. Every once in a while, a completely counterintuitive idea comes along, shakes up our assumptions, and becomes the new normal. I believe Patagonia Clothing’s Common Threads initiative is an idea like that. If you follow green business news, you’ll recall Common Threads making headlines a few weeks ago.
In the words of founder Yvon Chouinard, “This program first asks customers to not buy something if they don’t need it. If they do need it, we ask that they buy what will last a long time – and to repair what breaks, reuse, or resell whatever they don’t wear anymore. And finally, recycle whatever’s truly worn out.” The twist? Patagonia is playing an active part in keeping used clothing in circulation. As a business idea, it may seem like a good way to reduce sales. Hard times, higher sales. I spoke with Rick Ridgeway, Patagonia’s VP of Environmental Programs and Communications, about Common Threads. “The idea was germinated in the 2008 economic meltdown. A new old insight Lessons. Bloggers Mean Business. There was a moment after New York’s 2009 Fall Fashion Week when fashion bloggers had officially, as the press likes to call it, “arrived.” They had blogged their way to the front row of Bryant Park’s most exclusive runway shows; they were the new army of digital Anna Wintours.
They wrote in Internet slang and posted photos of themselves mixing vintage with Valentino. They were so quirky! And also, influential! Fast forward two years and fashion’s digerati have shown they actually have no interest in Wintour’s job. For the past four years, Midwesterner Jessica Quirk’s blog, What I Wore , has featured photos of her wearing outfits she’s styled. The explosion of this type of blog and the influence of the women behind them are due, in part, to readers of magazine glossies wanting to see relatable ladies in “real world” clothes. These brands could hire a celebrity spokesperson. Coach probably started it. It cuts across the spectrum to mass market brands, too.
Nverse.com: Home. From Zappos, an Unadorned Pitch in Selling Clothes. The campaign was created by Mullen, the company’s agency of record and part of the Interpublic Group of Companies, and is intended to highlight the company’s apparel. “Zappos has a quirky culture,” said Tim Vaccarino, group creative director at Mullen. “Doing something typical is not really them.”
The campaign departs from Mullen’s last work with Zappos, which featured (clothed) felt puppets whose voices were provided by real customer service calls and was made up primarily of television ads. The new campaign will incorporate a heavy dose of digital ads, videos and QR (for quick response) codes, as well as print ads in magazines. And if the idea of using naked people who need to be clothed to sell clothing seems too literal, that is exactly what the marketing minds at Zappos and Mullen say they had in mind. “Sometimes advertisers try to do something very creative and the messaging gets lost,” said Michelle Thomas, the senior brand marketing manager at Zappos. Fashion brands falling in love with Instagram. TNW had a great article a few days ago on the brands that are moving the first steps on Instagram. If I remember correctly Levi’s Brazil has been among the first early this year, when they started presenting their collection to the Instagram community.
Instagram seems to be particularly popular among fashion brands. Burberry, for example, is doing an amazing job and has already over 33,000 followers. Kate Spade NY has 12,000, Gucci has started more recently but it’s already worth following as they share both archive and behind the scene images. I guess the connection between fashion and photography is pretty straightforward, so it’s natural for fashion brands to connect with consumers on a platform that celebrates visual prêt-à-porter beauty. Have you got thoughts or case studies to share? Adidas France 3D Mapping Projection. Nike x colette: The Away Project Retail Space. Following a preview of earlier in the month, we now take a look into the actual retail space which houses The Away Project, a joint venture between Nike and Parisian boutique colette.
Produced in celebration of the French Football Federation’s Away Kit, this limited pop-up store plays host to a wide selection of product inspired by the kit’s “mariniere” theme. Brands featured in the showcase include Chanel, Colorware, COMME des GARCONS, Hermes, Laduree, Longchamp, MontBlanc, Swatch, Trousselier and Yves Saint Laurent. For those interested, the installation is still open to the public via colette. Source: La MJC. Repetto lance un atelier de personnalisation qui voyagera tous les mois.
UNIQLO.