edge

Trends & Inspirations  

With our expertise, knowledge and insight, we create value

ISSUE 1
edge Trends & Inspirations    
   
 
 
 
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Louis Vuitton and Burberry took the lead in terms of INNOVATION.

Points of sale and communication wise, it seems that INTERACTIVITY is

7+(IXWXUH¶GHVWLQDWLRQ·IRUEUDQGV%XWLWGRHVQ·WPHDQWKDW¶SULQW·LVRYHU

Business wise, E-COMMERCE LVEHFRPLQJDUHDOLW\IRUOX[XU\«

! Think Brand experience - Interactivity - Digital

    
 
 
edge  the quote...p2   edge  the number...p17  
 

edge best-of   p3  

edge trends     p7

edge web & co     p10

edge interview     p14

edge  Trends & Inspirations
ISSUE 1  
 edge  the quote
   
 
 
 
 
 
 
³'RQ¶WEHFULWLFDO8VHHYHU\PHGLDDWLWVEHVW´  
 
Karl  Lagerfeld,  last  Paris  Fashion  Week  (Oct  2010)  

2  
    
 
 
 

edge best-of    
3  
 edge best-of    
LOUIS  VUITTON  in  360  degrees...  
WHAT  ?  
 
There  was  a  chance  for  fashion  fans  to  get  a  very  special  look  at  LV's  latest  Paris  
fashion  show.  
 
In  a  world  first,  the  brand  used  360-­degree  technology  that  allows  web  users  to      
adjust  their  camera  angle  as  they  watch  the  footage,  as  if  they  were  sitting  in  the  
front  row  at  the  catwalk  presentation.    
 
FDPHUDVVKRWWKHVKRZ¶VPRGHOVVLPXOWDQHRXVO\  
 
 
WHEN  and  WHERE  ?  
 
Right  after  the  fashion  show  (8pm  on  the  same  day)  and  during  one  week  on:  
!  /9¶VGHGLFDWHG)$&(%22.SDJHwww.facebook.com/louisvuitton  
,3$'DQG,3+21(/9¶VDSSOLFDWLRQ  

%85%(55<¶V5(7$,/7+($75(  
THE  IDEA  
 
Burberry  set  up  Apple  iPad  tablet  computers  at  25  outlets  worldwide  allowing  shop-­
pers  to  browse  and  order  from  the  spring-­summer  2011  collection  immediately  during  
WKHOLYHEURDGFDVWRILWV/RQGRQ)DVKLRQ:HHNZRPHQ¶VZHDUVKRZRQ6HSW  
 
 
DIGITAL  initiatives  continues  to  drive  awareness  and  sales  for  Burberry:  
 
Online  revenue  in  the  year  ended  March  31  jumped  to  60  percent.  
7UDIILFRQWKHUHWDLOHU¶VZHEVLWHLQFUHDVHGSHUFHQWLQWKHIRXUGD\VDIWHULWV
ZRPHQ¶VDXWXPQ-­winter  2010  collection  was  streamed  live  earlier  this  year.  
 
 

4  
 edge best-of    
YSL  MANIFESTO  7  
Over  half  a  million  copies  of  the  YSL  Fall/Winter  2010-­2011  Manifesto  (7th  
edition)  were  distributed  globally  on  September  14  and  18,  2010  in:  

PARIS  -­  LONDON  -­  MILAN  -­  TOKYO  -­  HONG  KONG  -­  BEIRUT  

The  first  2,000  passerby  in  each  city  received  a  custom  cotton  bag  designed  
by  Stefano  Pilati.    

The  total  evolution  of  this  season's  Manifesto,  featuring  exclusive  news  and  
images  were  relayed  on  www.yslmanifesto.com<6/¶VRIILFLDOFacebook  
page  and  the  YSL  Twitter  account.    

Finally,  participants  and  witnesses  to  the  distribution  in  each  city  were  invited  
to  submit  images  documenting  the  activity  for  consideration  for  an  online  gal-­
lery  on  Facebook  and  the  Manifesto  website.  

!  Log-­on  www.yslmanifesto.com  

DOLCE  &  GABBANA_ALWAYS-­ON  

 
 
INTERACTIVE  -­  YOU  become  a  part  of  the  message  
 
 
COST  EFFECTIVE    -­  A  basic  webpage,  a  dedicated  mobile  number  ONLY  
 
 
360  INITIATIVE  -­    Web  +  Point  of  sales  +  Mobile    
 
 
 
!  Check-­out    www.dolcegabbana-­always-­on.com  
 
 
5  
 edge best-of    
7+(:25/'¶V%,**(67',*,7$/0(',$
DISPLAY  by  REEBOK  &  ARMANI  
220  m  x  15m  LED  INNOVATION      

Last  September  in  Moscow,  Emporio  Armani  and  Reebok  presented  the  
FW10  Reebok/EA7  in  giant  animated  digital  screen,  the  largest  media  display  
ever  to  utilise  this  technology.  

!  See  video  from  Emporio  Armani  and  Reebok  at:                                                                        

http://inr.synapticdigital.com/Reebok_37555  

The  digital  advertising  site  heralds  the  introduction  of  the  EA/Reebok  and  
EA7/Reebok  FW'10  Collections  at  select  Emporio  Armani  boutiques  world-­
wide  and  online  via  www.reebok.com  and  www.emporioarmani.com  

The  behind-­the-­scenes  creation  of  the  groundbreaking  FW  '10  digital  and  
print  campaign  are  available  on  www.facebook.com/reebok  and                        
http://www.facebook.com/ARMANI    

LANCEL  launches  CUSTOM  MAG  

7+(32:(52)µ35,17¶"  
 
Lancel  just  released  the  premier  issue  of  its  customer  magazine  called  «  by  
LANCEL».  
 
7KHPDJD]LQHZLOOEHDYDLODEOHLQDOO/DQFHOVWRUHVZRUOGZLGHWRWKHEUDQG¶V
customers.      
 
The  debut  issue  features  84  pages  and  is  called  «Le  magazine  de  la  French  
légèreté  by  Lancel»  (The  magazine  of  French  lightness  by  Lancel  in  English)  
and  will  take  readers  behind  the  scenes  during  the  manufacturing  process  of  
D/DQFHO¶V©  BB  Bag  »  (designed  for  Brigitte  Bardot)  for  instance.  
 
!  Go  to  LANCEL  STORE   6  
  
 
 

edge trends    
7  
RE-­LAUNCH  OF  COCO-­MADEMOISELLE      
edge trends  
(Sept  2007,  Paris-­New-­York-­London-­Hong-­
Kong-­Tokyo)  
 
A  global  interactive  content  strategy:  
Windows new (interactive) generation
1.   Interactive  shopping  windows  conceived  
&    deployed  at  CHANEL  flagship  stores.     6RXQGOLJKWLQJYLGHR«DQGHYHQWKHZHEDUHLQYDGLQJWKHZLQGRZV
2.   Image  projection  in  the  city  (new  adver-­
tising  movie  &  statutory  quotes  of  Made-­
moiselle  Chanel  herself)   &KDQHOZDVWKHSLRQHHULQIROORZHGE\+HUPHVDQG5DOSK/DXUHQ«
3.   Website  www.mademoiselle-­forever.com  
with  the  new  advertising  movie  and  the  
Mass-market is now following the trend at an international level.
selection  of  the  best  image  projections  
among  the  5  selected  cities.   Ideally, the five senses should be on. The link should be established between existing
 
and potential customers. This is all about experience, interactivity and participation.

T I V I T Y Even better when integrated into a content and marketing strategy (see DOLCE & GAB-

R AC BANA_ALWAYS-ON RQSDJHDQG&KDQHORU5DOSK/DXUHQH[DPSOHVRQWKLVSDJH«

INTE Any ideas of your next integrated merchandising campaign?

WI N DOW S.. .  
From Ralph  Lauren  «  Street  level  Digital  campaign  »  in  San  Franciso  &  New  York,  
2009  
After  successful  campaigns  that  leveraged  interactive  window  displays  during  the  
US  Open  and  Wimbledon  tennis  tournaments,  Ralph  Lauren  is  mixing  the  digital  
signage  technology  with  an  innovative  iPhone  application  to  promote  its  Rugby  
line  of  apparel.    
The  Hermès  square,  mixing  digital  and  reality.   Through  both  the  app  and  the  store  windows,  you  can  customize  a  shirt  from  the  
An  interactive  showcase  that  attracted  attention.   Rugby  line  with  patches  and  lettering,  then  buy  it,  email  it,  post  it  to  Facebook  or  
Each   window   shows   a   Hermès   scarf,   physically   present   in   save  it.  Perhaps  the  coolest  part  is  that  you  can  actually  see  what  the  shirt  would  
space  apparently  being  blown  about  by  the  breath  of  a  Japa-­ look  like  on  you  by  uploading  a  photo.    
nese   actress.   The   illusion   is   achieved   by   venting   air   from   a  
small  hole  in  the  wall  near  the  mouth  in  the  printed  image  by  
Tokujin  Yoshioka,  2009  

HERMES  is  using  Multimedia  windows  to  

SURPRWH/(6$,/(6G¶+(50(6WKHFRUSRUDWH
and  e-­commerce  website.    
Passers-­by  were  able  to  consult  the  website  
from  the  window.  (APRIL  2010)  

LA  FNAC  (PPR)  =  DIGITAL  and  SOUND  windows  

SOD\LQJZLWKOHGVUK\WKPDQGVRXQG«  
The  leds  are  moving  with  the  rhythm  of  the  CD  you  
chose  which  is  heard  by  putting  your  hand  on  the  
window.  (PERMANENT)  
8  

L.E.D war on Point of Sales
The luxury point of sale is turning into an interactive theatre.
7KH¶OLJKWLQJGHVLJQHUV·DUHQRZ.(<LQWKLV¶EDWWOH·WKDWVWDUWHGWR\HDUV
ago in TOKYO.
LED (from the English light-emitting diode) is invading the points of sale.
edge trends  
DIGIT-AD is now in the region...
JCDecauxMEA has introduced a Digital Welcome Corridor at Dubai Airport.
The new format comprises twelve 57-inch Full HD LCD screens suspended
along the main passage to passport control in the Arrivals area in Terminal 1.

Again, this is all about experiencing a brand and create an emotional link On average, passengers spend a minimum of 2m 30s along this corridor, and
with existing and potential customers... will see the brand messages repeatedly.

Images and videos can be synchronized giving maximum impact through repe-
tition or they can be arranged sequentially to unveil a range of different prod-
ucts.

To follow...

Louis  Vuitton  interactive  stairs,  Hong  Kong  

The  Chanel  Tower  in  the  Ginza  district  of  

Tokyo  is  a  true  architectural  integration  of  700,000  LEDs  
technology  into  a  curtain  wall.  
The  façade  serve  as  communications  
media,  day  lighting  source,  and  fashion  icon.  

Louis  Vuitton  Ginza  store  Tokyo,  2008,  

I V I T Y
RACT
designed  by  Jun  Aoki.  

INTE
From  left  to  right  and  top  to  bottom:  Just  Cavalli  boutique  in  NY,  Umbra  in  Toronto,  Toyota  
9  
«WR32,17RI 6$/(DQG$'9(57,6,1*   flagship  in  Paris,  Carat  in  Hong-­.RQJ/9LQ3DULVDQG1RNLD¶VIODJVKLSLQ1<  
  
 

edge web
 

& new medias    

10  
 edge web & new media  
HERMES entered the world of FACEBOOK !
On June, 8th, the brand launched its first official page.

/HW·VKDYHDORRNWRILJXUHV

After 2 days: almost 138 000 fans

Today (October, 20th): 195,233 people like this...

Is FACEBOOK page a fad?

HERMES  on  FACEBOOK  is  presenting  its  

latest  initiatives  trough  videos,  pictures...  
Videos, exclusive pictures, news, street style and
games are on the page

! Log on FACEBOOK HERMES page:

http://www.facebook.com/hermes

HERMES is re-‐inventing itself DIGITALLY www.JAIMEMONCARRE.com (I love my scarf)

 
 
A worldwide and digital initiative (started last July) to give the younger set inspiration on
KRZWRZHDUWKHLUEHORYHGVLONVFDUYHVDQGWR¶SURPRWH·WKHQHZ+(50(6)$&(%22.3$*(

'XEDL$XVWUDOLD3DULV/RQGRQ7RN\R3UDJXHDQGPXFKPRUH«ZLOOFHOHEUDWHWKHJOREDO

trends of wearing scarves in a series of events with fun videos, Polaroids, sticker pic-‐
tures, and film negatives inspired from the website.

STREET STYLE + WEB + SOCIAL MEDIA + TAILOR-‐MADE EVENT to target younger

JHQHUDWLRQDWDQ,17(51$7,21$//(9(/«"

! Log on www.jaimemoncarre.com (I love my scarf)

11  
 Net-‐a-‐porter is conquering men...
edge web & new media  
In January, the UK e-‐commerce case-‐study will
ODXQFKDVLWHGHGLFDWHGWRPHQ·VFORWKLQJ The Prada e-‐store makes its debut
WHY ?
100% of Net-‐a-‐Porter customers have a man in
in the United States...
their lives in some capacity and 59% of them are Starting July 1, the prada.com website expanded
married or living with their partners... its distribution network by launching the E-‐Store
LQ&RQWLQHQWDO8QLWHG6WDWHVRQHRIWKHZRUOG·V
most receptive markets for online purchasing,
as well as Alaska and Puerto Rico.
Marc Jacobs eCommerce Site launched
Prada e-‐store is now available in 19 countries
THE CONCEPT
Kitchy, fun, entertaining, engaging and cool = ! Log on http://www.prada.com
PERSONAL and ONE to ONE rather than high-‐tech.

Selections from Marc Jacobs, Marc by Marc Jacobs,

Little Marc Jacobs, and some adorable special items
are available in this e-‐boutique.
Is E-‐COMMERCE now reality for LUXURY ?
! Log on http://www.marcjacobs.com
Maison Martin Margiela is IN(TERNET)
The French crocodile is conquering the web(usiness) The brand is aiming to be able to ship
ANYWHERE in the world !
LACOSTE, one of our big success in the region just opened its new e-‐
boutique platform. 40 shipping destinations are already
available.
FIRST Market: France, England and Germany.
IMPLEMENTATION within 15 countries till 2014. ! Log on http://
3000 references will be available on line VS an average of 600 refer-‐ eboutique.maisonmartinmargiela.com
ences in a classic shop.

OBJECTIVE by 2014: 100 millions euros...

,Q)UDQFHWKHEUDQGLVLPSOHPHQWLQJLQWHUDFWLYH¶WHUPLQDOV·LQSRLQW-‐of-‐
sales to enable client to order all products available or not in the boutiques.
! Log-‐on http://shop.lacoste.com/
 edge web & new media  
1. PRADA and GUCCI ARE SHOWING LIVE !

U R ( K E Y )
September 23, 2010 www.Prada.com featured
FO R Y O
their spring-‐summer 2011 collection, LIVE from

O N -‐ K E E P
Milano.
A T I
It was also accessible on ipad and iphone. INFORM O P E N . . .
E Y E S
YOUR

September 22, 2010 Gucci launched their new

Gucci Connect website through a live video of the
women spring-‐summer fashion show.

! Log on http://www.gucciconnect.com and dis-‐

cover the new Gucci participative digital platform...

2. BURBERRY new INTERACTIVE AD CAMPAIGN

THE IDEA is to give users complete control over the perspectives of the campaign, cast and products.

Using innovative technology, users are able to select and control the views of the motion-‐responsive images and video as shot
by legendary photographer Mario Testino.

The 14 images and six interactive videos showcasing the Burberry campaign can be clicked, rotated, paused and dragged 180
degrees.

! Log-‐on http://www.burberry.com to experiment 13  

  
 
 

edge interview    
14  
 Michela  Simone  -­  Senior  Marketing  Executive  for  RALPH  LAUREN    
(FITRA,  DUBAI,  U.A.E)  won  the  EDGE  MARKETING  SEMINAR  awards  in  
September  2010  in  Dubai  presenting  the  POLO  JEANS  Co.  ART  STARS  
edge interview  
Marketing  initiative.    
 
She  will  attend  the  next  International  Herald  Tribune  Conference  by  Suzy  
Menkes  in  London.  
 
 
She  explains  to  us  her  360  MARKETING  CAMPAIGN  

WHAT  WAS  THE  INITIAL  OBJECTIVE  OF  THE  

CAMPAIGN  ?  
 
The  main  objective  of  the  Polo  Jeans  Co.  re-­launch  campaign  
was  to  support  its  repositioning   ³LQWHOOHFWXDODQGVRFLDOO\
FRQQHFWHG´  and  improve  its  awareness  amongst  the  GCC  
youth.  
 
ART  STAR  has  to  be  considered  as  one  of  the  elements  of  an  
integrated  strategy  designed  to  revamp  PJC.  

WHAT  WAS  THE  CONCEPT  OF  THE  MARKETING  

ACTION?  
 
 
50  young  urban  and  influential  artists,  whom  inspired  by  the  
American  flag  synonymous  with  Polo  Jeans  Co.,  were  asked  
to  create  3D  pieces  on  a  blank  canvas  in  the  form  of  a  3D  star  
covered  in  denim.    
 
These  artworks  has  been  displayed  in  selected  PJC  stores  
and  art  galleries  across  the  UAE  and  Europe,  before  joining  
a  public  exhibition  in  London  prior  to  a  charity  auction  (in  No-­
vember  2010).  
 
In  Dubai,  to  meet  with  the  need  for  combining  the  international  
re-­launch  with  its  local  implementation,  two  popular  local  street POLO  JEANS  CO.  RE-­LAUNCH  STRATEGY  DIAGRAM:  
-­artists,  Diya  Ajit  and  Ubik,  have  been  selected  to  customize    
two  of  the  fifty  denim  stars.  The  stars  envisioned  their  idea  of   ALL  THE  ELEMENTS  ARE  LINKED  BY  A  CONTINUOUS  CYCLE;;  
ZKDW³$PHULFD´PHDQVIRU\RXQJPLGGOHVWHUQV   WHERE  CONSUMERS  ARE  INFLUENCED,  AND  AT  THE  SAME  
  TIME  ARE  CONTRIBUTING  TO  THE  RE-­LAUNCH  PROJECT  
  THROUGH  THE  USE  OF  SOCIAL  MEDIA  AND  BLOGS.  
>  More  on    page  16  

15  
 edge interview  
HOW  DID  YOU  REACH  THE  INITIAL  OBJECTIVE?   WHAT  WAS  THE  OUTPUT?  
   
The  campaign  renounced  mainstream  advertising  and  traditional  communication  tools,  in  fa-­ Through  the  use  of  the  dedicated  social  networks,  the  target  shows  appreciation  to  the  
vour  of  the  new  media  such  as  social  networks,  fashion  and  art  websites,  blogs  and  podcast,   project  that  is  involving  the  local  community  and  engaging  them  in  all  of  the  phases  of  it.    
edgy  local  magazines  and  in-­store  events,  in  order  to  influence  key  local  trendsetters.    
    At  the  same  time,  the  target  is  connected  in  extensive  long-­distance  interactions  with  art-­
Stars  were  then  showcased  at  the  Shelter  Gallery  during  an  event  which  allowed  the  guest  to   ists  and  followers  from  other  countries  through  the  global  website.    
live  the  a  whole  PJC  brand  experience.    
Around  150  people  from  the  art  scene  of  Dubai  attended  the  event.  The  invited  bloggers  
showed  through  their  posts  to  have  had  a  great  understanding  of  the  brand  DNA.        

DIGITAL + PRINT + EVENT

1.   DEDICATED  WEBSITE  :  http://artstars.polojeans.com/  
TAILORMADE  PHOTOSHOOT  by  BROWNBOOK  and  
DESERTFISH:  Fashion/Art/Culture  local  magazines  

2.    ONLINE  PR  :  fashion/art/design/local  listings  sites  &  blogs  

BROWNBOOK    

DESERT  FISH  

www.mahryskadaily.blogspot.com  -­    www.lilydresscode.blogspot.com  

www.myfashiondiary.blogspot.com  -­  www.dubaisitgirl.com  
www.hellwafashion.com  -­  www.lamodadubai.com  -­  www.savoirflair.com  

3.    SOCIAL  NETWORKING:  Twitter,  Facebook  

Stars  were  showcased  at  the  Shelter  Gallery  during  an  event  which  
allowed  the  guest  to  live  the  a  whole  PJC  brand  experience.  

16  
 edge  the number  
   
 
 
 
 

700  000  000  000  

 
 
People  spend  over  700  billion  minutes  per  month  on  Facebook  

17  
edge
The end...  

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