Photo: Kathrin-Thuy OTTO via flickr
Earlier this summer, LVMH Moët Hennessy Louis Vuitton won a Webby Award for its digital magazine, NOWNESS.com, which it launched in early 2010.The French fashion house — and the world’s largest luxury company, run by billionaire Bernard Arnault — says its content is editorially independent, and calls the site an “information reference.” It’s reminscent of French or Italian Vogue, with multimedia (e.g., the short film “Daphne Guinness: Undressed” was popular in fashion circles).
No matter how it’s packaged, it’s a marketing win for LVMH, and follows a new wave of advertising for luxury brands (in 2009, Burberry launched a similar site, the Art of the Trench).
McKinsey Quarterly reports that:
Many luxury-goods companies, for example, have built editorial teams to “socialize” their brands: they are transforming the customer relationship by producing blogs, digital magazines, and other content that can dramatically intensify both the frequency and depth of interactions.
Women’s Wear Daily also reported on the trend earlier this year, and spoke with Miki Berardelli, chief marketing officer for Tory Burch, about how luxury advertising is changing:
“We’re publishing content in an authentic way, and if it’s increasing our brand awareness, then it could be defined as advertising. It’s a new way of communicating with consumers. It’s taking an editorial approach to telling your brand story, and the social media space just lends itself so beautifully to that combination.”
Sites like NOWNESS blur the line between fashion and editorial, but those lines have been blurred since the inception of Vogue (1892) — just a few decades after Louis Vuitton was born (1854).
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