A new marketing trend has emerged — a renaissance in the art of brand storytelling — and there is hardly a better example than Ralph Lauren Corp. For many years, the firm has been known for creating a certain lifestyle through its advertising images and, more recently, that effort has moved into new formats including video, photos on Facebook and stories on its Web site.
Greg Rogers, chief executive officer of Pictela Inc., used Ralph Lauren as an example of a brand that is making the connection between its products and consumers while focused on building content strategies for the future. More and more, this will be happening through the use of apps. “It takes 50 apps to perfectly replicate your Web site,” said Rogers. But they need to be smart and adjust to the consumer’s preferences. Rogers speaks from experience — his company delivers a high-definition content marketing platform that has been used by Hearst, Time Inc., The Wall Street Journal and Glam Media. Pictela is now under the AOL umbrella, after being acquired in December 2010.
Rogers said apps under development will be more intelligent in how they respond to the customer. The apps will adjust content at a moment’s notice depending on what the user likes and wants. For example, if an app uses a video player, it will be able to figure out which videos perform best and adjust the carousel, on the fly, so that the best performing ones are up front.
And apps will start talking to each other. If a polling app is used to determine what type of shoe the consumer is interested in, the answer provided could lead to another app, with a selection of videos that feature the shoe that was voted on and, then, the experience could end with a coupon for the shoe. “This intelligence adds a whole new dimension,” said Rogers. “You are, in many respects, becoming your own publishers with this technology and can rival a small media company.”
Rogers said another way to build the business is through content-based advertising. “It takes a lot of planning — which apps to use, which content, how to refresh it and in what order, and figuring out what you want to say,” said Rogers. “It’s a different type of thinking but it pays off big.”
He had one more piece of advice, this time about Web sites: “People can’t resist a thumbnail. Use them. They go for it every time.”
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
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Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
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Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)