The Role of Luxury brands in Social Media

There is a trend that more and more luxury brands notice the importance of social media and they are going to make full use of it. Now the social media era is coming in luxury world. 

Christopher Bailey, the alumni of our university, the creative director of Burberry says Burberry now is more like a media company rather than fashion house. The video above is about his discussion of future social media and Rosie the supermodel's opinion about Burberry strategies.True, nowadays Burberry spends a huge amount of expenses on digital media, say Facebook and Twitter for example. Besides, it also explores more new media platforms and technologies from Sina Weibo (Chinese Twitter) to livestream fashion show online, Burberry now is social media expert.

In terms of luxury houses, now most of them realise that social media plays a significant role in PR and marketing strategies, in order to gain more audience worldwide. Another example, french luxury house Dior, aiming to expend Chinese luxury market by releasing online magazine, whose title is a big Ni hao! Hello in Chinese. That's fun, it is a good way to communicate with Chinese customers for sure, and make them feel closer from other side of the world.

Looking at the another french luxury brand Cartier, they produced a short movie called L'Odyssée de Cartier. The film was released on both official website and facebook. The facebook timeline is also changed into a elegant leopard. Now the update has already gain more than 3,200 likes and nearly 120 comments. Even it is expensive, it is also another good way to attract audience's attention. The social media strategy really looks like a piece of art in an audience's point of view, creative designer of Cartier believes so as well. Enjoy the story below!

                                          

All in all, as a part of social media and PR strategies, it is associated with elite culture through digital media like Burberry or it is penetrating emerging markets with targeted content with own brand culture such as Dior and Cartier, one thing is no doubt: Luxury houses are making their efforts to gain more attention from public in variety of creative and interesting forms. As a PR practitioner, it is high time to learn from them. 

Reference:

Burberry: as much a media company as a fashion company

http://mashable.com/2011/09/21/burberry-media-fashion-company/

Dior aims at Chinese luxury market via online magazine

http://www.luxurydaily.com/dior-aims-at-chinese-luxury-market-via-online-magazine/

Online Buzz Research: Using social media in the luxury industry

http://marketing.wavemetrix.com/1103_Luxury_social_media_summary_v1.pdf

PR Case Study-Stop Kony Campaign

Named as "Stop Keny" video is going viral, from Youtube to Sina Weibo (Chinese Twitter). I am very surprised that even in our PR class, our Issue PR lecturer also  asked us to discuss the magic video and learn from it. How come?

Generally this new campaign spreading across the Internet says it has one goal in mind: To bring to justice Joseph Kony, the Ugandan leader of the violent, child-recruiting Lord’s Resistance Army (LRA). The aim of Kony 2012 is to make the man famous, in order to raise support for his arrest by international justice. Thanks to the film-maker Jason Russel, now the video has provoked a heated discussion about its good and bad sides.

In my point of view, first I saw this video which reminded me of several key words: advertising, lobbying PR and celebrity endorsement. It is pretty obvious to see publicity is everywhere: leaflets, brochures and posters, and in the end, don't forget to donate money. As for lobbying PR, not only UN but Obama wrote a letter to the Stop Keny team in person, mainly to promote the campaign in a higher level. Besides, Many celebrities have already spoken out in support of the campaign such as Oprah Winfrey, Ryan Seacrest, Rihanna, Justin Bieber, George Clooney, Lady Gaga, Bono, Kim Kardashian, Diddy and Ian Somerhalder just to name a few.  

But now it is a buzz, it seems that you have accessed Facebook, Twitter (# Stopkony), Google, Renren (Chinese Facebook) and Weibo, you should know Kony. Besides, tradition media also give it a go, the Guardian, the Huffington post, they are just a few name of a large media group. For this point, we can say that the campaign is successful,  the immense media coverage makes the campain in the spotlight. It gains global awareness and get together with people from all over the world. Not many PR campaigns can do the same to achieve a wide range of audience worldwide and communicate so quickly.

However, it shows some bad news as well. Last month the co-founder has been arrested  not for being releasing the video but for being drunk and masturbating in public due to high pressure, according to the San Diego Police Department. Even the picture above him and smiling African children is touching, it drops a dirty spot on the campaign because of his scandal. 

Still, despite of his misbehavour, the campaign itself truly succeed, which is a sound example for PR people to watch and learn.  As the group's Chief executive Ben Keensey said: "I understand why a lot of people are wondering is this just some slick, kind of fly-by-night, slacktivist thing? when actually it is not at all. It is connected to a really deep, thoughtful, very interntional and strategic campaign." Here it goes.

Reference:

The Washington post: Invisible Children responds to criticism about "Stop Keny" campaign

http://www.washingtonpost.com/blogs/blogpost/post/invisible-childrens-stop-kony-campaign/2012/03/07/gIQA7B31wR_blog.html

Here and Now, Kony 2012

http://hereandnow.wbur.org/2012/03/16/kony-2012-video

3 News, Kony 2012 Campaign master baits police

http://www.3news.co.nz/Kony-campaign-master-baits-police/tabid/417/articleID/246996/Default.aspx

PR Evaluation: Basic Role for both collecting media clips and proving value of PR

In this Issue PR class, our lecturer introduced evaluation part to us, mainly to discuss about its function, collecting solely press clippings or proving effectively the value PR.

The topic seems to be a little dull to the class, but I have to admit the fact that nowadays evaluation plays in an essential role in PR industry. It is like the score picture shown above. No matter the score is below standard as 5.2 or high above standard as perfect 10, evaluation does exist in almost every PR campaigns (especially those good ones). According to teaching content, there is a quote from Barcelona principles for PR measurement 2010, which points out the importance of PR evaluation:"Goal-setting and measurement are fundamental aspects of any public relations program". Truly, when I look back to the best PR campaigns selected from PR Week in 2011, going through to each campaign itself, I find out that they all mention about the evaluation part and the measurements are realistic and achievable as well.

In my point of view, collecting media clips is one of roles in evaluation, with the development of social media, adding more facebook likes and twitter fans are also goals in evaluation.So how to prove the PR value? I read some other PR websites and here I can conclude some tips to share with you.

First, it must be back to basics-to the goals and objectives in PR campaigns. We learn SMART (Specific, Measurable, Achievable, Relevant and Timely) format in PR classes, which is definitely useful to devise a meaningful form of evaluation.

Second, based on campaign aims select key performance indicators, such as ROI, KPI and so on. These elements should reflect the goals, and help you to create tangible outcomes.

Third, monitoring traditional media is a key in evaluation. Media coverage is the starting point for traditional evaluation techniques (as I mentioned).Collecting all clippings and brief them thoroughly, summarising the conclusion of the campaigns about what you are issuing, when and to whom, etc.

Finally, pay attention to new media. It can't be denied that in many areas, the internet is more influential than traditional media, specially some social media channels (Facebook and Twitter). We should monitor the web appearances and review newsgroups, blogs and RSS feeds for getting more knowledge and preparing for next campaigns.

Reference:

Internal material, University of Westminster, 2012

The best PR campaigns in 2011, PR Week,http://www.prweek.com/uk/features/1124547/Power-Books-Top-5-PR-campaigns-2011/ 

PR Evaluation-A Practical Approach, Free PR Advice and Tips,

http://www.free-pr-advice.co.uk/prevaluation.htm

Luxury& Art collaboration: Creation of Win-Win Situation and Clear Move of PR Strategy

In fashion world, creativity always comes first. It is not hard to understand these days luxury houses admire art and try to find a moment to collaborate with it.As a vivid English saying goes, win-win co-operation.They show up their aesthetic taste and also enjoy the harvest from the collaboration, gaining a wide range of media exposure. What a beautiful PR move.

Recently, news from No.1 luxury house is truly supporting my opinion.Marc Jacobs of Louis Vuitton (LV) continues to push fashion and art collaboration to the cutting edge with his latest partnership with the contemporary Japanese artist Yayoi Kusama. The iconic “polka-dots” designs will be launched in July 2012.Kusama’s art will decorate a range of Louis Vuitton products including handbags, footwear, watches, jewellery and apparel items. The collection is called “Infinitely Kusama” and has  been described as “Louis Vuitton encounters Japan’s most prominent avant-garde artist”.

Apart from that, it is also a good channel to show the brand.  Louis Vuitton is sponsoring the upcoming exhibition of Yayoi Kusama’s life’s work at Tate Modern in London. The exhibition will run from 9 February to 5 June 2012 and will show nine decades of Kusama’s art. A couple of my friends have visited Tate Modern to see her exhibition, all the answers are similar: it is fantastic. They themselves feel inspired as well. And I often see the advertisement presented in underground, a clear line saying "Sponsored by Louis Vuittion". Chic and concise.

Personally I do think it is very inspiring move. As an art lover I am, not only fashion houses give the audience a fresh impression of aspiration of art, but also they create a widespread buzz, straight to the point. I would like to say it is creation of win-win situation and clear move of PR strategy. Luxury and art, it sounds they are supposed to be bound together.  

Reference:

Art Radar Asia, Louis Vuitton gets Yayoi Kusama’s polka-dots,
http://artradarjournal.com/2012/02/14/louis-vuitton-gets-yayoi-kusamas-polka-dots/


Louis Vuittion, latest news, www.louisvuitton.com/ 


Tate Modern, Yayoi Kusama,http://www.tate.org.uk/modern/exhibitions/yayoikusama/

Fashion PR, is Your Fabulous Choice?

Nowadays, more and more PR graduates are eager to squeeze in fashion world,from being volunteers in Vauhall Fashion Scout to being interns in various fashion houses. True,it is likely a fashion career trend today. Is it really your fabulous choice to work in fabulous fashion PR? Here I'd like to share you with a video about it. If you can't open the video, please move to   https://www.youtube.com/watch?v=dikk4cRYSQ0 

           
                 

In the video we interviewed 3 people who work in fashion public relations, that is, in PR and Marketing department of Ozwald Boateng. From PR manager to PR assistant, they introduced all their work routine on daily basis, their opinions about fashion PR and their career paths. Besides, a variety of information about Ozwald Boateng was included, some clippings are very exclusive, the interview of Ozwald himself and catwalk feature, in particular.

After enjoying the video, what you think of fashion PR? Any further thoughts? Let's me conclusion some tips from the video, hopefully it enables to give you some illumination about fashion PR and your PR choice. 

                           

                         

•   Fashion PR is fabulous, but in the meantime it is very fatiguing as well.If you can't stand the high pressure and time schedule (especially during fashion weeks and events), it will be too much for you. Yes it is bitter, but little warning is better than white lies.   

•  Interpersonal skills are essential. While you feast all fashion events at all levels, you should be careful about your manner,  communications skills in every minute. Remember, you are standing in front of flashlights. Any tiny mistake will be enlarged and spreaded all over the place.

•  Hold your dream tightly. Once you have determined to enter the fashion PR world, get yourself ready. You know, good things always come to those who wait. Surely you heard of this, as highly competitive work it is, it is very hard to get. Seize your moment!

Reference:

YouTube, Is it great to work in fashion PR? https://www.youtube.com/watch?v=dikk4cRYSQ0

Internal material, 2012, Ozwald Boateng

Vouge,2012, http://www.vogue.co.uk/fashion/autumn-winter-2012/mens/ozwald-boateng

YouTube, Ozwald Boateng Presentation, http://www.youtube.com/watch?v=ho3hPt8XVyQ

YouTube, Ozwald Boateng Catwalk, http://www.youtube.com/watch?v=l3Jhc8X4zpc&feature=related

YouTube, A Man's Story, http://www.youtube.com/watch?v=WDDJIUMC5LA 

YouTube, After Catwalk, http://www.youtube.com/watch?v=okMoDFy_ZYI 

Catwalk Show: a shining tactic of fashion PR

The catwalk picture of Burberry Fall-Winter 2012 at London Fashion Week is shown above.

London Fashion Week just finished for a while and Milan Fashion Week has already started, followed by Paris Fashion Week. All the fashion weeks in fashion capitals are full of catwalk shows to present designers' collections. It seems to me that it has already been a PR routine for fashion houses to promote their collections, from garments to accessories.

This season, Burberry is the King of fashion shows to draw great attention during London Fashion Week. According to EDITD, the fashion and luxury insight website shows a report  "who and what got people talking from the week's shows? " The number one is Burberry, having a long lead on other brands, which is followed by Topshop. (seeing as below) As you can see, all rates of Burberry's shows are far much higher than other fashion brands, which also demonstrates that fashion shows as a successful PR strategy in Burberry. 

Especially for top luxury brands, Burberry, for example, believes that catwalk shows play a vital role in fashion industry. A journal The Buberry Business Model written by Christopher Moore and Grete Birtwistle points out that fashion shows are one of the three core strands to the Burberry communication models, along with advertising and editorial placement. As for me, it is a shining PR tactic to gain media coverage and create a buzz. Like Burberry A/W 2012, the featured transparent ceilings, with typical British rain, models hold the umbrellas of the latest design, which leaves a great impression of audience. Yes, the price of the show could be expensive, but it well deserves the wide range of media exposure. You know, no pain, no gains.

Information:


Burberry show online: 

http://uk.burberry.com/store/shows/#/aw12-womenswear/show

Moore, C.M and Birtwistle G, (2004) The Burberry business model: creating an international luxury fashion brand, International Journal of Retail & Distribution Management, Vol 32. Pp412-422

EDITD, who and what got people talking from the week's shows
http://editd.com/reports/aw-12-13/london-fashion-week/

The Rising Role of Women in PR: NO Glass Ceiling Any More

                           

The picture is from an article online, which was written by a female PR professional. Interestingly, the headline is very close to my topic: PR is no longer a male dominated industry.

Over the past 20 years, there has been a flood of women entering the field of public relations. Statistics from the US Department of Labor (1997) show that although women account for 58.7 percent of the US workforce, more than 65 percent of public relations specialists are women. In 1970, the number of womenin PR was at a mere 27 percent. Today, by some expert accounts that figure exceeds 80 percent. The male-dominated PR industry has become a history.

Let's look at some other examples which a glass ceiling doesn't really happen in PR:

• People I know:Sally Costerton, CEO of Hill & Knowlton and chairman of PRCA who just gave us a fabulous PRCA career day event hold in National Science Museum, one of the most glamous female PR practitioners I have ever known in life;
• Others:Jane Wilson is CEO for the CIPR, Gini Dietrich,the founder and CEO of Arment Dietrich, writes a killer blog called Spin Sucks, and is one of the hosts of the InsidePR podcast; Candace Kuss, the Director of Planning and Interactive Strategy Director at Hill & Knowlton.

Thanks other Candace gives me (Candice) a bright courage to continue my PR career path. Fair enough, I am sincerely delighted with these facts and figures in PR industry. No gender discrimination, what we should do is to try our best to be professional PR people. How wonderful is that.