Existing website design analysis

Website design analysis

(Websites analysis is subject to spring time of year)

 -Michael Kors

What works as part of the design?

You are not overloaded with block colour and information which at first can be overwhelming to the viewer. You have the use of white colour around the content in the middle. This creates more of a hierarchy as this is a scroll down. This white space separates the colours and shapes making it easier to follow.

The use of shapes has been used to construct the design. Each section of shape is an internal link within the website.

Navigation throughout website?

The use of the arrows create the sense of direction throughout the website. This website is navigated through the use of the scroll down.

Colours used?

Common colour used is gold with a shimmery feel. This creates an essence of glamour and elegance.

The websites are constantly changing and keeping up with fashion trends so this colours are subject to change.

At the present moment for spring the colours are bright and colourful with hints of summer prints and fashion coming soon.

Typography used?

Most of the typography used is in the form of a sans serif typeface. This is with the exception of the main headings of the sections, which display a Serif typeface, which presents a more decorative typeface to stand out against the sans serif. This is also done in Italics, which adds to the design to make it stand out more as a heading to the reader.

What makes this website successful?

Destination Kors

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Destination Kors takes you on a day out in LA. It starts of the day with a perfect morning hike at the RUNYON CANYON PARK, whilst bearing in mind your clothing for the day. Lily says “My number one packing item for California is a great pair of sneakers for hiking.”

Destination kors is a great feature to the website allowing the viewers to gain an insight to LA along with the perfect outfit to match.

Blues Traveller is currently on the website as it is spring.

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Blues Traveller shows you the latest trends for this season. ‘Blues’ referring to the shades of clothes to handbags and accessories.

This is something to gain interest from viewers as they want to keep up with the latest trends. The imagery and choice of title is appealing as it makes you think of travelling and being out in the sun-enjoying life. This image is persuading you to look through the collection as you want to feel and look like this.

Conclusions and elements which could be taken forward into my design…

  • Having a added feature which could describe a location around the world and the perfect outfit to match.
  • Choosing imagery which can persuade and entice the viewers and the target audience.
  • Having a feature which will show the latest trends.
  • Selecting trend names and styles which appeal to the viewer.



What makes this successful:

  • The design has been narrowed down so it is clear for the user to scroll down.
  • Different imagery has been used on the opening page but still the same content is used.
  • The design is very simple and clean with the use of white space.
  • The imagery and bold headings create the hierarchy of information and make it clear what is separate from each other.
  • Each heading is the same as the website the clear bold sans serif typeface against the smaller typeface underneath.
  • The navigation bar has been condensed to icons for the user rather than having each of the headings of the website. This is a common and popular thing for mobile versions. It creates ease and simplification for the user.



What works as part of the design?

The use of white space creates an edgy feel to the website. It gives the essence and feel of a high end fashion brand but being elegant and bold.

Use of Photography is used which further adds to the high end fashion brand. The use of back and white imagery adds to the elegance and makes the brand have a classy feel.

Navigation throughout website?

The navigation is the same as Michael Kors where it is a scroll down. The images have internal links which you click on and will direct to another page.

Colours used?

The colours are very natural and neutral which is effective for this season trend of spring. As the imagery has colour and pattern the background is therefore minimal so that there is a distraction.

Typography used?

The use of the contemporary font of Sans Serif seems to be used throughout the website. This is common on the Internet as these fonts are clear and easy to read.

What makes this website successful?

The use of minimalistic design throughout works for this brand. It creates a high end glamour and feel of class and elegance.

The use of professional high end photography makes this website feel very established and glamourous.

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On the homepage there is heading such as ‘Modern functionality’ and ‘smart casual’ which appeal to different styles and people. These headings allow the viewer to select the appropritae heading to what they may be looking for.

What elements could be taken forward into my design?

I particularly like the cleverly chosen use of heading names to entice the audience, such as ‘step into fall’ and ‘cosy up.’ These quick simple headings add to the designer and make it sound more appealing to look into as opposed to ‘fall collection’ or ‘jumpers.’




What makes this successful:

  • Again the mobile version is very clean and elegant just like the web view. The user is directed through the mobile site with ease as it is designed so simply to the user.
  • The use of white space works in design as it departed each heading and image making it clear the user what is next.
  • There is a clear hierarchy of information which is achieved through the bold headings and white space.
  • Their navigation has been condensed to two headings ‘shop’ and ‘bag.’ The shop heading when selected opens a drop down menu of all the remaining categories which opens and fills that page. This makes it convenient and easier for the user when on their mobile phone.


What works as part of the design?

Very similar to DNKY. The design is bold and elegant with the minimal colour used in the background.

The imagery is bold and appealing with the choice of eye catching headings alongside.

Colours used?

This is similar to DNKY with the choice of colours as the imagery and photography has the colour. The colours are mainly blue jean colour. Nothing to expressive as it would deter away from the high end glamour feel.

Typography used?

Sans Serif font is used throughout the website. Bold and clean which creates the direct heading drawing you in.

The use of the bold type stands out on the headings with the adjectives drawing the viewer.

What makes this website successful?

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Promotions is what draws the user in to purchase. This offer is bold and direct which will instantly gain the viewers response.

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‘I am…in#My calvins’ is a global campaign for Calvin Klein this spring.

This concept allows people to express their individuality and imagination by allowing yourself to be free with who they are which creates its sensuality.

The new tagline is a call to action. “I ___ in #mycalvins,” which moves from the previous passive, solo moment of the static selfie to live action, supporting the concept that the movement and moments in life are what creates its sensuality and sexiness.

“This campaign is representative of how culture is evolving as we speak,” said Melisa Goldie, chief marketing officer of Calvin Klein Inc. “We’re bringing together a diverse mix of provocateurs with a unique collective of visual artists to create content that sparks and drives cultural conversation. Millennials reject labels when it comes to their own identities, and they want products that are personalized and individual, which we’re achieving as Calvin Klein moves toward further establishing itself as a lifestyle-centric global brand.” She said to do that, they have to recognize that people don’t want traditional one-sided advertising anymore. Instead, she believes, they want to participate in campaigns that capture their imagination.


What elements could be taken forward into my design?

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  • My brand is all about florals and patterns which is all about movement and being expressive. Therefore this idea of music or dancing could be incorporated into my brand and design.
  • The ‘I am…in#My calvins’ is a great added feature to this website as it appeals to everyone. This was a global campaign which was very successful with the use of celebrities used. This is something i could take forward into my website and implement in a form of accessory or item of clothing. This would also have the direct link to Instagram and would also appeal to a wider audience.
  • Promotions and offers draws the audience in to buy.




What makes this successful:

  • On this mobile version you also have the option to ‘sign up for the newsletter’ which also appeared on the web version.  Think shows the consistency from both versions and also it is successful as people do order from their phone so wouldn’t want to miss out on all updates from their newsletters. Also receiving a discount off their next order.
  • The mobile version design again has been smiled from their web version with the imagery and headings being the hierarchy of information to the user.
  • The mobile version is easy to follow and methodical to the user which makes it successful when searching and possibly purchasing a product.


-Ralph Lauren

What works as part of the design?

The use of photography is well considered as part of the design. Each photograph used is of quality and colour, which makes the overall design lively and real to the audience.

The use of imagery and models with the clothing adhering to the type of style. The examples are shown above such as ‘modern elegance’ the choice of colour and clothing blend and work well together. There are a selection of different types for the audience to look through this is current for the spring season.

Navigation throughout website?

The navigation on the website is in the form of a scroll down. Also the use of square imagery which has internal links for the viewer to click on.

Colours used? 

White background against black/ blue writing. The photography displays the colour which is bold and bright.

Typography used?

The use of the sub headings is in a Serif typeface whilst the typography underneath is in a Sans Serif typeface.

What makes this website successful?

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Ralph Lauren social is a new aspect to this sight which allows the viewers to look through a selection of images. These images are are about Ralph Lauren from clothing, shoes to stores and building. If you click onto an image from social media you will have the option to shop the item of clothing.

What elements could be taken forward into my design?

  • Ralph Lauren social is a successful part of the website which keeps the viewers updated and interested. I could take this idea froward into my design where there is a section of latest posts from people on social media.




  • Ralph Lauren have this advertisement on the website and mobile where they want you to join the fight against cancer. They are giving you 20% off your next order. Having this on both versions like Calvin Klein creates the consistency to the user also doesn’t allow you o miss out if you were ordering from your phone.
  • The mobile version similar to the others has been implied in hierarchy with the choice of imagery and headings. However on this design the imagery fills the whole space as compared to the other mobile versions. The imagery fills the mobile screen not allowing for any white space. Although i feel this still works are creates a flow for the user.
  • Again the navigation bar has been simplified so that it is condensed of the user. The icons at the top of the screen allow the user to click and a drop down menu will follow.


What works as part of the design?

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The scroll across is the first thing you see on the homepage this is instantly drawing the user in. There are multiple headings with the sue of imagery which have options to the viewer which give variety also a style guide to this seasons collection.

Navigation used?

The navigation is a scroll down through the website. There is also the use of imagery with heading which have internal links.

Colours used?

Minimalistic colours again is used in the background behind the use of old imagery which are on a spring trend.

Typography used?

Bold sans serif headings are used to capture the viewers attention. The use of bold internal links works as part of the design and navigation.

What makes this website successful?

The use of headings such as ‘Your time is now’ and ‘new vibes’ are successful in drawing the viewer in to see the latest on trend collections.

What elements could be taken forward into my design?

  • Selecting headings and names to draw the reader in on the latest trends.



What makes this successful:

  • Their mobile version is very similar to their web version where on the homepage they have the same imagery and choice of promotions at the top of the page. This creates the consistency and allows users on their phones not to miss out on any offers or promotions which are displayed on the web.
  • The mobile design similar to the website with the white space with the headings and imagery this creates a clear hierarchy to the user.
  • The navigation bar has been simplified in the form of icons and the top of the page which will follow with a drop down menu for the user.
  • Searching through the watches the user has the option to click in the heart which will allow this item to be saved to your favourites. This allows the user after viewing products to go to their favourites page and look at the ones which were favoured rather than going back through all the products again.




Existing logo designs

Luxury fashion logo designs why are they successful?

  1. Chanel Logo Design

Chanel is the first name that comes to many minds when luxury comes up in conversation. Part of this association is due to the brand’s carefully crafted image. The interlocking C’s originally belonged to the tony Chateau de Cremat, which gave the founder permission to use and trademark the image when the first Chanel store opened. The C’s are linked in a way that is reminiscent of jewelry chains, while the round shape and interlocking pattern hint at inclusiveness. The message that this is luxury merchandise we all can wish for has kept this fashion house a leader for decades.

  1. Louis Vuitton Logo Design

This company is the oldest fashion house still in business, with one of the world’s most recognizable logo designs. The L and V of the name are layered over each other to give a distinctive shape. The writing in the image is heavy with serifs to give a substantial feeling, while the full company name written below is in thin, unassuming lettering. The contradiction of substance and humility is attractive in a brand and may be part of the reason for the company’s longevity.

  1. Hermes Logo Design

This well known luxury brand began as a luxury leather goods shop—hence the Duc saddle seen on the horse in the image, as well as the noble cart shown hitched to the horse. The writing is extremely square, avoiding rounded shapes wherever possible for a very serious, straightforward image that is appropriate for a leather goods shop. While this image is more descriptive of the brand’s past than their present, luxury brands often focus on their history as a selling point. In this case, Fendi is no exception.


Gucci logo design

The Gucci logo is one of the great icons in the fashion industry and the Gucci brand is famous for is specialty leather goods. Gucci’s logo is simple – it is a play on the double ‘G’ of the name of the brands founder, Guccio Gucci.  The Gucci logo design is recognizable, elegant and classy. It conveys the company’s virtues of elegance, style and good taste.

As you can see, many luxury logos use contradictions not as a negative aspect but as a branding point. Another commonality (with notable exceptions) is the use of a simple, sophisticated black and white color palette. One thing that all companies can learn from luxury logos is how to sell emotion as well as a product. There is always a new product on the market, but if people have an emotional attachment to your brand, they will reject any competition and keep coming back to you. These brands use professional logo design to sell a dream, which is a strategy that all business brands can use for maximum success.

Top 10 Luxurious Logos

Elements and conclusions to take forward into my own logo

  • Chanel- The C’s are designed in a way which is reminiscent of jewellery chains.
  • Louis- The L and V are layered over each other to give a distinctive shape. The writing in the image is heavy with serifs to give a substantial feeling, while the full company name written below is in thin, unassuming lettering.
  • Hermes-The writing is extremely square, avoiding rounded shapes that is appropriate for a leather good shop.
  • Gucci- Simple and play on the double ‘G’. Elegant and classy stylish and of good taste.

Target audience

Young affluents provide the best growth potential: study

By Sarah Jones

March 14, 2014

Michael Kors was identified as a marketer successfully reaching a younger demographic

In today’s economy, luxury marketers should look more toward psychographics than income demographics when trying to pinpoint a target audience, according to a new study by Unity Marketing.

Consumers under the age of 45 spend enough to be one of the top two highest-spending customer demographics, along with those earning $250,000 or more a year. Since consumer willingness to spend is dictated more by age rather than income, marketers need to make sure they are working to target a younger demographic, which has a high growth potential.

“Affluents are feeling more positive about their financial situation, but that’s not translating into spending,” said Pam Danziger, president of Unity Marketing, Stevens, PA.

“The aging of the population, the older they get, the less likely they are to spend, and the more likely they are to save,” she said.

“Organic growth in the market is going to be hard to come by.”

Unity Marketing’s “Luxury Market Trends for 2014: What’s Ahead for the Affluent Market in 2014 and How to Take Advantage of the Opportunities” surveyed approximately 1,200 consumers from households in the top 20 percent based on income about their high-end and luxury spending habits in the fourth quarter of 2013, as well as their consumer confidence and their purchasing plans for the first quarter of 2014. The average income of respondents was $260,000, with 33 percent of those surveyed ultra-affluent, with household incomes of $250,000 or more.

Age before income
 Unity Marketing has found that the average income of luxury respondents surveyed since 2011 has been decreasing. Affluent consumers therefore cannot be expected to have consistently growing incomes anymore.

High earners not rich yet, or HENRYs, with incomes of $100,000 to $249,999, hold the greatest market potential for luxury marketers, since they outnumber ultra-affluents, with household incomes of more than $250,000, three to one.

To target the HENRYs, luxury brands should focus on justifying the price tag, using value-based marketing that showcases the quality, superior materials or outstanding service they can expect. The HENRYs are willing to make sacrifices in one area to achieve a wealthy lifestyle.

Video still from Hermès’ craftsmanship film “No Comment”

Ultra-affluents have changed their purchasing habits, spending more like those in the HENRY group, buying more premium and less luxury items. This means luxury brands either have to target the top 1 percent or expand their offerings at the premium level rather than luxury price to capture sales from consumers who are now more money-conscious.

The ultra-affluents’ spending has decreased while HENRY spending has remained fairly consistent since 2010.

Consumer demand for personal luxury goods including apparel, accessories, jewelry, beauty and spirits is up while spending in the same categories is down 31 percent. Consumers are likely looking for bargains or trading down to less expensive brands.

Guerlain’s Terracotta product range

Young affluent consumers between the ages of 24 and 44 outspend their counterparts aged 45 to 70. In the last two quarters of 2013, younger luxury consumers spent approximately 50 percent more than older consumers.

Change in attitude
The study identified Michael Kors as a brand that is taking the right approach to targeting young HENRYs. The clothing and accessories label finds younger consumers where they are on social media.

For example, the label expanded its social media footprint with its #MKTimeless Tumblr channel that connects enthusiasts who have an affinity for the brand’s watch collection.

The branded hashtag was inspired by a 2010 Twitter trend where enthusiasts used #MKTimeless to discuss their Michael Kors watches. The #MKTimeless Tumblr joined Michael Kors’ Twitter, Facebook and Instagram accounts that also use the hashtag to connect with enthusiasts (see story).

Michael Kors #MKTimeless Tumblr

“Michael Kors is really hitting for the mass affluent market,” Ms. Danziger said. “I think Michael Kors is just doing a good job at hitting what the HENRYs want which is high quality, dependable fashion but not ridiculous prices.

“There will be some people who will spend $2,000 on a handbag but there are a lot less of them than in 2006,” she said. “And I don’t think we’re going to go back to that kind of spending on a large scale. It’s going to be a a very competitive market.”

Luxury marketers need to make sure that any expansion of lower-priced items does not tarnish their luxury status.

As luxury brands look to tap into new consumer segments to gain greater market shares around the world in 2014, they should be wary of setting up too many diffusion lines.

Brands propelled by entry-level options such as Michael Kors had record-breaking sales in 2013, but instantaneous boosts that come from subsidiary lines are not always good for long-term development. Moreover, the rise of brands going public may increase the frequency of expedient moves that raise short-term revenue (see story).

Since the economic downturn, affluent consumers’ attitude toward spending has shifted.

Affluent consumer attitudes toward the economy rose into neutral territory with an index of 93 on a scale of 200, up 22 points from the year-ago period.

American Affluence Research Center’s “The Fall 2013 Affluent Market Tracking Study #24″ also found that the index for future business conditions dipped two points and the index for projected change in the stock market remained constant at an index of 106 (see story).

To reach a younger demographic, a different approach than the one luxury brands are used to will be necessary.

“Younger affluents are a distinct group too and we have to sell to them,” Ms. Danziger said.

“”They’re generally very practical and they want to spend their money on useful, practical purchases,” she said. “That’s why they spend so much on technology.

” I think being cautious is what’s called for in this environment.”

This is the pattern which the recent survey shows. It sends a clear signal that luxury brands can’t keep doing the same things and expecting to succeed. Marketers need to build connections with the young affluents, ages 24-44 years with incomes over $100,000, that are more willing than their seniors to trade up to luxury brands.

Danziger says, “Demand for high-end luxury goods and services is greater across the board among young affluents than matures, 45 years and older. What’s more, young affluents consistently spend about 50% more than mature affluents on luxury. Understanding this young consumer and what they value is critical to find growth in 2014 and in coming years.”

Ad-ology Research has discovered 34% of affluent adults, those earning incomes over $100,000 per year, have recently visited a winery or vineyard and  20% intend to visit a day spa in the next year. These visit rates are both higher than average.  Television advertising, followed by newspaper ads, (print, online mobile or tablet) and Daily Deals (like Groupon or Living Social) have the most influence on this audience and may be a good way for marketers to connect with affluents.

Summary of Research and key points to take on board:

  • Consumers under the age of 45 spend enough to be one of the top two highest-spending customer demographics, along with those earning $250,000 or more a year.
  • Since consumer willingness to spend is dictated more by age rather than income, marketers need to make sure they are working to target a younger demographic, which has a high growth potential.
  • The aging of the population, the older they get, the less likely they are to spend, and the more likely they are to save,”
  • Young affluent consumers between the ages of 24 and 44 outspend their counterparts aged 45 to 70. In the last two quarters of 2013, younger luxury consumers spent approximately 50 percent more than older consumers.
  • The study identified Michael Kors as a brand that is taking the right approach to targeting young HENRYs. The clothing and accessories label finds younger consumers where they are on social media.
  • For example, the label expanded its social media footprint with its #MKTimeless Tumblr channel that connects enthusiasts who have an affinity for the brand’s watch collection.
  • Luxury marketers need to make sure that any expansion of lower-priced items does not tarnish their luxury status.
  • They’re generally very practical and they want to spend their money on useful, practical purchases,” she said. “That’s why they spend so much on technology.
  • Marketers need to build connections with the young affluents, ages 24-44 years with incomes over $100,000, that are more willing than their seniors to trade up to luxury brands.

    Conclusions and summary of audience profile.

  • Women ages 20-45 and above but mainly between this range according to research.
  • Younger audience and between this range because of social media being a bit connection and link. Targeting women who frequently use social media such as Instagram being a main one in particular.
  • Willing to spend that bit extra but generally prices to be lower than other high ends such as Gucci and Channel. Michael Kors and Guess are the similar price range i want to blend.
  • Want to spend money on practical purchases.
  • Working women in a we’ll paid job.
  • Independent women.
  • Younger side of target audience would admire this self and want to be that successful women in high end job. They still purchase from my brand but more as a luxury gift not multiple accessories.


Celebrity influence/ social media

Luxury brands using Facebook commerce – Since this is the age of digital and Facebook is becoming one of a brand’s most prominent marketing channels, it only makes sense that marketers should rearrange their pages to allow social shopping.

In 2011, some luxury marketers have taken advantage of the landscape by letting customers buy products on Facebook.

One smart retailer out of the gate was Italian jewelry and accessories manufacturer Bulgari. It continued the push of its Mon Jasmin Noir fragrance with ambassadress Kirsten Dunst by creating an Enchanted Garden Facebook app where consumers can buy branded products.

Consumers can go to different parts of the garden where they can “check-in” via Facebook, discover new content and begin their purchase process.

Additionally, apparel designer Oscar de la Renta is using Facebook to sell exclusive products available only to fans of the brand on the social network site. There is one original item per month.

Furthermore, British label Burberry broke into Facebook commerce with the release of its newest fragrance Burberry Body.

Additionally, Diane von Furstenberg, on the other hand, allowed consumers to buy a limited-edition, Facebook-exclusive wrap dress with its wrap-of-the-month promotion.

By allowing Facebook commerce, luxury marketers are not only driving sales, but are keeping consumers coming back for more if they offer monthly exclusives similar to Diane von Furstenberg and Oscar de la Renta.

Examples of luxury fashion brands using Facebook:

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Social media

  1. Burberry Twitter Followers: 1,966,993 Facebook Likes: 15,480,163 Instagram Followers: 872,635 Always the first to market, Burberry is on everything from Google Plus to Instagram video. And the brand, which prides itself on technical innovations on- and offline, is careful to create the right content for the right platform. On Instagram, you’ll find lots of product shots, while Facebook focuses on video.
  1. Louis Vuitton Twitter Followers: 1,132,388 Facebook Likes: 14,292,047 Instagram Followers: 545,690 One of the first pure luxury brands to make its way onto several platforms, Louis Vuitton is great at conveying its message through the more casual lens of the web. The company’s ongoing “Art of Travel” campaign serves itself particular well to social media. 
  1. Michael Kors Twitter Followers: 1,320,917 Facebook Likes: 5,455,337 Instagram Followers: 952,841 The Project Runway judge’s congenial personality lends itself to the brand’s Youtube shopping videos and other fun initiatives.
  1. Gucci Twitter Followers: 799,048 Facebook Likes: 11,089,514 Instagram Followers: 696,714 The storied Italian fashion house’s latest social media efforts include a watch campaign released through Myspace.
  1. Dolce & Gabbana Twitter Followers: 894,137 Facebook Likes: 7,104,724 Instagram Followers: 384,188 Dolce & Gabbana was early to the social media game, and the brand loves trying out the latest platforms, such as Vine. 

Pick a platform

Brands need to remember that different platforms breed different responses.

L2 Think Tank’s latest social media report makes the case that Instagram is beginning to outstrip veteran platforms because of its proliferating and attractive user base, high engagement levels and ecommerce conducive format.

Visual commerce company Olapic collaborated on the report with insights, such as user-generated images presented on brand Web sites increase conversion by 5 to 7 percent and boost average order value by 2 percent. Luxury fashion brands such as Michael Kors, Burberry, Louis Vuitton and Marc Jacobs have emerged as dominant Instagram players, suggesting that Instagram is ideal for an “evolved form of window-shopping” (see story).

“Fashion brands have used their blog, Facebook, Pinterest, Twitter, Vine, Instagram, Keek, Viddy, YouTube and other social platforms to share their presence at fashion week this year and previously,” said  Brian Honigman, New York-based content marketing consultant and social media marketer. “What the social platforms that are most frequently used at fashion week have in common is the ability to quickly and easily upload visual content, both video and images, in real-time from a mobile phone and therefore, often giving front row access to a show as it’s happening.

“It’s important that any content being created for use on social media doesn’t interrupt the experience of in-person viewers, which is the most important rule,” he said.

“Consumers know that they can be sure to follow their favorite fashion brands on social during fashion week to see exciting content, so it’s important for fashion brands to not only meet these expectations but exceed them.”

Instagram Is Shaping Up To Be The World’s Most Powerful Selling Tool

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One-click shopping through Instagram isn’t yet possible, but MK found a workaround with #InstaKors – collecting email addresses from ‘Gram followers and connecting them to their profile handles. Fans that want to purchase something in an #InstaKors-tagged image can double click and an email with a direct link to the product featured will be sent to her inbox.

Social media competitions- Michael Kors.

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Michael Kors #MKTimeless Contest Leads To 50% Growth in Instagram Followers

Michael Kors, a brand that’s proved savvy with its social media over the years, has recently enjoyed success by engaging fans on Instagram with user generated competitions. In their latest contest they  invited fans to take photos of themselves wearing their watch and tagging it #MKTimeless, entrants were offered the opportunity to win a limited edition Kors watch. Such was the enthusiasm for the contest, over 3,000 of the overall 8,600 entries were submitted in the first 24 hours, ultimately boosting Kors’ Instagram following by 50%.

Why are social media competitions successful?

  • It creates a hype and buzz around the brand and social media
  • It gets everyone involved and creates more interest and intrigue building up the brands reputation.
  • Keeps loyalty with their customers
  • Customers could be in with a chance to win a Michael Kors watch.
  • Instagram allows people to see everyones shared post and refer back compared to Facebook and Twitter. These posts will be hash tagged and streamed through Instagram which can be showed worldwide for everyone to see. This creates and widnes the market and access to the brand thus inviting and intriguing new potential customers, and at the same time giving back to the exiting customers with the loyalty of being in win a chance to winning a new watch.

Michael Kors Makes Instagram Shoppable



Conclusions and elements to take forward:

  • By allowing Facebook commerce, luxury marketers are not only driving sales, but are keeping consumers coming back for more if they offer monthly exclusives.
  • Selecting the right platform for target audience. Instagram would be the one that would appeal to my intended audience as it is right in the treat of 20-45 year olds who frequently use this as a platform. Not everyone uses Twitter and Facebook has that many posts that you can always see and can be filtered. This means that you could miss out on an update or latest post. On Instagram the use of hash tags allow the sharing of posts which spread world wide to which anyone can see.
  • Use of celebrities allow people to have that instant attraction. It allows people to aspired to look to be like that, if ‘so and so is doing this i want to’.



Existing promotions/advertising

Advertising promotions

Signing up to a newsletter

Email Census 2013 found that more than half of responding companies achieve 10% of their sales directly from email marketing.”

-The examples below the email sign up arrived immediately to the user.

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Why is this successful?

By having the email pop up on a fashion webpage the user can be instantly connected with this brand. By giving the website your email you can receive information about latest upcoming deals and promotions.

From personal opinion i shop online frequently and have found this option of sending you email very useful. I receive emails all the time from retailers i have signed up with. This gives me the latest information about offers and deals.

More information: https://econsultancy.com/blog/63124-email-sign-up-forms-a-look-at-how-16-fashion-retailers-collect-customer-data/




Why is this successful?

  • Bicester village is one of many designer outlets which have up to more than 130 boutiques.
  • These outlets have designers brands from Ted Baker to Michael Kors.
  • They have promotions and offers to gain a range of people
  • .This vard above is a VIP card which allows you to have a discount in certain stores. This is something will will persuade people to buy from these luxury brands with this saving. The VIP card makes it more of a personal experience to the audience.

What could be taken forward/ elements/ conclusions?

  • I could take this idea forward for my new brand where you could get sent a VIP card from your first purchase. This card will have a validity date on it and could be used on your next purchase with use. This card can be used online and in store also.



Ralph Lauren promotion.

Why is this successful?

Promotions and offers to entice the viewer to spend within Ralph Lauren.

Drawing the reader in and gaining their interest making you feel special by giving you a gift.


Bicester Village calendar of events to hand out to public.

Why is this successful?

Allows reader to see upcoming events and promotions. Along with choice of food and music all adding to the unique shopping experience.



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Ideas/elements which could be taken forward into my brand

  • Pattern and print is key to my brand.
  • Having background of prints and patterns from my brand would work well.
  • Having names for the each collection and types of elements to my brand such as ‘Lace’ ‘Florals.’
  • I like the transparency paper with the pattern this adds substance rot the catalogue and makes it more appealing whilst highlighting the pattern within the clothing or accessory.

High end magazines: Bazaar & Glamour

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Luxury brands perfume:

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What value do fragrance lines add to a luxury brand?

  • Some experts believe that marketing less-expensive items such as fragrances and cosmetics will help keep them afloat during a spending suspension in light of threats of a double-dip recession.
  • In fact, an increase in cosmetic sales have been historically linked to cases that show consumers will stop spending money on pricier luxury items such as handbags and couture during economic townturns (see story).
  • This could be why luxury houses are fighting so fervently for their fragrance lines.
  • Consumers who cannot afford branded couture, footwear or handbags could use fragrances as an entry point into a luxury label’s world.
  • That said, brand extensions can be tricky and could lead to negative consequences, such as lower price points, letting in a lower-end customer base.
  • However, since Louis Vuitton is already well-known for its high quality and luxury status, neither Mr. Ries nor Mr. Ramey thinks that it will damage the brand.
  • “The potential negative effects with lower price points is a lower-end customer base and the denigrating of the brand in the eyes of their traditional affluent customer,” Affluent Insights’ Mr. Ramey said.
  • “[However], certain luxury brands, including Vuitton, seem to have the brand elasticity that allows them to expand,” he said.

Calvin Kleins new fragrance:


Following on from the success of the brand’s previous fragrance launches, the advertising campaign for Reveal Calvin Klein features supermodel and Calvin Klein brand face Doutzen Kroes and British actor Charlie Hunnam in the erogenous embrace of a modern high-rise apartment.


Why is this successful:

  • Having a perfume is an extension to the brand
  • Consumers who cannot afford the higher end could use fragrances as an entry point into luxury label’s world.
  • It shows you want to expand your brand
  • Selling fragrances in department stores makes the company an indisputable force in the beauty industry.




2013 saw Burberry re-invent the love letter in digital form. Their clever campaign allows users to email letters to their friends and loved ones, sealed with a kiss that exactly reproduces their unique lip-print. The technology uses a simple webcam or smartphone camera to capture the lip-print of the letter sender and imprint it on the digital letter. Of course, users can also pick the shade of the kiss from amongst Burberry’s catalogue of lipstick colors.

The creative campaign teamed up with Google to get social media users sharing love, while simultaneously disseminating Burberry’s brand name. It was picked up by fashion bloggers, enjoyed weeks of publicity on sites like Facebook and Twitter, and was widely shared on Google+.





Eddie Redmayne and Cara Delevingne for Burberry

Burberry produces quintessentially English fashion, and chose two Brits who suited the brand well. Both actor Redmayne and model Delevingne fronted the brand’s spring/summer 2012 collections, sporting clothing in chic mustard and brown tones, as well as modern takes on the iconic trench coat. The brand capitalized on these stars’ moment in the spotlight: Cara was the model of the moment and Eddie was just about to start promoting the hit film Les Mis.

Nike ‘Just do It’

In the early 1980s Nike was not known for its fashionable sports clothes, and competitors like Reebok instead held the share of the market. Keen to be known for more than just a training shoe, Nike embarked on the ‘Just do It’ fashion campaign. The adverts targeted a wide audience and made it cool to wear sports clothing as casualwear, not just for exercising. This was a great success and in the 1990s their market share went from 18% to 43% and their sales vastly increased too.

Beckham for H and M

High street favourite H and M used world-famous David Beckham in 2012 for its Bodywear fashion line. Black and white photos of the footballer wearing tight underwear could be seen on billboards and in magazines, with his trademark tattoos and athletic body on show. We’re not sure how many men were drawn to purchasing H and M’s boxers, but the ad campaign was a hit with the women!.

Kate Moss for Calvin Klein

The world’s most famous model can partly attribute her success to the fashion campaign for Calvin Klein in 1992. Kate Moss was just 17 at the time, and made a brave decision to front the campaign, appearing topless with actor Mark Wahlberg. Despite the campaign launching her into stardom, Kate Moss has revealed more recently that she had a ‘nervous breakdown’ straddling Wahlberg for the photo shoot.


Why is this successful:

Roman (1976) gives other examples which include ‘Just do it’ Nike, and ‘No cavities’ Crest and ‘Think different’ Apple. The book explains, “Each of these campaigns helped build a brand recognized around the world. They did it with many different individual advertising executions in a variety of different media. What they have in common is consistent and coordinated programmes in all media over a long period of time. Brilliant one-shots make an impact and may work in the short term.”

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Steal Their Style: 7 Retail Brands Bringing Life To Their Digital Marketing


Different forms of fashion marketing

Examples of marketing ideas 2011

“Between stock market inconsistency and spending frugality interspersed with random surges in spending, consumer behavior was almost untrackable in 2011. Therefore, marketers were forced to up the ante and, as a result, had truly mind-blowing ideas.There were a lot of marketing ploys this year – some were good, some were bad and others even went unnoticed. However, there were a few game-changing ideas that irrevocably changed the luxury industry.

Some examples of luxury banded ideas 2o11-

Tiffany & Co.’s What Makes Love True campaign

Tiffany allows consumers to peek inside its branded world with the What Makes Love True microsite and mobile app.

What Makes Love True shows real-life videos, stories and curated customer content mixed with romantic movies and songs. What Tiffany did was create an environment that epitomizes the branded lifestyle.

What Makes Love True shows stories and videos from Tiffany customers on how the couples met and fell in love. There are also sections for curated content from consumers to share love stories and a map where consumers can pinpoint a place in New York where a monumental relationship moment occurred.

Tiffany’s What Makes Love True site

Furthermore, users can browse through love songs, romantic films and lounges and bars in New York to spend time with that special someone.

To add to the marketing, Tiffany created its own channel on the Internet radio service provider Pandora that was a list of all love songs from artists such as Jack Johnson, Beyonce and Train.

Consumers were served an ad on Pandora’s iPhone app where they could click to download the app.

The jeweler also marketed What Makes Love True through its Web site, social media pages and additional iPhone and iPad apps.

What Makes Love True intertwined Tiffany and the idea of true love, likely allowing the brand to increase sales on its most famous product – the engagement ring.


What makes this successful?

This is about real people are real lives which instantly allow people to relate. It shows how couple first met and fell in love, the captivating moment would draw the viewers in. This makes this very real and sentimental to the viewers. This would ultimately get more people inserted and intrigued also to share their own stories. This then build ups customer interactivity and brand involvement and would finally increase sales.

Chanel optimizes site pages for mobile

– Chanel led iconic luxury brands through the mobile-optimization of its makeup, fragrance, watch and jewelry sites.

The brand left behind key competitors such as Christian Dior, Louis Vuitton, Hermes and Gucci, which do not have optimized sites, by adding another way to showcase its products.

Users could search for and browse through fragrance, makeup and skincare products, as well as special offers and a store locator starting in February.

Consumers could also quickly buy products from their phone.

Chanel added to this strategy by allowing users to view its fine jewelry and watch sites on mobile devices.

Chanel optimized the sites for mobile

Users can learn about watch information and manufacturing, complete with video and high-resolution images, on the “What’s New” section of the site.

Consumers can tap on a jewelry or watch collection and can swipe the page or tap on the arrows to move through the products.

The chosen piece is brought into a spotlight, where users can further examine the pieces with pinch-and-zoom.

Chanel took this opportunity to not only showcase its products in a beautiful way in a new platform, but also to position itself as a tech-savvy brand in-tune with changing times.

What makes this successful?

This new platform allows the users to learn about all the product information as well as the manufacturing. The main function being that users can purchase for their phones. The users can look at products in a beautiful way which can allow the users to further examine the product in detail almost like in person. Having a mobile site is now more common and is something to definitely take forward into my design approach.


Website: http://www.luxurydaily.com/top-10-luxury-branded-ideas-in-2011/