Today humankind has seen the expansion of the cell phone. Apple’s iPhone is one of these that allow its users to have the world at their fingertips literally. It features touch screen, internet/e-mail on the go, thousands of applications, instant messaging, video capability, etc. Christian Dior has launched a new advertisement entitled “The Lady Noire Affaire” (http://www.ladydior.com) Dior is attempting to add luxury fashion to the mobile world. It is a new application offered on the iPhone and features a campaign for the promotion of the classic Lady Dior handbag. Through this application users can view the black and white Alfred Hitchcock inspired film and the makings of it. There is currently a high global demand for luxury designer goods and thus designers are finally learning to change and modernize their marketing techniques to meet the mobile public’s expectations. In adapting the cell phone advertising techniques allows for luxury brands to increase interaction with its buyers and allows for an extremely personalized experience. This personal connection only deepens the fashion designers’ relationship with the public.
With their short film, Dior is building the anticipation for the release of the 2009 Lady Dior bag. In a further effort to increase sales of the new handbag they have used social media tools such as Twitter where clues about the short film are revealed every day until the release date. The real test of how successful this campaign is will be in the sales numbers of the marketed handbag. This is a very innovative and timely fashion campaign that I feel stands out amongst others I have seen. It is using a whole different medium to increase enthusiasm for the luxury brand. Other fashion designers, like Stella McCartney and Gucci, are jumping on board in the effort to change fashion marketing techniques all together. As fashion and technology change the tactics used to market, new seasons need to be changed as old magazine advertisements are not going to reach as many people in a mobile web dominated world.
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