Clever Idea #2 — Fashion and Hotel Tie-in

hotel and fashion tie inHow to give value add to top spending hotel guests, generate restaurant traffic and publicity at next to no cost? In a hotel and fashion tie-in, The Four Seasons Miami teamed up with Neiman Marcus to create a pop up store by tying in with the Sony Open Tennis tournament. The one day shop featured fashions and accessories for women and men – from shoes and hats to shirts, jackets, skirts and jewelry. The theme was “Spring Trends and Tennis Looks to Wear to the Match”. Hotel guests were invited to stop by with signage throughout the hotel, and guests at top suites got a Neiman Marcus gift card good for the pop up store or their store in the Village of Merrick Park. The pop up was located across from Edge restaurant, an effective way to stimulate restaurant and bar traffic.The hotel bills the promotion as the first in a  series of fashion, cultural activities and exhibits to enhance the guest experience.

Hotel Shopping Takes a Leap

We’ve come a long, long way from hotel shops as just a place for guests to buy needed or forgotten toiletries and beach items. The first major change was the advent of  shops with curated fashion and jewelry that made a statement about guests’ style and budget as in what would a Peninsula Hotel guest wear? A “W” hotel guest? Later came fashion exclusively designed for the hotel or resort that made a statement about pedigree and the kind of company the resort keeps (as in Christian Louboutin’s espadrilles for One and Only Palmilla). For the Clinton Hotel in South Beach we came up with the idea of a room service lingerie menu which fit in  with our positioning of the hotel being sensual, seductive, with a French touch. Or for the former Regent Bal Harbour, we offered a fashion emergency button on a mobile phone where guests could dial up a dress or suit for the evening from Neiman Marcus. Now, according to the New York Times,  the St.Regis Bal Harbour Resort in Miami Beach has taken this to the next level. When guests check into the hotel they find a closet stocked with clothing that personal shoppers have chosen with them in mind. The clothing is selected by a shopping team at Neiman Marcus based on an online questionnaire guests fill out specifying their  favorite style icons such as the “Mad Men” character Betty Draper. The James Hotel in New York offers something similar: guests find a box of accessories by New York designers chosen by celebrity stylist Mimi Lombardo. And payment? If an item is missing, it’s considered a purchase.

Social TV & The Hashtag

With 41 percent of tablet owners and 38 percent of smartphone owners using their device daily while watching TV (Nielsen), US broadcasting programs are finally getting on board the Social TV train, and the public is responding. Example – Victoria Secret Fasion Show

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Fashion trucks deliver retail to customers

The next step up the evolutionary ladder? Fashion trucks aka “boutiques-on-wheels” stocked with clothes and accessories are popping up across the country in ever growing numbers. High fashion designers such as Alice+Olivia and Cynthia Rowley, have launched their own fashion trucks driving throughout the country and making stops in various cities showcasing their lines on trucks.

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Luxury Cars Extend Brands, Diversify Products

Brand extensions have worked for some of the world’s most respected luxury brands. Ferrari sells cars, and that’s what everyone knows them for. But they’ve also very good at selling a variety of other products under the Ferrari logo. This has not jeopardized the brand because consumers can differentiate between these categories but it only works because Ferrari is not compromising on the status and luxury level of their cars or their brand extensions – and this is the reason why diversification works very well for Ferrari.

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Unapologetically Expensive: Hyper Luxury Back In Fashion

99% vs. 1% was the rallying cry behind the Occupy movement. Despite this, the richest elite haven’t been shamed into downsizing their purchases. From mega real estate and new luxury magazines targeting wealthy men, to haute bijouterie and one-of-a-kind travel experiences, unapologetically expensive purchases are back in fashion. There’s one caveat: buy what you want but don’t flaunt it.

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Building brand awareness through film

And were not just talking product placement. Film is emerging as the latest, creative awareness tool for brands looking to stand out, attract a newer audience, and make a statement. The Roma Cinema Etoile, a historical cinema in Rome that’s been closed for over twenty years, has reinvented the space as as a Louis Vuitton store complete with an in-house screening room.

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Marketing to Affluent Men – Fashion

In today’s hyper-competitive environment, luxury marketers that want to win must stay vigilant in tracking the shifts, turns, and changing preferences in their affluent consumer market. And what we are seeing is men are coming into their own in several industries. The affluent male segment that is. More industries are narrowing your focus (and narrow it more and more and more – almost to pinpoint).

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Cultural, Heritage and Shopping Tourism – One Travel Conference

Just back from ONE Travel Conference in Orlando, which was geared to cultural, heritage and shopping tourism. Kudos to conference producers, Rosemary McCormick and Sheila Armstrong, for a fun, well run and informative conference. We tweeted some intelligence, interesting facts and figures, and social media tips, but in case you missed it, here’s a roundup:

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Gamification – The hunt for value evolves

Deal hunting needs to amuse, to be fun. Look for more gamification as brands will have to engage and entertain to build brand loyalty. Jimmy Choo created a virtual scavenger hunt to introduce its first sneaker collection – “Catch a Choo” – a quasi-scavenger hunt around London. When followers saw that a pair of sneakers had “checked in” somewhere in the city, the first to arrive there before the sneakers “left” could pick a pair in the style and size of their choice.

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