Go Back
  • Posted by: Brittany Waterson on Wednesday, February 26 2014 03:04 PM | Comments (0)
    Paris Fashion Week Live

    Fashion Week, held every February and September in New York, London, Milan and Paris, is known for ushering the newest styles, trends, and designers into mainstream fashion. The season will come to a close in Paris this week, where brands like Louis Vuitton, Christian Dior and Lanvin, are now showing their collections. For the past few years brands have become more experimental, pushing the digital envelope and integrating technology into their fashion shows. Streaming shows live and posting photos immediately online are trends that have now become expected from Fashion Week. Within the last few years, fashion brands are working in different ways to connect with consumers and bring new concepts to reality.



    Alexander Wang chose to host his Fall 2014 show in Brooklyn. The invitations were heat sensitive and arrived with step-by-step directions to the venue. The brand also teamed up with Uber, an app-based cab service, providing 30% off Uber transportation. The invitation was a foretelling of the heat-activated fabric Wang used in his collection. For the show’s finale, models were positioned under heat vents as the fabric changed colors under the presence of warmth. The brand is not the first to debut this type of technology, but certainly one with the most brand recognition.

    For the Rebecca Minkoff Fall 2014 fashion show, the brand used the social media platform Keek to post behind scenes videos. The company’s CEO Uri Minkoff believes customers appreciate an insider look at the brand and connect more with raw and un-edited content. Rebecca Minkoff has also used its large social media presence in past fashion weeks to debut looks to customers via Tumblr and Snapchat. The value of a brand’s social media following is indispensable and helps create a highly engaged audience, welcomed into the brand’s inner circle.

    Marc Jacobs opened a pop-up shop for his fragrance, Daisy, in New York City on the first day of Fashion Week. Formally called the Daisy Marc Jacobs Tweet Shop, the store employed social currency; visitors could use the hashtag #MJDaisyChain and receive a branded gift from the store. Exchanging branded items for social media posts is an innovative concept to spread awareness and reward customers for their endorsements.



    Burberry is one of the most digital brands in the luxury sector. Constantly pushing the tech-envelope, Burberry looks to merge digital and physical touch points across its brand. From teaming up with Apple last year to opening a till-free beauty boutique, Burberry has championed an array of successful innovations. The brand has also successfully expanded its “Runway Made to Order” service, which now includes menswear, womenswear, and cosmetics available for purchase and personalization, straight off the runway. For its most recent Fall 2014 show, Burberry created heavy engagement on social media, posting exclusive photography, videos and original Vines.

    “Burberry’s strength is very much in asserting its sense of self while demonstrating its sensibility to an evolving world and consumer. As such, the brand is looked to as an adept and agile maestro of the experiential” comments Rebecca Robins, Director EMEA & LatAm for Interbrand and co-author of Meta-luxury: Brands and the Culture of Excellence. “This is a brand that has embraced the very premise of tradition as innovation, remaining true to the threads of its core values, while working constantly to ensure its relevance for generations to come."



    "The question for brand owners," Robins adds, "should be how does innovation add value to the brand? How do innovations add value to how consumers engage with the brand? In the same way that leading luxury brands dispense with the very term 'luxury,' technology comes as standard. The brands that truly embed the magic and logic of innovation and the magic and logic of brand as central organizing principle, will be the ones that we will be reading about long beyond the runway.”

    Fashion Week is a time for brands to showcase their ability to experiment and further position themselves as innovators in the fashion industry. Strides and advancements made in past fashion weeks have now become expectation. While some fashion brands are still slow to embrace it, technology is a new way to tell a brand story, especially through social networking outlets and product development. Utilizing technology is becoming increasingly necessary for fashion brands, as live streams, social media, and digital innovation are essential to connecting with consumers.

    Brittany Waterson is an Associate in Interbrand's Global Marketing and Communications team.

    Post a comment

  • Posted by: Interbrand on Tuesday, February 25 2014 12:59 PM | Comments (0)
    Thinking Ahead in the Auto Industry

    Environmental groups like Greenpeace are turning up the heat for brands, calling on them to remove pollutants from their products. As cities play host to their fashion weeks, advocates are drawing attention to the issue. And many brands are responding with commitments to detox their products.

    As brandchannel has reported, Valentino committed to eliminating toxins and zero deforestation and Burberry committed to detox its clothing by Jan. 1, 2020. Other brands that have also responded to Greenpeace with commitments to detox include Uniqlo, Zara, Levi’s, H&M, Nike, adidas, Puma and Mango.

    What’s the value in integrating a Corporate Citizenship strategy for brands? Last month Clark University researchers revealed in their latest study that there is a definitive positive connection between sustainable, social and environmental supply chain management and corporate financial performance, measured by return on assets and return on equity. Not only is a boost detected, but a decrease in revenue is found when Corporate Citizenship is not integrated in supply chains.

    Taking a healthier approach can benefit brands not only in positioning themselves in terms of sustainability, but in connecting their brand values and identity with healthier living. As InterbrandHealth reported, CVS’s move to snuff out cigarettes by October 1 is a bold move. “By marrying business strategy with brand strategy, InterbrandHealth believes CVS is well on its way to being both an industry trailblazer and company to watch in the new world of health.”

    This month’s Closing the Gap, Interbrand's Corporate Citizenship newsletter, explores these topics and how brands like Coca-Cola, Ikea and Bacardi are taking action to future-proof against the environmental challenges of the coming years. As it becomes increasingly clear that climate change is an economically disruptive force, brands are putting a growing focus on Corporate Citizenship.

    The Carroll School of Management Center for Corporate Citizenship’s report finds a 74% increase in the number of companies reporting having a CSR executive over what was reported in 2010. More than 25% report that their CEOs are taking active roles in Corporate Citizenship program evaluation.

    This newsletter also features video of a conversation with Roel de Vries, Corporate Vice President, Global Head of Marketing, Communications and Brand Strategy for Nissan Motor Company and Jez Frampton, Global CEO, Interbrand. Frampton and de Vries discuss the importance of forward-thinking and investing in the future.

    How is your brand integrating Corporate Citizenship into its strategies and communicating its efforts to consumers? Share your take on the value of Corporate Citizenship and its role in branding with us on Twitter, LinkedIn and Facebook.

    To subscribe to Closing the Gap and to learn more about Corporate Citizenship at Interbrand, please contact Tom Zara, Global Practice Leader of Corporate Citizenship.

    Post a comment

  • Posted by: Shirley Brady on Tuesday, October 11 2011 03:55 PM | Comments (0)

    Enjoy a glimpse of the New York launch party for the 2011 Best Global Brands, held on the floor at NYSE Euronext, featuring Interbrand Global CEO Jez Frampton and guests including Angela Ahrendts, CEO, Burberry; Stacy Braun, SVP marketing and advertising, AXA Equitable; Roel de Vries, divisional GM, global brand, Nissan; Susan Popper, SVP of integrated marketing, SAP; Steve Shannon, VP marketing, Hyundai North America; and Douglas Spencer, global head of brand, Thomson Reuters.

    And below, Angela Ahrendts shares how she’s made Burberry — which rose 20% on this year’s Best Global Brands ranking — a social and digital leader, in a Q&A session at the third annual Executive Marketing Summit. This half-day conference, hosted by Interbrand in partnership with NYSE Euronext and The Wall Street Journal, was this year entitled, "Inventing the Future: The Essentials to Building a World-Class Brand."

    Post a comment

  • Posted by: Sarah Rascona on Tuesday, October 4 2011 03:06 PM | Comments (0)

     

    The 2011 Best Global Brands features a British brand that was the biggest non-tech riser on the list: Burberry.

    The forward-thinking fashion innovator has mastered the art of engaging audiences on digital—from its early embrace of live-streaming, the iPad and Instagram, it has managed to stay ahead of trends and even set them.

    I witnessed this for myself on September 19th, when I had the honor of attending the Burberry Prorsum Womenswear Spring/ Summer 2012 show in London’s Hyde Park (not too bad for a girl from Scottsdale, AZ!) Oh yes, it had the beautifully crafted clothes, bags and hats along with all the glamour that only the A-list fashion crowd can bring, but the show itself was truly a multi-sensory experience.

    Upon arrival, guests were led into a sweet-smelling room and romanced by a first-of-its-kind 4D hologram of Rosie Huntington-Whiteley in Burberry’s campaign for new fragrance, Body. As models graced the catwalk, original tracks by Burberry Acoustic artists filled the space, with the soundtrack to the show immediately available for download on iTunes. (Insider favourite: finale tune, Taste the Rain by Kill It Kid.)

    Arguably more impressive was what was going on, quite literally, behind the catwalk. As fashion’s elite looked on from their prime seats in the FROW, Burberry, in partnership with Twitter, produced the first ever Tweetwalk, where each look from the line was introduced via Burberry’s Twitpic stream moments before the models hit the runway. And it gets better. Online viewers all over the world seeing the collection for the first time were able to make purchases simultaneously in what Burberry calls ‘runway to retail,’ utilising real time platforms to equal real sales for Burberry. Genius.

    Instagram, Facebook, YouTube, Twitter. Tick, tick, tick and tick. The way technology is seamlessly sewn through every Burberry touchpoint the world over, offering truly unique experiences to a widening audience, is a testament to the strong creative leadership behind the brand.

    Enter Christopher Bailey, the brand’s Chief Creative Officer. Bailey, in perfect managerial synergy with CEO Angela Ahrendts, has transformed the Burberry brand by strategically placing creativity right at the heart of the business; the look, the feel, the sounds, smell, all the different platforms and ways of interacting with the brand are handpicked by the creative mastermind.

    In 2010, Burberry was ranked #100 on Interbrand’s Best Global Brands report, and jumps five spots this year to #95. Moving from strength to strength in 2011, Burberry’s exciting innovations are completely redefining how a luxury brand operates in the digital and social space, elevating the bar for its category and gaining worldwide fan favour. We can’t wait to see what this great British brand has in store (literally or virtually) as we move into 2012.

    Post a comment

  • Posted by: Ryan Chanatry on Tuesday, October 5 2010 09:40 AM | Comments (0)

    While the global economy made only partial steps towards recovery in 2009, the companies on Interbrand’s 2010 Top Taiwan Brands table delivered impressive growth, regaining any footing lost from the 2009 rankings.

    The specific industries driving this year’s growth in value were technology and food. Even as consumers have closely guarded their wallets, the continued growth of China and the gradual rise in income levels propelled the products of MasterKong, Want-Want and Uni-President into more homes. Meanwhile, although extravagant computer purchases were few and far between, the increased spending on netbooks and mobile phones have helped drive the fortunes of Acer, HTC and Asus.

    A Global Opportunity
    A brand value increase among the majority of the companies on the 2010 Top Taiwan table is good news, but Taiwanese brands interested in taking a place among Interbrand’s Best Global Brands still have a long way to go.

    The 100th brand in the Interbrand’s Best Global Brands 2010 is Burberry, valued at US $3,110 billion, more than double Acer’s 2010 value of US $1.4 billion. Global brands also have significant reach, with a presence on at least three major continents, and brand geographic coverage in growing and emerging markets – something the top Taiwanese brands still need to focus on. While the opportunity is to become a best global brand undoubtedly exists (particularly for Taiwan’s tech brands) the challenges are great and will require Taiwanese brands' dedication and focus to overcome.

    As Taiwanese tech brands continue to grow, it will be imperative that they understand what differentiates them versus competitors in the markets they target. Defining strong propositions will enable these brands to be more effective with their marketing dollars and ensure they are appealing to consumers with the appropriate tone and style. Streamlining product offerings and using the brand as a filter for innovation and design decisions will ensure a unified approach and clarity for customers.

    For the food and beverage companies on the table, geographical diversification will be critical to building brand value. It will be essential that they understand how their brands can be expanded beyond the Chinese and Taiwanese markets and positioned correctly for consumers. Once a brand’s audience has been correctly identified, bringing the brand to life through messaging and a visual style that is appropriate to the market and consumer will build strong equity and aid in selection.

    Taiwanese brands must expedite the global adaptation of their products and services in order to compete in the marketplace. Strong brands affect people’s lives for the better everyday and Taiwan’s Top Brands are no exception. Global brands, however, have a broader remit, and must aspire to change the world. By achieving such change, Taiwan’s Top Brands will be able to take their place among the Best Global Brands.

    Post a comment

  1. 1
  2. 2
  3. Next page