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| Date post: | 09-May-2015 |
| Category: |
Technology |
| Upload: | digiday |
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"We always long for the forbidden things, and desire what is denied us." Francois Rebelais
It doesn’t matter if you
are a luxury brand like
Chanel, or mass market
brand like Target, the
audience must connect
with your brand’s
personality - and want to
be a part of it.
How do you make someone fall in love with you?
(or your brand)
You must seduce them into wanting more...
Find a muse for the brand.
Charlotte Rampling by Helmut Newton
Once you develop a muse, use it as a filter for the brand’s personality.
1) How to create a brand from scratch.
2) How to build the experience around the product.
3) If you’re going to put founder-level devotion into something, make sure you negotiate a good deal for yourself.
Victoria’s Secret
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The most recognized brand in the world (WWD)
Built on what’s sexy
fleur du mal
The name Fleur du Mal was inspired by the infamous collection of poems by Charles Baudelaire.
Being a tormented and decadent artist, Baudelaire spent everything he had on opium, women, and clothing.
How did we translate this to our e-commerce and mobile?
✦ Shoppable images
✦ Click on a hot-spot to quick-shop
✦ Scrolling hero images and drop-down pin-boards
Quick-shop without opening a new window:
✦ Inspire discovery
✦ Immediately post to social
✦ A drop-down pin board allows us to merchandise our product with content such as - artists and music we love, links to our blog, as well as social media.
Why was mobile important to us?
*By the end of 2013, there will be more mobile devices on Earth than people (Cisco)
We decided not to launch with a physical store and instead to be mobile with retail.
Nearly 40% of Internet time is spent on Mobile Devices (ComScore)
U.S. consumers spent nearly half their time (48%) shopping the web from mobile devices (ComScore)
Intimate apparel was the highest growth category (last holiday season) in percent of site traffic from mobile devices, with the figure growing to 24% compared to last year’s 8.3%. (IBM)
✦ Our dedicated mobile site was created in partnership with multichannel technology firm Usablenet. The site features shoppable editorial, touch-optimized UX, the first mobile-enabled pop up store, and live social media integration.
Mobile + Pop-up retail
✦ Visual navigation
✦ Scrolling hero images
✦ One touch drop-down menus
✦ Live social feed & hashtags
Text
✦ Flip the device to landscape for discovery mode
✦ Shop from the hotspots
✦ Quickshop, add to Love List, post to social
✦ Swipe to add to Love List
✦ One-touch sharing
✦ Share with a Lover
Our pop-up in Soho, celebrating Bastille Day, featured shoppable windows created through our geo-location enabled mobile site.
Shop unique items in the pop-up on mobile. Because each pop-up shop will be unique, we needed maximum flexibility with our mobile platform.
Emails that seduce
Emails that seduce
fleur girls
Brand ambassadors capture our personality, mystique & emotional values.
Dressing in Fleur for events and public appearances, they share their love of the brand with friends, press, and through social media.
Everything we create cultivates desire and tells our brand story - from our collection, to the way we communicate with our customer, to the
design of our mobile site and e-commerce platform.
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