Why Fashion is Veering More Towards Live Streaming

Delortae Agency on Periscope

DELORTAE AGENCY have recently joined the clamber towards fashion live streaming. Why I hear you ask?, Live streaming is the future of fashion, and not only at fashion week. We are among those joining the Periscope and Snapchat bandwagon but also our beloved fashion brands are embracing the digital social media marketing.

Burberry, sharing spotted showcasing their SS16 show with a ‘live story’ series on Snapchat this September 2015 to the rolling out of ‘Buy‘ buttons to allow users to instantly purchase items with a click of their digital finger. Luxury fashion is always slow to go with mass social marketing as it struggles to hold on to the 'exclusive personal touch' that wealthy spenders like to feel and the brands deliver so well.

But with Iconic British Luxury Brand, Burberry Est. 1856, headed by the inimitable Christopher Bailey, at the forefront get ready to see it becoming a thing of the norm for 2016 as more of our favourite brands follow suit.

And to ensure they don't lose momentum, Burberry has taken to the social media platform once again, live streaming their SS16 campaign shoot. This advertising campaign was created exclusively for Burberry’s snapchat followers, giving them never before seen access to the campaign shoot, in real time, by world-renowned photographer, Mario Testino. 

Also, Fendi recently celebrated its Roman headquarters, the Palazzo della Civiltà Italiana, through a live-streamed event hosted on its Web site, Fendi.com.

What's your views on this new social trend?

✿ » For trusted authentic luxury products & services

Contact details;
Burberry

Address: 21-, 23 New Bond St, London W1S 2RE

Phone: 020 7980 8425

Fendi

Address: 141 New Bond St, London W1S 2RE

Phone: 020 7980 8425

Why did French luxury brand Hermes cut its prices?

Hermes Swift Leather Pochette Kelly 2 Mini Clutch

After the announcement of a free trade agreement between Korea and the European Union, major European luxury brands started to raise prices. Hermes of France, however, announced a price cut Thursday, something which has embarrassed the luxury sector.

The luxury industry has raised prices every year as part of their strategy to keep their premium image, and Hermes did the same whenever cause for a raise arose.

Hermes announced an average price cut of 5.6 percent and a high of 10 percent Friday, saying, “Hermes goods are produced mostly in EU countries such as France, Italy and the U.K., so it benefits most from the Korea-EU FTA. We decided to lower prices to return some of the benefits to our customers.”

Other luxury brands warned that the price cut could deal a blow to their images since they could be seen as "less honest companies" compared with Hermes. Sources in the luxury industry said, however, that the point of their fear is that luxury brands have become a subject of rational judgment as price has grown into a hot debates.

Michel Chevalier, the author of “Luxury Brand Management,” said, “Luxury brand customers do not want to be reasonable when they buy goods because when they become reasonable, the pleasure of shopping diminishes.”

The major fear of the luxury industry is that if the rational standard becomes an issue, core customers who are willing to open their wallets for the “value of dreams” such as psychological superiority will be disappointed, losing their dreams. For this reason, many luxury brands maintain a “no comment strategy” on the price issue.

Lee Jang-hyeok, a business management professor at Korea University in Seoul, said, “The price policy of luxury goods involves much more complicated strategic decisions than that of general consumer goods.”

He said Hermes doubts that its price cut will deal a blow to its image because it enjoys strong recognition as the most expensive brand, and this is why the brand unusually decided to return the benefits of the free trade deal to customers.

Hermes is one of the world`s most expensive brands with its major product line “Birkin 35” costing an average of 12.8 million won (12,080 U.S. dollars), which is 5 million won (4,720 dollars) higher than other designer bags.

A Hermes source said, “We cautiously lowered prices after closely monitoring customer response.”

Other luxury brands plan to continue their premium pricing strategy, however. Chanel has strengthened its premium strategy in lowering its target age group over the past several years.

Louis Vuitton also plans to go to high-end luxury by making stores twice or three times larger, and other brands are following suit.

Sources in the luxury industry say the sector is under fire for raising prices just because of the free trade agreement. An industry expert said, “Lowering the price of luxury goods will be determined not by public opinion or a change in revenues but by the brands’ strategies.”

via the dong-a ilbo

Tiffany & Co Sues Counterfeit Websites for Copyright & Trademark Infringement

The big brand are fighting back. This article reproduced by Anthony Demarco of the Jewellery News Network proves they are relentless in their attempts to rid the world of counterfeits

Tiffany & Co. has filed a lawsuit against 44 websites based in China that sell counterfeit Tiffany products.

The civil suit argues that the websites are “are promoting, selling, offering for sale and distributing counterfeit and infringing Tiffany branded products.”

The lawsuit adds that the websites “constitute willful and intentional infringement and counterfeiting of Tiffany's trademarks in total disregard of Tiffany's rights, and have taken place … in spite of defendants' knowledge that their use of Tiffany's trademarks was and is in direct contravention of Tiffany's rights.”

The three defendants listed in the complaint are Ge Wang, King Wang, and Ning Zhou, along with “various unknown associates.” The formal charges are for trademark, counterfeiting and infringement, false designation of origin, and cyberpiracy.

The suit was filed in federal court in Norfolk, Va., the state where the luxury jewellery retailer has its websites registered, according to a story in The Virginian-Pilot. U.S. District Judge Rebecca Beach Smith on January 18 extended a temporary restraining order that prohibits some 44 websites from selling knockoff Tiffany products. However, the websites quickly change names, and their operators are nearly impossible to locate.

At least some of the websites, such as tiffanymall.org and tiffanystore.org, now redirect visitors to a website that outlines the lawsuit.

Tiffany will seek a preliminary injunction at a hearing on Feb. 1 and, ultimately, a permanent injunction, the newspaper reports.

Original Article

But Newsroom Staff: Tim McGlone, has even more to report on the matter reproduced from his article

Tiffany sues in Norfolk to shut down counterfeit websites

At the website www. tiffany.com, women's watches sell for a minimum of $2,700, with most priced between $4,000 and $5,000.

However, at www.ustiffany4sale.com, a ladies' watch with the Tiffany emblem that the site says retails for $4,950 is on sale for $169. It's a counterfeit, and Tiffany & Co. has come to Norfolk's federal court seeking to shut down such websites.

On Tuesday, U.S. District Judge Rebecca Beach Smith extended a temporary restraining order that prohibits some 44 websites from selling knockoff Tiffany products. The problem, Tiffany discovered, is that the websites quickly change names, and their operators are nearly impossible to locate.

Smith extended the Jan. 1 order 14 days to give the company's attorneys more time to attempt to serve papers on the defendants.

An investigator in China hired by the company learned that the addresses and phone numbers used by the defendants to register their websites were bogus, court records say. Tiffany & Co., based in New Jersey, filed the suit here because the websites' registrars are based in Virginia.

Three defendants from China have not responded to the suit. Roughly half of the 44 websites, with names such as tiffanymall.org and tiffanystore.org, now redirect visitors to a website that outlines the lawsuit.

Some websites on the list apparently have tried to thwart the court action. The website www. ustiffanysale.com, one of the 44, now redirects visitors to www.ustiffany4sale.com, offering products that it admits are counterfeit.

"When receiving your jewellery gift," the web site states, "all will surely give a loud hooting cry of exultation or excitement."

A disclaimer on the site says it does not sell genuine Tiffany products: "Even though the products sold on our site may look the same as those original Tiffany & Co. jewellery, they are not made by Tiffany & Co."

Tiffany will seek a preliminary injunction at a hearing on Feb. 1 and, ultimately, a permanent injunction.

Original Article
Tim McGlone, (757) 446-2343, tim.mcglone@pilotonline.com

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