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Eye 2-15-15 | Happy Chinese New Year | Monsanto’s Travails | Gods and Kings: Mcqueen & Galliano

Eye 2-10-15 Queen Rania Pleads For Arab Action Against ISIS | Angelina Jolie Opens London Center For Women, Peace & Security

Eye 2-3-15 | VF Crowns Brady-Bundchen America’s Third Fanily | Beyonce Unites With Marco Gorges In Healthy Nutrition Home Delivery

Eye 2-2-15 | Mami Wata Resurgence As Global Goddess | 55,000 Years-Old Female Skull Provides Critical Link In Human Evolution & Migration Out of Africa

Eye 1-19-15 | Feminine Delights From Emily Baker | DKNY, Eve Ensler & Lebanon

Eye-1-18-15 | Lifetime’s Whitney Houston Biopic | Hollywood & Gaza | Cindy Crawford On Why Supermodels Happened

Eye 1-12-15 | John Galliano Returns At Teatime London | Hollywood Stands for Charlie | Adidas Originals Campaign

Eye 1-7-15 | Ginta Lapina Is Lost In LA In Her Burberry Trench Coat | Burberry Celebrates Bees That Need Saving

Eye | Spring 2015 Designer Brands | Donna Karan’s Ode To Smart Sensuality Women

Eye 1-4-15 | Rosie Huntington Whiteley For M&S | Lensed By Kai Z Feng | Helping UNICEF In Cambodia

Eye 1-2-15 | Spring 2015 Designer Brands | Prada — the Feminist Who Became A Fashion Designer

Eye 12-30-14 | Spring 2015 | Designer Brands | Ralph Lauren

Eye 12-21-14 | Global Futures & Nature-Inspired Design | Global Food Supply | US & Climate Change

Eye 12-9-14 | Kate Middleton Art Muse | Taylor Swift 1989 | Victoria’s Secret Fashion Show

Eye 12-6-14 | Natural Artistry From Nunzio Paci & Edouard Martinet | Man As Tree

Eye 12-3-14 | A Traveling Education } Meditation Rebuilds Brain Structure | Trends In Remarriage

Eye 11-23-14 Elisabeth Daynes Early Human Sculptures | Annie Leibovitz ‘Pilgrimage’ | Anne Says More Kimye Coming

Eye 11-13-14 | Prince Ea ‘Anti Social Network | VIDA Sustainable E-commerce Site | Barney’s Holiday Windows

Eye 11-9-14 | Neonics & Honeybees | Bee Friendlier Flower Bombing | Whole Foods For Honeybees

Eye 11-5-14 | Toni Garrn Closed Denim For Burkina Faso | Cindy Crawford’s 2015 Art Van Charity Challenge

Eye 10-25-14 | Berlin Light Show Will Commemorate The End Of Berlin Wall | South African Textiles That Bear Witness

Eye 10-19-14 Gisele Bundchen Chanel No. 5 Commercial | Kurdish Women Fighters  Yahoo’s Marissa Mayer Under Intense Pressure

Eye 10-14-14 Zaha Hadid’s Catharsis For Cambodia | WikiLeaks Gets Fashionable | London’s Hackney Fashion Lab

Eye 10-11-14 October 11 Is International Day of the Girl | Honoring Malala Yousafzai’s Nobel Peace Prize & Angelina Jolie As A British Dame

Eye 10-8-14 | H&M Jumpsuit: When Style & War Collide | Amazon Women | Burqa Bans

Eye 10-5-14 | American Parenting as Religion | Elisabeth Holmes Billionaire | Kurdish Women Fighters Update

Eye 10-1-14 | Fondation Louis Vuitton | Vogue Meets Gesquiere | Stella McCartney Redo 

Eye 9-28-14 | Victoria Beckham Has Passion For UN Ambassador Role | Women & Heart Disease | Apologies to UAE Pilot Major Mariam al-Mansouri

Eye 9-25-14 | UAE Pilot Major Mariam al-Mansouri Leads UAE Air Strikes Against ISIS | Domestic Violence Tab Put At $9.5 Trillion Annually

Eye 9-23-14 Emma Watson On Feminism | Zaha Hadid On Architecture | Biomimicry at Blossom Tower

Eye 9-20-14 | Angelina Jolie To Direct ‘Africa’ | ‘I Am Eleven’ Documentary | Are Conservatives Happier In Liberal Countries?

Eye 9-17-14 | US Poverty & Child Development | Stella McCartney’s Green Carpet Collection

Eye 9-15-14 Richard Branson’s Unfulfilled Energy Pledge | G-Spot Science | Malala’s Attackers Arrested.

Eye 9-9-14 Violence Against Women | Scalia & Women’s Rights | Matrilineal Mawlynnong

Eye 9-8-14 | Clintons For Elephants | Organized Crime Deep In Ivory Trade | Clooney & Alamuddin WillWed In Venice

Eye 9/6/14 | Fast Food & Depression | Global Cool Neighborhoods | Liu Wen

Eye 9/3/14 | Dr. Patricia Wright’s Lemurs | Low Carb Diet | Spinach Aids Weight Control

Eye 8/31/14: Global Warming | New Tesla Electric Battery | Elephant Slaughter

Eye 8/29/14 Women In Tech Abrasive | Shakira Pregnant | Abortions At Home

Eye 8/27/14: Beyonce’s Feminism, Moms Against NRA, Women Newscasters, Kurdish Women Soldiers Face ISIS

Eye 8/26/14 SunGlacier | Windowless Jumbo jets | What Is Plagiarism

Eye: Nicer Future | Cathy Horn | Women’s Wages | Marley Coffee

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Wednesday
Feb022011

Culture Chanel Website Fails To Maximize Viewer Interaction Opportunity

DesignTracker Luxury Daily critiques French fashion brand Chanel’s new micro website supporting Culture Chanel, a new exhibition in Shanghai’s Museum of Contemporary Art.

The website is getting enormous traffic, based on their Alexa.com rank of 10,000 already. When Christopher Dessi, managing partner at Drive Action Digital, comments “This looks great, but Chanel does not drive users to social destinations,” he is spot on, calling the online exhibit a linear event, and not inclusive and social.

As Luxury Daily and Dessi acknowledge, many luxury brands believe that social media dilute brand prestige, although LVMH and Burberry disagree. Both companies are deeply committed to direct interaction with their customers, agreeing to lose some control of the editorial process.

NOWNESS.com allows viewer to vote Love | Don’t Love on each day’s featured post. Not only does NOWNESS generally produce great content but that single gesture elicits physical, mental and evaluation engagement from the viewer.

Consumer research will tell you this is a major step in inspiring me to return again. Cognitive anthropologist Dr. Bob Deutsch argues that luxury brands must move beyond social networks to a more sophisticated level of engagement with consumers.

To build a brand, luxury marketers should not waste time asking what consumers like, need or want; they should discover who these people really are.  This requires research techniques that can elicit – and hear — stories about how people feel about their world and the world.  The subtext of stories is people’s identities, not their interests.

This modification in perspective will help luxury marketers have a hand in sculpting the changes that are shifting the ground under their feet.  These changes include:

  • From brands to “me-as-brand.”
  • From person-as-viewer to person-as-participant to person-as-creator-of-content.
  • From product-to-person communication to person-to-person conversation.
  • From information-gathering to experience-gathering.

Social Tribes Are More Potent Than Social Networks for Luxury Brands is a must read article for business and brand folks. So is Fashion’s Collective. Anne

More reading:

Brands Create Online Media Outlets to Bypass Magazine Costs & Restrictions

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