Finally, somebody in the luxury market really understands what it will take to survive a recession. YES, the luxury industry will experience some economic wows during the recession like everyone else. However, if brands position themselves in the market like Stella McCartney is planning to do the impact of the recession will not harm profit margins.
It still takes a strategic plan and approach to communicate with target audiences! According to BrandWeek.com McCartney partnered with Millennial Media, which created the mobile campaign and is running it on various sites in its advertising network. The mobile branding effort is meant to raise awareness of and get consumers to interact with McCartney’s collections.
When clicking on a banner ad, mobile users are directed to the designer’s mobile site, where they can peruse her various spring and summer 2009 ready-to-wear collections. From there, consumers can view mobile fashion shows and close-up looks of specific designs and accessories.
The site also features a store locator that consumers can use to find Stella McCartney retail locations and a feature that lets users sign up to get news and information about her brand.
Other elements of the campaign include print, online, direct mail, in-store, point of purchase and PR. It launched today and will run through the end of January.
I wish that more luxury brands will wakeup before it is too late! Stella McCartney will be a brand that will survive the recession because they seem to know the importance of communications during economic downtimes.