French firm LVMH (Louis Vuitton Moet Hennessy) launched luxury online magazine http://www.nowness.com/ in February of this year. It is a way to establish direct connections with their present and future customers.
“NOWNESS is an exciting new way to experience luxury lifestyle online, featuring daily content from the most respected and innovative creative’s working today".
Nowness concept is simple: present one “feature” a day on fashion, art, culture, or travel. Its a place for users to experience "moments of inspiration" and "experience the luxury lifestyle online".
From independently produced short films, to photographic slide-shows, and culturally-relevant content that encourage discovery and inspiration rather than direct commerce.
Nowness has interactive elements, allowing viewers to vote for what they “love” or “don’t love”, similar to the “like” on Facebook, and to explore items by category and popularity, similar to Twitter hashtags. The site then tracks users' tastes and attempts to personalize their experience by presenting them with content they'll more likely enjoy.
Nowness is an example of editorial and advertising converging in fashion, as retailers become publishers themselves. However, LVMH remembers: "Nowness is a brand of the luxury group LVMH, but the content is editorially independent."
The site’s business model is based on custom publishing; not on sales of Louis Vuitton handbags or Chanel sunglasses. Brands will promote themselves via engaging storytelling – with the intention of establishing long-term relationship with consumers.
Final recommendation: Yesterdays song Sorrow from The National -http://www.nowness.com/day/2010/5/11/the-national-high-violet
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