I am not a Rock, I am Happiness, I am Freedom- Chopard Happy Diamonds

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Diamonds are a girl’s best friend…. They complement the femininity of a woman with their brilliance and makes her special moments exceptional. Diamonds, when studded on a watch make a remarkable timepiece, when clasped into chain make an exquisite neckpiece, when clutched to the ears make an elegant earring and when perched on a finger band make a beautiful wedding ring.

But, is it necessary to stud, clasp, clutch and clamp a diamond into a product to make a woman happy???  Can’t the diamonds be set free and allowed to dance along with the modern woman in her journey of freedom, emancipation and empowerment??? Why not!!! Chopard says, Diamonds are best when set free to dazzle around. Very much like the free- spirited Chopard woman who is fun loving, easy going, free flowing and unpredictable yet powerful.

 

Surprisingly the concept of Happy Diamonds was first introduced in 1976 as a men’s watch ‘The Golden Rose of Baden Baden’, a prestigious competition for high jewellery organised annually in Germany.  Moreover, the inspiration for Happy Diamonds came while Mr. Ronald Kurowski, a designer at Chopard, saw sunlit water droplets sparkling across a waterfall in the German black forest. Initially not made for commercial sale, the overwhelming admiration garnered by the Happy Diamond watch motivated the Chopard to commercialise their piece of art and come up with their female version of Happy Diamonds.

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The first models of Happy Diamonds with the Golden Rose Award.

Till date, more than half a million Happy Diamond Watches have been sold. There was a time when Happy Diamonds watch was available only in ornate designs.

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Over the years the brand has also transformed as per the evolving taste of the consumer and the increasing consumer base.Nowadays, the Happy Diamond Sport makes the watch more wearable as a daily accessory for a woman on the go.

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Happy Diamonds can also be worn as a pendant, a bracelet, a ring and an earring. The diamonds dance and dazzle as you glide through a board meeting, a weekend party, a dinner date or casual day out with friends and family.

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Diamonds have been considered as a souvenir for special moments in a lady’s life. The best gift a man can give to his lady , the emblem of love and companionship. After all, Diamonds are a girl’s best friend!!!

However Chopard Happy Diamonds breaks the cliche about love and diamond relationship. They talk about the modern woman who loves wearing her best friend but doesn’t like them clasped and prefer them flowing freely along with her whirlwind life. Swinging along with her moods and moments, sharing her life, her secrets,her happiness, her freedom, her achievements, her highs, her lows like a true best friend forever….

 

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Who wants to buy rocks when you can have happy diamonds!!!!

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EDGY IS THE NEW ELEGANT – TIFFANY & Co HARDWEAR COLLECTION

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Tiffany & Co. has been synonymous with elegance over the years. Perhaps the strongest brand connection people have about Tiffany’s was created through the 1961 classic ‘Breakfast at Tiffany’s’ where the female protagonist, Audrey Hepburn was in total awe of the jewellery brand and the movie started with the scene where Audrey was having her breakfast outside the Tiffany store and admiring the collection on display from the window.

Hepburn-breakfast-at-tiffanysThe movie projected Tiffany & Co. as an integral aspect of the New York life and an emblem of elegance and indulgence. Indeed, it is remarkable to note that Tiffany & Co has managed to stay strong in the luxury sector given the fact that luxury jewellery sector  has been primarily dominated by French brands like Cartier, Van Cleef  and Arpels, Bucheron or the Italian brands like Bvlgari, Damiani and Buccilati.

Since ages, Tiffany & Co. has been on the top list of women looking for  engagement rings, wedding bands and high jewellery not only in North America but all over the world. The brand communication had been  primarily centered around the whole idea of sealing in your special moments of love with a ring from Tiffany & Co.d262891c5ec8bf508780f7c9ee8fe59e

Tiffany & Co. continued to play around with its brand image of love and elegance through its collections like the Tiffany T , Return to Tiffany, Tiffany 1837, Tiffany Infinity, The Atlas Collection and Tiffany Celebration Rings.

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These collections were a breath of fresh air from the traditional Tiffany designs and connected well with a younger and contemporary consumer with an evolved taste and aesthetics. The Tiffany women were elegant, classic, young, independent and very much in love. The collections were contemporary and traditional in their own way which was reflected in the heart shaped designs, the infinity ribbons. love bands etc. signifying the circle of love, the circle of life.

But the question was “Is the Tiffany lady just about love and elegance? Can’t she be beyond the mundane manifestations of elegance, class, youth, independence and compassion? Can’t she be eclectic and hard- headed? Will it make her less elegant? Can’t edgy be elegant???”

And then, the Spring/ Summer 2017 came when Tiffany & Co. launched its Hardware Collection to celebrate the Edgy Lady- The one who redefines elegance in its own way and does not restrict it within a limited vocabulary of words. She is different,she is bold, she is confident,  she is rebellious, she is independent, she is hard and she makes the world go GAGA over her with the edgy elegance she personifies.

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Who else could be a better choice of being the face of the Hardware collection other than Lady Gaga who is EDGY-ELEGANT in every way. The collection stays true to its roots by drawing inspiration from the architecture of New York like its previous collections and also taking cues from its 1971 unisex bracelet which is my personal favourite  from the entire assortment, no.5 in the image below.

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Its been over an year since the launch of this collection and now its available in diamonds also apart from gold and sterling silver providing a wide variety of options for the edgy ladies. The brand is yet to come up with a newer collection than the hardware but for now it is indeed doing wonders for the brand image of Tiffany & Co. and helping the brand getting newer customers who don’t subscribe to cliched elegance.

 

An Accessory to Murder

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Fashion Films form an integral constituent of customer engagement strategies for luxury brands these days. These films can be viewed as an alchemy of education and entertainment. The main objective of making fashion films is to educate the customers about the latest collection, showcase the exquisite craftsmanship behind the iconic pieces of these prestigious brands or glorify the brand’s history and heritage . However the interesting part is, that fashion films takes the customer on a beautiful and entertaining journey with the brand that has a far long lasting impact than a brand advertisement.

Here, I am going to talk about the British luxury brand Charlotte Olympia, who has taken the trend of fashion films to another level by showcasing her Autumn Winter 2017 collection in the London Fashion Week through a short murder mystery themed fashion film named “An Accessory to Murder”.

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Charlotte Olympia’s fascination for the Old Hollywood style of the 1940’s and 50’s is well reflected in her designs and can be seen in the 12 minute black and white fashion movie ‘An Accessory to Murder’.

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The brand has brilliantly presented and promoted it’s latest collection through a murder mystery which keeps the audience engaged not only in the story line but also the characters who are not just dressed glamorously but also accentuate the importance of high heels for women. The movie keeps one engaged and in a way kindles the deep down fetish for killer heels. The dialogues have been very strategically included in the movie giving immense limelight to the high heel culture and spur a strong desire to own the ‘Accessory to Murder’

” A beautiful woman with a pair of heels is too hard to resist”

“Some fashion is really to die for, especially when you share the same shoe size”

“Murder weapon? A Stiletto!!!”

“When your hair is set and you are wearing fabulous shoes, you can get away with anything”

“Looks like a 37, Italian”

“Only I can heel your soul”

“Real beauty, six inch heels, pink, set in pearls, real classy…… Sounds like she was handmade in Italy”

“What I needed was a motive and a pair of killer heels”

“I was starting to loose my mind and possibly develop a shoe fetish at the same time”

“I think i am being followed….. What makes you say that ? … Umm , just a pair of killer heels”

” A beautiful woman with a pair of heels is too hard to resist” 

“Some fashion is really to die for, especially when you share the same shoe size”

“Murder weapon? A Stiletto!!!”

“When your hair is set and you are wearing fabulous shoes, you can get away with anything”

“Looks like a 37, Italian”

“Only I can heel your soul”

“Real beauty, six inch heels, pink, set in pearls, real classy…… Sounds like she was handmade in Italy”

“What I needed was a motive and a pair of killer heels”

“I was starting to loose my mind and possibly develop a shoe fetish at the same time”

“I think i am being followed….. What makes you say that ? … Umm , just a pair of killer heels”

 “The higher the heel, the better you feel”

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The movie can be deemed as celebration for strong women with strong heels and here is what generates an insatiable desire for the real stars of this fashion film –  The Charlotte Olympia Autumn Winter Collection 2017.

An Accessory to Murder is not merely a fashion film but a powerful marketing weapon for Charlotte Olympia in breaking through the competition from more established brand names like Christian Louboutin, Manolo Blahnik and  Yves Saint Laurent to name a few. This movie asserts the class, fine Italian craftsmanship, glamour and style of Charlotte Olympia collection besides ensuring that these brand associations last longer in the mind of the customer than a regular fashion show or a brand commercial. The customer is th0roughly engaged in the short movie and subconsciously starts desiring to be a part of this high fashion murder mystery.

No wonder, Charlotte Olympia manages to earn many buyers for its latest collection who in a way start aspiring to own these deadly weapons of destruction. Lastly, I take this liberty to say that An Accessory to Murder is Charlotte Olympia’s ticket to the aristocracy in luxury industry.

Redefining Customer Experience: Burberry Flagship Store, Regent Street

Burberry is a British luxury fashion brand established in 1856 by Thomas Burberry. The brand, famous for its iconic trench coat is headquartered in London and has been defining the British way of life since 160 years. Few years back the brand launched its website called the Burberry World Live which not only showcased the brand’s merchandise but also featured the upcoming music artists in Britain. This website has three main components: The Art of the Trench, specifically focusing on the iconic trench coat; Burberry Bespoke, the high end products from the brands and Burberry Acoustic, videos of new and upcoming acoustic guitar artists from England.

Burberry World Live became very popular with consumers all over the world and boosted the sales and brand recognition of Burberry even more as many music lovers also browsed through the sites to check Burberry Acoustic and later started liking the brand too.

Keeping in mind the success of Burberry World Live, the brand decided to come up with a brick and mortar store which will a physical manifestation of its online website but at the same time reflects the heritage of the brand. Finally, on 12th September, 2012 Burberry opened a new flagship store in Regent Street, London.

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The store was housed in a heritage property originally built for Prince Regent in 1820 and it took two years of extensive renovations involving the best technicians and traditional British craftsmen to make this ‘heritage’ meets ‘high-tech’ store come alive.

At present Burberry Regent Street store is the most technologically advanced retail store in the world but at the same time it has managed to restore its vintage appeal. One can find bespoke blackened bronze lanterns, furniture, plaster work, timber paneling and flooring, traditional glass signage and self-supporting stone staircase. England’s finest craftsmen – from stone masons to cabinet makers have worked hard for over two years to enhance the building’s vintage charm.

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Apart from maintain  the historic appeal of the store, Burberry has used modern technology to pamper the customers with unique shopping experience often termed as ‘Retail Theatre Concept’.

The store has around 500 speakers and 100 screens including the tallest indoor retail screen in the world which is used to engage the customers through emotive brand content.

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Ramp shows at various fashion weeks are also presented live on the screen.

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There is a digitally enabled gallery and digital signage in all the floors. Apart from this the 44, 000 square foot space in the store has a hydraulic stage where music artists perform live every week.

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Since Burberry is famous for its trench coat, a dress worn usually during rains and  to give this monsoon  feel to the customers there often occurs sporadic digital rains in the store accompanied with thunderstorms supported by high quality speakers.

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The clothes in the stores are woven with microchips so whenever a customer tries on the merchandise the mirrors in the fitting room turn into screens to show how that particular piece was worn on the ramp show or how it was made by the craftsman. This engages the customer even more and is possible due the use of advanced RFID (Radio Frequency Identification) technology.

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In the kids wear section, low level tables are equipped with iPads loaded having drawing applications to engage the children. The sales staff in the store is equipped with iPads carrying applications which provide them a history about the customer buying history and preferences. This helps in providing a more tailored service to the customers and enhances customer service experience in a big way.

The Regent Street flagship store is the largest Burberry brand experience in the world set against a historical backdrop, the store is a pioneer in digital innovation and experimentation. Part event space, part innovation hub, part store, Burberry Regent Street creates a dynamic and luxurious new brand environment, with exclusive products, services and experiences.

 

 

 

 

The Luxury Prescription – JUST SAY MOSCHINO

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What happens when an Italian luxury brands gets an American creative director – confluence of two cultures or controversy ?

Well ,the latter is happening with the latest capsule collection by Moschino. This infamous collection has been a subject of protest by social activists who believe that the capsule collection is endorsing the habit of drug addiction and showing insensitivity to the issue of deaths resulting from drug abuse. Owing to the pressure and protest all over the world fashion retailer Nordstrom has stopped selling this collection. Although the Capsule collection is still available at Saks Fifth Avenue and Moschino stores. Jeremy Scott has denied endorsing drug addiction through this collection and explains that Capsule collection is just another manifestation of his creativity as reflected in the Moschino Barbie Collection,  Moschino Super Mario Collection or the Moschino Mc Donald’s Collection.

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Moschino Barbie Collection

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Moschino Super Mario Collection

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Moschino Mc Donald’s Collection

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Moschino Capsule Collection

Moschino Capsule collection is quite unconventional and different from the previous themes as it lacks the cuteness but is a high dose of creativity and unconventionality. Unfortunately, it is facing much criticism and people are being judgemental about the concept rather than appreciating the creativity behind it.

Jeremy Scott is a creative genius and he deserves the respect and the freedom for his creative expression. He has revived Moschino into a quirky brand with a strong youth appeal. The target consumers of the brand are young free spirits, rebellious and unique in their own ways. Keeping their psychology in mind I believe that all this controversy is going to add up to the popularity and demand of this collection.  After all what Moschino sells is fashion not drugs, then why are the activists spending so much energy on denouncing the brand rather than focussing on addressing the problem of drug addiction.