BXP - April 2017 - 22

22

PUMA'S NEW CLEATS ARE
SOLD IN A SLEEK, BL ACK,
POLY PROPY LENE CASE,
THAT IS THEN SEALED
WITH A DIRECTIONAL
ACTIVATED PADLOCK.

ticity and personal stories over traditional advertising, which

a role in awareness and recognition for luxury brands, but

makes influencers-particularly social media-savvy millenni-

their influence and reach through social media now has a

als-so powerful.

bigger impact than ever before. Think Rihanna for Dior or
Kristen Stewart for Balenciaga.

For example, Instagram ads have been huge for high-end
brands because it's a relatively new form of advertising that

"The rise of blogger celebrities-especially fashion bloggers-

was exclusive in its inception (Instagram only recently rolled

have become core to luxury marketing strategies," Clough

out their new Instagram for Business and advertising options

says. "The quality of the content many of them create both

to all brands).

for social or their personal sites has now become a standard
and style brands strive for-more authentic and part of a

Peter Weedfald, senior vice president of sales and marketing

lifestyle. This is especially true for the fashion, art and music

at Sharp Electronics, a leading luxury electronics brand, says

communities."

attempting to build a market-sensing, luxury-minded reach
and inform brand platform is getting tougher due to a digi-

SEEING SUCCESS

tally enhanced market landscape.

Slater notes that the luxury brands that are thriving are
meaningfully offering consumers more. They're essentially

"Luxury consumers are catalyzed by their own socially

saying, "Luxury doesn't just mean expensive; luxury authen-

charged digital world: perpetually connected through social

tically means better-better materials, better technology and

publishing and social sharing and not easily distracted by

better values." And then they really deliver on it.

legacy push advertising," he says.
Take Puma's new soccer cleats-the EvoPower and EvoTouch,
Many luxury brands today are focused on aggressive social/

which retail at around $220 for adults and $120 for youth.

digital investments to reach and sell targeted consumers,
all to ensure positive competitive realization. Weedfald says

"These shoes align very much with that idea of luxury as

savvy luxury brands focus on a multitude of social initiatives

better, or luxury as value-not luxury as expensive," Slater

to best reach consumers, such as social partnering with

says. "Puma is a brand that's not afraid to be different when

non-competing luxury brands to increase social exposure;

different aligns with their values. We wanted to embrace this

increasing search engine marketing; and using social media

mentality, so that's where we started."

shaping to enhance the ability to orchestrate and curate
brand expectations and conversations.

The answer was to create an experience. designed a sleek,
black, polypropylene case, then sealed it with a directional

Celebrities and other media personalities have always played

A PR IL 2017

|

BRAND EXPERIENCE

activated padlock.



Table of Contents for the Digital Edition of BXP - April 2017

Bxp - April 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Spicing It Up
Going High End
Makeover Challenge 2017
Using Design to Engage From Screen to Shelf
The Debate
The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
Index of Advertisers
The List
BXP - April 2017 - Intro
BXP - April 2017 - BB1
BXP - April 2017 - BB2
BXP - April 2017 - Bxp - April 2017
BXP - April 2017 - Cover2
BXP - April 2017 - 1
BXP - April 2017 - Contents
BXP - April 2017 - 3
BXP - April 2017 - 4
BXP - April 2017 - 5
BXP - April 2017 - Editor’s Letter
BXP - April 2017 - 7
BXP - April 2017 - The Scene
BXP - April 2017 - 9
BXP - April 2017 - 10
BXP - April 2017 - 11
BXP - April 2017 - 12
BXP - April 2017 - 13
BXP - April 2017 - Chief Experience Officer Series: Spicing It Up
BXP - April 2017 - 15
BXP - April 2017 - 16
BXP - April 2017 - 17
BXP - April 2017 - 18
BXP - April 2017 - 19
BXP - April 2017 - Going High End
BXP - April 2017 - 21
BXP - April 2017 - 22
BXP - April 2017 - 23
BXP - April 2017 - Makeover Challenge 2017
BXP - April 2017 - 25
BXP - April 2017 - 26
BXP - April 2017 - 27
BXP - April 2017 - 28
BXP - April 2017 - 29
BXP - April 2017 - Using Design to Engage From Screen to Shelf
BXP - April 2017 - 31
BXP - April 2017 - 32
BXP - April 2017 - 33
BXP - April 2017 - The Debate
BXP - April 2017 - 35
BXP - April 2017 - 36
BXP - April 2017 - 37
BXP - April 2017 - 38
BXP - April 2017 - 39
BXP - April 2017 - 40
BXP - April 2017 - 41
BXP - April 2017 - 42
BXP - April 2017 - 43
BXP - April 2017 - 44
BXP - April 2017 - 45
BXP - April 2017 - 46
BXP - April 2017 - 47
BXP - April 2017 - 48
BXP - April 2017 - 49
BXP - April 2017 - 50
BXP - April 2017 - The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
BXP - April 2017 - 52
BXP - April 2017 - 53
BXP - April 2017 - 54
BXP - April 2017 - Index of Advertisers
BXP - April 2017 - The List
BXP - April 2017 - Cover3
BXP - April 2017 - Cover4
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