MARNI for H&M has released and, as always, it was so popular that almost all the inventory went out just on the day it was available in store.

I remember Looby Qian wrote a post ”

“H&M X Versace” when high ends meet a mass-market retailer

“illustrating the collaboration about H&M and Versace, which was one season earlier before MARNI for H&M. I visited the H&M store once during the sales of the Versace for H&M. I saw people were crazy about the collection; what’s more,people stood in queue for hours buying the clothes, bags or shoes just for re-selling at a higher price.

H&M is famous for its affordable and well-designed apparels. Every season they get the inspiration from the world’s top fashion shows, turn the design into reality then sell on the market as soon as possible. When people think of H&M, cheap and beautiful are two main words. However, H&M are not seemed to be satisfied with it; guest-designer collaborations from high-end brands would be a good way to broaden the way for H&M.

Notably, H&M’s promotion for the “special” collections are successful. Every special collections has a different theme illustrating the guest brand’s spirits brand images. For example, MARNI uses a lot of blue,color interspersion and funky design.

Here’s the Video of MARNI for H&M:
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<iframe width=”560″ height=”315″ src=”https://www.youtube.com/embed/f2QLpu6GR_w” frameborder=”0″ allowfullscreen></iframe>

Collaboration is a good way to gain brand reputation. From the popularity of every collaboration that H&M has done, we can say that the strategy is successful. It is important for H&M to keep up in order to make a bigger success. As a consumer, I can’t wait to see the next collaboration!

I noticed an interesting thing on Digital Buzz, a famous marketing blog that Amrerican Express in trying hard to integrate with Social Networking System; and their first step is – Twitter.

The Digital Buzz’s article American Express: Sync. Tweet. Save. says that “American Express have launched an interesting play with Twitter which lets US card members turn customised Twitter hashtags into savings.”

Here’s the video:

As we know, American Express is a customer-driven company that provides tons of extra value to the card holders. It is widely used by so called “travelholic” and businessmen which they can get hotel rooms and flight seats upgraded for free during the trip. Now, American Express begins to draw attention on “public” users. Their new focus is SAVING. By using hashtags of a store and post it, you will get your money saved in your account next you shop at that store.

It is obvous that American Express is trying to attract new group of customers who do not earn as much as middle class and want to save money on fine goods. When we think of credit card, American Express is mainstream as well as Visa and MasterCard, but somehow it is not that mainstream: they charge higher annual fees, the rewards programs do not apeal so much to the publics, so on and so forth. In stead of keeping the renowned title of the symbol of the high class, they are trying to make a change during the economic downturn.

Still, it would be symbolic to the rich, but more and more people will feel that American Express is reachable.

As a pure Chinese, I thought I know our own microblog. After reading Carly’s article about Sina Weibo (https://blogs.ubc.ca/waynesucks/wp-admin/post-new.php), I do have something to say.

Nowadays, microblog has strongly pushed up the democracy in China, other than that, is the enormous potential business values. Newly established firms like to do marketing online, and social networking system is their main focus as there are a lot of teenagers, young people who use microblog everyday. And they actually occupy half of the whole market.

Also, microblog changed the way companies used to advertise. You used to see a lot of pop-up and flash advertisement online, which sometimes can be really annoying as it interrupts your user experience while surfing the Internet. Now, marketers get smarter. For example, on the site of Sina Weibo, you will not see any traditional advertisements, instead, marketers take advantage of users appeals of enhancing user experience. They would provide thousands of useful information, take online vote and do funny surveys. Every of the tweet is connected with their products. Like HTC, they post tons of tweets everyday, showing how many celebrities are using their latest product in order to attract the fans to follow.

The advantage of microblog marketing is more than this!!! For firms, they are actually spending very little money on that as Sina Weibo is free to everyone.

Advertising through tweets is still new, but we could expect an increasing number of firms will join this campaign in the near future.

Look at first sight, luxury brands, always give people a feeling of elegance. Of course they should because not everyone can buy it. Actually most of the luxury brands have their own spirit- the brand culture which is gradually developed over time. Louis Vuitton, for instance, delivers the philosophy of travel: simple, delicate and high quality.

Here is the TV commercial of Louis Vuitton that illustrates its philosophy:

Louis Vuitton

The commercial is so fascinating to many people, at least for me, it works. The advertisement gives me an impression that Louis Vuitton is not only a handbag or a trunk; it is a representative of a simple and graceful lifestyle. Through this TV commercial, the company delivers its core value to the customers and match it to customers’ needs.

It is quite often that if you walk into Louis Vuitton’s boutique, the sales clerk will recommend you their product like “this is made from finest leather, plus the most fashionable design. It will let you stand out in any occasion. ” For some people, they would have already imagined the scene. Scene marketing, as its name means, is a strategy that attracting people to purchase through creating a vivid scene for your customers. Though there is no data illustrating this kind of scene marketing helped increase sales by how many per cent, customers are actually more willing to buy.

Scene marketing is successful because it creates experience for customers as it inspires customers’ imagination in the way marketers want. It is obvious that for companies like Louis Vuitton, the more customers they inspired, the more money they make.