Here’s the latest weekly DRG STYLE INDEX ranking, a round-up of the brands currently buzzing on my radar…
1. DOVER STREET MARKET LONDON HOSTS ITS FIRST ‘EPHEMERAL’ VUITTON STORE
Louis Vuitton has just opened its first London ephemeral store (don’t call it a pop-up) at Dover Street Market. Stocked with the best bits from Nicolas Ghesquiere’s debut Vuitton collection, this is the first chance to snatch up those covetable (and probably collectible) runway pieces. And the fun doesn’t stop at RTW. The edit of accessories – including jewellery, sunglasses, shoes and of course those incredible bags and leathergoods – is as enticing as the clothes. Sister stores have opened simultaneously at Dover Street Markets In New York and Tokyo.
2. YAHOO’S FASHION SITE IS TAKING SHAPE
The latest Yahoo news is that some key editorial names have been added to the site’s fashion roster. Joining Joe Zee are V Magazine’s Sarah Cristobal (above), CR Fashion Book’s Dora Fung and Into The Gloss’s Nick Axelrod. The new-look Yahoo Style is rumoured to launch around Fashion Week. (Hopefully someone will get their hands on the UK site soon too…)
3. LUCKY MAGAZINE MERGES WITH BEACHMINT
Is this the future of editorial? Condé Nast’s shopaholic bible, Lucky magazine is being married with BeachMint as an ecommerce-editorial site. The Lucky Group will still be part of Condé Nast and continue to produce a print mag ten times a year, but it will be complemented by a multi-brand shopping site, powered by BeachMint. Condé Nast president Bob Sauerberg said. “By adding an e-commerce component to Lucky, we’re fulfilling the brand promise — to create the ultimate shopping resource and provide advertisers with the ability to truly integrate at every point within the customer journey.” The New York Times has more on the story here.
4. DAISY MARC JACOBS REWARDS SOCIAL MEDIA FOLLOWERS WITH TWEET COMMERCE
The last three days have seen the ultimate in experiential retail courtesy of Marc Jacobs and its fragrance licensee Coty. A pop-up in the ‘beauty quarter’ of Covent Garden gave us the UK debut of Marc Jacobs’ tweet shop, in which customers could pay for a Daisy mini perfume, trinket or manicure (with the not-available-in-the-UK Marc Jacobs nail colours) just by tweeting with the #MJDaisyChain hashtag. The most creative tweets got the chance to win a Marc By Marc Jacobs handbag and there was no shortage of Insta-friendly props to use as well as a dedicated Vine booth. I got very snap-happy with the gigantic perfume bottles and daisy-decorated cake pops. The ephemeral nature of the store, plus the genuine excitement of the punters made this a really engaging and fun consumer experience in which no money changed hands but Marc Jacobs’ social following were handsomely rewarded with content and freebies. “We’ve got a deeply engaged follower group who are spontaneous, creative and give a lot to us,” Natalie Moon, UK marketing director at Coty told Marketing Week. “This was a chance for us to give something back to them.”
[Sarah Cristobal image via The Coveteur]