Nostalgia, love, irony or innovation – the ideal marketing tool(s) for luxury?
Four Seasons Hotel George V‘s then General Manager Christopher Norton introduced a new children’s program in exclusivity with the French cartoonist Nicole Lambert. The program has been featuring a kids’ entertainer, kid’s restaurant chair and bespoke table set decorated cartoons by Nicole Lambert.
On Christmas Eve, Michael Bond, who was working at the time as a cameraman for BBC, purchased a toy bear from Selfridges’ London. Mr. Bond named the bear after a station near his house and went on to write eight Paddington stories, inspired by his purchase.
A young pharmacist in Bielefeld, Germany Dr August Oetker, invented the baking powder. Four generations later, the Oetkers acquired Brenner’s Park Hotel in Baden Baden. In 1964, Maja and Rudolf Oetker’s love story led to the acquisition of Hôtel du Cap Eden Roc, the iconic French Riviera resort hotel. Today, the Oetker Collection, along the Dorchester Collection and Swire Hotels are the world’s finest luxury hotel chains.
Menswear e-tailer Mr Porter ran a campaign last year based on British children’s book and television series Mr Benn. Mr Porter enlisted the original writer of the Mr Benn book and BBC series, David McKee, who used a similar story line for the retailer.
Tom Ford guest-edited Vogue Paris‘ December edition (also the last Vogue Paris under the direction of Carine Roitfeld) and featured Clarissa Doug (55 year old model at the time of publishing) in an ‘erotic’ editorial, Ms Doug portraying an elegant lady in her late 60s in a set with a most elegant gentleman. In the same edition, Tom Ford ran a most controversial pictorial with 15 year old models wearing ”luxury” adult attires.
Peninsula Hotels launched a global multi-million dollar campaign called the Peninsula Academy with special programs introduced by each Peninsula property. The Hong Kong Peninsula Hotel ‘s Academy included “A Little Pastry Chef’s Adventure” program, aimed at youngsters (4 to 10). “Candy Wonderland” is this program’s theme of choice with classes being customizable and childrenwelcome to blend their own decoration ideas.
As a child, Pascale Mussard the great-great-great-granddaughter of Hermès‘ founder Thierry Hermès would often play in the fabled Paris workshops on Rue du Faubourg St.-Honoré, surrounded by the Hermès materials and products, as well as the artisans who created them. She would collect the scraps and discarded materials (leather trimmings, buckles, pieces of crocodile skin) and save them, just in case they could be used for something else. This simple idea gave birth to petit h, a one-of-a-kind project which adds to the tremendous power of the Hermès brand which breathes solely through its DNA.
Oliver Petcu in London