Information Technology Reference
In-Depth Information
On the mobile marketing front, Dolce & Gabbana also ran a campaign in
partnership with Nokia in June 2008. The campaign promoted the brand's
teen-focused fashion catalogue, while increasing awareness during the Men's
Fashion Show in Milan. The icons on the phone led consumers to a D&G
mobile Internet site where they could download a branded game and wallpa-
per to their handset and view a catalogue. The strategy was to reach young
consumers on their mobile handset through a fun campaign that would
encourage them to spend time with the brand, as well as forward-generate a
buzz. Armani Exchange also conducted its first SMS-based marketing pro-
gram in 2008 through a text-to-win promotion. It encouraged people to text
the keyword “AX” to a short code for a chance to win a $1,000 shopping
spree. These mobile marketing initiatives remain interesting but have become
basic requirements for a clientele seeking more engagement with luxury
brands.
Ralph Lauren has led the evolution of luxury m-commerce by launch-
ing a mobile commerce service to allow clients to buy products from their
handsets through a dedicated mobile site that is powered by Quick Response
(QR) codes in advertisements. QR is an application that enables customers to
shop via their camera phones by sending a photo of a two-dimensional image
shown in print advertisements or store windows. The QR code will then take
the client directly to the m-commerce portal to shop for the specified item.
To elevate the offering, the service provides entertainment through access
to the brand's magazine, a style guide, exclusive videos and special sports
news. Clients are also provided the option of signing up for Ralph Lauren
mobile alerts for a wide range of information including store openings, events
and collaborations. The portal is free and open to anyone with a supporting
mobile system. At the time of writing, another luxury brand, Hermès, has
indicated interest in pursuing m-commerce in its technology integration.
These examples, which indicate the interest and flexibility of luxury brands
in mobile technology, also reveal that, so far, luxury brands have approached
mobile marketing and retail initiatives as an independent platform rather than
an extension of an integrated multi-channel effort. Mobile technology works
best in the context of a complementary medium that supports the overall mar-
keting and retailing activities of a brand. It is a platform that has the potential
to complete the client's overall experience of a brand's universe and ought
to be made a part of an integrated marketing strategy. One of the few brands
that has demonstrated progression in this direction is the auto brand BMW,
which launched a mobile campaign to promote its first X6 Sports Activity
Coupé in the US, as part of a multi-channel strategy to enhance client rela-
tions. It created a dedicated mobile WAP site and enabled access through tex-
ting a keyword to a number. The site provided information including the car's
specifications and dealer information, as well as interactivity through slide-
shows. Jaguar also executed a similar campaign in the US for its XF model,
which included among other choices, the opportunity to order a brochure or
