If you are a regular reader at MG Luxury News, you have probably realized that I’m building a speech on how important is for Luxury Brands to innovate, to approach a young target and to think digital as the totem of their strategies. If you think about this statement, one of the initiatives that could help push further these luxury brands is the music industry, because what are the favorite things of young people? Definitely fashion and music. In this post I’m going to give you two examples about why Luxury Brands should collaborate more with the music industry – They are very different but both are working really well!
212VIP is a fragrance from Carolina Herrera whose storytelling is built around the night, the fun and being VIP. Their advertising campaigns until now were about the concept “Are you on the list?”, but for the launch of their 2015 limited edition 212VIP Club Edition, they have made a collaboration with the famous DJ Alesso with the hashtag #Alessofor212vip, where he would launch a new single for the fragrance and both would share the final pie 😉
One fact that predicts this collaboration as something positive is the power of generating viral content that Alesso has with 3,2Million followers on Facebook and 1M on Instagram (picking two social media). Actually, on April 21st both 212VIP and the DJ released the single “If It Wasn’t For You – Alesso for 212 VIP Carolina Herrera” and while the fragrance got 318 likes, Alesso had 5,9K likes.
Besides the qualitative data, it’s very important that the DJ matches with the product’s universe. As Paloma Geronico says in the interview bellow, who’s the most VIP person on a club? Definitely the DJ… So, taking into account:
- That summer is approaching (and therefore has the opportunity of becoming the song of the summer),
- That Alesso’s music pleases a broad target, specially of young Millenials,
- That he’s got the power of going-viral
- And the he matches perfectly the brand’s universe,
I agree that this is a great collaboration between the Fashion and the Music industry 🙂 And of course, here you can listen to the new single.
I couldn’t avoid talking about the new Dior Secret Garden campaign released today, where Rihanna has been chosen as the image. The music artist, who has 85Million followers on Facebook, 45Million followers on Twitter, 18Million on Instagram will be the first black woman to ever star a Dior campaign, congratulations!
At a first sight, Rihanna and Dior don’t share common values. Dior is one of the biggest Fashion Maisons ever, an institution within the luxury world, whose heritage is a stitched element on their communication. On the other hand, Rihanna is a young successful artist, whose songs and attitude are nothing but rebel; she can start trends or scandals, but always breaking the normal.
The music, far from an inspiration for its creative director, is not directly related with the brand. However, Raf Simons has being leveraging Dior to a new level of innovation, where approaching a new young and digital target is fundamental.
The aesthetic of the campaign is amazing, and in my opinion, the concept is brilliant. But, there is an existing threat on using a music artist with the influence of Rihanna that doesn’t share the values of the brand – Could it be that the campaign will be assigned to the singer instead to Dior? Could it be that the brand’s perception will be seeing as negative in this campaign? We will have to follow up the impact of #SecretGarden4Campaign and #iHeartDior to measure a campaign which is extremely attractive, but also dangerous.
To end, I wanted to share with you my interview to Paloma Geronico or Palo G. She is a DJ, who’s dream is to become a music producer and who has a strong opinion about the importance of social media and fashion for the people in the music industry. She’s also my sister and a really cool girl, check it out!