Fendi’s snowman sporting its Hypnoshine sunglasses
Market challenges and global turmoil aside, luxury brands and retailers put ?the reason for the season? ahead of overt product pushes for the holidays.
Holiday campaigns this year encouraged consumers to take a step back from their hectic schedules to enjoy loved ones and embrace messages of love, peace and joy. In addition to a number of philanthropic efforts, digital technologies have increasingly been used to enhance campaign interaction to create a memorable experience beyond the item purchased.
Here are the top five luxury brand holiday efforts of the 2014 holiday season, in alphabetical order.
Barneys New York #LovePeaceJoyProject holiday graphic
Department store chain Barneys New York is offering an antidote to the turbulent geopolitical climate around the world with a holiday campaign that aims to unite. The retailer?s ?Love Peace Joy Project? initiative brings together six artists for window displays at both its New York flagship stores, with displays that interpret the theme through the artist?s particular aesthetic. With current affairs, Barneys’ campaign speaks to many consumers’ desires for more tranquility and coming together.
Honoring the recently established Barneys New York Foundation, a social initiative asks consumers to post a photo of themselves making a pose indicative of one of the campaign ideas and tagging it #LovePeaceJoyProject (see story).
Italian fashion label Fendi is counting...