YSL: A very exclusive lover
February 6, 2009 by Katherine Liew
Filed under Marketing
No love this Valentine’s Day?
At least you can get some materialistic love from YSL…
The luxury label will be releasing its fourth manifesto; a series of photo shoots and videos to express the spirit of the brand.
Early birds to stores in Paris, London, Milan, Tokyo, Hong Kong and New York might be one of 2,000 to snag a free limited edition tote and USB full of multimedia from the new manifesto.
It’s an interesting move for a luxury brand…
The manifesto concept is a great way of expressing the brand’s identity and what it wants to stand for.
Giving the images away to diehard fans will probably ensure that they are spread online directly to their targets.
Viktor & Rolf achieved something similar with their ’secret’ online fashion show, limited to those who had signed up to be a member of their official site.
In luxury, it’s all about being one of the blessed few.
Is 12,000 too many to be the few?
Source: NYLON
