Using Fashion to Sell Electronics
Written on August 17, 2007
From the New York Times, a good read on how Philips is using a famous director (Wong Kar-Wai), a fashion photographer (Vincent Peters) and linking their new line of flat-screen televisions to luxury brands such as Lanvin to promote the idea of luxury.
This is of course similar to what Hitachi did a few months ago, hiring famous art director/photographer Jean-Paul Goude to direct and shoot a campaign for their new line of flat-screen TV’s
And of course Prada launched a touchscreen luxury phone shortly before the iPhone came out.
Fashion and electronics…a new trend? I guess if Viktor & Rolf can work with H&M anything is possible.
Filed in: Advertising, Fashion.
lavin and phillips is just bad branding. the brand strategist that devised that strategy should be fired and so should the ceo who ok’d it. there is no way that the luxury of lanvin could be associated with phillips brand image. also, where is the emotional connection in this partnership? how does the exclusiveness of lanvin translate into the luxuriousness of a phillips product? this is so lame.
obviously the brand manager for both brands don’t understand their position in the market or consumer perception of their brand.