With a week to go til’ the big day, retailers’ holiday campaigns are in full festive swing. Whether attracting new shoppers to cross a store’s threshold or keeping loyal brand-lovers engaged, ‘tis the season to go all out – and, when it comes to fashion retail, tech-focused omnichannel strategies are the best bet, for a happy holidays on both sides of the checkout.
Some of the best of the year’s campaigns are using social media and a dose of sarcasm to subvert tired Christmas tropes. With its ‘Could I be any clearer?’ campaign, London luxury retailer Harvey Nichols is allowing consumers to create personalized Christmas Cards detailing exactly what they want – including messages such as ‘Seasons Greetings…will be very awkward, if you don’t get me a pair of Charlotte Olympia silver sandals.’ Dubbed ‘the best way to get what you want this Christmas’, the campaign includes an app so users can create their own cards to print at home or share on their own social media channels.
Also celebrating a very tongue-in-cheek Christmas is British luxury stalwart Mulberry. Having built its social media strategy over the past few years – in part thanks to the exposure lent by frontwoman Cara Delevingne – the label has turned to a more traditional family set-up this year: one in which some upper-crust family members compete to give the best gift, and #WinChristmas. In a video in which a hot pink Mulberry handbag wins Christmas over a unicorn – cue screams of ‘Thanks, Grandma!’ – the British brand shows it can poke fun at its own prestige and clock up over a million hits in the process.
This Noel has also seen the very first Christmas campaign from Burberry – starring Romeo Beckham in a four-minute film entitled ‘From London with Love.’ Reminding the market that Burberry’s the one to beat when it comes to offline/online synchronicity, the old-school Hollywood inspired campaign was launched with a huge event at the label’s Regent street flagship store.
And, the winner of the battle of the luxury fashion Christmas campaign? We’ll have to wait until the numbers are in, come 2015.
Reported by Claire Healy