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How other channels can drive mobile – Luxury Daily

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Zenga set sights high in Estee Lauder partnership
Estee Lauder Cos. inked an exclusive fragrance agreement with Ermenegildo Zegna Group, opening up yet another lucrative channel for the storied Italian brand.
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Net-A-Porter seeks eco-halo with Runway to Green collaboration
British ecommerce site Net-A-Porter and nonprofit organization Runway to Green tapped more than 25 luxury designers for a limited-edition collection raising funds and creating awareness for leading environmental organizations worldwide.
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How other channels can drive mobile
Luxury marketers are tapping channels such as in-store, digital, out-of-home, direct mail and print to drive customers to mobile for exclusive content, products and offers.
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Lexus targets epicureans with first culinary effort
Lexus is teaming up with six of the world’s most distinguished chefs as the automaker unveils its first culinary effort convening April 28-May 1 at the 4th Annual Pebble Beach Food & Wine festival in California.
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Jo Malone stands strong with Bloomingdale’s mailer takeover
Fragrance and candlemaker Jo Malone takes over the Beauty Blooms Bloomingdale’s spring mailer with an independent fold-out sleeve promoting its new tea fragrance blends.
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Marc Jacobs, LVMH and Prada – News briefs
Today in luxury marketing – Former Marc Jacobs exec sues Robert Duffy, LVMH; LVMH CEO says Japan impact on sales limited; Prada to float 20pc of shares in Hong Kong; What Facebook’s behavioral ad targeting means for retailers.
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Using celebrities as luxury brand ambassadors – for better or worse
A predominant luxury marketing rule in the past had been based on the attitude: “If a celebrity is needed to sell the product, there is a problem with the brand.”
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