An essential round-up of the latest digital launches by luxury brands, including the St Regis New York, Stella McCartney, BMW, Jimmy Choo and Aston Martin

With the news that shoppers spent a record $5.5 billion online in the week leading up to Christmas, there seems no better time for luxury brands to be engaging consumers through the internet. Whilst WWD reported a decrease in iPad magazine sales towards the end of 2010, brands are still rolling out applications and web initiatives to ensnare and engage their followers.

Jimmy Choo and Zegna are utilising web 2.0 and Facebook to generate consumer led content, BMW have an iPhone application that will remotely lock your car and turn on your heating, Stella McCartney takes users through the world of her brand with a comprehensive iPad application, whilst the St Regis e-Butler will ensure you make the most of your trip to New York.

Jimmy Choo, Interactive Web

Jimmy Choo recently celebrated its 15th anniversary and to mark the occasion and drive consumer engagement, the brand launched ‘The Choo Connection’ microsite, as a living celebration of the brand. The key element is the interactive space for followers to share their personal Jimmy Choo experiences. Celebrities such as Elle Macpherson and Elizabeth Hurley share their favourite stories, as do a host of stylists and fashion notaries, but it is the opportunity for regular people to share their own experiences that humanises the affair and will keep people coming back for more.

“There are so many people who feel a sense of connection to the Jimmy Choo brand. It has always been my vision to capture the hearts of women around the world and I am thrilled to give the passionate community of Jimmy Choo fans a stronger voice on jimmychoo.com.” Tamara Mellon Founder and Chief Creative Officer

Website: Choo Connection
Source: Jimmy Choo

Aston Martin, iPhone

Aston Martin have released their ‘Explore’ application, displaying the brands range of products, alongside its rich history and a tour of the Gaydon HQ. The application promises users up-to-date news, first-to-see exclusive videos and provides a gateway to the brands presence on Twitter and Facebook. Users can also arrange a test drive, sign up to newsletters or rev James Bond’s car of choice by using the phone as an accelerator. It is available for free from the Apple Store.

Website: Aston Martin
Application: Explore
Source: Motor Authority

Stella McCartney, iPad

Shortly after the re-launch of her e-commerce store, Stella McCartney has developed an iPad application, incorporating video, features, polaroids, news, interviews and images. The launch issue features a backstage perspective of the recent Summer 2011 show in Paris as well as footage of Pharrell Williams and N*E*R*D performing at the after party.

A video directed by Alasdair McLellan with music by Brian Eno, showcases the the most iconic looks from the Winter collection. There are also interactive stories with world tennis number 1, Caroline Wozniacki, the face of Adidas by Stella McCartney Tennis, as well as an article on artist Barry Reigate, whose drawings are also featured on the homepage of the newly redesigned Stella McCartney website. Ensuring the necessary contemporary mix of brand content, fashion and peripheral interest pieces.

Website: Stella McCartney
Application: Stella McCartney
Developer: MERI Media
Source: Fashionably Marketing

BMW, iPhone

BMW take their relationship with iDevices to the next level, with the development of ‘My BMW Remote’, an application available to 5, 7 and X3 Series vehicles delivered after October 2010. You must be a BMW Assist client to utilise the technology, which allows users to door lock and unlock remotely, control climate remotely, flash headlights to assist in locating the vehicle, synchronise Google Local searches with the navigation system and help find your vehicle within a radius of 1.5km.

Whilst these features are incredibly convenient for the owner of the vehicle, some concerns have been raised as to whether or not it enhances the possibility of car theft, should the iPhone fall into the wrong hands. To counter this, BMW have designed a specific registration procedure, where users must join the Members Assist program to even be able to download the application, which is then internally PIN code protected, on top of any existing iPhone security settings.

Website: BMW
Application: My BMW Remote
Source: Coolest Gadgets

Saks 5th Avenue, 3D Projection

Following in the footsteps of Ralph Lauren, H&M; and Samsung, Saks 5th Avenue utilised 3D Projection mapping to celebrate Christmas in New York. Its 2010 holiday theme wrapped the NYC flagship with snowflakes and bubbles after dark, using imagery to interact with the architecture in a two and a-half minute music and light show that took place every 10 minutes after dark.

Website: Saks Fifth Avenue
Source: Brand Channel

Z by Zegna, Facebook

Ermenegildo Zegna is utilising Facebook to communicate with its Z for Zegna consumers. The group describe the brand as being ‘all about a strong image, a modern, eclectic style for a man who values creativity in the silhouette, well-constructed pieces, refined details and innovative materials’. And see this diffusion line consumer as a man that uses Facebook and wants to interact with his favourite brand.

The brand is showcasing a live fashion show through the social media platform and is also hosting a photography competition, which allows consumers to take their own images of Zegna products to share with friends and family. The winner will receive a ticket to the Z Zegna SS 2012 fashion show.

Website: Ermenegildo Zegna
Facebook: Z by Zegna
Source: Luxury Daily

St Regis, iPad

The St Regis New York has created an application, E-Butler, that allows guests and the public alike access to the hotel’s butlers and concierges. Guests are able to to “chat” directly with butlers in real-time, arranging details of their visit to the Big Apple. The hotel have also collaborated with a number of New York’s biggest personalities to share their favorite shops, restaurants and city landmarks, providing an insider’s guide to the city, alongside a calendar of events. The app then allows users to book these spots directly, offering a truly valuable experience to the out-of-towner.

Website: St Regis
Application: E-Butler
Developer: Runtriz
Source: Luxuo

Tod’s, iPad

Tod’s recently launched their second applications for the iPad, after the success of their August 2010 release: ‘My Life is in this Bag’. The initial offering focused on six individual and dynamic women and their lifestyle as told through the contents of their Tod’s D-Bag. The concept featured trendsetters from diverse personal and professional walks of life — a socialite, intellectual, globetrotter, mother, business woman and art dealer — no doubt personifying the varied customer the brand attracts.

The second app is less consumer focused and recognises the current need to communicate heritage and quality to consumers, as the industry rebounds and refocuses on quality post-recession. ‘An Italian Dream’ explores Tod’s craftsmanship and the collaboration between the brand and Teatro alla Scala Opera House. It is designed to showcase the artisanal process, showing each step in the creation of the Tod’s D-bag and Gommino, as well as offering a behind the scenes look at the relationship between Tod’s and Milan’s iconic opera house, which was captured in a video released earlier this year also called ‘An Italian Dream’.

Website: Tod’s
Application: My Life is in this Bag
Application: An Italian Dream
Source: Luxury Insider

Hugo Boss, Shoppable Video

Hugo Boss decided to use the Boss Orange Fall/Winter 2010 collection to expand their online presence through video and social media. Overlay created a shoppable video for the brand, using behind the scenes video material from the campaign photo shoot. Accessed through their main site and also on the Hugo Boss Facebook page, the player was customised to match their brand and be shared on social media sites, to ensure the spreadability of this reasonably novel technology.

Website: Boss Orange
Facebook: Hugo Boss
Developer: Overlay
Source: Luxury Daily

Intercontinental Hotels, iPad

Intercontinental are also looking to offer clients and potential clients a more integrated and comprehensive experience when staying in their hotels. They have developed an iPad application called ‘Insider Guides’ that aims to go beyond the idea of a city guide and instead offers destination recommendations as through the eyes of the locals. It contains recommendations for fine restaurants, shopping and trendy nightspots as well as insider tips on local culture, attractions and events. The application presents destination-specific concierge videos, Interactive maps utilising Google technology and even goes so far as to recommend what to pack.

Website: Intercontinental Hotels
Application: Concierge Insider Guides
Source: Luxury Travel Magazine