glam april 2012 - 3 stories

7/31/2019 GLAM April 2012 - 3 Stories

1/11


2/11

42 / APRIL 2012

GLAM expLores the seAsons trends,

And cAtches up with fAshion buyersfor tips on how to incorporAte the

LAtest coLour fervor into your

everydAy styLe.

ByDebrina aliyah

maRC

jaCoBS


3/11

APRIL 2012 / 43

GLAM S/S FASHIOn

ecessionista-ever is nally completely out o the window.

It has been our years since the world economy suered a

blow and while the ashion industry commemorated with

somber and subtle tones and clean silhouettes or a ew

seasons, it had never really shaken o the cautious vibe

o another possible downturn. This season, however, the

spring is back in our step as we bounce into very merry,

colourul collections. Spring/Summer 2012 cannot be

any more estive and celebratory with the return o every

possible colour trends rom colour blocking to pastelparadise. It is perhaps, the rst time in a while that neon

pop-ups go hand-in-hand with eminine neutral shades.

Seen on the runways o Peter Som, Rodarte and Marc

Jacobs are key neon pieces that are perect as the ocusmaRC

jaCoBS


4/1144 / APRIL 2012

points or building your new seasons wardrobe. Wear

with clashing colour blocks to bring out the diva in

you, or layer with neutral shades or the trusty black

and white to bring a subtle glam to your look.

Over at Prada and Chloe, it is an all pastel aair with

dreamy drainpipe pants paired with fowing easyblouses and sot jackets. And i you are big an o uss-

ree comort-ocused drapes, the new age pyjama

contour rom Richard Chai and Betsey Johnson is

the perect t or you. Complementing the array o

colour palette or this season are graphics and prints

in equally vibrant motis, rom the classic symmetrical

shapes on Caroline Herreras blouses and scarves to

the sporty lines o Lacoste.

I you have always been a little skeptical about the

colour white, this season is the chance or you to jump

on the bandwagon and explore this understated yet

versatile shade. Get ready to hit the beach with an

all-white ensemble, be it a classic bikini or a plunging

neckline swimsuit rom Aqua Di Lara, nished o

with a stunning white katan with trimmings rom

Roberto Cavalli. The staple white dress or the season

should be o a relaxed silhouette, easily paired with

scarves and glittering accessories. Doo.Ri presented

a luscious and sot white shirt dress while the verychic Olsen twins at The Row puts together all white

ensembles o foaty see-through abrics.

Give your hobos and totes a rest this season as we

welcome the new era o large clutches, shoulder

bags, old overs, and wrist-lets that are both chic

and unctional. Incorporating the seasons graphic

and foral prints on to the clutches, brands including

Prada, Dolce & Gabbana and Jean Paul Gaultier sent

oversized clutches down the runway with leather

or chain straps. Perect with the extra straps during

the day to keep your hands ree and detach it or the

evening when you need a more dressy ensemble. Keep

your wrist-lets small and decorative to serve as the

statement piece o your outts.

CHLoe

guCCI

veRSaCe


5/11APRIL 2012 / 45

GLAM S/S FASHIOn

What are the hottest trends for Spring Summer 2012?

Layers o lace, o shoulder, print dresses, pencil skirts and

trousers, long tunic paired with trouser, stripes tops and skirts.

And the colours?

Caramel, Orange, Fuchsia, Yellow, Nude, Red, Blue, Black and

White combination.

Do you have any fave items?

Zinas Fuchsia dress and Emma Cook s horse printed Venexiana

and amazing vivid dress.

The seasons must-have?

The o-the- shoulder and the pencil skirt are on trend, and also

the vintage accessories, long boots and ollowing with a long

tunic.

Share style advice on how to update your wardrobe for Spring

Summer 2012?

Sweaters, cardigans, striped tops, pencil skirt and trouser and

long tunic.

ALi totAyouBuyer, ZAI - NBK FAshIoN

What are the hottest trends for Spring Summer 2012?SS 2012 is un and very eminine. The pre-collections introduced pastel colours and light abrics

that expressed emininity at its best. The major infuences overall were the 20s and the 50s

and somehow a bit Charleston. The runway collection was ull o exposed midris and cropped

dresses splashed with bright colours and prints. The urban jungle print along with the foral

were amongst the most obvious.

And the colours?

Celebrate the arrival o Spring in pastels, but make sure you spice up the summer in strong bold

printed colors to complement your tan. When it comes to the print, go or Floral and Urban

Arican print. They come in all colors, Yellow, Pink, Turquoise, Red and more. White is a must

this summer, as it was eatured almost on all runways.

Do you have any favourite pieces from the brands?

My personal avourites vary rom one brand to another. In Ferragamo, or instance, we will be

presenting an exclusive exotic line made out o crocodile leather, but the twist is the colour!

Bright Fuchsia, Turquoise, and more, they are absolutely stunning.

The seasons must-have?

A retro square purse or clutch and a printed dress or top.

Your style advice to update the wardrobe for Spring Summer 2012.

Never go overboard, always look or the key items that can complement your wardrobe and

refect the trend o the season. Always ocus on the right accessories, as they are the most

important part o a look.

JeAn nAkhLeseNIor Buyer, uNIted FAshIoN CompANy


6/1172 / APRIL 2012

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ThelanguageFashionspeaks

ByDebrina aliyah


7/11

APRIL 2012 / 73

GLAM FASHIOn FOrwArD

he Internet. One all-

encompassing phrase.

There is not one single

inrastructure as compre-

hensive and compelling as

the World Wide Web andlike it or not, it has taken

over our world. Mobile

phones, tablets, comput-

ers, laptops and now even on in-fight entertainment

units, the Internet is everywhere and social media

tools are leading the revolution in the way we commu-

nicate with each other. But more importantly, it is also

changing the way brands are communicating their

ideas to us as consumers. In the ast-paced industry o

ashion and beauty, brands are exuberantly embracing

social media tools to engage with their markets result-

ing in exciting campaigns that transcend borders and

time zones.

Social media is the number

one activity on the Internet

and more than one and a

hal million pieces o content

is shared daily on social

platorm Facebook. Twittercurrently has over ty million

registered accounts, YouTube

records an average o a billion

views per day and 70% o

Internet users read blogs

that are hosted across various

blogging platorms including

Eblogger, Wordpress and

Tumblr. These astounding

statistics make the Internet a

marketing paradise or brands

because unlike traditional

media channels, there are

no sky-rocketing costs, no

limitations o geography or language, no limitation

o air-time or print space, and provides instant

engagement with the target audience.

A large number o ashion brands, especially high-

street names were the rst to take advantage o this

phenomenon by creating presence across all social

platorms rom Facebook to Tumblr. UK high-street

retailer Asos, American Apparel, Victorias Secret and

Topshop have successully built infuential online

presence by combining their websites with interactive

eatures like orums, instant live chat and daily

style advice. American Apparel collaborated with

Lookbook.nu allowing their ans to upload photos o

themselves styled in the latest ashion, while Topshopwas one o the rst ew brands to launch an iTunes

app allowing Apple users to access its latest oerings

at their ngertips. Currently, Victorias Secret has

about 17 million ans on Facebook and is engaging over

250,000 users at any given time across all their social

platorms. The highlight in the brands digital strategy

is the live streaming and commentary on its legendary

annual Angels Fashion Show.

While mid-market brands embraced the movement,

luxury brands were apprehensive at the onslaughto digital media as the notion o luxury has always

been veiled with an air o inaccessibility and exclusiv-

ity. Burberry was the rst luxury house to cross the

bridge by adopting a comprehensive digital strategy

which included the unprecedented move o streaming

its ashion shows live on their website and allowing

customers to buy pieces directly o-the-runway via its

iTunes app. The brand then took on a new level when

they partnered with Twitter Inc to Tweetwalk dur-

ing their last runway show in September 2011 where

it shared Twitpics o the looks backstage beore the

models hit the catwalk. The move broke records o

Twitters mentions-per-min-

ute records and the images

received more than 50,000

views within hal an hour o

the show.

But does online popular-

ity and presence remain justthat or does it actually work

eectively as a revenue-gen-

erating marketing strategy?

Burberry was struggling to

keep its books in the green

but ater switching its mar-

keting budget to digital

channels, the brand reported

a 29% increase in revenue.

Luxury jewellers Tiany &

Co reported a 20% increase

in sales ater launching its

online campaign, the What

Makes Love True micro-site

and the Engagement Ring Finder mobile app. Fashion

label Kate Spade which was let in a limbo our years

ago when ounders o the brand Kate and Andy Spade

let the company adopted a multichannel approach

with a heavy ocus on online presence and distribution

and turned the company around. The brand revamped

its website to drive urther engagement with their ans

and uses almost all social platorms available including

Instagram to really connect with the online audience.

The companys total comparable sales growth has in-

creased by 74% and its e-commerce sector recorded

triple-digit growth. Both Burberry and Kate Spade

is ranked rst and second respectively in a study re-

leased by luxury research and advisory rm L2 in itsDigital IQ Index.

The proven success o Burberry and Kate Spade has

become the shining example or other luxury houses

to ollow. Gucci and Dior have both now surpassed the

Freedom oFinFormaTionFlow

While traditional media channels like television,

radio or newspapers have to adhere to broadcasting

regulations in respective countries, digital media

opens up the opportunity or brands to implement

creative marketing strategies which may not have

been allowed otherwise. In the recent years, we

have seen the introduction o laws to curb copyright

inringement via les sharing on the Internet, but the

rest o the world wide web is one inrastructure that

runs without guidelines and rules especially when it

comes to creative work.

In Qatar, where the Internet is a major player as

a marketing and promotion tool, local ashionestablishments are well-versed in implementing their

own digital strategies which are ar-reaching albeit

small compared to international big brands. Fashion

and beauty establishments including Impression,

The Closet, Zai, Al Mana Luxury, and Glow American

Salon maintain their Facebook and Twitter proles

to keep ans up-to-date with their promotions and

services.

While the local norm in this country is to peruse

marketing materials that are respectul and culturally

sensitive in the advertisements, whether via in-store

or on traditional media channels, some brands have

innovated by producing alternative advertisements on

their social media tools. Among some strategies that

have been seen includes promotion o Valentines Day

oers online, Twitter-based contest (which would

otherwise require a sales license in-store) as well

as the use o provocative marketing materials rom

lingerie brands.

This has become a complementary marketing strategy

or the brands, being able to conorm and respect

local practices and yet at the same time, implement

creative promotions to bring out the essence o their

products.

social media

is The numBer

one acTiviTYon

The inTerneT

and more Than

one and a halF

million pieces

oF conTenTis

shared dailY on

social plaTFormFaceBook.


8/11

74 / APRIL 2012

GLAM FASHIOn FOrwArD

ve million ans mark on Facebook and have launched

marketing campaigns reaching a global audience.

Chanel, Prada and Victoria Beckham are among

luxury brands that have launched short online lms to

promote their new collections. These strategies take

advantage o the viral eect on the Internet where ans

and ollowers share the content with their riends who

in turn would do the same to their riends. Instead o

declining infuence because o mass accessibility, social

media tools have helped luxury brands increase sales

by allowing potential customers to engage and learn

about their products online which eventually leads

to purchases. These are new markets o customers

who previously would not even step into the stores

o luxury brands because o the uppity atmosphere in

the boutiques. The new online strategies also allowed

brands to reach a worldwide audience and amass new

infuence in countries where they have no physical

presence.

The growth o online marketing has shited the way

our consumers shop. This is especially prevalent in the

travel, retail and automotive segments. Traditionally,

travel agents and sales representatives are important

in these industries to generate sales but with digital

strategies, consumers no longer need somebody totell them what to buy. They make their own decisions

based on the inormation available online which also

results in them shopping online rather than having to

go to the physical storeront. This means that brands

can market their products to a worldwide market,

explains Lola Chin, general manager o digital

specialization media agency Tribal DDB which handles

digital strategies or brands including Volkswagen and

Tourism Australia.

DKNY is another luxury brand that has capitalise on

the Twitter platorm with its cheeky online persona

DKNY PR GIRL (@dkny) providing rst-hand

exclusives to videos, events and special oers to its

ollowers. Twitter has become a powerul instantengagement tool or brands by providing personalised

replies to customers as well as prompt answers to

queries. Followers are able to participate in short

conversations with the brand creating an atmosphere

where customers eel connected to the brands which

helps in building brand loyalty and ultimately, resulting

in revenue.

Content plays an important role in online marketing

now. The consumer is savvy and would like to be ed

with inormation thats relevant to them and not just

be bombarded with messaging. While we are ofine,

we are also constantly online via our tablets or smart

phones. Hence, inormation needs to be served to the

consumer at the point that they need it, says Chin.

This resulted in the emergence o new innovative ways

that brands use to engage their customers via social

media. Luxury shoe brand Jimmy Choo launched a

city-wide social media shoe hunt in London using

the FourSquare platorm. Followers had to ollow the

check-ins o the Jimmy Choo account at dierent

locations o London to win a pair o shoes rom the

brand. Marc Jacobs also launched an initiative with

FourSquare to allow its ollowers to win tickets to New

York Fashion Week. Diane Von Furstenberg paired up

Facebook and Twitter on its campaign Love, Diane by

oering a monthly special on its signature wrap dress

or Facebook ans only.

Digital strategies have created convenience,

interactivity and opportunities or us to research ourashion buys. For ashionistas around the world, how

else can we survive i not through social media where

we are ed ashion bites rom the moment we wake up

till the time we sleep, all at the reach o our ngers.

chanel and vicToria

Beckham are

among Brands ThaThave launched

online Films To

promoTe Their new

collecTions.

FashionBrands and

Their TwiTTerhandles

BurBerry - @burberry

750,000++followers

KaTe Spade - @katespadeny

180,000++followers

dolce & GaBBana - @dolcegabbana

250,000++ followers

coach, inc. - @coach

300,000++ followers

Gucci- @gucci

270,000++ followersTory Burch - @toryburch

130,000++ followers


9/11


10/11

100 / APRIL 2012

aday out at the horse races

is never complete without

the extravagant display

o hats and ascinators,

a tradition that has been

ongoing since its incep-

tion at the Royal Ascot

Racecourse in Kentucky,

Derby. The glitzy aair

has become an annual do in locations all around the

world during the respective racing seasons, and Qatar

got its own share o headwear splendour during the

exciting HH the Emirs Sword and HH the Emirs Tro-

phy Cup race.

While the gentlemen indulged in the excitement o the

races, the ladies were out in ull orce showcasing their

best hats and matching outts at the Qatar Racing andEquestrian Club (QREC). The highlight or the women

was the much-anticipated Hat Contest organised

exclusively by Longines, the ocial timekeeper o

the races. The contest was open to all women wearing

ready-to-wear or custom-made hats and saw the

participation o 87 ladies. The participants displayed

a creative range o vibrant colours and designs, rom

nature inspired ascinators to classic interpretation o

elegant hats. Along with the exciting hats, they also

wore matching quintessential race outts o A-line

dresses and jackets.

The Longines Hat Contest booth was a furry o

activities with the chitter-chatter o the participants,

while renowned Parisian hat maker Sophie Papiernik

was also present to showcase her collection o

handmade hats rom Maison Sophie Papiernik Paris.

The hat maker was on hand to give style advice and

recommendations to the ladies on the pairing o hats

with outts as well as the suitability o a variety o

hats to the dierent ace shapes. By the end o the race

day, the winners o the hat contest were announcedwith Tjarda Van Den Broek Humphreis taking home

the coveted rst prize o a Longines DolceVita watch

modeled in steel and gold and set with diamonds.

Tjarda wore a maroon ascinator that was decorated

GLAMOROUS STyLE OFF THE FIELD HAD GLAMS DEBRINA ALIyAHExCITED AS TO WHO WOULD PIP THE POST AT THE HH THE EMIRS

SWORD AND HH THE EMIRS TROPHy CUP RACE.

ArOunD TOwn


11/11

APRIL 2012 / 101

GLAM ArOunD TOwn

with a vibrantly colourul bird and a contrasting

turquoise-layered chion dress.

Held under the patronage o His Highness Sheikh

Hamad bin Khalia Al Thani, the Emir o the State

o Qatar, HH the Emirs Sword and HH the Emirs

Trophy Cup race is one o the most-awaited events

on the Qatar horse racing calendar. A thrilling aair,

the event consisted o the Emir Sword, a 2400 mt race

that carries a prize money o QR1 million and the H.H.

the Emirs Trophy presented by Longines with a prize

money o QR800,000. The winner o the 2400 mt race

or thoroughbreds is the horse Lancelot, owned by

Umm Qarn, trained by Alban de Mieulle and ridden

by French jockey Olivier Peslier.

Longines passionate involvement in the arena o

equestrian sports is urther enriched with the line-up

o events taking place at QREC. Longines and QRECembarked on a strong partnership that sees the Swiss

watchmaker being the ocial timekeeper or all

equestrian events occurring at the club as well as the

Qatar Prix de lArc de Triomphe at Longchamp.

glam april 2012 - 3 stories

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