DREAM WEAVES, A FABRIC STORY
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The objective is to highlight the fine fabrications of the Carlisle brand, the best kept secret in luxury fashion. The customer is thrilled to learn all about tweeds that are the same as those used by famous couture houses.
HIGH JEWELRY
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The marketing “El Dorado” of viral social media has driven sales in this category for the last decade. Bling Empire, the Netflix reality show, has inspired the current obsession with these accessories, making Beverly Hills and not Neuilly, the capital of what’s hot in the lapidary arts. The pageant-perfect cast out royals the royals with their knowledge of who are the oldest and best brands to own. Forget Louis Vuitton. Mellerio dits Meller takes the crown, having decorated French queen, Maria de' Medici, as early as 1613.
“The best things in life are free. The second best are very expensive.”
CARLISLE FALL DIGITAL CATALOG
Couture Fabrics In Timeless Styles
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The Carlisle customer is a woman who has arrived. She knows the value of money and is comfortable focusing her wealth on looking fabulous within reasonable parameters. As she enjoys an extremely busy lifestyle, she appreciates being sold on an entire season of looks in a single sitting. Her stylist uses an online catalog (such as the one shown below) to heighten the impact of an in-person sample presentation. The typical Carlisle silhouettes may be low key, but the fabrics are over-the-top fabulous and are sourced from Europe’s premier mills. Just as Lisa Rinna (a Real Housewife in good standing) proudly presented some of the remarkably current-looking pieces she bought while building her career in the ‘90s, the classic-loving Carlisle client similarly assembles a wardrobe that will never go out of style.
MAKEUP LAUNCH
“Success in the beauty business requires a personal touch. If you don’t sell, it’s not the product that’s wrong. It’s you.”
INTRODUCING BARE BLUSH
Video Stills
For a look of clean, quintessential femininity. The objective of this piece is to luxuriate in the reduced palette that evokes romance with a renegade shade of pink.
ROMANCING THE BRAND — THE QUINTESSENTIAL RECRUITMENT BROCHURES
Forty percent of the stylists who do direct selling claim they joined the company to access the clothes. This brochure is intended to seduce them, not their clients. The stylists take on that task with one-on-one personal service. Lavishly printed on varnished card stock, this folding print piece offers six to ten pages of outfit ideas. Selected on the basis of compelling campaign photography and diversity of category, these star looks help stylists quickly reach their minimum sales quotas. With no trace of promotional language, the brochure targets the emotions with its story of timeless luxury.
CARLISLE BAROQUE ROMANCE
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ETCETERA SNOW HOLIDAY
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FASHION WEEK PR BROCHURE
Meet the Carlisle Boulevardière
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The many thousands spent for a single day at Chelsea Piers during fashion week translated into useful exposure on blogs and trade media. More importantly for the business, this print piece brought in hundreds of new stylists.
FALL LOOKBOOK
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PRESS RELEASE FOR NEW COLLECTION
“The standout collection of the season was Fred Tutino’s Folk Dandy for the house of Carlisle, renowned for luxuriant materials and workmanship.”
MEET CARLISLE’S FOLK DANDY
Creative Director Fred Tutino’s fall-winter 2018 collection for luxury label Carlisle showcases over 30 looks inspired by the “Folk Dandy” – a concept which mixes the eccentricity of the English Bloomsbury artist genius, central European folk flourishes and the Savile Row tradition of exquisite tailoring. As Tutino puts it: “Embracing the intersection of modernity and tradition, I wanted to create a collection that speaks to the vintage-obsessed cosmopolitan.” The collection reinterprets classic suiting in luxurious Italian fabrics with the highest quality workmanship. Classic tweeds, plaids, houndstooth and flannels are re-imagined with tradition-upending embellishments and an unforeseen mixing of patterns and prints. Folk details, from embroideries to appliques, are rendered with a paradoxical opulence. The collection covers all bases, including polished suiting options, gowns that are equal parts edgy savoir vivre and romance, even such casual candidates as metallic leather jean jackets are imbued with singular theatricality.
MOTHER’S DAY EMAIL
The objective is to acknowledge a popular holiday with a tone appropriate to luxury loving clients who are proud of their success. They can appreciate the sentiment even more with the C-suite signature.
LUXE REAL ESTATE
Marble makeover
Targeting architects, interior designers and contractors, this evergreen website piece underscores the glamorous history of a classic luxury material.
REAL ESTATE WEBSITE
Long Form Copy, 1,000+ Words
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The objective of these evergreen, thousand-word pieces is to demonstrate the marketing principle of EAT: expertise, authority and trustworthiness. Many site visitors crave meatier articles – and savvy marketers are delivering. Producing longer articles is an excellent way to engage with readers and to offer them genuine value and a rewarding experience. With the right keyword usage, search engines confer relevance to your brand.
PERFUME
“Pleasure is the flower that passes; remembrance, the lasting perfume.”
“Long after one has forgotten what a woman wore, the memory of her perfume lingers.”
More powerful than fashion, perfume seduces with a sensual impression that works its way into the memory. The best fragrances connect the wearer to a unique narrative, comprising place, time and emotion. The challenge Is to identify what a fragrance evokes and make that fugacious experience permanent with words, actors and settings. To suggest the impact of a scent before it can be sampled is the true test of great advertising.
FRAGRANCE PRODUCT LAUNCH
La Voce by Coty
FRAGRANCE PRODUCT LAUNCH
Bleu de Chanel
FRAGRANCE PRODUCT LAUNCH
Déclaration by Cartier
SHAMPOO
Endless Shine by L’Oréal Paris
FLOWERS
Introducing the Vénus et Fleurs gift box
The special appreciation denoted by a floral offering is heightened by the novel features of these luxuriant rose boxes. The objective of this display ad is to tell the story of this gift concept in a way that justifies the elevated price point, without diminishing the romance. As Marivaux wrote, true love should be an eternal surprise. Sadly, though they symbolize love, ordinary roses are not eternal. In contrast, these immaculately color-and size-matched tributes suffuse the atmosphere with their natural fragrance for many weeks. There is also nothing fleeting about the pristine look of these real blooms that are specially treated to defy the effects of time. These brilliant boxed displays can be appreciated for much longer than a vase of flowers, looking as fresh as the day they were picked even after a year.
AMAZON JEWELRY COPY
Sleuthing through the right keyword tools, one can attract the perfect conversion candidates in an extremely competitive product category. The right customer-facing search terms and background text for the code (even with some misspelled keywords) can yield measurable gains.
TRENDING EUROPEAN JEWELRY
Private label website refresh
