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Engaging The Millennial: Augmented Reality And The Wired Generation

Filed under: Apparel, Gadgets, By Design, Architecture & Design

Millennials are defined as those born in the 1980s -- between 42 and 50 million (USA Today stats) who came of age with the new century, now between 18 and 28, and have also come of age truly wired, far more so than Boomers ( now reaching retirement age) or Gen Xers, ages 30-45. Millennials have grown up linked by BlackBerries, Androids, IPhones, computers, IPods, and video games. This is the generation of Wii, Facebook, Twitter, free downloads, access to just about everything. How do luxury brands engage these mindsets?

Thankfully, Augmented Reality, is proving to be a major force in this engagement. It is a process already in existence that combines two diverse dynamics: the perception of personal exclusivity and, a multi-dimensional, sensory experience. Augmented Reality, or AR, is a method for using a live direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input, like sound or graphics. It presents unique opportunities in terms of virtual fashion shows, digital flagship stores, 3D advertising campaigns, augmented reality Iphone applications, iPad magazines, Facebook live-streams and Twitter-based customer service. These are just a few examples of the long list of digital innovations that luxury brands have pioneered in 2010. And the field is growing. According to figures from ABI Research, the market for augmented reality (AR) in the US alone is expected to hit $350m in 2014, up from about $6m in 2008, or, around 50 times more from 2008 to 2014.

Augmented Reality is taking digital marketing strategies to a more sensory, immediate, attuned level -- perfect for Millenials, and others on either side of the generational divide. AR enables consumers to virtually try on jewelry, watches, clothing and handbags. The technology requires object recognition and computerization on the PCs, Macs or mobile devices as well as 3D renderings to superimpose images on the real world. What this process does is allow greater interactivity in the selling/buying process, creating an emotional connection between product needs and consumer desires. As a prime example, Tissot Reality: through its website Tissot lets users print and cut out a paper strip in order to try on virtual watches. Tissot showcased the application with an interactive Selfridges, London window display. This reportedly resulted in increasing in-store sales at Selfridges by 85%, while the YouTube views of the campaign have surpassed 70,000. See below, with the Tissot wrist watch AR video:

Tags: ABI Research, Adidas Originals Augmented Reality Game Pack, Audi Augmented Reality Car Calendar, Augmented Reality, Augmented Reality Airwalk Jim Shoe, Augmented reality and Millennials, Gucci Group Augmented Reality, Millennial Generation, Millennials, Pew Research Center Millennials, Ralph Lauren 4-D Fashion Event, Robert Polet, Social Media Millennials, Tissot, Tissot Augmented Reality, Tissot Reality, Toyota Auris virtual test drive, Toyota Scion Digital Campaign, Virtual Mirrors

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MotoGP Star Jorge Lorenzo Wins Tissot T-Touch Expert Watch

by Ariel Adams (RSS feed) —

Filed under: Timepieces / Watches, Sports

Recently at the 2010 MotoGP race at Laguna Seca near Monterey, CA, I got to see Jorge Lorenza get a 1st place win at the race. The showboating young Spaniard wooed audiences with his post-victory clown acts that fans the world over come to expect and appreciate. Before winning the race itself, Lorenzo also received a 1st place position in the qualifying pole position race - for the fifth time in a row. This earlier lap taken the day before determines in what position the riders starts the actual race. Lorenzo also beat out everyone else in this race, and for his top results, was awarded a watch by Tissot - a long time major sponsor of MotoGP.

Actually, Lorenzo won two Tissot watches that day. Another for when he won the race itself. Though as a privilege for getting a top time in the pole position lap, he got a nice Tissot T-Touch Expert watch - presented to him directly by Sharon Buntain, Tissot's US President. Lorenzo will likely we wearing the Tissot watch with frequency - just as many people in MotoGP do (given that Tissot has been associated with MotoGP for so long).

Ariel Adams publishes the luxury watch reviews site aBlogtoRead.com.

Gallery: Jorge Lorenzo wins Tissot T-Touch Expert watch

Tags: first place, Lorenzo, MotoGP, pole position, Tissot, watch, win

Tissot Gold-Toned Le Locle Chronograph Watch

by Ariel Adams (RSS feed) —

Filed under: Timepieces / Watches

Once in a while even I get irritated with luxury watch prices. It takes a lot of effort to handle a watch priced at $50,000 and think to yourself, "that is a pretty good deal." It can happen, which makes you really appreciate a sincerely high quality watch though. Other times you realize just how rare an actual watch costing $50,000, is actually worth any thing close $50,000. It makes you want to revisit the entry level luxury world to recall those nice watch features that can be had at much better prices.

Take this attractive new Tissot Le Locle Chronograph watch now with a PVD gold tone. The watch design isn't new, but this new quality gold toning is for the line as far as I know - and is arguably superior to gold plating. The legible gold on black face is easy to read yet classically formal, while the look has a retro theme with the black dial on brown alligator strap look. Inside the watch is an automatic ETA Valjoux 7750 chronograph movement. Only big omission is that the date and day discs are white rather than black to make the watch. Was someone asleep at the wheel here?

At 41mm wide with 30 meters of water resistance, it is a nice casually active timepiece with a sophisticated composure and not too much pretentious sentiments. The watch also has a sapphire crystral on the front and caseback. Taken together, you get a lot of luxury feeling for so much of a luxury price. For your basic day to day needs, there isn't going to be too much that a $50,000 watch has on this Le Locle. Retail price will be about $1,395 from Tissot soon.

Ariel Adams publishes the luxury watch review site aBlogtoRead.com.

Tags: chronograph, gold, le locle, LeLocle, timepiece, tissot, watch

Tissot Classic Prince Diamonds Watch

by Ariel Adams (RSS feed) —

Filed under: Timepieces / Watches

Tissot actually refers to this watch as being "banana-shaped" which I think it funny. It is true though, look at the side of this Tissot Prince watch and you will see the long and thin curved rectangular case with a small ETA 2660 manually wound mechanical movement inside - shaped like a banana. The Tissot Classic Prince is sort of a redo of classic art deco models which share the look. the most notable of which is the Rolex Prince. It is actually a quite flattering piece and looks great on the distinguished wrist.

The solid 18k rose gold case arrives with either a black or silver watch dial with art deco style Arabic numerals and optional diamond settings. Go for the diamonds and you get 165 diamonds all over the case, or another option of less diamonds with 61 stones on the case. The extreme curvature of the case makes it expensive to offer a sapphire crystal, so a Hesalite crystal is used instead. Tissot has been doing a nice job with the retro themed watches, and I certainly hope that this Classic Prince finds a nice fan base. The watch comes with a brown crocodile strap. All this is quite ritzy for the Tissot brand that generally offers much more entry level models, but they can get away with it. Look for it soon.

Ariel Adams publishes the popular watch review site aBlogtoRead.com.

Tags: art deco, ArtDeco, classic prince, ClassicPrince, diamonds, timepiece, tissot, watch

Tissot T-Pocket Watch

by Deidre Woollard (RSS feed) —

Filed under: Timepieces / Watches

Pocket watches don't always have to be round and antiquated. Tissot's T-Pocket is a modern version of the traditional timepiece. The T across the top can also serve as a supporting stand. The watch is available in steel or black PVD. The watch has an integrated alarm, a quartz movement and a battery with a three year life. It has a suggested retail of $350.

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Tags: pocket watch, timepiece, tissot, watch