Vera Wang collaborates with Wedgwood for crystal collection

Fashion icon Vera Wang has collaborated with Wedgwood to create a collection of fine china dinnerware, giftware and crystal stemware for a Valentine’s Day collection, which is being promoted via email.

Vera Wang has created pieces that have a distinctly modern feel, yet retain a classical charm. The collection embodies an elegant modernity with a twist of classicism.

“The No. 1 reason why luxury consumers link up with a brand in social media — i.e. either become fan or follow – is to get coupons,” said Pam Danziger, president of Unity Marketing, Stephens, PA. ”So the answer is yes, offering a discount to our mailing list makes sense for a brand.”

Wedgwood is a division of Waterford Wedgwood Royal Doulton, which manufactures and sells brands such as Waterford, Wedgwood, Royal Doulton, Royal Albert and Johnson Brothers.

WWRD also has arrangements with innovators such as Jasper Conran, Monique Lhuillier, John Rocha, Gordon Ramsay and Michael Aram.

With love
Wedgwood is promoting Ms. Wang’s Valentine’s Day collection via email by sending fans an online voucher for free gift wrap and shipping with any $50 purchase through Feb. 2.

Screengrab of “With Love” collection

The email newsletter also allows consumers to click on the link provided to be directed to the entire “With Love” collection by Ms. Wang.

Consumers who are not receiving Wedgwood’s email newsletters can sign up at the bottom of the WWRD Web site.

Users can enter the promotion code “LOVE” to receive the free gift wrap and shipping.

The “With Love” collection is just a sub-category of the Vera Wang collection for Wedgwood. The entire Vera Wang line can be found here.

Two peas in a pod
These two famous luxury brand names may have more in common than one would think.

Both brands interpret their designs through tradition with a hint of contemporary. Vera Wang and Wedgwood integrate heritage, quality and craftsmanship into their pieces.

Extra incentives
Ms. Danziger says brands should offer its affluent consumers special gift incentives.

Rather than offering consumers stingy, even meaningless discounts, brands should reward customers by doing special things that are unexpected.

Luxury brands should focus on rewards programs that give affluent consumers special perks and experiences as opposed to coupons and deals for discounts. (see story)  

“If they really want to do their customers a favor and build good will toward the brand and to think of the brand for gifting opportunities, then special wrapping, free Fedex, maybe an extra piece to go along with the gift,” Ms. Danziger said.

“For affluents, pricing isn’t about the money, but the meaning,” she said.

Final take
Waterford Wedgwood

Ferragamo's Vara shoes

Today in luxury marketing:

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Headonism promotional image using a Keely Hunter design

British luxury home and lifestyle brand Wedgwood is the primary sponsor of the British Fashion Council’s millinery project.

BFC “Headonism” will showcase the work of a new crop of hat designers during London Fashion Week. This new alliance will help the brand branch out of its own product categories and prove its place within fashionable homes.

“Wedgwood has a long tradition of supporting and encouraging creative talent, it is part of our heritage,” said Sally Warmington, EMEA marketing director at Wedgwood, Waterford, Royal Doulton, Staffordshire, England.

“We are excited and proud to be encouraging a new generation of British milliners through the Headonism project and we look forward to working with them to inspire, mentor and grow their brands,” she said.

“Wedgwood’s sponsorship of Headonism further integrates the brand with the global fashion community. London Fashion Week is recognized as being the showcase for dynamic and exciting talent. By supporting Headonism, we can reach fashion-aware consumers that we may not reach through our existing communication channels.”

Head start
Wedgwood announced its sponsorship on Facebook and Twitter, with posts that included a number of designs from the milliners participating in the showcase.

Tweet from Wedgwood

Headonism is an annual event from the British Fashion Council, which is curated by Stephen Jones OBE, a milliner who has designed headpieces for runway shows for Vivienne Westwood and John Galiano for Dior.

Those chosen get mentoring from Mr. Jones as well as opportunities to show their collections in installations at British Fashion Week. For spring/summer 2015, the designs will be on display in the East Wing showrooms at Somerset House.

Somerset House

For Headonism, the designs are expected to be innovative.

Applicants must reside in the U.K. and have a business younger than six-years-old. These young designers have to be stocked by at least two retailers and have experience doing production and sales.

This year the display will include both returning designers Emma Yeo and Keely Hunter, as well as new recipients Awon Golding and Lizzie McQuade.

Ms. Golding was born in Hong Kong, and her traditional with a twist hats are carried at Liberty London. One takes typical materials and fashions them into an ice cream cone.

Hat by Awon Golding

More sculptural, Ms. Yeo uses technology to make her headwear.

Hat by Emma Yeo

Ms. Hunter creates modern pieces inspired by architecture, while Ms. McQuade has a more feminine aesthetic.

Hats by Lizzie McQuade

The BFC made an announcement about the sponsorship on its Web site, and also used social media to spread the news. Through this placement of the brand, Wedgwood will be able to build up awareness among fashion-minded consumers.

Hats off
Millinery is an art form that other brands have highlighted with special events.

British department store Fortnum & Mason highlighted the art of hat making with a two-week series of in-store events at its Piccadilly store.

A main focus of the “Millinery Fortnight,” Fortnum was British hat designer Philip Treacy, who was on hand to talk to consumers and show off his latest collection (see story).

Other brands have found ways to support young talent in an industry parallel to theirs.

Precision cut-crystal maker Swarovski has hand-picked a number of fashion designers to show at Mercedes-Benz Fashion Week in New York as part of its Swarovski Collective.

In addition to providing financial support to the designers, the brand will give them crystals to use in their designs. Swarovski is able to showcase its own creativity through this project, as well as show its good citizenship within the fashion industry (see story).

Wedgwood’s sponsorship will help strengthen the brand’s place in the artistic community.

“This is a great fit to the brand and offers the perfect contemporary expression of more than 250 years of artistic patronage,” Ms. Warmington said.

“Through Headonism we can share our unique heritage of design and craft to inspire a new generation of British fashion talent,” she said. “It also reinforces Wedgwood’s links with the fashion and lifestyle community on a global scale.”

Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York

Wedgwood tea ware

British luxury home and lifestyle brand Wedgwood is beginning a worldwide tradition at Langham Hotels.

“The Langham Afternoon Tea by Wedgwood” first launched in Hong Kong, and remaining locations will soon follow. With Wedgwood as the regular place setting for menu items, Langham is creating a centralized location for consumers to access Wedgwood products.

“The partnership links two iconic luxury brands and offers an exquisite experience for existing and new consumers of both the brands,” said Michelle Westcott-Richards, director of public relations and special events at Waterford Wedgwood Royal Doulton USA, New York.

Tea time 
The afternoon tea will be complemented with pastries from Langham Hotels’ pastry chefs. Each location will have its own menus prepared by that hotel’s individual chef.

Wedgwood teaware will add to the experience of tasting fine teas from all over the world. The Wedgwood Tea blends and Langham blends will include Palm Court Exotic Blend, Silk Road Blend, English Flower Blend and The Langham Blend.

Langham Hotels will have tea sommeliers that are trained and certified by the Wedgwood Tea Academy.

Afternoon tea at Langham Chicago 

Tea has a long history with Wedgwood dating back to the brand’s founder who began designing teaware collections in the 18th Century. At Langham Hotels afternoon tea was first served in 1865 and has been available every afternoon since.

Tea time at Langham 

The notion of afternoon tea has spread from Britain to other countries and cultures and the introduction of Wedgwood tea into Langham properties worldwide will help cement the tea brand in countries outside of the United Kingdom.

Extended stay partners
Partnering with a large hotel group allows brands to have an extended reach into markets that may have previously been unattainable.

For instance, Italian automaker Ferrari entered a partnership with Hong Kong-based hotel chain Shangri-La to bring guests a personalized experience when traveling to European and Asian race series.

The joint venture offered Ferrari fans the opportunity to experience exclusive events and temporarily reside in a local Shangri-La during the various Ferrari racing series. Fans turned guests will have the opportunity to gain awareness about the similarities in the affluent traditions of each brand (see story).

Sometimes hotel brands are the primary benefactor in a partnership.

For example, The Peninsula Hotels set up a window display for its Parisian property in London department store Harrods through Oct. 7 to pique the interest of the city’s affluent citizens and tourists.

Although The Peninsula Paris is obviously not in London, the window display will be seen by many consumers who regularly visit France and other European cities. Plus, the Paris property is Peninsula’s first foray into Europe, which affords many consumers the chance to experience the brand for the first time (see story).

Picking a partnering hotel that is right for a brand can be tricky. The two brands’ consumers and mindsets must match for the campaign to be successful.

“The Langham properties are the perfect fit for Wedgwood as both brands have a strong history in presenting the best in luxury,” Ms. Westcott-Richards said.

Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York 

Plate from Green Frog Service, made in 1773 for Catherine the Great

British porcelain maker Wedgwood is keeping its historical archive intact thanks to a public donation campaign that raised money through texts and online.

The Wedgwood Collection, which includes more than 80,000 works of art, manuscripts, photos and ceramics from the brand’s 250-year history, was in danger of being separated and sold off. Two months ahead of schedule, Wedgwood raised the last approximately $4.37 million needed through a public call for donations in partnership with charity organization the Art Fund.

“Wedgwood is a company you can follow through history and preserving this collection ensures that we can understand our past better,” said James Dean, vice president and head of the luxury practice at WealthEngine, Bethesda, MD. “The Wedgwood brand’s heritage is well established, and saving this collection just further enhances it.

“Many people have a great appreciation of history, and their heritage and the crowdsourcing efforts paid off because this collection really says something about people’s appreciation for the past,” he said.

“I certainly believe that our luxury firms will follow the success of the crowdfunding effort and try to replicate its success for similar causes.”

Mr. Dean is not affiliated with Wedgwood, but agreed to comment as an industry expert.

Wedgwood did not respond by press deadline.

Preserving history
The Wedgwood Collection began as a concept with founder Josiah Wedgwood I, who mentioned wanting to save items for posterity as early as 1774, prompting the start of the archives. In 1906, a museum was founded to house items after early experimental pieces were found.

Pieces in the collection include trials of new glazes and materials for both historic and contemporary porcelain, manuscripts and letters, pattern books, artwork and photography.

Wedgwood family portrait by George Stubbs

In addition to telling the story of Wedgwood, the collection highlights the history of industry in Britain over a few centuries.

Slave medallions created by Josiah Wedgwood to promote abolition

When the crowdfunding campaign began on Sept. 1, the Art Fund had already secured about $20.7 million from substantial donors, including the Heritage Lottery Fund, which gave about $17.346 million to the cause. The Art Fund also gave approximately $1.596 million itself.

To raise the last part of the total goal of about $25 million, Wedgwood and the Art Fund appealed to consumers for small donations. A dedicated microsite was set up, where consumers could donate online or follow instructions to text to donate around $16.

Save Wedgwood microsite

Both Wedgwood and the Art Fund raised awareness for the effort on social media

Almost 7,500 individuals donated through the campaign, and a private charity matched each of their donations pound-for-pound. While a number of these responses came from global consumers, around 30 percent came from the Midlands in Britain, where Wedgwood’s Collection is on display at its factory campus in Barlaton, showing the importance of the brand to locals.

Wedgwood Museum

A combination of public donations and giving from local benefactors brought the campaign to a close two months before the intended end date of Nov. 30.

The Art Fund plans to gift the collection to the Victoria & Albert Museum, but keep it on display at the current Wedgwood Museum site. The factory site is in the midst of a $54.3 million renovation, which is expected to be completed in the spring of 2015.

The World of Wedgwood, launching next year, represents a new visitor experience at the museum, which will allow consumers to immerse themselves in the brand heritage with help from the now-saved collection that will be central to the display.

Egyptian-style teapot from 1800

Backing a cause
Usually brands are the benefactors, rather than the beneficiaries, of public donation campaigns.

For example, U.S. fashion label Michael Kors is continuing its efforts to stop world hunger with a host of initiatives in honor of World Food Day on Oct. 16.

In July, the label celebrated 5 million meals served through its partnership with the United Nations’ World Food Programme. Now, Michael Kors is working to spur additional donations with a limited-edition timepiece (see story).

Wedgwood supports its own causes. The brand was the primary sponsor of the British Fashion Council’s millinery project.

BFC “Headonism” showcased the work of a new crop of hat designers during London Fashion Week. This new alliance helped the brand branch out of its own product categories and prove its place within fashionable homes (see story).

This outcome for Wedgwood will have an impact for the brand going forward.

“The heritage is intact, of huge import,” said Marie Driscoll, CEO and chief consultant of Driscoll Advisors, New York. “Wedgwood is part of the culture and history of Britain and its people.

“The collection in its entirety allows the Wedgwood to transition into the future and remain a part of the fabric of the British people,” she said. “With its homes at the V&A and the Wedgwood Museum, the tradition endures.

“[Wedgwood probably based this on] the knowledge that the Wedgwood brand is much beloved by many Brits and other nationalities too who would be happy to contribute to its enduring and continued contribution to their lives.”

For other brands facing a similar dilemma, crowdfunding could be the solution.

“This is an answer for entities that are a part of our lives, our first library, a favorite restaurant,” Ms. Driscoll said.

“Here those that contribute can feel good in being generous and enjoy the fruits of their generosity,” she said. “Win-win.”

Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York