What The Top Luxury Brands Did (Or Didn't Do) To Wish Customers A Happy Holiday.

What did the top Luxury brands do this year to connect with their fans, engage their consumers and wish them a happy holiday season?  Well, I'm going to show you.

Besides e-mail blasts to those on their mailing lists and in their databases, some of the world's most well-known luxury brands created special short holiday films or flash videos (Burberry, Cartier, CHANEL and Dior) they shared on their own websites, YouTube and Facebook.  Some built interactive apps (Moet & Chandon, Hennessey and Mercedes -Benz), some reinforced their brand by posting holiday branded images on Facebook's timeline cover and on their pages and Twitter channels (Tiffany & Co., Hermes, Gucci, Louis Vuitton) or engaged in some geurilla tactics (Tiffany & Co. in London) and some, sadly,  did nothing except push their own products (BMW, Rolex and Prada).



I compiled the following examples from the top luxury brands according to Millward Brown and Interbrand (as well as a few additional brands such as Dior, Porsche and Mercedes Benz). I checked their websites (some global, some US), Facebook pages and Twitter feeds to share with you what they created and shared via social media for the Holiday Season*.

BURBERRY



As always, Burberry knows how to take advantage of digital media. In addition posting the above imagery on Facebook with heartfelt greetings, they created a "Magical Burberry Festive Card" a flash greeting card you can view and share.




TIFFANY & CO



Kudos to Tiffany & Co. for not only posting Christmas wishes and imagery on Facebook but for wrapping 100 taxicabs in London and offering free Christmas music downloads at their website from She and Him (no longer available):




CHANEL


In addition to some lovely CHANEL imagery posted on their Facebook page like that shown above, they created this special holiday video:


Although not listed as one of the top luxury brands, Dior also created a Holiday Wishes video worth sharing:


CARTIER


Cartier has a 'Wintertale" section on their Facebook page which allows you to watch this short film or create and share a wishlist:


MOET & CHANDON


In addition to many festive holiday images featuring their products on their facebook page, Moet & Chandon has an interactive app on Facebook and their own site that let's you pop the cork for the holidays. And see how many have before you.




HENNESSEY


While it's not holiday music (and I wish it were), as a gift to their Facebook fans and Twitter followers, Hennessey compiled a spotify playlist with the following message: "The Hennessy #WildRabbit Spotify playlist is our gift to your ears. Listen now, listen for free. Happy listening, and Happy Holidays!" (For this you do need to add the spotify app to your Facebook page).

MERCEDES BENZ


Mercedes Benz featured a holiday image and greeting on facebook and created the custom Naughty or Nice card, a facebook app that let's you you customize a card to send to the friend of your choice.




HERMES


Hermes had this nice banner, shown above, on their Facebook page. And posted some of their illustrated greetings by Alice Charbin on Facebook, but that's all. More holiday illustrations by Charbin, who creates all the illustrations for Hermes' emails and website, can be found here on Pinterest:


GUCCI


Sadly, Gucci simply posted this lame greeting card on Facebook. But at least the theme of gold ribbons is echoed on their website for some branding consistency.

LOUIS VUITTON
LV posted this season's greetings image to their facebook fans:


I was disappointed that Louis Vuitton is pushing their Luck Collection under the guise of Holiday Inspirations. While their site allows you to 'share your luck' while exploring the collection by turning a wheel with Christmas music playing in the background and adding items to your wish list, it's merely a way to sell more product.

PORSCHE
At least Porsche had this cute holiday image posted on their Facebook page, but that was about it.



BMW, ROLEX & PRADA
The most disappointing were BMW, Rolex and Prada. None of these brands posted or shared festive holiday greetings or imagery on their respective Facebook pages, websites or pinterest boards. Wouldn't have taken much to do. FAIL.

*While some of these brands have Pinterest boards and some do not, I did not include images from these in this post.

The Top 100 Global Brands of 2012. Who's Moving Up, Who's Dominating and Who's Declining.

Best Global Brands 2012
INTERBRAND RELEASES 13TH ANNUAL BEST GLOBAL BRANDS REPORT

Coca-Cola retains the #1 spot — Apple jumps to #2; Facebook enters Top 100 as Google overtakes Microsoft

NEW YORK, New York, October 2, 2012

Coca-Cola, Apple and IBM lead Interbrand’s 13th annual Best Global Brands report. While Coca-Cola retained its #1 position, Apple jumped to #2 with stellar sales in both developed and emerging markets over the last year. Social media giant, Facebook (#69), enters the report after making headlines as the third largest IPO in US history, and Google (#4) experienced a 26% increase in brand value over the last year, exceeding rival Microsoft’s (#5) brand value for the first time in the history of Interbrand’s report.

Interbrand, the world’s leading brand consultancy, publishes its Best Global Brands report of the world’s 100 most valuable brands on an annual basis. Interbrand’s methodology - the first of its kind to be ISO certified – analyzes the many ways a brand touches and benefits an organization, from driving bottom-line business results to delivering on customer expectations.

To develop its report, Interbrand examines the three key aspects that contribute to a brand’s value:

• The financial performance of the branded products or service
• The role the brand plays in influencing consumer choice
• The strength the brand has to command a premium price, or secure earnings for the company

2012 OVERVIEW: Delivering Meaningful Brand Experiences Across All Touchpoint

Against the backdrop of continued global economic uncertainty, this year’s top 100 brands excelled in securing their market position and delivering more personal and enriching experiences to consumers -- across geographies and platforms.

“As global competition increases and many competitive advantages, like technology, become more short-lived, a brand’s contribution to shareholder value will only increase,” noted Jez Frampton, Interbrand’s Global Chief Executive Officer. “The world’s 100 most valuable brands are leading the way by listening to consumers, employees, and investors alike and delivering a seamless and holistic brand experience across an ever-evolving range of touchpoints.

In a fast-moving world where consumers’ offline and online brand experiences constantly intertwine, the leading brands are staying actively engaged, tapping into the inexorable rise of data and information in order to drive innovation across all industries. They are spending the time and money required to understand the role their brand plays in consumers’ lives – and they are strategically weaving their brand proposition into every interaction.

2012 NEW ENTRANTS: Pampers, Facebook, Prada, Kia, Ralph Lauren, MasterCard

Pampers (#34): Pampers, the top-selling diaper brand in the US and P&G’s number one selling brand in the world, earned the highest ranking position among this year’s new entrants. Pampers has effectively used social media platforms and loyalty programs to connect to its consumer base. Such efforts (and increased financial transparency on P&G’s part) have earned Pampers a high-ranking spot in this year’s Best Global Brands report.

Facebook (#69): Facebook’s IPO in May enabled Interbrand to examine the social media behemoth’s financials for the first time. Despite its rocky start as a publicly listed stock and lingering uncertainty about its business model, Facebook’s growth as a brand, especially in developing markets, earns it a position in this year’s report.

Prada (#84): Prada returns to the Best Global Brands report this year. The brand’s continued growth in revenue is fueled largely by 250+ DOS (Directly Operated Stores) worldwide – a network that has expanded by keeping a careful eye on increasingly sophisticated customers in developing markets.

Kia (#87): For the past few years, Kia has been one of the fastest-growing global automotive brands. In the US, Kia’s market share has grown for 17 consecutive years and its sales numbers continue to rise, even in the troubled European marketplace.

Ralph Lauren (#91): Making its first appearance in the top 100 since 2009, Ralph Lauren’s notable brand growth in the past year can be attributed to highly innovative communication patterns and consistency across all touchpoints and formats

MasterCard (#94): MasterCard makes its debut in the 2012 Best Global Brands report after an impressive year. The company’s launch of its “Priceless Cities” campaign and a growing suite of solutions for business owners are steadily increasing consumer satisfaction – and contributing to its rise in brand value

2012 TOP RISING BRANDS: Apple, Amazon, Samsung, Nissan, Oracle

Apple (+129%): Despite Steve Jobs’ passing, consumers’ emotional connection to the Apple brand remains stronger than ever - this was made clear just recently with the launch of iPhone 5. Even in the face of increasing competition from rivals Google and Samsung, the company continues to demonstrate its commitment to protecting the Apple brand and its intellectual property. Such commitment enabled Apple to post quarterly revenue of USD $35 billion and quarterly net profit of $8.8 billion in July.

Amazon (+46%): Amazon has introduced the Kindle Touch and Kindle Fire in 175 countries, stretching the Kindle beyond its e-reader origins and turning it into a serious rival to the iPad. The Kindle Fire now enjoys the world’s second-largest tablet market share.

Samsung (+40%): Samsung became the global leader for smartphone shipments in 2011 ahead of Apple and Nokia. Samsung also generated a great deal of online buzz by integrating its Galaxy SIII and Note into the Opening Ceremony of the 2012 London Olympics. Despite its legal battle with Apple, Samsung’s global market share is 32.6% and its brand value increased by a meteoric 40% in the past year.

Nissan (+30%): Nissan recovered quickly from last year’s natural disasters in Japan and grew its market share by pushing the envelope on innovation and by creating bold vehicle designs like that of the Nissan Juke. Nissan’s ability to overcome challenges and continually innovate caught the attention of consumers and helped increase its brand value by 30%.

Oracle (+28%): Oracle has been branching out beyond database solutions in order to stay ahead of competitors. The company continues to make strategic acquisitions and grow its capabilities and offerings, especially in cloud computing. Oracle’s 28% increase in brand value this year proves that such strategies have impressed customers and investors alike.

TECHNOLOGY BRANDS CONTINUE TO DOMINATE
Technology brands continued their strong push of recent years, with four of the five top risers hailing from the sector (Apple, Amazon, Samsung, and Oracle). In addition, five of this year’s Top 10 brands come from within the technology sector (Apple, Google, Microsoft, Intel, and Samsung). Apple, in particular, experienced record growth in brand value. While there is no question that products like the iPad and iPhone 5 are attractive to consumers around the world, Apple‘s values and unmistakable human touch are what set it apart from competitors in the end.

AUTOMOTIVE BRANDS MOVE BEYOND RECOVERY
Automotive brands are becoming more attuned to the emotional connection consumers have with their cars. This has caused many automakers to develop more effective, technologically savvy ways to reach target markets and help prospective buyers better relate to car brands.

Audi’s (#55) digital showroom, Audi City, is revolutionizing the future of retailing by combining digital product presentations and personal contact with dealers. Similarly, Ford (#45) is working hard to improve MyTouch, its in-car communications and entertainment system. Brands like BMW (#12) and Hyundai (#53) are investing in global brand campaigns and are becoming more digitally connected and tailored to narrower target groups.

For the most part, the entire industry appears to be focused on engaging customers and prospects in a more relevant and personalized manner throughout the entire purchase cycle.

LUXURY BRANDS PROVE RESILIENT
Despite the current economic landscape, all of the luxury brands in this year’s report increased their brand value. As the meaning of luxury shifts, this year’s top luxury brands reflect a changing global consciousness – with success dependent not only upon a portfolio of superior products and superb quality of service, but also a strong cohesive brand, a formidable digital presence, and reputation that is timeless, elevated, and refined.

The 2012 Best Global Brand report includes seven luxury brands: Louis Vuitton (#17), Gucci (#38), Hermès (#63), Cartier (#68), Tiffany & Co. (#70), Burberry (#82), and Prada (#84).

FMCG/CPG (FAST MOVING CONSUMER GOODS/CONSUMER PACKAGED GOODS) BRANDS INCREASE IN BRAND VALUE AND EXPAND PRODUCT OFFERINGS
The rise in value of several FMCG/CPG brands -- Kellogg’s (#29), L’Oréal (#42), Heinz (#46), Colgate (#47), Danone (#52), Nestlé (#57), and Johnson & Johnson (#79) -- reflect successful growth, especially in the developing markets. Another growing trend observed this year was the increasing number of FMCG brands expanding into the healthcare space. Avon (#71) and Kleenex (#80) were the only two brands to lose brand value (-4% and -7% respectively).

FINANCIAL SERVICES
Financial services brands are continuing to feel the impact of 2008’s global economic downturn. Recent events, such as the notorious Libor scandal, have tarnished the reputation of leading brands like Credit Suisse - it declined 5% in brand value and ranked #95. There is reason to be optimistic about the future of this sector, however: Five of the 12 financial services brands in this year’s report increased in brand value, including American Express (#24), Morgan Stanley (#54), AXA (#58), Allianz (#62), and Visa (#74). 

MasterCard (#94) was a new entrant to this year’s report, an indication that its “Priceless” campaign continues to succeed in building a stronger connection between the brand and its growing customer base.

Interbrand’s 2012 Best Global Brands report, including detailed sector analyses, is available in full on interbrand.com and bestglobalbrands.com. The Best Global Brands website also includes in-depth CMO interviews and interactive charts & graphs.
Interbrand’s 2012 Best Global Brands



About Interbrand
Founded in 1974, Interbrand is one of the world’s largest branding consultancies. With nearly 40 offices in 27 countries, Interbrand’s combination of rigorous strategy, analytics, and world-class design enables it to assist clients in creating and managing brand value effectively, across all touchpoints, in all market dynamics. Interbrand is widely recognized for its annual Best Global Brands report, the definitive guide to the world’s most valuable brands, as well as its Best Global Green Brands report, which identifies the gap between customer perception and a brand’s performance relative to sustainability. It is also known for having created brandchannel.com, a Webby-award winning resource for brand marketing and branding. For more information on Interbrand, visit interbrand.com.

Branded Babies, Real and Silicone, by Dietrich Wegner.

above image composite by if it's hip, it's here

Australian born artist Dietrich Wagner's Cumulous Brand is a series of sculptures and photos in which babies (real and silicone models) are covered in multicolored tattoos in a meditation on how our identities evolve and how we declare them.

The Year in Digital And The Brands Using It Most Wisely According to the L2 Think Tank.

A look at The Year In Digital (social media, online commerce, mobile, content sharing) as well as the 2011 luxury brand digital "geniuses" from a year's worth of L2's Digital IQ Index® research.

L2, a think tank for Digital Innovation, has selected what they are referring to as the Eight Most Innovative Digital Programs in Prestige/Luxury and 2011′s Geniuses. Brands that understand how Americans interact and engage with social media, spending more time on social sites than they do on portal sites (with 95% of that social networking time spent now spent on Facebook)



These brands have figured out how to make meaning in the fire hose of daily tweets and video uploads. They understand the implications of a world where e-commerce volume will reach $197 billion by year end (Amazon is 1/3 of that number), 85 percent of the population is blanketed with a commercial wireless signal, and Facebook hosts tens times more photos than the Library of Congress.

L2 states that "The taste for luxury goods will always endure, but the digital world moves quickly. Today’s giants have created tremendous opportunity for themselves in the marketplace, but on the web there’s always room for the rise of the unexpected, the meme, and the new, next, next thing."

And here are their picks for the The Eight Most Innovative Digital Programs in Prestige:

#1 Burberry

#2 Lancome

#3 Oscar de la Renta

#4 Estee Lauder

#5 Dior

#6 Sephora

#7 Benefit Cosmetics

#8 Kate Spade


Consumers are hungry and today digital represents the greatest opportunity for brands to punch above their weight class. As their benchmarking tracks into 2012 it looks like there are quite a few brands bulking up and throwing punches.

Here are their picks for the 2011 Digital Geniuses

Fashion: Burberry, Kate Spade, Coach, Gucci

Watches & Jewelry: Tiffany & Co.

Beauty: MAC, Clinique

China: Audi, BMW, Burberry

Specialty Retail: Victoria’s Secret, Nordstrom, Macy’s

Magazines: Time

Facebook: BMW, Audi, Belvedere Vodka, Bare Escentuals, Infiniti, Clinique, Ferrari, Bobbi Brown, Lexus, Tory Burch, Lancome, Johnny Walker

Travel: Airlines – Southwest, Delta, Continental Airlines, American Airlines; Hotels – Westin, W Hotels, Hilton

L2 looks at the state of digital (social media, online commerce, mobile, content sharing) as well as luxury and prestige brand digital "geniuses" from a year's worth of our Digital IQ Index® research.

Be sure to check out their informative library of individual videos of the ways brands are using digital here on Vimeo.

Follow them on twitter

Visit them at L2 Think Tank

New Mercedes Benz Film by Alex Prager Stars Lara Stone. And a Look Behind The Scenes.

Alex Prager’s New Short For Mercedes-Benz starring Dutch model Lara Stone (and shown further down in this post) is a bit Mary Poppins, a bit Wizard of Oz, heavy on the pretty and light on the concept. Given that it's one top model shilling for another, it may not matter. Both Lara Stone and the SL Roadster are nice to look at and the film shot by Alex Prager is compelling visually. I have no idea what it says about Mercedes Benz, but perhaps you will see something I don't.



press release:
Mercedes-Benz USA announces today the 2012 Fashion Collaboration starring the new SL Roadster with Lara Stone in Calvin Klein Collection, captured by Alex Prager.



The 2012 Mercedes-Benz Icons of Style images by Alex Prager can be described as: A beautiful woman stands alone in the desert, suitcases in hand. Yet in this 21st century update on classic Film Noir, the blonde is her own getaway driver, outpacing a tornado in a sleek SL Roadster by Mercedes-Benz.




The American photographer and filmmaker, Alex Prager, is known for creating surreal and enigmatic movie moments inspired by Frederico Fellini and David Lynch. Yet in her versions - heady with mystery, lust and desire - the woman is in control.



Of her enigmatic images for the 2012 Mercedes-Benz Icons of Style, Alex Prager said she chose cinematic greats as her Icons of Style. "I constantly reference Fellini characters and Hitchcock as well," said Prager. Dutch supermodel, Lara Stone plays the update on the Hitchcock blonde, a strong protagonist who overcomes loneliness and fear. This inner strength is underscored by a timeless and elegant dress worn by Lara Stone and designed by Calvin Klein Collection's Women's Creative Director, Francisco Costa.



The SL Roadster featured in the latest Mercedes-Benz Icon of Style campaign, combines technical innovation with sleek sportiness and classic luxury and reinterprets the legendary Mercedes-Benz classic of the 1950s for today. Lara Stone commented, "It's an honor to work with Mercedes-Benz on a project like this.




Both Mercedes-Benz and Calvin Klein Collection brands represent great luxury and timeless elegance and it was a really unique experience."With a notoriety of creating images inspired by Fellini and Lynch, American photo and film artist Alex Prager, working alongside Creative Director Valentina Ilardi Martin, references the Wizard of Oz in the production of the A/W 2012 Mercedes-Benz Icon of Style.



But make no mistake, the femme fatale portrayed by Dutch supermodel Lara Stone is no Dorothy. This Hitchcock blonde is in complete command of herself, heady with mystery, dressed in Calvin Klein Collection, and aloof in the setting with the new Mercedes-Benz SL Roadster.


above: Lara Stone is dressed in Calvin Klein in the short film

In essence, this is the 1950s brought up to speed with today's look and pace: The luxury dynamism of the car and the timelessness of the fashion pieces designed by Calvin Klein Collection’s Women Creative Director Francisco Costa, all captured with a Hitchcock flair.

The short film:


The making of video:

Some production stills:




An interview with Alex Prager about the film:
Lara talks about the film:

Described by the director as “Mary Poppins meets The Wizard of Oz meets James Bond,” the fanciful short was shot in the dusty surrounds of Los Angeles. As well as conveying a sense of danger, Prager says her creation aimed to give “the impression that Lara is going somewhere interesting, off on a secret mission tucked away in those suitcases.” Known for her hyper-stylized, emotive work, the sought after young photographer and filmmaker was impressed by Stone's acting chops. “She was very on board with the whole tornado idea,” says Prager. “Being strapped into a harness with fans and rain blowing in all directions isn't the most fun thing to do, but she seemed to be enjoying herself and looking totally beautiful throughout.”



The star of campaigns for the likes of Givenchy and Jil Sander, Stone says she was more than happy to play opposite an automobile during her acting stint: “The difference about modeling with a car as opposed to with another model is that the car doesn’t talk back—which I quite like!”

The Mercedes-Benz Fashion Collaboration, Icons of Style, is making its US debut at Mercedes-Benz Fashion Week Fall 2012 from February 9-15, 2012. The 2012 Icons of Style key visual is the latest in a stunning series of outstanding visuals celebrating the unique combination of design and style that is Mercedes-Benz. Nick Knight has posed Julia Stegner in Gareth Pugh with the SLS AMG; Miles Aldridge photographed Milla Jovovich wearing a spectacular hat from Philip Treacy next to the Mercedes E-Class Convertible; Craig McDean and David James staged Karolina Kurkova next to the new CLS and last season, Terry Richardson captured Jessica Stam on the roof of the A-Class concept car.

The protagonists:

Mercedes-Benz SL Roadster

above: unveiling the car on set

The designers have presented the most recent generation of SL icons in an unmistakable way, by combining a deep sense tradition with new perspectives and visions. The result is a stylish, sporty and elegant luxury sport's car with the classic, SL-typical well-balanced proportions: the long bonnet is followed by a compact passenger compartment and the wide, sleek rear perfects the look.


above: the other star of the film on location

Understated, artistically designed lines define the powerfully modelled yet smooth surfaces of its silhouette. Finely engineered details from the dynamic, traditional form repertoire of Mercedes-Benz visually underline the legend of the SL. From a technological perspective, the SL presents itself as a spectacular trendsetter. Manufactured almost completely from aluminium, it weighs a lot less than its predecessor. Innovations like the unique FrontBass system, which turns the SL into a concert hall, whether open or closed, or the adaptive MAGIC VISION CONTROL System are all pioneering developments with an eye to the future.

Alex Prager

above: Alex Prager watching a playback on set

Self-taught Alex Prager from Los Angeles is a rising star in the photographer sky. On a visit to a William Egglestone exhibition, Alex Prager made the decision to start taking photos herself. Since then, the 32-year-old photographic artist and filmmaker has impressed with her unconventional photography at several solo and group exhibitions. Her productions are inspired by the style of the sixties, as well as by the films by great directors like Alfred Hitchcock, David Lynch and Frederico Fellini. Alex Prager describes her photography as a documentation of a world that at the same time exists and yet does not exist. In addition to her well-received trilogy with the series "Polyester", "The Big Valley" and "Week-end", Alex Prager has also made a name for herself as a fashion photographer. Her "Lofty Ambitions" editorial featured in the September issue of US Vogue and she also shot the spring/summer 2011 campaign by Bottega Veneta with Karolina Kurkova.

Lara Stone


The native Dutch model is currently top of the worldwide rankings on Models.com. Since her breakthrough in 2006 she has been the campaign face for top labels like Givenchy, Louis Vuitton, Hugo Boss, Max Mara and Versace, has worked with star photographers including Mario Testino, Steven Meisel, Craig McDean, Mario Sorrenti and Terry Richardson and has modelled on the catwalk for all major, international fashion houses. The gap between her two front teeth has become one of her trademark features.She is currently the face of Calvin Klein and has been linked to the brand for quite some time. French Vogue dedicated a whole issue to Lara Stone in February 2009, and fashion icon Karl Lagerfeld shot a short film with her.

Calvin Klein Collection's Francisco Costa
Francisco Costa is the critically acclaimed Women's Creative Director of Calvin Klein Collection. Mr. Costa assumed this role in 2003 after working directly with Calvin Klein and other top design houses of Gucci, Balmain Couture, and Oscar de la Renta. Mr. Costa's first collection for Calvin Klein Collection debuted for Spring 2004. Known for his timeless, elegant designs, Mr. Costa has received numerous awards for his work, including being twice named the Womenswear Designer of the Year by the Council of Fashion Designers of America (CFDA), and is a recipient of the Cooper-Hewitt National Fashion Design Award. A graduate of F.I.T., Mr. Costa was born into a family with deep roots in fashion, and grew up in the small Brazilian town of Guarani near Rio de Janiero, where his mother and father owned a successful apparel business.

www.mercedes-benz.com/fashion

Calvin Klein

Alex Prager is represented by M+B

First Class First Aid. Gucci, Chanel, Burberry & Louis Vuitton Inspired Bandaids.

I've already written about Leather bandages, Swarovski crystal studded bandages and as you may or may not know even good ol' Johnson & Johnson came out with designer Band-aids by Cynthia Rowley last year and in 2008, by Brazilian fashion designer Alexandre Herchovitch.

But these will have your friends drooling over your superficial wounds with envy. With the tagline "Heal in Style" these FDA approved adhesive bandages, cleverly named Brandages, play off famous and recognizable status symbols from such fashion brands as Burberry, Gucci, Chanel and Louis Vuitton. The patterns and logos are modified ever so slightly - undoubtedly to avoid a lawsuit.

They are so fashionable, I may just have to give myself a papercut.

Gucci inspired Brandages:


Chanel inspired Brandages:

Burberry inspired Brandages:


Louis Vuitton inspired Brandages:







In addition to the status brand inspired versions, they will be coming out with solid colored bandages and these dog-inspired bandages as well:






all images courtesy of Brandages

Right now there's only one place you can purchase Brandages and that's at the hip online Japanese lifestyle store Sugoi Life.