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Sala Privé Luxury Online
 

Sala Privé Luxury Online

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Luxury Online: An overview of luxury brands and how they are choosing to interact and behave online

Luxury Online: An overview of luxury brands and how they are choosing to interact and behave online

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    Sala Privé Luxury Online Sala Privé Luxury Online Presentation Transcript

    • © 2009 Luxury Branding © 2010 Luxury Branding Wednesday, 7 April 2010
    • Privé 2.0: Luxury Online Wednesday, 7 April 2010
    • Direction brands have given Many luxury the cold shoulder to the web. Vision Purpose mantra of scarcity and Their mystery has, to date, provided Values Mission relief from the tedious necessity of understanding the digital marketplace. Professor Scott Galloway NYU Stern & Founder, LuxuryLab © 2010 Luxury Branding Wednesday, 7 April 2010
    • nee d no we don’t wide web! w orld © 2010 Luxury Branding Wednesday, 7 April 2010
    • © 2010 Luxury Branding Wednesday, 7 April 2010
    • In 2009 that all changed. Why? © 2010 Luxury Branding Wednesday, 7 April 2010
    • Richard Fuld, Lehman Brothers © 2010 Luxury Branding Wednesday, 7 April 2010
    • © 2010 Luxury Branding Wednesday, 7 April 2010
    • 5 Key Factors 1. Mythbusted: the affluent don’t use the Internet or spend online 2. Increasing broadband penetration enables richer web experiences 3. Credit crunch forces brands to reconsider their Distribution and Marketing  Flagship stores, traditional PR, advertising, endorsements, sponsorships  Costly and generic  Leverage investment across multiple platforms 4. Customisation rules 5. Shift from “control” to “conversation” © 2010 Luxury Branding Wednesday, 7 April 2010
    • Mythbusted  The luxury consumer spends 13.5 hrs a week online (4.2 shopping!)  94% of affluent Americans surveyed agreed that “making a luxury brand available online does not cheapen” their opinion of the product or brand  Respondents who shopped online spent 5 times more than those that shopped in stores only ($114,632 vs. $22,813)  78% of affluent consumers have a profile on a social networking site  50% of affluents use social media to connect with brands Source: “How the Affluent Luxury Consumer uses the Internet and Social Media” Feb 2010 by Unity Marketing Base: 1,614 affluent consumers with an average income of $239,000 © 2010 Luxury Branding Wednesday, 7 April 2010
    • Mercedes: an exclusive Peer Network © 2010 Luxury Branding Wednesday, 7 April 2010
    • Mercedes: an exclusive Peer Network © 2010 Luxury Branding Wednesday, 7 April 2010
    • Mercedes: an exclusive Peer Network You saw the storyboards. You gave us feedback. You provided impact. Now this is your exclusive opportunity to see the final GLK commercials before they air... We’re really interested in your feedback © 2010 Luxury Branding Wednesday, 7 April 2010
    • Luxury Society: Trade Community © 2010 Luxury Branding Wednesday, 7 April 2010
    • A Small World: Private Facebook © 2010 Luxury Branding Wednesday, 7 April 2010
    • Richer Web Experiences © 2010 Luxury Branding Wednesday, 7 April 2010
    • Richer Web Experiences © 2010 Luxury Branding Wednesday, 7 April 2010
    • © 2010 Luxury Branding Wednesday, 7 April 2010
    • © 2010 Luxury Branding Wednesday, 7 April 2010
    • © 2010 Luxury Branding Wednesday, 7 April 2010
    • © 2010 Luxury Branding Wednesday, 7 April 2010
    • © 2010 Luxury Branding Wednesday, 7 April 2010
    • © 2010 Luxury Branding Wednesday, 7 April 2010
    • The Customisation is always Right © 2010 Luxury Branding Wednesday, 7 April 2010
    • From Control to Conversation © 2010 Luxury Branding Wednesday, 7 April 2010
    • © 2010 Luxury Branding Wednesday, 7 April 2010
    • The Old Front Row © 2010 Luxury Branding Wednesday, 7 April 2010
    • New Kids on the Block © 2010 Luxury Branding Wednesday, 7 April 2010
    • Who’s the Tweetest of them all? Yesterday 732,256 84,091 9,928 7,810 22,643 12,880 9,803 85,541 3,152 7,187 1,981 1,575 © 2010 Luxury Branding Wednesday, 7 April 2010
    • Volte Face? © 2010 Luxury Branding Wednesday, 7 April 2010
    • Volte Face? 1.01m 653k 780k 648k © 2010 Luxury Branding Wednesday, 7 April 2010
    • Do you Facebook? Louis does. © 2010 Luxury Branding Wednesday, 7 April 2010
    • Do YouTube? LV does. © 2010 Luxury Branding Wednesday, 7 April 2010
    • Anyone for Twitter? © 2010 Luxury Branding Wednesday, 7 April 2010
    • If you go down to the Dorchester today... © 2010 Luxury Branding Wednesday, 7 April 2010
    • But it doesn’t end there… © 2010 Luxury Branding Wednesday, 7 April 2010
    • iPhone Apps: Ralph Lauren © 2010 Luxury Branding Wednesday, 7 April 2010
    • iPhone Apps: Ralph Lauren Rugby © 2010 Luxury Branding Wednesday, 7 April 2010
    • iPhone Apps: Van Cleef & Arpels © 2010 Luxury Branding Wednesday, 7 April 2010
    • Hot tip for Cape wine fundis © 2010 Luxury Branding Wednesday, 7 April 2010
    • Hot tip for Cape wine fundis © 2010 Luxury Branding Wednesday, 7 April 2010
    • Hot tip for Cape wine fundis © 2010 Luxury Branding Wednesday, 7 April 2010
    • Hot tip for Cape wine fundis © 2010 Luxury Branding Wednesday, 7 April 2010
    • Games © 2010 Luxury Branding Wednesday, 7 April 2010
    • Podcasts © 2010 Luxury Branding Wednesday, 7 April 2010
    • It’s about the sum of the parts © 2010 Luxury Branding Wednesday, 7 April 2010
    • Digital IQ Index © 2010 Luxury Branding Wednesday, 7 April 2010
    • Best of Breed © 2010 Luxury Branding Wednesday, 7 April 2010
    • Digital IQ: Top 20 © 2010 Luxury Branding Wednesday, 7 April 2010
    • Good, Bad and the Ugly © 2010 Luxury Branding Wednesday, 7 April 2010
    • Digital IQ: Evaluation criteria Measured across 15 dimensions grouped into four criteria:- 1. Search Engine Optimisation 3. Leveraging the Medium – Traffic – Technology – Keyword competence – User interface – Web authority – Interactivity 2. Brand Translation 4. Social Media – Aesthetics – Presence on Facebook, YouTube – Mesaging and Twitter – Heritage – Mentions on blogs and other user-generated content – Corporate citizenship © 2010 Luxury Branding Wednesday, 7 April 2010
    • 7 steps to online heaven © 2010 Luxury Branding Wednesday, 7 April 2010
    • 1. Communicate the Dream © 2010 Luxury Branding Wednesday, 7 April 2010
    • 2. Serve Customers: One at a Time © 2010 Luxury Branding Wednesday, 7 April 2010
    • 3. Tell a Compelling Story © 2010 Luxury Branding Wednesday, 7 April 2010
    • 3. Tell a Compelling Story © 2010 Luxury Branding Wednesday, 7 April 2010
    • 4. Become a Cultural Tastemaker © 2010 Luxury Branding Wednesday, 7 April 2010
    • 5. Mine your own History © 2010 Luxury Branding Wednesday, 7 April 2010
    • 6. Exploit competitions, sponsorships etc. © 2010 Luxury Branding Wednesday, 7 April 2010
    • 6. Exploit competitions, sponsorships etc. © 2010 Luxury Branding Wednesday, 7 April 2010
    • 6. Exploit competitions, sponsorships etc. © 2010 Luxury Branding Wednesday, 7 April 2010
    • 7. Create an exclusive peer network © 2010 Luxury Branding Wednesday, 7 April 2010
    • 7. Create an exclusive peer network © 2010 Luxury Branding Wednesday, 7 April 2010
    • Some luxury brands are beginning to cross the chasm and embrace the internet. While some stare at the navel, there is a new generation of luxury professionals emerging who are purchasing key words, building e-commerce platforms, and embracing social media. These brands are growing online sales, creating evangelists, innovating, and connecting with a new generation of consumers. Professor Scott Galloway NYU Stern & Founder, LuxuryLab © 2010 Luxury Branding Wednesday, 7 April 2010
    • © 2010 Luxury Branding Wednesday, 7 April 2010