How Luxury Brands Can Remain Exclusive Online

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A presentation outlining how luxury and fashion brands can participate in the online platform while maintaining exclusivity.

How Luxury Brands Can Remain Exclusive Online

  1. 1. THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
  2. 2. The Internet is a vast expanse of digital territory. It is transparent, immediate and global. THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
  3. 3. The nature of the internet empowers the masses with accessibility, information, and autonomy. d Fashion bloggers sitting front row. Photo Credits: Abc.net THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
  4. 4. It’s easy for images, copy, video and opinions to circulate the web, regardless of brand ownership over d these assets. THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
  5. 5. Making the decision to not participate means missing the opportunity to capitalize on the nearly 2 billion people online internationally. (It also means that, out of all of the messages circulating about your brand, none will be controlled by the brand itself). d Photo Credits: Oberholtzer THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
  6. 6. Another potential risk in not participating is future brand relevancy as competing brands reinvent and introduce themselves to a younger audience. Photo Credits: Sbeulah.onsugar.com THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
  7. 7. The fact that luxury products are both special and rare builds desire and justifies price points. As a luxury brand, exclusivity is integral as it maintains consumer desire. If luxury goods were accessible to all, their worth would be compromised. THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
  8. 8. In today's saturated market place, luxury brands need to create a sense of desire in order to remain exclusive. Although contradictory to belief, the online space is the perfect arena to build consumer desire. For luxury brands online, it is NOT about a wide distribution of the actual product, but rather a distribution of the content to evoke desire.  ooh la la... THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
  9. 9. This desire validates both existing customers and creates aspirational consumers, ultimately strengthening the brand long-term. Actual Consumers Aspirational Consumers THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
  10. 10. For luxury marketers, approaching the digital platform in a way that enhances the brand and garners an impact is all about shifting the perspective: Rather than create one marketing strategy to be applied across all platforms and audience segments, instead customize communications for specific audiences and their unique needs within the brand identity. Photo Credits: Change the Thought Poster, Apartment Therapy THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
  11. 11. Knowing that the baseline digital marketing position is about validation and aspiration, and that there are dual audiences (existing customers and aspirational consumers), the marketing strategies can be crafted accordingly. YSL on Polyvore YSL 2010 ad THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
  12. 12. For luxury brands, it’s all about: 1. Facilitating the distribution of brand content, not inhibiting it. Hermes J’aime mon carre THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
  13. 13. For luxury brands, it’s all about: 2. Finding and fueling the digital influencers that resonate most with the brand, incentivizing these individuals and providing them the opportunity to get to know your brand better. Photo Credits: Style Canteen THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
  14. 14. For luxury brands, it’s all about: 3. Creating separate opportunities that specifically resonate with the actual customer and provide a justification in their choosing your brand. Gucci Spring/Summer 2011 Invite to Livestream THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
  15. 15. Ultimately, it’s about truly engaging your customer and about finding meaningful ways to interact with them online. It’s also about providing valuable content that fuels genuine word of mouth in a way that authenticates and elevates the brand position. THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS
  16. 16. WWW.FASHIONSCOLLECTIVE.COM @FASHCOLLECTIVE

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