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Luxury Fashion


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Luxury Fashion

  2. 2. Summary  ! L2  Digital  IQ  Index  ranked  Burberry,  Ralph  Lauren  and  Kate  Spade  as  the  top  luxury   brands  in  digital  competence,  measuring  their  Site,  Digital  MarkeMng,  Social  Media,   and  Mobile.  ! Burberry,  Ralph  Lauren  and  Kate  Spade  have  each  shown  a  focused  digital  effort  by   delivering  a  consistent  user  experience  as  well  as  content  across  all  channels  to   boost  mobile  and    e-­‐Commerce  traffic  while  conMnuing  to  drive  customers  to   complete  their  experience  in-­‐store.  ! MoMvaMon  for  this  shiT  in  aUenMon  is  due  to  shiTing  aVtudes  in  affluents,  who  are   enthusiasMc  about  their  mobile  devices,  specifically,  Apple  mobile  devices.  ! Luxury  brands  can  no  longer  be  hesitant  to  be  the  first  in  a  parMcular  media  space.   These  brands  are  being  leT  behind  very  quickly  as  their  audience  is  eager  to  engage   while  sMll  feeling  exclusive  and  empowered.     | 2
  3. 3. L2  Digital  IQ  Index®:  Fashion  2012  |  Burberry  Again  Tops  Digital  Rankings  ! The  Digital  IQ  Index®:  Fashion  study  ranks  the  digital  competence  of  brands  across   four  dimensions:  Site,  Digital  MarkeMng,  Social  Media,  and  Mobile.  ! “E-­‐commerce  is  now  the  new  must-­‐have  accessory  for  fashion  brands,”  -­‐  ScoU   Galloway,  NYU  professor  and  cofounder  of  L2.   ! For  example,  Coach  has  implemented  e-­‐commerce  and  digital  into  the  overall  business   by    integraMng  back-­‐end  retailing  and  the  user  experience  between  brick-­‐and-­‐mortar   and  online.  Users  can  go  online,  see  in-­‐store  inventory,  purchase  a  product  on  and  pick  it  up  at  the  store  hours  later.  ! A  quarter  of  searches  relaMng  to  fashion  brands  come  from  a  mobile  device.  ! For  Galloway,  the  biggest  digital  disappoints  in  fashion  are  Hermès  and  Prada.   ! At  #63  on  Interbrand’s  “Best  Global  Brands”  List,  Hermès  is  topped  by  Louis  VuiUon   (17),  and  Gucci  (38).     ! This  is  likely  because  Hermès  offline  businesses  are  so  strong. | 3
  4. 4. The  4  Pillars  of  Digital  MarkeIng  for  Luxury  Brands  ! Experience   ! The  best  way  luxury  brands  can  Mp  the  scales  in  their  favor  is  to  provide  unique,  compelling   experiences.  Burberry  reported  that  by  switching  the  majority  of  its  markeMng  budget  to  digital   experiences,  it  enjoyed  a  29%  increase  in  revenue.  ! Exclusivity   ! Digital  markeMng  offers  perhaps  the  most  elegant  opportunity  to  control  and  enhance  a  brand’s   exclusivity.   ! High-­‐tech  markeMng  makes  luxury  brands  appear  cuVng-­‐edge  —  that  leads  directly  to  exclusivity.  ! Engagement   ! Engagement  is  synonymous  with  story,  and  story  sells.  Tiffany  &  Co.  reported  a  20%  upMck  in  sales   aTer  the  public  and  press  alike  lauded  the  company’s  What  Makes  Love  True  microsite  and   Engagement  Ring  Finder  mobile  app,  two  digital  markeMng  elements  that  communicate  Tiffany’s   powerful  brand  story  about  realizing  true  love.  ! EmoMon   ! A  luxury  brand  must  determine  its  emoMonal  value  first,  and  construct  its  physical  and  digital   manifestaMons  to  express  and  extract  that  specific  emoMon.   | 4
  5. 5. eMarketer|  Luxury  MarkeIng:  RecreaIng  the  One-­‐on-­‐One  Experience  with  Mobile  ! Luxury  marketers  feared  mobile  apps  would   open  their  doors  to  the  masses.   ! What’s  changed?  Affluent  consumers,  who   are  enthusiasMcally  using  their  mobile   devices.  ! Affluents  are  making  purchases  on  their   smartphones  with  some  regularity.  Nearly   two-­‐thirds  of  affluent  smartphone  owners   have  made  at  least  one  purchase  with  their   device,  according  to  the  Luxury  InsMtute   survey.  27%  said  they  make  purchases   monthly  and  17%  make  purchases  weekly.   ! For  wealthy  consumers,  mobile  oTen  means   Apple’s  iOS.  Luxury  marketers  should   prioriMze  apps  designed  to  work  on  the   iPhone  and  iPad. | 5 R=2000998&ecid=367a9932812b457785187426316289c7
  6. 6. 4  Luxury  Brands  seen  leading  the  digital  revoluIon  |  The  New  MarkeIng  Buzz   ! Louis  VuiUon  launched  an  all-­‐digital  iniMaMve,  “The  Louis   VuiUon  Express”  campaign,  posMng  daily  videos  and   images  taken  by  photographer  and  blogger  Todd  Selby  as   he  traveled  from  the  brand’s  home  base  in  Paris  to   Shanghai  for  its  fashion  show.     ! Guess  by  Marciano  made  headlines  with  the   announcement  of  collaboraMng  with  renowned  Swedish   fashion  blogger  Elin  Kling,  who  represents  the  target   market  for  the  high-­‐end  brand  and  appeals  to  the  Guess   customer  demographic.   ! Gucci’s  new  Fall/Winter  2012  interacMve  video   highlighMng  men  and  women’s  luxury  accessories  like   belts,  bags,  and  shoes.  Consumers  can  shop  and  access   product  informaMon  by  clicking  the  highly-­‐idenMfiable   Gucci  brand  icons  throughout  the  film.   ! Dolce  &  Gabbana  partnership  with  fashion  blogger  Bryan   Boy,  making  videos  of  him  working  various  jobs  at  Dolce —from  geVng  his  ID  card,  being  a  recepMonist,  and  a   bartender. | 6
  7. 7. Burberry  Digital  Strategy  |  ! Burberry  revealed  that  it  spends  over  60%  of  its  markeMng  budget  to  digital  media:   three  Mmes  more  than  the  market  average.  ! The  company  did  a  live  stream  of  their  London  Fashion  Week  runway  show  for   their  spring/summer  2013  collecMon.   ! Users  could  view  the  show  on  Burberry’s  website  in  real  Mme,  as  well  as  exclusive   content  through  updates  on  Burberry’s  TwiUer,  Instagram,  and  Facebook.   ! Once  the  show  began  on  the  live  stream,  the  leT  side  bar  offered  opMons  to  shop  the   runway  look  and  the  right  bar  streamed  Instagram  photos  and  updates  containing   informaMon  of  the  songs  playing.   | 7
  8. 8.  |  InteracIve  eCommerce  with  a  taste  of  London  ! Burberry  Bespoke:  Users  can  create  a  trench  coat  to  their  personal  specificaMons,  share  their  design  via   Facebook,  TwiUer,  or  email,  chat  live  with  a  Burberry  Consultant,  or  request  a  one-­‐on-­‐one  appointment  at   Burberry’s  Regent  Street  store.  ! Burberry  Experiences:  Watch  the  latest  product  campaigns  -­‐-­‐  short  cinemaMc  videos  set  in  London,  with  links   to  interact  with  or  “Quick  Shop”  the  featured  products.    ! Burberry  AcousIc:  A  series  of  music  videos  featuring  London-­‐based  English  arMsts  performing  acousMc   versions  of  their  hit  songs.  ! Burberry  Heritage:  InteracMve  Mmeline  telling  the  company’s  story,  and  product  and  publicity  photo  sMlls   daMng  back  to  1856.   ! Burberry’s  mobile  site  offers  a  consistent-­‐albeit  stripped  down-­‐experience,  allowing  users  to  view  the  enIre  product   collecIon,  watch  product  videos,  and  share  their  favorite  items  through  social  media  and  email.     | 8
  9. 9. Burberry  |  Engagement:  ! “Art  of  the  Trench  is  a  living  document  of  the  trench   coat  and  the  people  who  wear  it.”    ! The  project  is  a  collaboraMon  between  Burberry  and   some  of  the  world’s  leading  image  makers,  such  as   ScoU  Schuman  (The  Sartorialist)  &  Magnum   photographers.  ! Users  are  invited  to  submit  portraits  of  themselves   wearing  the  Burberry  trench  coat  directly  to  the  site   or  through  the  Instagram  app  on  their  iPhone  ! Art  of  the  Trench  can  also  act  as  a  Lookbook  on  how   to  wear  the  trench  coat.  ! Users  can  sort  images  by  popularity,  gender,  styling   and  trench  color,  and  connect  through  Facebook  to   “Like”  the  photo  and  leave  a  comment.   | 9
  10. 10. Burberry  |  Social  Networks  ! Burberry’s  social  media  pages  are  rich  with  video  and   photo  content:   ! TwiXer:  Tweets  of  exclusive  pics  from  photo  and  video   shoots  to  nearly  1.3  million  followers.   ! YouTube:  Hundreds  of  videos  including  tutorials  and   videos  featuring  Burberry’s  CEO  Angela  Ahrendts  and   CCO  Christopher  Bailey.  Over  44,000  subscribers  and  16.9   million  views  makes  this  one  of  the  most  acMve  of   Burberry’s  social  networking  pages.   ! Editorial  and  street  photos  from  around  London  make  up   the  majority  of  posts  on  Facebook,  along  with  a   consolidated  video  library  for  fans.  For  its  13.8  million   fans,  Burberry’s  content  promotes  hundreds  of   thousands  of  conversaMons  (295,000+  “talking  about   this”).   ! AcMve  Timeline  banner  shows  the  actual  Mme  in  London  to   promote  the  Britain  watch  collecMon.   ! Burberry’s  Tumblr  acts  as  a  feed  to  document  their  Art  of   the  Trench  project.   | 10
  11. 11. Ralph  Lauren  Digital  Strategy  |  E-­‐Commerce  &  Web  Experience  ! For  the  2012  fiscal  year  ended  March  31,  Ralph  Lauren  reported  Web  sales  grew   about  30%.   ! The  web  accounted  for  14.8%  of  total  sales  compared  with  about  13.3%  in  fiscal  2011.   ! E-­‐Commerce  sales  increased  59%  in  Europe  &  30%  in  US.  ! At,  users  can  shop  and    interact  with  the  brand  through  style   guides,  RL  Magazine,  and  custom  environments  to  show  off  certain  brands  such  as   the  Rugby  CollecMon.  ! Consumers  can  explore  the  “World  of  Ralph  Lauren,”  including  the  GiT  Vault,  Car   CollecMon,  Home,  Watches  &  Jewelry,  Restaurants,  and  the  Flagship  stores.  ! Together,  the  pieces  formed  what  David  Lauren  calls  "merchantainment,"  the   blending  of  commerce  and  content.   ! The  goal  is  to  sell  the  idea  of  the  Ralph  Lauren  lifestyle.   | 11
  12. 12. Ralph  Lauren  |  RL  CollecIon  iPhone  App  ! Ralph  Lauren  CollecMon  iOS  app   ! Geared  toward  affluents,  the  app  allows   users  to  experience  the  RL  CollecMon,  with   no  direct  link  to  shop.   ! Preview  styles  &  accessories,  watch   runway  show  highlights,  and  browse  the   Lookbook,  Ralph  Lauren  TV  video  library   and  Watch  &  Jewelry  Co.  sites.   ! Explore  the  luxury  lifestyle  content  behind   the  “World  of  Ralph  Lauren”  in  RL   Magazine.   ! Explore  Ralph  Lauren’s  iconic  Ricky  bag  in   a  full  360-­‐degree  view.   ! USA  and  InternaMonal  locaMon-­‐based   global  Store  Locator  looks  to  bring  users  to   complete  their  experience  in-­‐store.   | 12
  13. 13. Ralph  Lauren  |  Mobile  Web  !  offers  a  full   mCommerce  experience  with  a  look   consistent  with  the  full  site.    ! OpportuniMes  to  explore  the  “World   of  Ralph  Lauren”  content.   ! Browse  content  in  RL  Magazine,  the   most  recent  videos  at  Ralph  Lauren   TV,  or  the  RL  Style  Guide  for  the   latest  trends  and  RL  Classic  pieces.  !  focuses  on  RL’s  Rugby   brand  for  a  younger  demographic.   ! “Make  Your  Own”  feature  to  make   and  order  custom  clothing.   ! “Social  Club”  -­‐-­‐  Connect  with  RL   Rugby  on  Tumblr,  Facebook,  TwiUer   &  Pinterest.   | 13
  14. 14. Ralph  Lauren  Takes  Over  New  York  Times  iPad  App  ! Much  of  the  Times’  iPad  app  was  free  to   access  for  almost  two  weeks.  For  the   second  year  in  a  row,  Ralph  Lauren  did  an   ad  takeover  of  the  app.  The  free  access  it   provides  was  to  some  of  the  secMons  the   wearers  of  Polo  would  be  interested  in:   Sports,  Fashion,  Travel,  Home  &  Garden,   and  T  Magazine.    ! The  sponsorship  was  Med  to  the  Olympics   and  featured  ads  with  U.S.  Olympians,   which  partnered  well  with  the  Times’   special  Olympics  secMon.  ! The  package  included  video,  features  on   Olympic  athletes,  and  an  e-­‐commerce   opMon.   | 14
  15. 15.   “We  really  wanted  to  engage  with  our  girl.  Of  course  commerce  is  important,  but  it’s  not   only  about  commerce.  Engagement  drives  commerce.  The  more  engaged  a  girl  is  with  the   brand,  the  more  valuable  she  is  to  us.”  -­‐  Craig  LeaviU,  CEO,  Kate  Spade  ! Experience  the  brand  at   ! “Behind  the  Curtain,”  Official  Kate  Spade  blog:    Browse  columns  on  Campaigns  &   CollaboraMons,  Featured  products,    Kate  Spade  Shops  around  the  world,  and  the  people   inside  the  Kate  Spade  office.   ! “Fathom  for  Kate  Spade,”  Partnership  with  Explore  downloadable   City  Guides  from  New  York  to  TahiM:  See  where  to  Sleep,  Eat,  Drink,  Shop  and  Explore.   Guides  include  an  iMnerary,  packing  list,  and  cheat  sheets.   | 15
  16. 16. Kate  Spade  |  Social  Engagement   “Tory  Burch  and  Kate  Spade  have  effecIvely  built  their  businesses  with  robust  e-­‐commerce  sites  that  are  a  big  growth  channel   for  them  —  if  not  the  most  significant  channel  for  their  business,”  Maureen  Mullen,  L2  Director  of  Research  &  Advisory.   “We  are  really  fortunate  that  we  had  already  developed  an  authenMc  voice  and  persona  for  our  brand.  The  Kate  Spade  girl  aspires  to  lead  an  interesMng  life  —  to  engage  in  the  arts  and  literature  and  travel  and  adventure.  We  talk  about  those  things  on  social  media  because  that’s  who  she  is,  and  she  wants  to  hear  about  what  her  peers  are  doing.  It  feels  very  very  natural  for  us.”   -­‐  Craig  LeaviU,  CEO,  Kate  Spade    ! Kate  Spade  has  leveraged  social  media  to  build  a     lifestyle  brand:   ! Facebook  Exclusive:  Find  out  about  limited  ediMon  products   available  online.   ! Facebook  “What  do  you  think?”:  Browse  and  “Like”   products,  or  read  and  write  reviews  for  your  favorite   products.   ! Kate  Spade  NY  YouTube  Channel:  Features  seasonal   campaign  videos  and  behind-­‐the-­‐scenes  videos  with   designers  from  campaign  shoots,  events,  and  the  office.   ! TwiXer:  Daily  tweets  about  contests  and  new  content  with  a   personal  touch  and  a  consistent  voice  throughout  with   Tumblr,  Instagram  and  Pinterest. | 16
  17. 17. Bergdorf  Goodman  |  Social  and  Mobile  Experience  with  Instagram  ! Bergdorf  launched  its  Shoes  About  Town  map   where  consumers  can  send  pictures  of  their  shoes   to  the  brand.  The  images  were  put  on  a  large  map   of  New  York  so  that  consumers  can  see  the  shoes   all  over  New  York’s  ManhaUan.   ! “Using  the  Instagram  iPhone  app,  photograph   your  shoe  in  its  natural  territory,  hash-­‐tag  it  with   #BGShoes  and  enable  Instagram’s  geotag  so  your   shoes  have  a  place  in  or  surrounding  ManhaUan.   Those  photographed  will  appear  on  our  interacMve   map  of  shoe  fanaMcism  and  may  even  find  a  place   on  the  walls  of  our  store.”  –  5th  at  58th  Bergdorf   Goodman  blog.  ! These  images  are  posted  on  Bergdorf’s  Facebook   page  and  its  TwiUer  feed.     | 17
  18. 18. Bergdorf  Goodman  |  Mobile  effort  to  drive  in-­‐store  ! The  retailer  used  another  locaMon-­‐based  mobile  effort  by  taking  out  a  banner  ad  in   “Words  with  Friends.”   ! Bergdorf  alerted  consumers  to  an  in-­‐store  event  to  meet  shoe  designer  Nancy  Gonzales   and  connected  the  banner  ad  to  Facebook  so  that  consumers  could  RSVP  ! Bergdorf  uses  Facebook    to  post  a  monthly  “What  I’m  wearing  today”  feature  that   tracks  five  consecuMve  ouyits  of  an  employee.  Consumers  can  comment  on  the   images  and  are  directed  to  the  Bergdorf  Web  site  where  they  can  buy  the  items.  ! Bergdorf  exclusive  iPhone  app  “Today’s  Shoe”   ! Purchase  shoes  instantly,  share  to  Facebook  &  TwiUer,  expedited  delivery  and   complimentary  returns.   ! Product  changes  every  day.   | 18
  19. 19. Hermès  Digital  Summary  ! The  Online  store  offers  a  simple,   segmented  experience.     ! Product  catalogs  do  not  have  a  centralized  page  to   browse  through  any  item  category.  Users  must  click   through  each  item  to  browse  the  enMre  line.  ! Separately,  the  world  of  Hermès  website  is  an   aUracMve  mulMmedia  adventure.  Users  can  explore   an  interacMve  grid  with  pop-­‐out  pages  featuring   products,  arMsts,  photographs  and  narraMve   content.  ! Hermès  on  Facebook  promotes  photo  and  video   content,  products  and  events  that  garner  hundreds   of  “likes,”  but  liUle  conversaMon  due  to  the  direct,   maUer-­‐of-­‐fact  delivery  of  the  content.  ! Hermès’  YouTube  boasts  over  1.2  million    views.   Most  viewer  content  is  cinemaMc  in  nature,  rather   than  product  focused.   | 19