The document discusses digital communication strategies and e-commerce practices for luxury goods, highlighting the challenges of maintaining exclusivity in the digital age. It presents case studies of luxury brands that successfully integrate storytelling, customization, and community engagement to enhance the customer experience and appeal to younger consumers. Furthermore, it emphasizes the creation of a multichannel digital ecosystem, showcasing Burberry as a prime example of innovative integration across platforms.

1. DIGITAL COMMUNICATION STRATEGIES
AND E-COMMERCE PRACTICES FOR
LUXURY GOODS
Part.1
LUX & DIGITAL
THE CHALLENGE

2. LUXURY AND DIGITAL SEEM LIKE TWO
DIFFERENT WORLDS
Luxury goods are always characterized by their “extreme
exclusivity”
The digital world, at least on appereance, is perceived as its
opposite, representing an environment with low entrance barriers,
meant for the masses.

3. SOME LUXURY BRANDS HAVE
OVERCOMED THIS CHALLENGE,
WE NOW ANALYZE SOME
SUCCESS CASE STUDIES TO
UNVEIL HOW

4. • Express the “Luxury dream”
• Tell a story
• Take the luxury experience from exclusivity to
uniqueness
• Fulfill consumers vanity by integrating it into a
community
• Attract young luxury goods consumers
• Offer unique services
• Use digital as a multichannel ecosystem
KEY POINTS FOR THE DIGITAL
COMMUNICATION OF LUXURY
BRANDS

5. CASE STUDIES

6. EXPRESS THE “LUXURY DREAM”
www.jumeirah.com

8. Transform the product into a unique experience
A dreamed place, a unique hotel in the world presented as an ideal, a goal, a
place where all your dreams can come true. From the helicopter arrival, the
exclusive suites, to the unlimited access to exclusive services for an
unforgettable stay

9. www.louisvuitton.com
TELL A STORY

10. Contextualize the brand’s values
A tale, a story that describes places and moments shared by the brand. A way to
make customers fall in love.
If the philosophy and the inspiration behind is shared with the audience, along
with the values of the brand, this will for sure, engage them with the product.

11. http://www.chanel.com/
TELL A STORY

12. Value the heritage to show innovation
Chanel has enhanced its expertise and its history, making a series of videos
that tell how their leading products were brought to light.
In the video devoted to fragrance No. 5, there is an emphasis on the innovation
of its creator Coco and the importance of womanhood and its expression.

13. TAKE THE LUXURY EXPERIENCE
FROM EXCLUSIVITY TO UNIQUENESS
http://www.ferragamo.com/shop/it/

15. Create your own object of
desire
Ferragamo’s website allows
users to customize materials,
details and colors of the Vara
Varina ballerinas.
Due to the amount of
customizable details, the
product meets the
consumers desires.
Customization is available
ONLY ONLINE.

16. FULFILL CONSUMERS VANITY
BY INTEGRATING IT INTO A COMMUNITY
http://artofthetrench.burberry.com/

17. Become part of the
brand’s history
The art of making the
trench coat, Burberry’s
icon, is told in the
collection’s details.
It explores how the
garment is worn around
the world, juxtaposing
pictures of different styles
showing the versatility of
this British icon.

18. With this strategy the consumer is not only a spectator but an active
participant within the story.
Clicking on “Add your trench” it is possible to send a picture so it is
added to the sited photo wall.

20. http://www.moet.com/
ATTRACT YOUNG LUXURY GOODS CONSUMERS

22. Integrate the brand with the social networks to get exclusive offers.
Participating in the contest ICE CHALLENGE on Instagram and using the HT
along with a photo taken with the product, it was possible to win a special
Moet&Chandon experience.

23. http://www.tiffany.it
OFFER A UNIQUE SERVICE

25. Turn the virtual shopping
experience into a real life
experience
The "Engagement Ring
Finder" allows you to
photograph your hand and
match the different types of
engagement rings in order
to find the perfect ring.

26. www.burberry.com
USE DIGITAL AS A MULTICHANNEL ECOSYSTEM

27. A 360 degree digital ecosystem
The perfect example of integration between the different channels
comes from Burberry, which has been able to create an innovative
ecosystem. The user not only is always connected with the brand, its
values, products, but can experience the brand through innovative
technologies.

28. OFFICIAL SITE
SITO BRAND
MOBILE SITE
ONLINE STORE
SMART PERSONALIZATION
- BESPOKE
INTERACTIVE MIRRORS IN
STORE
BURBERRY
KISSES WEB APP
MOBILE PAYMENT
IN STORE
GLOBAL EVENTS
LIVE SCREENED
SOCIAL
BURBERRY’S DIGITAL ECOSYSTEM

29. With our passion for
technology and design, we
associate strategic thinking
and creativity to create
unique projects. We connect
them and turn them into first-
class experiences.
CONTACT
Email: new@figmenta.com
www.figmenta.com
Tel. 0287063218