It’s quite common for luxury brands to apply their strong branding values of exclusivity and differentiation to the online space. However, these values are often applied at the expense of user experience...
What is Luxury and how do Luxury brands work?
Key trends in the Luxury marketplace
Know vs. Show – the Luxury consumer
The Recession and the Luxury consumer
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
The Luxury Strategy. Break the Rules of Marketing to Build Luxury BrandsCollin Thompson
The Luxury Strategy is the definitive work on the essence of a luxury brand strategy. It puts an end to the confusion around the term, and explains the fundamental differences between 'premium', 'fashion', and 'luxury' strategies. Based on an analysis of the social functions of luxury, of worldwide best practices and on first hand direct experience, it sets out the rules for success, and turns established marketing rules upside down. The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. It also unveils the original methods that were used to transform small family businesses such as Ferrari, Cartier, Chanel, Gucci, and Ralph Lauren into profitable global brands.
We try to answer the questions of " what is luxury? " Abstract ideas combined to form a definition of the term luxury. *taken from blog-lessons @ www.luxme.live
Social Media Best Practices For Luxury Brands.
This research and best practices explains how luxury brands can best accomplish these goals in social media and offers solutions for particular challenges. Additionally, this guide presents case studies of luxury brands to illustrate the industry best (and worst) practices.
Research / Case Studies:
BLACKSTONE Digital Agency
http://www.BlackstoneIndonesia.com
It’s quite common for luxury brands to apply their strong branding values of exclusivity and differentiation to the online space. However, these values are often applied at the expense of user experience...
What is Luxury and how do Luxury brands work?
Key trends in the Luxury marketplace
Know vs. Show – the Luxury consumer
The Recession and the Luxury consumer
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
The Luxury Strategy. Break the Rules of Marketing to Build Luxury BrandsCollin Thompson
The Luxury Strategy is the definitive work on the essence of a luxury brand strategy. It puts an end to the confusion around the term, and explains the fundamental differences between 'premium', 'fashion', and 'luxury' strategies. Based on an analysis of the social functions of luxury, of worldwide best practices and on first hand direct experience, it sets out the rules for success, and turns established marketing rules upside down. The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level, including human resources and financial management. It also unveils the original methods that were used to transform small family businesses such as Ferrari, Cartier, Chanel, Gucci, and Ralph Lauren into profitable global brands.
We try to answer the questions of " what is luxury? " Abstract ideas combined to form a definition of the term luxury. *taken from blog-lessons @ www.luxme.live
Social Media Best Practices For Luxury Brands.
This research and best practices explains how luxury brands can best accomplish these goals in social media and offers solutions for particular challenges. Additionally, this guide presents case studies of luxury brands to illustrate the industry best (and worst) practices.
Research / Case Studies:
BLACKSTONE Digital Agency
http://www.BlackstoneIndonesia.com
The Concept of Luxury Brands - PresentationKlaus Heine
This presentation corresponds to the paper about the definition and categorization of luxury products and brands, "The Concept of Luxury Brands" by Klaus Heine, www.conceptofluxurybrands.com.
ABSTRACT: This paper defines both luxury products and brands and also distinguishes similar concepts such as premium and masstige and differentiates between major types of luxury products and brands such as accessible vs. exceptional luxury products and connoisseur vs. star brands. In that way, it should create a better understanding of what actually constitutes luxury products and brands, and thus should be useful for both researchers and managers within the field of luxury brand management.
CONTENTS of the Paper:
I. The TAXONOMY OF LUXURY
1. The Basic Definition of Luxury
1.1. The Necessity-Luxury Continuum
1.2. The Relativity of Luxury
1.3. General Perspective for the Definition of Luxury
2. The Major Understandings of Luxury
2.1. The Philosophical-sociological Understanding of Luxury
2.2. The Micro-economic Understanding of Luxury
2.3. The Managerial Understanding of Luxury
2.3.1. Areas of Research
2.3.2. Scope of Luxury
2.3.3. Limiting the Scope of Luxury
3. Luxury Products
3.1. The Definition of Luxury Products
3.2. Categorization of Luxury Product Industries
3.3. Types of Luxury Products
4. Luxury Brands
4.1. The Definition of Luxury Brands
4.2. The Relationships between Luxury Products and Brands
4.3. The Relationships between Luxury Characteristics and Brand Identity
4.4. Types of Luxury Brands
4.4.1. Luxury Brands by Luxury Level
4.4.2. Luxury Brands by Awareness
4.4.3. Luxury Brands by Business Volume
4. Distinguishing Luxury Products and Brands from similar Concepts
5.1. Premium Products and Brands
5.2. Masstige Products and Brands
5.3. Prestige Products and Brands
II. HANDBOOK FOR THE CREATION OF LUXURY PRODUCTS AND BRANDS
1. The Characteristics of Luxury Products
1.1. Price
1.2. Quality
1.2.1. Manufacturing Characteristics
1.2.2. Concrete Product Characteristics
1.2.3. Abstract Product Characteristics
1.3. Aesthetics
1.4. Rarity
1.5. Extraordinariness
1.6. Symbolism
2. The Luxury Marketing-Mix
2.1. Luxury Product Policy
2.2. Luxury Price Policy
2.3. Luxury Distribution Policy
2.4. Luxury Communication Policy
V. CONCLUSIONS
STARBRANDS // BUILT TO SHINE: Luxury marketingSOFAMI.PL
Nasz pogląd czyli The Brand Marriage Company na marketing marek i produktów luksusowych a w szczególności ich strategię i budowę pod kątem segmentacji konsumentów dóbr luksusowych.
Our (The Brand Marriage Company) view on luxury marketing.especially luxury brand strategy and brand building in regards to luxury consumers segmentation.
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Abhishek Sinha
The digital marketing strategy outlines a detailed behavioral analysis on the Indian consumer journey from research > evaluation > consideration > purchase in the beauty industry. The digital marketing plan for the beauty brand has been created taking key insights from beauty consumer footprints and their behavior on the key digital channels to improve the beauty brand's discoverability and desirability on the top digital platforms.
Estée Lauder - Social and luxury: Challenges and opportunities for high-end b...Branded Ltd
High-end, luxury brands like Estée Lauder are some of the most innovative users of social media for marketing and consumer outreach. See how Estée Lauder is using Social to address challenges and create opportunities, as presented at Branded's 2013 Conference, Social Matters
Luxury Workshop: The Psychology of Luxury ShoppingCrobox
From Crobox's behavioral psychologists, learn about the behavioral motives and psychological drivers behind luxury consumption. Then, we give you a workshop on how to market your luxury products better.
This white paper was initially published in French in June 2010 by Daniel BO and Matthieu Guevel. This English version has been translated, adapted, and thoroughly revisited by Aurelie Pichard in January 2011.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
E-commerce strategies for Luxury Brands (based on sources)Alba Romero Villa
- Positive aspects & Advantages of going online
- How can luxury brands can recreate their brand essence online?
- How can they do to recreate the sensorial offline experience of the brand online?
- What are the elements that conform a luxury buying experience?
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
A group project and presentation that focused on Absolut Vodka. The results compared the brand\'s stated identity, the perceived brand image by consumers (through a focus group and survey), with analysis and recommendations based on the Customer Based Brand Equity Model (CBBE)
A look at the the top luxury digital marketing agency, Greenhill Partners...
As the thought-leader in luxury digital marketing, GREENHILL+PARTNERS bridges the gap between luxury brands, agencies and the digital world to help luxury brands succeed in digital marketing.
Virtually every client comes to us with the same concern: We know we have to do digital marketing, but we don’t know how. This is the problem we solve. We serve as your luxury digital marketing arm. As your uniquely knowledgeable and experienced steward we protect your digital investment, prevent brand dilution, enhance exclusivity and brand value, and more importantly, increase sales.
CONSULTING
We consult with brands and their agency to ensure the development of luxury-specific campaigns. We help brands select the best agency to execute their digital campaigns. We monitor and analyze the results of campaigns so our clients are independently aware of campaign success. We act as a digital advocate to ensure that what our clients' agencies are doing is the best digital work at the best possible price.
DIGITAL AGENCY
We also employ an international network of digital creatives and technicians. With our cutting-edge business model, we can execute effective luxury digital campaigns at an average of thirty-percent below traditional agency cost.
The Concept of Luxury Brands - PresentationKlaus Heine
This presentation corresponds to the paper about the definition and categorization of luxury products and brands, "The Concept of Luxury Brands" by Klaus Heine, www.conceptofluxurybrands.com.
ABSTRACT: This paper defines both luxury products and brands and also distinguishes similar concepts such as premium and masstige and differentiates between major types of luxury products and brands such as accessible vs. exceptional luxury products and connoisseur vs. star brands. In that way, it should create a better understanding of what actually constitutes luxury products and brands, and thus should be useful for both researchers and managers within the field of luxury brand management.
CONTENTS of the Paper:
I. The TAXONOMY OF LUXURY
1. The Basic Definition of Luxury
1.1. The Necessity-Luxury Continuum
1.2. The Relativity of Luxury
1.3. General Perspective for the Definition of Luxury
2. The Major Understandings of Luxury
2.1. The Philosophical-sociological Understanding of Luxury
2.2. The Micro-economic Understanding of Luxury
2.3. The Managerial Understanding of Luxury
2.3.1. Areas of Research
2.3.2. Scope of Luxury
2.3.3. Limiting the Scope of Luxury
3. Luxury Products
3.1. The Definition of Luxury Products
3.2. Categorization of Luxury Product Industries
3.3. Types of Luxury Products
4. Luxury Brands
4.1. The Definition of Luxury Brands
4.2. The Relationships between Luxury Products and Brands
4.3. The Relationships between Luxury Characteristics and Brand Identity
4.4. Types of Luxury Brands
4.4.1. Luxury Brands by Luxury Level
4.4.2. Luxury Brands by Awareness
4.4.3. Luxury Brands by Business Volume
4. Distinguishing Luxury Products and Brands from similar Concepts
5.1. Premium Products and Brands
5.2. Masstige Products and Brands
5.3. Prestige Products and Brands
II. HANDBOOK FOR THE CREATION OF LUXURY PRODUCTS AND BRANDS
1. The Characteristics of Luxury Products
1.1. Price
1.2. Quality
1.2.1. Manufacturing Characteristics
1.2.2. Concrete Product Characteristics
1.2.3. Abstract Product Characteristics
1.3. Aesthetics
1.4. Rarity
1.5. Extraordinariness
1.6. Symbolism
2. The Luxury Marketing-Mix
2.1. Luxury Product Policy
2.2. Luxury Price Policy
2.3. Luxury Distribution Policy
2.4. Luxury Communication Policy
V. CONCLUSIONS
STARBRANDS // BUILT TO SHINE: Luxury marketingSOFAMI.PL
Nasz pogląd czyli The Brand Marriage Company na marketing marek i produktów luksusowych a w szczególności ich strategię i budowę pod kątem segmentacji konsumentów dóbr luksusowych.
Our (The Brand Marriage Company) view on luxury marketing.especially luxury brand strategy and brand building in regards to luxury consumers segmentation.
Digital Marketing Strategy for a Cosmetic Brand - Love Beauty and Planet (A U...Abhishek Sinha
The digital marketing strategy outlines a detailed behavioral analysis on the Indian consumer journey from research > evaluation > consideration > purchase in the beauty industry. The digital marketing plan for the beauty brand has been created taking key insights from beauty consumer footprints and their behavior on the key digital channels to improve the beauty brand's discoverability and desirability on the top digital platforms.
Estée Lauder - Social and luxury: Challenges and opportunities for high-end b...Branded Ltd
High-end, luxury brands like Estée Lauder are some of the most innovative users of social media for marketing and consumer outreach. See how Estée Lauder is using Social to address challenges and create opportunities, as presented at Branded's 2013 Conference, Social Matters
Luxury Workshop: The Psychology of Luxury ShoppingCrobox
From Crobox's behavioral psychologists, learn about the behavioral motives and psychological drivers behind luxury consumption. Then, we give you a workshop on how to market your luxury products better.
This white paper was initially published in French in June 2010 by Daniel BO and Matthieu Guevel. This English version has been translated, adapted, and thoroughly revisited by Aurelie Pichard in January 2011.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
E-commerce strategies for Luxury Brands (based on sources)Alba Romero Villa
- Positive aspects & Advantages of going online
- How can luxury brands can recreate their brand essence online?
- How can they do to recreate the sensorial offline experience of the brand online?
- What are the elements that conform a luxury buying experience?
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
A group project and presentation that focused on Absolut Vodka. The results compared the brand\'s stated identity, the perceived brand image by consumers (through a focus group and survey), with analysis and recommendations based on the Customer Based Brand Equity Model (CBBE)
A look at the the top luxury digital marketing agency, Greenhill Partners...
As the thought-leader in luxury digital marketing, GREENHILL+PARTNERS bridges the gap between luxury brands, agencies and the digital world to help luxury brands succeed in digital marketing.
Virtually every client comes to us with the same concern: We know we have to do digital marketing, but we don’t know how. This is the problem we solve. We serve as your luxury digital marketing arm. As your uniquely knowledgeable and experienced steward we protect your digital investment, prevent brand dilution, enhance exclusivity and brand value, and more importantly, increase sales.
CONSULTING
We consult with brands and their agency to ensure the development of luxury-specific campaigns. We help brands select the best agency to execute their digital campaigns. We monitor and analyze the results of campaigns so our clients are independently aware of campaign success. We act as a digital advocate to ensure that what our clients' agencies are doing is the best digital work at the best possible price.
DIGITAL AGENCY
We also employ an international network of digital creatives and technicians. With our cutting-edge business model, we can execute effective luxury digital campaigns at an average of thirty-percent below traditional agency cost.
Trendbüro's choice of topics that will influence consumer behavior in 2016.
Once again, Trendbüro chose the from-to perspective. Not a hot-or-not list, each pairing is a trend and its counter-trend, the evolution of hyper-relevant phenomena.
As such it reflects Trendbüro's belief that consumer trends are an evolving system of those mindsets that drive expectations and choices, and should play a key role in creating brand experiences.
2015 EMERGING TOP TEN TRENDS
Please see a recent Zenith Report covering 2015 emerging top trends. The report is designed to help brands apply the learnings from these trends in order to enhance consumer experience and ultimately drive ROI.
The top 10 trends include video explosion, proximity marketing, retails scents, social personalisation, custom-fit, photo shop, swipe right to shop, smart sensor, brand storytelling and geotainment.
ZenithOptimedia's 2015 Emerging Top Ten TrendsZenithOptimedia
ZenithOptimedia's selection of the most important changes in technology, communications and consumer behaviour. The report is designed to help brands apply the learnings from our trends in order to enhance consumer experience and drive ROI.
Overture 2.0 - Connect the Dots of the Premium Economy Jordan Yates
Overture 2.0 is a Louis Holdings annual perspective detailing brand insights, technology talk, business opportunities, and market predictions. The document is designed to provide partners, customers, and peers an inside perspective on what Louis Holdings sees and thinks.
GOLIN / DIGITAL & SOCIAL MEDIA EXCELLENCE / HONG KONGZaheer Nooruddin
Digital and Social Media Strategy Excellence at Golin Hong Kong - an integrated communications and marketing agency with a worldwide network. Contact: Zaheer Nooruddin, Head of Digital Innovation, Asia at znooruddin@golin.com
Conversant what the bleep does personalized marketing really meanConversant, Inc.
Outlines the essential components of a personalized marketing strategy and solution. Simplifies the process of identifying the right approach to personalization for any brand.
Music, creatives and techies all collide for SXSW. Fashion and brands are part of the experience, too. That's a ton of rich content in one tiny space. From a brand marketing perspective, user-generated content will grow and brands must be ready.
The first truly digital luxury brand: why Burberry gets it?
With the launch of The Art of the trench, Burberry certainly became the first truly digital luxury brand. The first luxury brand to really understand and adopt digital behaviours to conceive and support its brand online communications. There are many reasons why it became a clear success and digital is certainly one piece of a bigger picture.
KMMP Media Group, leaders in Connecting Our Clients to the Conversation. We are an innovative media sales, branded entertainment and marketing consulting firm with media assets that exceed over 120 million unique visitors a month.
This is an outline of my branding studies, I will be summarizing all the information I learn throughout my studies and researches into small presentations hoping it will make good and easy references for people who are looking to understand and learn more about branding.
In this presentation I will talk about the Brand basics and I will cover the following:
- What is brand?
Stay tuned and engage with me on twitter on: @YazanTamimi
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The What, Why & How of 3D and AR in Digital Commerce
Luxury and Premium Brand Marketing Strategy
1. BRAND
MATTERS
P R E M I U M B R A N D S
CHALLENGES. THREATS.
OPPORTUNITIES.
Ed Delia, President of Delia Associates, participated in a
panel discussion at the Luxury Marketing Council meeting
in NYC. The theme of the meeting was “The New Luxury
Branding: Challenges & Threats”. The Q&A format led to
a lively discussion with all the participants. Six questions
were posed and answered by the group. Here’s Ed’s
contribution to the event.
G E T T O Y O U R N E X T !
www.delianet.com • 908.534.9044
2. FO R WA R D - FAC I N G FAC TO R S
A FFE C T I N G LUXU RY B R A N D S
These days, part of being a luxury brand is creating a unique experience
for clients and customers. The most powerful vehicle for this is digital media,
where a distinctive, brand-related experience can be created that engages a
customer in a format they recognize and use every day. The most innovative
companies determine the best way to use digital media to present offers while
supporting the brand. They recognize that the moment a user interacts with a
luxury brand’s content they are starting a relationship beyond an initial purchase.
This relationship can influence your brand for the next 25 years. What’s more, an
estimated 75% of luxury purchases made globally are influenced by at least one
digital touchpoint. Luxury brands that recognize this are getting smarter about
connecting the dots from digital experience to purchase to brand advocacy.
Here are some examples of Luxury Brands driving conversions and brand
awareness with digital media:
Christian Louboutin’s murder mystery film was an integral part of the designer’s
2016 collection campaign. Timed to coincide with their new Spring Collection,
the clever “whodunit” teased on social media and led inquisitive viewers to their
e-commerce website. Utilizing the YouTube “shoppable” ads function, Louboutin
used the video to not only gain traffic and visibility, but to directly
drive conversions.
1www.delianet.com • 908.534.9044
WHAT ARE THE FACTORS - GIVEN
THE WEB AND TECHNOLOGY - THAT
ARE CHANGING THE WAY LUXURY
BRANDS POSITION & MARKET?
An estimated 75% of luxury purchases
made globablly are influenced by at
least one digital touchpoint.
3. Tommy Hilfiger recently introduced an in-store virtual reality experience
where consumers can watch the Hilfiger Collection runway show in 360
degree, 3-D virtual reality, and then immediately shop the collection! This
cutting-edge use of technology inspires the consumer as they can see the
clothes in action (movement, colors, etc.) as if they are on the runway, or
sitting in the audience. This dynamic approach elevates the shopping
experience giving the customers a reason to visit more, stay longer,
and relay the experience to others.
These and other similar luxury brand experiences show the power of
creativity combined with all of today’s media touchpoints. While many
companies have a digital or social media presence with Facebook, Twitter,
Instagram, YouTube, merely “showing up” is not a digital strategy. The best
approach is a laser-focused strategy that delivers the core attributes in a
unique way. By recognizing that attention is a commodity, you differentiate
your brand from the herd by becoming the one that everyone is talking about.
Land Rover created an online novel called the “The Vanishing Game” that
combined story, film, soundtrack, and social connectivity that resulted in a
viral phenomenon. The novel contained key scenes where a land rover was
woven into the story, many of which drew inspiration from actual Land Rover
owner comments on social media. In its first week, The Vanishing Game
received over 230 million media impressions, and the e-book version would
soon become a #1 best seller on Amazon. It followed that by the time
a prospective customer arrived at a dealership, they were so immersed
in the Land Rover experience that the only thing left to do was take a
test drive, and then create their own story as new owner!
2www.delianet.com • 908.534.9044
FO R WA R D - FAC I N G FAC TO R S
A FFE C T I N G LUXU RY B R A N D S
WHAT ARE THE FACTORS - GIVEN
THE WEB AND TECHNOLOGY - THAT
ARE CHANGING THE WAY LUXURY
BRANDS POSITION & MARKET?
By recognizing that attention is a commodity,
you differentiate your brand from the herd by
becoming the one that everyone is talking about.
4. P R OT E C T I N G LUXU RY B R A N D S
T H R O U G H U R L M A N AG E M E N T
WHAT ARE THE THREATS TO
BRANDS, GIVEN THE PRESSURES OF
GENERAL TOP LEVEL DOMAIN NAMES,
TO PROTECT THEIR BRANDS AND
THEIR INDUSTRY SEGMENTS?
As luxury brands engage audiences on a global scale, and the Internet becomes
more complex, various “dot extensions” have become available that pose a new
consideration for luxury brand owners. Some of these extensions include .clothing,
.luxury, .automotive, .jewelry, .fashion, and .diamonds. A preliminary search of
the top luxury brands revealed that eight of the ten had reserved the .luxury
extension, with Channel and Burberry being the exceptions.
So, should luxury brand owners (and their representatives) be “chasing” these
new products and to what extent? In this matter level heads need to prevail.
If a specific extension is on point, then consider purchasing and using it only
as a vanity URL for a specific campaign that is built around the theme of the
URL. Or another appropriate use would be for a microsite that redirects back
to the main URL.
The fact is that most people are programmed to type “dot com” in their browsers.
There is also significant evidence that the search engines give priority to top level,
.com names. Avoid chasing or worrying about all the name variations and also
avoid negative dot extensions (e.g., Taylor Swift recently bought the .porn and
.adult versions of her name URL).
Luxury brands should invest in positive energy towards positive ends.
No matter how many URL’s or negative URL’s one purchases; someone will
always come up with a “dot com” work-around. So avoid this “tail chasing”
and concentrate your efforts on forward, brand positive steps. If a domain
dispute arises, use the Uniform Domain Name Dispute Resolution Policy (UDRP)
established by ICANN (Internet Corporation for Assigned Names & Numbers)
to resolve discrepancies regarding registration of domain names.
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Luxury brands should invest in positive energy towards
positive ends. No matter how many URL’s or negative URL’s
one purchases; someone will always come up with a “dot
com” work-around.
5. I N FLU E N C E A N D O P P O R T U N I T I E S O F
O N L I N E B R A N D T R A N S PA R E N CY
USED TO BE BRAND WAS
ALL - NOW IT’S THE PRICE OF
ADMISSION - GIVEN INCREASING
SKEPTICISM/CYNICISM OF CONSUMERS
OF TRADITIONAL ADVERTISING MESSAGES,
AND THE INCREASING NEED TO DELIVER
FLAWLESS CUSTOMER SERVICE - BRANDS ARE
UNDER THE MICROSCOPE AS NEVER BEFORE.
Everything and everyone is under the digital microscope today. Luxury brands
need to continue to define their reality in their own unique way and stay true
to their luxury status. The days of establishing a brand name and merely
banking on brand name loyalty are over.
The leading brands have mastered the balancing act of providing consumer
convenience while maintaining a unique luxury experience. They then increase
penetration by offering greater convenience through online access. Finally, they
distinguish their brand from the competition through original, innovative digital
content and engagement.
It’s not about ramping up the digital to stay current, but rather thinking
about the best ways to “integrate” digital. The smarter luxury brands deliver
the message through content that is meaningful and customer-focused.
Luxury is not just about price or quality, but about craftsmanship, sustainability,
service. Today’s consumer wants to know the company behind the brand,
and see what’s “under the hood.”
British designer Paul Smith uses Instagram to share his “personal journey.” Rather
than solely focusing on his brand and fashions, he uses the popular platform to
share what inspires him every day, giving his followers a glimpse into the real Paul
Smith. Whether it’s great candid photos or daily inspiring musings, a connection
is fostered that eventually ties together the man, merchandise, and customer.
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It’s not about ramping up the digital to
stay current, but rather thinking about
the best ways to “integrate” digital.
6. In a similar fashion, Dolce & Gabbana offered behind the scenes access
to their customers and fans. At the 2015 Milan Fashion Week, the designer
encouraged models to shoot selfies and post them on Instragram. Rather
than featuring the standard, “wooden” runway scene with expressionless
models, Dolce showed the human side of the event and its people in a
manner that fans could relate to.
“Inside Chanel” is the fashion house and perfume giant’s
self-portrait that offers glimpses of the origins of the company,
its evolution, and the personalities who have represented the
brand over the years. This engaging movie weaves together
founder CoCo Chanel, brand ambassadors like Marilyn Monroe
and Catherine Deneuve, and signature products, creating a
luxurious brand experience for the consumer.
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I N FLU E N C E A N D O P P O R T U N I T I E S O F
O N L I N E B R A N D T R A N S PA R E N CY
USED TO BE BRAND WAS
ALL - NOW IT’S THE PRICE OF
ADMISSION - GIVEN INCREASING
SKEPTICISM/CYNICISM OF CONSUMERS
OF TRADITIONAL ADVERTISING MESSAGES,
AND THE INCREASING NEED TO DELIVER
FLAWLESS CUSTOMER SERVICE - BRANDS ARE
UNDER THE MICROSCOPE AS NEVER BEFORE.
Luxury is not just about price or
quality, but about craftsmanship,
sustainability, service.
7. B A L A N C I N G T R A D I T I O N A L A N D
D I G I TA L M E D I A O U T R E AC H
HOW ARE LUXURY BRANDS
INVESTING DIFFERENTLY IN THE WAY
IN WHICH THEY MARKET THEMSELVES
ACROSS THE MARKETING MIX: PR, WEB,
LOYALTY, TRADITIONAL ADVERTISING, NICHE
MEDIA, SEGMENTATION TO NICHE AUDIENCES,
IN STORE TECHNOLOGY, AND OUT OF HOME?
The luxury market spend is forecast to grow 4-5% over the next two years.
Although traditional media will still have its place, much of this spend will be
in digital social outreach platforms like Facebook and Instagram. The average
person spends close to four hours a day online, so it is up to luxury brands to
“go to where the fish are” and engage their audience with the right content for
the right media. Brands also need to be able to measure results so their efforts
are in the right place.
TV and print are still relevant, but particularly the latter needs to find a way
to be more relevant to current and emerging generations. Luxury brands are
still engaging in print, but they are adapting it to the demands of the new
consumer. For instance, Vogue magazine is leveraging Shazam’s new visual
recognition technology that enables consumers to click and purchase right
from print pages. The Wall Street Journal has also engaged this technology.
In fact, last year’s WSJ’s women fashion dedicated issue was their biggest
ever, and the September issue of the WSJ magazine leveraged click to
purchase technology. In the end, dynamic brands that bring their message
to the right audience through digital channels can supplement that message
with print and other traditional advertising formats; it’s a win-win combination.
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Luxury brands are still engaging in
print, but they are adapting it to the
demands of the new consumer.
8. AT T R AC T I N G & M A XI M I Z I N G
T H E M I L L E N N I A L C U S TO M E R
HOW WILL THE
MILLENNIAL SEGMENT
IMPACT LUXURY
BRANDS?
Millennials (or Generation Y) consumers (aged 18-34) will be the largest
generational segment in luxury market in the US between 2018 and 2020.
Luxury brands are clamoring for the attention of this segment, especially
the HENRY (High Earners Not Rich Yet) demographic. These are the future
affluent who are establishing lifelong brand relationships (or avoidances)
as they move through their day.
Mobil outreach is obviously a critical tool for the Millennials and mobile
commerce is expected to grow 30% by 2019. But simply purchasing is not
enough for the millennial consumer. They have an ever growing need to be
an integral part of the brand and buying experience. Today’s consumer is
looking for social validation. Whether is it’s being retweeted or repinned,
millennials are responsive to all kinds of creative ways to “selfie-celebrate”.
The audience is more interested in the richness of the experience, the story
behind the brands and products, and they will open their wallets when the
experience meets their social criteria.
Examples of the new experience-based spending include Designer
Karl Lagerfeld’s in-store photo booths that enable customers to apply
‘Karl-inspired’ filters to ‘selfies’ before sharing them on social media. In
addition, the Emilio Pucci Scarfie app allows users to personalize selfies
by adding a Pucci scarf to the shot before sharing. The app then
automatically adds a clickable link below each “look” that redirects
consumers to Pucci’s e-commerce site.
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Millennials (or Generation Y) consumers (aged
18-34) will be the largest generational segment
in luxury market in the US between 2018 and 2020.
9. EXPA N D I N G LUXU RY B R A N D S
I N TO G LO B A L M A R K E T S
WHAT IS THE IMPACT OF A
“SMALLER WORLD” & GLOBALIZATION
ON INDIA’S, AFRICA’S, AND CHINA’S
EMERGING ECONOMY & LUXURY MARKET?
Targeting the affluent in these countries has its logical start in the airports.
Big brands can gain considerable knowledge by assessing the demand for
luxury goods in these busy hubs, and build awareness via reputable local
businesses that are trusted by customers.
India’s luxury market is growing in response to rising prosperity in
major cities, which is driving a transition from black market to formal
market commerce. Of particular interest to the Indian luxury consumer
are five-star hotels, fine dining, electronic gadgets, luxury personal care,
and jewelry. These segments performed well in 2015 and are expected to
grow by 30-35% collectively over the next three years. In fact, Hermes of
Paris became the first international brand to establish a flagship store
in Mumbai and opened another store in New Delhi in April 2016. Big ticket
items like SUV purchases are also gaining momentum as 18-20% growth
in this category is expected over the next few years.
The future for the luxury market in China also looks bright. Chinese consumers
are among the most savvy and well-connected groups in the world. They consult
more digital resources than other regional consumers when making a purchase.
However, more than 2/3 of Chinese luxe buying is done out of country in Paris,
Milan, London, NY, and Tokyo, as these destinations can offer more than 50%
in savings due to exchange rates, tax refunds, and other discounts. The Chinese
prefer to combine luxury buying with cultural events (fashion shows, horse races,
etc..) and brands like Chanel are among the preferred names. The Chinese
consumer is also greatly influenced by brand endorsements from “key opinion
leaders”, celebrities, and influencers that promise an improved quality of life.
8
The number of African millionaires is expected to grow globally at the fastest
rate of all regions. The African market is underpenetrated and there is a growing
consumer appetite for luxury goods. Demand for luxury watches, men’s clothing,
and leather goods in Africa is being driven by the higher spending power of men.
As the expansion of wealth continues in Africa, forward thinking companies have
a great opportunity to establish their brands in growth oriented African countries
such as Ivory Coast.
We’re here to help. Call 908.534.9044 (and ask for Ed) or email
edelia@delianet.com and we’ll be in touch with you directly
to discuss your brand, and how to best position it on LinkedIn
for next level success.