Content is a great way for luxury brands to bond with their audience and share cultural affinities, all of which leads to purchasing products of the brand, and eventually becoming loyal customer. Therefore, content marketing is both consumer and culture-centric. When consumers buy a luxury product, they take part in a cultural experience, sharing the same “spirit” and values as the brand. As Stanislas de Quercize, the CEO of Cartier puts it, “we do not create jewelry, we design the stories” (“Nous ne creons pas des bijoux, mais des histoires”). Learn from the best high-end brands how to tell inspiring stories, build luxury customer experience and facilitate purchasing decisions in the modern luxury market today.
On the 26-28th October at the Hotel Russell in London over 150+ attendees gathered to celebrate the 10th year anniversary of Luxury Interactive Summit. It is the biggest yearly professional event of luxury branding & digital marketing, where luxury executives from some of the world’s top luxury brands such as Aston Martin, Bulgari, Chanel, Chloe, Hermes, Harrods, Harvey Nichols, La Mer, Tiffany & Co come together to network and examine the newest trends, challenges, and opportunities in the digital luxury space. They share their best practices to achieve success and avoid pitfalls and outline what worked for their business, what didn’t, and their results. Omnichannel expansion, e-commerce optimization, optimized content creation and execution were just a few of the core themes Luxury Interactive focused on this year. Discover what attendees could have learned from the luxury executives during 3 days of roundtables and in-depth workshop sessions.
Content is commerce. This phrase is recently repeated like mantra, but what does it mean exactly for luxury brands? Branded content, perceived as the merger between advertising and editorial content, is the major millennial territory for luxury brands. For this reason marketers need to take a more defined approach, generating campaign specific content for their selected platforms that enriches the luxury consumer experience. Branded content should reflect three strategic points: understanding customers’ needs, overall inspiration and brand discovery. According to the research made by Aberdeen in 2014 conversion rate is 6 times bigger when products are linked to content and newsletter. Also, the growth of e-commerce sites leaders of branded content is 8 times bigger than other sites. In the millennial group this phenomenon is even more noticeable. 31% of millennials say they could buy a product if content is interesting (Newscreed 2014). Find out more about the evolution of branded content and discover inspiring examples of platforms and brands leading in this area.
E-commerce and digital presence is one of the hottest topics of 2015 for all luxury brands, regardless the size and country of origin. Indeed, luxury sales realized online have increased significantly in 2014 reaching 14€bn, a rise of +50% vs. 2013 according to the latest research of Altagamma & McKinsey Digital Luxury Experience observatory. Impressive? Not really if we take into consideration that online sales of luxury goods is expected to triple to €70 billion by 2025, making E-commerce the world’s third largest luxury market, after China and the United States. Discover more key facts about luxury online sales.
Only few years ago, the relationship between brands and their audiences used to go in only one direction, with brands dictating and consumers listening. However, in the digital era it quickly became two-directional, with consumers enthusiastically discussing brands online and showing their emotions associated with products quality or marketing efforts. The good news for the industry is that fashion brands are used to having an intimate connection with their consumers. Actually, prestige brands have always possessed perfect resources to build robust social programs and develop strong position and relationships with their clients. The only challenge now is to find the way to do it properly online and not to harm the luxury brand image.
The past decade was the single most powerful and innovative time in the history of technology. Every industry is being disrupted by technology and everything is submitted to the social revolution. In order to be successful, luxury companies must be ready to sell, service and engage with their customers any time, anywhere and on any device. Check how luxury brands are taking advantage of the digital age.
Beauty products and fragrances have been proven to be a highly successful brand extension for many luxury fashion houses. According to Euromonitor, over the last few years, niche fragrances have been experiencing double digit growth and are the best performing category within the global prestige fragrance market. This growing trend indicates that there is a demand for modern luxury perfumes brands but in the same time it is important to find a relevant "niche in the niche".
French luxury brand Chloé shared recently its handbag philosophy in a new social film “Mon cher. My dear.” Anna Szubrycht, Chic Being's founder comments on the film in Luxury Daily.