« DIGITAL
MARKETING FOR LUXURY BRANDS – IS YOUR STRATEGY WORKING ? »
THE
ARTICLE WE CHOOSE IS WRITTEN BY GABRIEL SHAOOLIAN, THE
CEO & FOUNDER AT BLUE FOUNTAIN MEDIA, A TOP NYC DIGITAL AGENCY. THIS
ARTICLE DEALS WITH THE DIGITAL STRATEGY OF LUXURY BRANDS. WE CHOOSE TO WORK ON
THIS SUBJECT BECAUSE NOW THE CONSUMERS OF LUXURY GOODS ARE MORE CONNECTED THAN
EVER. INDEED, CHINEESE PEOPLE REPRESENTS 30% OF THE PERSONAL LUXURY GOODS
MARKET WORLDWIDE IN 2016 AND
THE AMERICAN ALMOST 25%, THEY ARE A NEW KIND OF MODERN CONSUMERS AND ARE MORE
AFFECTED BY THE INTERNET COMMUNICATION. THIS ARTICLE EXPLAIN THE IMPACT AND THE
BENEFITS OF THE DIGITALIZATION OF THE BRAND’S COMMUNICATION IN FIVE DIFFERENT
PERSPECTIVES : « MODERNIZE YOUR BRAND IDENTITY »,
« ASPIRE », « REWARDS LOYALTIES », « SOCIALIZE »
AND « PERSONALIZE».
THE
FIVE ASPECTS OF HOW A BRAND REMAIN TIMELESS IN THE DIGITAL AGE SHOWS UP THE
IMPORTANCE OF THE STRATEGY OF LUXURY ; AS A MATTER OF FACT LUXURY NEEDS TO
FOLLOW THE TIME EVOLUTION EVEN IF THE « HERITAGE » OF THE BRAND NEEDS
TO BE RETAINED.
BRANDS
NEED TO ATTRACT CUSTOMERS WITH FRESH DESIRES AND MODERNITY WHILE KEEPING ITS
AUTHENTICITY AND ITS UNIQUELESS. TO DO SO, THEY HAVE TO APPROACH NEW PLATFORM
OR NEW INFLUENCERS (EXPLAIN IN OUR SECOND ARTCILE). THANKS TO NEW DIGITAL
TOOLS, LUXURY BRANDS HAVE THE OPPORTUNITY TO MAINTAIN AND VALUE THEIR SENCE OF
EXCLUSIVITY. BY DOING THAT, THEY RECONCILE CONSUMERS WITH EACH OTHER BECAUSE
THEY FEEL THEY BELONG TO THE SAME SOCIAL AND FASHION GROUP. THEY CAN CREATE
HASHTAG FOR EXAMPLE TO BE ATTRACTIVE ON SOCIAL MEDIA AS MICKAEL KORS DOES ON
INSTAGRAM.
AS
WE ARE FROM Y GENERATION, WE ALMOST BORN WITH INTERNET SO WE ARE REALLY AFFECTED
BY DIGITAL TOOLS LIKE INSTAGRAM INFLUENCERS OR PRESENCE ON SOCIAL MEDIA. WE
THINK THAT THESE 5 POINTS ARE LIKE « THE KEY OF SUCCESS » BUT WE
UNDERSTAND THE DIFFICULTY FOR LUXURY BRANDS TO KEEP THEIR AUTHENTICITY WHILE
BECOMING VERY MODERN. WE HAVE REAL EXAMPLE THAT ARE ALONG THE SAME LINE WITH
THIS ARTICLE.
I
HAD THE OPPORTUNITY TO DO AN INTERNSHIP AT THE CHANEL STORE RUE CAMBON IN PARIS
AND I CAN SAY THAT VIP CUSTOMERS ARE MADE SPECIAL BY THE BRAND. TO DO SO THEY
RECEIVE PHONE CALL FROM THEIR SALES ASSISTANT TO WISH THEM A HAPPY BIRTHDAY OR
TO INVITE THEM TO SPECIAL EVENTS. I THINK THIS PRACTICE IS A VERY GOOD WAY TO
KEEP AND TO MAKE CUSTOMERS FEEL SPECIAL, IT ALLOWS THE BRAND TO DIFFER FROM THE
COMPETITION. AND BY INVINTING PEOPLE AT DIFFERENT EVENTS, IT ALLOWS THEM TO
MEET EACH OTHER AND TO REINFORCE THE SENSE OF BELONGING TO A SOCIAL GROUP.
FURTHERMORE,
IN 2015 CHANEL LAUNCH A MOBILE APP TO INFORM CUSTOMERS OF THE FASHION SHOW AND
ARRIVAL OF NEW COLLECTIONS IN STORE. TO MY MIND, THIS APPROACH WAS SUCCESSFULLY
BECAUSE I SAW A LOT OF PEOPLE COMING IN THE STORE BECAUSE OF THE ALERT THEY
RECEIVE FROM THE APP.
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