One of the main challenges luxury brands face online is maintaining exclusivity while participating in a platform that is the polar opposite of exclusive, open to all with an internet connection, 24/7.
As luxury brands, we have been exclusive and premier in all respects. From prestigious store locations (Via Condotti, 5th Avenue) to store décor, merchandising, fabrics and price points, there is a sense of selection that does not welcome the masses. Events and fashion show invites are in high demand because the experience is so awe-inspiring and the accessibility so limited. Even in traditional print advertising, the imagery conveys a lifestyle that is not representative of the general public, but rather of a select group. Luxury is the notion that something, a piece of clothing, luggage, even a hotel experience, has been carefully chosen and curated for us, the consumers, in a way that makes us feel truly special. Partaking in a luxury experience feels decadent, indulging and rewarding.
So how do we translate this notion of luxury on a platform that is accessible by the masses, while speaking to the actual consumers and evoking desire from the aspirational consumers?
The answer is to redefine what exclusive means. Rather than exclusive being the clientele the brand attracts, it should instead be the experience the brand conveys. Here, the focus shifts to the brand to provide value online just as they do offline. By curating the images, videos, copy, content and experience a brand publishes online, exclusivity is created.
It then becomes about luxury brands figuring out what content to offer and how to offer it, in order to ensure the online audience receives a high-end experience, just as they would in-store. This provides a distinct opportunity for brands to tap into their heritage and identity to and explore new and exciting technologies in order to achieve a memorable, informative, and exclusive online position.
One way brands are doing this is by curating and editing content to represent not only the brand identity, but to add valuable lifestyle content for the audience.
This post is from the Fashion’s Collective archives.
Photo credits: Splinder.com
