Showrooming has become a growing point of contention in our industry. As consumer behavior becomes more and more accustomed to using the in-store experience as a point of research and brand experience, only to then purchase online, brands and retailers must pivot their in-store and digital strategies.
The Top 5 Chinese Social Networks
The Chinese consumer has always had a voracious appetite for technology and innovation. More than a decade ago, every teenager on a city bus could be seen furiously texting on a mobile phone. It’s no surprise that well over 550M Chinese are online, over 400M are connecting via mobile, and over 300M of those are now on social media.
Turning Spectators Into Consumers
Ever since the moment brands understood that their stores fulfill a larger role than just a shopping destination, we experienced an evolution in the setup of flagships. Brands such as Louis Vuitton and Ralph Lauren molded their retail locations into real experiences, increasing traffic across continents and reaching new audiences whose intent might not be to purchase, but solely to experience the brand; a Disneyland for Fashion lovers.
Redefining Luxury for the Millennial Market
Gone are the days of “prestige” and “social status” as indicators of desirability in luxury brands—millennials want authenticity, singularity, and social value from the brands we choose to champion. Everlane, along with brands like Warby Parker, Indochino and even the newly launched ‘How About We’ (a dating site that provides members with a complimentary concierge service) are doing something compelling in the prestige space. They offer all the consideration and it-factor of a luxury experience, but with a sense of innovation and transparency a lot of the ‘traditional luxury’ brands find hard to achieve.
3 Storytelling Techniques Brands Should Use
“Storytelling” has fast become a bit of a buzzword in the marketing world, particularly as brands struggle to set themselves apart and keep consumers engaged in the age of social media. However, storytelling in marketing requires a focused approach. It is no longer a matter of assembling and broadcasting top-down product strategies to attract consumers. The rapid acceleration in the digital space means that customers want to engage with brands in a personal, interactive way.
The Most Sought-After Luxury Handbags: An Infographic
Handbags are quite possibly the most perfect fashion item.
