At the inception of luxury in the mid 1800s, the business of pioneering brands like Louis Vuitton and Goyard were driven by the power of exclusivity. Top tier price points and affluent lifestyles have allowed luxury brands to keep this up-market allure alive today, amidst economic downturn. However, while we are situated in an ever-changing landscape, attributable to technological advances, brands at every price point have the opportunity to become social. Brands in the luxury market have jumped in on the conversation with consumers and have experimented on social networks, in ways we never would have imagined just a year ago. Luxury retailers are becoming as transparent as adverse mass marketed brands. In turn, the luxury industry has expanded its accommodations and has become all the more inclusive, rather than relying on the penchant for exclusivity, that much like fine leather, can get worn and tattered with excessive use.
Brand Positioning, Content Strategy, Digital Branding, Marketing, Social Media »
Managing the Exclusive Distribution of Content as a Luxury Brand
As marketers, we love creating campaigns that take on a life of their own, that become distributed and deposited by our top brand advocates throughout their seemingly infinite social networks. Whether it’s online or not, word of mouth is something all marketers seek, it’s our holy grail. Having a loyal customer take hold of a brand piece and share it with their circle via word of mouth is pure. solid. gold.
But what does this mean online?
Brand Positioning, Consumer Insights, Content Strategy, Digital Branding, Marketing »
Role of the Curator in Driving Brand Awareness & Conversions
With the rise of the internet as a solid platform for browsing, comparison shopping and purchasing, the wealth and breadth of content that exists is easily and widely accessible to shoppers. Perusing a search engine provides a thorough and comprehensive overview of what you can get for your money and where you can get it, along with, of course, the ability to purchase with the click of a mouse. Now, more than ever, brands need to finely curate their digital content in order to stand out, build a qualified online audience, and reinforce the brand image.
Brand Positioning, Content Strategy, Digital Branding, Luxury Mentality, Marketing »
Redefining Exclusivity
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.
Brand Positioning, Digital Branding, Marketing »
One Brand’s Unique Approach to Marketing: Spotlight on Azzedine Alaïa
In the midst of the noisy fray of luxury fashion brands, Alaïa is the quiet exception. After all, Tunisian-born Azzedine Alaïa’s eponymous brand does not hold seasonal fashion shows, is rarely featured in fashion magazines, does not have a website and is certainly not concerning itself with creating a Twitter handle to give short, timely updates of its goings-on. Nonetheless, if this seems to suggest that all is quiet on the Alaïa front, one best think again – the label, first founded in the 1970’s, remains to this day one of the most coveted brands to fashion insiders.
How to Remain Exclusive as a Luxury Brand, A Presentation by Fashion’s Collective
If one of the elements that makes luxury brands successful is the notion of exclusivity and scarcity, how can participating in a platform that is the exact opposite really enhance the brand? It’s all about understanding the entire audience, and how the internet can be leveraged to speak in multiple ways to the different segments within the larger demographic:
