Brands with a rich heritage & craftsmanship can narrate it to the digital audiences using videos and galleries. Ex: Louis Vuitton\’s \”Spirit of Travel\” campaign that encompasses beautiful imagery, immersive videos and engaging narratives to showcase the brand legacy and exclusivity. When Louis Vuitton share these on social media and their website it acts an emotional trigger for those who follow the brand. Collaborating with Influencers: One of the rising and most desirable way for luxury brands to break through the noise is influencer marketing. Teaming up with an influencer that aligns itself towards those similar values can magnify the brand message in addition, bringing more followers attaching onto wanting to live life and style as such of luxury. Case in point: Dior partnering with influencer Chiara Ferragni. Utilizing Ferragni\’s high-profile status and extensive social media reach, Dior could showcase its products to an expanded fanbase who was more likely to be focused on the content – generating brand awareness and ultimately driving sales. Creating more engaging experiences is also particularly important for luxury brands to stand out in an otherwise crowded market, Enter experiential marketing. Innovative experiential initiatives are taking advantage of digital technology to capture an consumers attention. E.g., VR experiences from Prada that let consumers visit their flagship stores, attend fashion shows and browse through new products without having to leave home. It is not just a process to enhance customer experience, but it also posits Prada as the future facing luxury brand. Pragmatics for InstaApply
Actionable Step: Do a social media audit in order to identify the audience segments most engaged with your content and optimize future pieces for those followers/optimize based on that. Run email marketing campaigns Email is still a great way for luxury brand to speak directly with their audience. Branded ContentAn excellent method to monetize your marketing list is through personalized email campaigns, offering exclusive content and looks at new collections or providing special offers. Act Now: Behavior and Preference based Email List segmentation. Send customemails advertising special offers and incentives to each segment it has created
Integrate AR: The use of augmented reality helps in the enrichment of shopping experience where customers can virtually try products or see their look fit with all your settings while advancing to buy. What you can do now: If creating an AR feature fits into your mobile app or website, then go for it. Another example is an AR tool for a luxury watch brand enabling customers to visualize how different watch models would look on their wrist. Interact with User Generated Content: Leverage the power of customers showing-off their experience on social media. Not only does UGC serve authentic voice testimonials, it can also bolster a sense of community around your brand. Action: Invent a branded hashtag and offer an incentive for customers to post their photos & stories using your own. Showcase the top UGC on your social channels and website
Quote from a Famous Marketer
\”People influence people. There is nothing more powerful than a recommendation from someone you trust. A favourite marketing maxim is nothing influences people more than a recommendation from their friends – that holds true for referral, but not by broadcast. The holy grail in advertising is a referral Mark Zuckerberg, Co-founder and CEO of Facebook
This digital shift in luxury branding offers marketers a world of opportunities. The digital age may put luxury retailers on trial, but adopting a personal touch through storytelling, influencer collaborations and experiential marketing can keep online audiences interested in the magic of Opulence. What efforts have worked the best to adapt this change? Share your experience and thoughts in the comments below!
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