More than 130 marketing executives from luxury brands like Chopard, Louis Vuitton, Barneys New York, Mercedes Benz and more completed the survey. The goal of the survey was to establish an industry benchmark for digital marketers at luxury companies.
Results to this study, revealed in this report, determine spending trends and marketing successes, as well as areas in need of further development and investigation in the luxury market. The roles of those answering the questionnaire ranged from Chief Marketing Officer to President to SVP of Direct Marketing, Manager of Social Media Marketing and CRM Director. Executives across verticals shared valuable insight into their digital marketing efforts to create an effective benchmark for the industry.
The report’s results showed:
With more affluent consumers flocking to social media, smartphones, and tablets, luxury marketers are committing more funds to digital marketing than ever before80% of respondents reporting that 2012 digital marketing spend exceeded 201177% reporting more budget was spent on social media marketing in 2012 than in 2011
Brands are experiencing the limits of living in a multi-channel, multi-screen world. Until responsive web design (RWD), we had to accept the SEO issues and deeplinking challenges that come with creating a second and third version of a site for mobile and tablet. Not to mention, the regular maintenance and consistency problem that rear up while trying to juggle three different sites. Responsive web design has been presented as the touted hero to eCommerce managers, IT, marketers and brand managers everywhere. The new technology promises to solve a brand's ailments and do so with gusto. Before you start your hero worship... let's learn a little more about RWD!
Bloomingdale’s, Montblanc and Nordstrom have shown strong multichannel commerce efforts through their email campaigns that drive consumers to purchase both online and in-stores, according to the latest study from L2 Think Tank.
Despite ongoing global economic uncertainty, the luxury goods sector has seen impressive growth. And ecommerce is a significant part of that story, with growth for the online sale of luxury items estimated at 25% in 2012.
Despite Louis Vuitton’s 12% drop in brand value, there remains much to be said about four luxury names ranking in the global Top 100.
In 2012 – according to the BrandZ Top 100 – the value of the world’s best brands barely inched up. Yet the very same year, the value of luxury brands managed an increase of 15%, as Louis Vuitton and Hermès ranked 21st and 32nd respectively. Not dissimilar to the performance of luxury brands when compared to the growth of the greater economy.
In 2013, Millward Brown’s analysis of global brand value paints a much more confusing picture, as the value of newcomers like Prada and Gucci skyrocketed, Louis Vuitton is in decline and Hermès remains flat.
Louis Vuitton’s ranking has dropped 8 spots since 2012 to 29th, as brand value decreased by 12%. This was one of the largest declines across the ranking, trailing technology companies such as Docomo (-37%), Facebook (-36%), HP (-29%) and Baidu (-16%). Hermès also dropped eight spots since the 2012 edition to rank 40th, as brand value remained unchanged.
"Pour dialoguer en direct avec leurs millions de fans sur les réseaux sociaux et entretenir leur intérêt, les marques de luxe sont devenues des médias à part entière, d’où émergent de nouveaux métiers ultra-stratégiques… E-révolution culturelle ou nouveau « buzziness » modèle de la séduction ? Dans les deux cas, l’avenir est radieux. Qu’il semble loin le temps où il fallait s’aventurer dans l’atmosphère feutrée des grandes boutiques chic de la capitale pour avoir accès aux sacs, bijoux ou étoffes les plus précieux. Est-ce à cause de son origine étymologique ? Le luxe, de luxus, « splendeur et profusion » en latin, et qui s’était pourtant construit sur l’idée de rareté, semble décidé à jouer ouvertement la carte de l’ultra-accessibilité sur le territoire digital. Aujourd’hui, on n’achète plus seulement un sac Lady Dior. On en caresse le projet en visionnant sur Dior.com les documentaires sur l’égérie de la maison, la cosmopolite Marion Cotillard. On ne s’offre plus un trench Burberry mais on customise son propre modèle sur le site de la marque anglaise. On voyage avec l’application de Louis Vuitton, qui nous fait découvrir les lieux sélects des grandes villes grâce à son système de géolocalisation. Karl Lagerfeld, lui, lance sa nouvelle marque, Karl, digitale dans un premier temps, et autour d’une seule enseigne : sa boutique en ligne."
Via Carine Garcia
"Ibis Lilley, marketing manager at Emailvision, details ways in which luxury brands can put personal touches on online experiences.
“The future of the web is about personalisation… about ‘me’. It’s about weaving the web together in a way that is smart and personalised for the user.” Tapan Bhat, Yahoo VP
“Personalisation” is clearly one of the buzz words of the moment but in an online retail context, what does it mean? Well it certainly is not just about addressing a client by name in an email marketing campaign. Surely that is the very minimum that we can expect of a luxury brand…
Another common misconception is that personalisation is solely about using crowed-based behaviour such as “people who bought product X also bought product Y” to make product recommendations to online shoppers."
Rony Zeidan, founder & chief creative officer of RO New York Inc, investigates the relationship between on & off-line retail, as luxury brands harness the power of e-Commerce.
The past decade has witnessed a trend of luxury brands jumping on the bandwagon of online retailing, what seemed to be the cure to retail stagnation, or better yet ‘the’ future of retailing.
Brands like David Yurman (2010), Cartier (2010), Tiffany & Co (1999), Van Cleef & Arpels (2012), Chopard (2012) have put a lot of their marketing efforts on promoting their e-commerce presence by driving more traffic every quarter, and engaging their customers in rich online experiences.
"Over the last few years, we have witnessed a dramatic change in the luxury e-commerce landscape. Not too long ago, the majority of luxury brands were resistant to e-commerce, believing that it could never replicate the luxury bricks-and-mortar experience.
This was shortly followed by a view that luxury products would have success online only when discounted, which, with success, led to the creation of e-commerce giants such as Vente Privee and Gilt Groupe, and opened a stream of much-needed online revenues.
Things have come a long way since! With recent statistics claiming that 98% of affluent consumers are shopping online and an increase in competition fighting for access to this valuable market share, luxury retailers are investing heavily in taking control of their online brand reputation and ensuring that digital revenue is a core part of the luxury retail mix."
"Expect luxury marketers in 2013 to intensify their use of social media – Facebook, Twitter, Pinterest, YouTube and Instagram – to connect with customers and prospects. Dialogue is in. Their PC and mobile Web sites will get a drastic makeover, and applications across Apple and Google platforms will proliferate. Use of digital tools, including video, to showcase the brand story will increase, much of it designed to drive traffic in-store – more often than not, the main purpose of such sophisticated marketing and content. The store is where the action is at, and will be.
Shoppers will also expect luxury brands and retailers to have easy-to-navigate e-commerce and mobile commerce offerings."
It’s not exactly a secret that mainstream brands have a little more flexibility when it comes to marketing on any platform, not just digitally. However, since online and mobile media are a little newer, it is taking luxury brands a little time to catch on. According to an expert from Pod1, luxury brands are well on their way to getting it, but they could still use some help.
"Sophie Maxwell, Insight Director at Pearlfisher, explains why luxury brands need to create one immersive world that captures all the emotions & desire of its real time existence.
The sensorial, opulent physical experience luxury creates has, of course, always been key to its appeal and success – and it is still what ignites our rapturous desire for it. But, this is now a digital world. And today we see brands outside the luxury sector – for the most part – outpacing it in terms of ideas, application and connected user experiences.
There is irony in the thought that an industry centered around the creation of iconic identities is seemingly struggling to create a natural flow to their digital expression and is instead providing a diluted – or even a completely incongruous – version of the offline experience.
A recent survey conducted by Worldwide Business Research and ShopIgniter confirmed that ‘faced with a luxury consumer who has high mobile expectations and a demonstrated tendency to spend big online, luxury marketers are upping the ante.’ (Source: emarketer.com)"
Le cabinet de conseil en stratégie Bain & Company publie son Etude mondiale sur le marché du luxe, basée sur le marché et les résultats financiers de 230 des principales sociétés de marques de produits de luxe dans le monde.
"GfK, the market research company found that online watch sales have grown by 23.5 percent in value, year on year. High end luxury watches (those with a price tag of over £5000 on the high street), also report a 17 percent increase in value sales.
Although the total UK watch market has witnessed a sales volume decline of 7 percent, encouragingly value grew 2.3 percent.
Focusing online and average selling price has increased 32.5 percent year on year to £68. Consumers seem to be moving away from purchasing lower end price points (less that £100), and moving towards higher priced purchases of over £100.
Interestingly, looking at a key time for the market, December saw sales of men’s watches on the high street double against that of women’s. This shows that the online and offline mix is now more imperative than ever before."
Applications smartphone, mini-scanners et caméras permettant de trouver le fond de teint ou la coloration adéquate... Les marques de cosmétiques développent des outils high-tech dignes de films d'anticipation.
Les jeunes femmes de 2033 s'amuseront-elles d'apprendre que leurs mères choisissaient leur fond de teint à l'œil nu ? Sans microscope ni téléphone ? C'est le pari de Givenchy, qui vient de lancer son premier "spectro-colorimètre" dans trois points de vente à Paris. Une sorte de petit scanner au faux air de smartphone qui analyse la couleur de la peau afin de proposer le pigment adapté. L'outil, développé par la société X-Rite, n'est pas le premier du genre. Les magasins américains de la chaîne Sephora disposent du diagnostic Color IQ depuis juillet 2012. Décliné en France sous le nom de Color Profile (lancement en juin), il relie la couleur de la carnation à une teinte Pantone, puis propose une sélection de fonds de teint, ton sur ton, parmi l'ensemble des marques vendues par le distributeur. Le même mois, la maison Dior, qui fait partie comme Givenchy et Sephora du groupe LVMH, installera son analyseur de nuances dans les grands magasins. Un genre d'iPhone du teint" qui mesure avec précision les différents degrés de pigmentation du visage. Toujours dans l'espoir de cibler le camouflage qui fusionnera avec la peau."
"Le client des grandes maisons de luxe n'est pas un client comme les autres. Il exige le meilleur en termes d'accueil et de services. Mais si les attentes des VIP envers leurs marques restent inchangées, l'avènement du digital a modifié les codes de la relation client haut de gamme.
Voici l'extrait d'une récente conversation sur Twitter : " Mauvaise expérience @burberry@westfieldlondon ce soir... Je pensais qu'il y avait plus de stock et que le personnel était plus à l'écoute... " Réponse de la marque : " Nous sommes désolés pour ce désagrément. Pouvez-vous nous envoyer plus de détails sur Twitter@Burberry.com ? Nous aimerions avoir de vos nouvelles." Cet échange, en quasi instantané, se déroule sur le fil Twitter de la marque anglaise Burberry, qui a pris une longueur d'avance dans l'univers si feutré et frileux du luxe en lançant son service de relation client en ligne, en mai 2012.
Dans ce secteur où l'on cultive le secret et où la majorité des questions relèvent du "off", les quelques acteurs qui affichent une stratégie originale font rapidement office de pionniers. Et c'est le cas de Burberry qui s'est offert une cure de rajeunissement grâce aux réseaux sociaux.Premier défilé en live sur Twitter (plus de 1,5 million de followers), défilés en streaming HD sur Facebook (15 millions de fans sur la page de marque), lancement d'une plateforme numérique, www.artofthetrench.com, qui invite les internautes du monde entier à poster leurs propres portraits en trench pour les voir figurer sur le site... Sans oublier la digitalisation spectaculaire des points de vente de la marque."
"Sephora is constantly looking to improve and complement the in-store experience with digital technology.
The retailer has embraced all aspects of digital media, from apps to mobile point-of-sale tech. Sephora has rolled out a new technology within some of its stores that allows salespeople to scan someone’s face to find the perfect shade of foundation. Johnna Marcus, Sephora’s director of mobile and digital store marketing, spoke to Digiday about how the company is using digital technology to blur the lines between the in-store and online shopping experience and how being customer-centric is key to Sephora’s digital strategy."
"Swiss jeweler Chopard is celebrating the anniversary of its Happy Sport watch through a mobile application that lets consumers personalize their own timepiece and explore other custom creations.
The “My Happy Sport” app gives users complete control of every piece of their watch. By providing the personalization technology, the app likely aims to inspire consumers to purchase their own custom watch from the watchmaker, but does not include commerce.
“I believe brands such as Chopard want to create mobile apps that provide fans with an interactive experience of their products on their mobile device, which I believe is the next best thing to being in the store, but without being bothered by salespeople,” said Matt Hunter, channel manager at Impact Radius, Santa Barbara, CA.
“I’d say the brand’s target audience for this app is both men and women, urban, with both high social standing and income, primarily in Europe, China and the United States, who appreciate art and lifestyle,” he said."
Scott Forshay, mobile & emerging technologies strategist at Acquity Group, details how luxury brands can use mobile content marketing to seduce an audience in perpetual motion.
The essence of any coveted brand is the story it conveys. The effective generational articulation of heritage, craftsmanship, and creative innovation combine with a vision of an aspirational lifestyle to seduce a highly desirable audience and inspire desire for association.
Historically, the articulation of this vision was realised on a print canvas, where artistic vision is artfully staged with aesthetic precision.
The rise of digital created new opportunities for luxury brands to message the brand narrative as highly produced video vignettes of similar aspirational effects provide added dimensionality to classical still imagery.
Through video and other forms of brand content, luxury brands have become media companies and content marketers selling a vision of an exclusive lifestyle attainable only by a select few.
"As Amazon grows its high-end product range, luxury brands that rely on ecommerce for sales must be sure to offer a shopping experience far beyond that on the digital retail giant’s site.
The company’s Amazon Fashion division has been stepping it up recently to provide affluent consumers with high-end products, especially in the contemporary clothing and accessories categories. Luxury goods makers should keep an eye on the site, but it will be a while before Amazon develops a reputation as a luxury marketplace."
"According to the 'Luxury Interactive and ShopIgniter' survey of more than 100 marketers at major global luxury brands, marketers plan to increase digital media spend significantly in 2013.
The survey shows that 85% of luxury brand marketers will increase their digital spend and 72% will increase their social media marketing spend. With more affluent consumers flocking to social media, smartphones, and tablets, luxury marketers are committing more funds to digital marketing than ever before."
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