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The best e-commerce practices used by top digital luxury brands

The best e-commerce practices used by top digital luxury brands | e-Luxe | Scoop.it
Beyond the product, luxury shopping is defined by the special touches that make a customer feel pampered while paying a steep price. A glass of champagne, an attentive associate and a pristine presentation are the cherries on top of the exchange in-store that make it a luxury experience.

Online, those human touches vanish. Most luxury brands — still, astonishingly, not all — have accepted that they can’t sit out on e-commerce, and top digital luxury brands are getting creative by adding specialized touches to their online stores.

Certain features have become table stakes, even if some brands are slow to adopt them. Free shipping and free returns, customer service live chats and related product recommendations should be assumed offerings of luxury brands online. But others that aren’t widely adopted as e-commerce strategy can set the brand’s experience apart and recreate the high-touch feel of luxury stores for the screen.

“The experience correlation between what happens in stores—when you enter, communicate with associates and buy—and on the digital landscape should be similar,” said Amay Makhija, a research associate at digital think tank L2 and one of the leads on the company’s recent Fashion Digital IQ Index report. “Then you have brands doing extraneous things, not just replicating the in-store experience, but taking it forward.”

On the product page
Fendi, for instance, is figuring out how to impress a sense of urgency on the online shopper, who’s easily distracted and can vacate the shopping trip with the click of a mouse. In a Fendi boutique, a kind but persistent salesperson might appear at your shoulder to remind you that there are only a few of a certain blouse left in stock. Online, an equally persistent pop-up window appears to Fendi shoppers who have remained on a product page for an extended period of time. The pop-up tells potential customers how many other people are looking at that product, as well as how many are left in stock. If an item is moving fast, shoppers will hopefully rush to add to cart before it sells out, “replicating the urgency of shopping in store,” said Makhija.
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Chanel tells J12-themed crime serial across Vogue’s online presence

Chanel tells J12-themed crime serial across Vogue’s online presence | e-Luxe | Scoop.it

French atelier Chanel is promoting its J12 timepiece offerings in a new graphic novel housed on Vogue’s homepage.

 

The first episode of “Stealing Time” appears as a banner across the top of the Condé Nast-owned publication’s Web site and shows the female protagonist and a Chanel timepiece. The sponsored graphic novel’s episode, launched Nov. 23 for readers in the United Kingdom before global distribution, was written by Elizabeth Wood and illustrated by Rafael Grampa.

 

Who done it?
When the banner advertisement is explored further, readers are redirected to hub created for Stealing Time.

 

Here, readers can meet the episode’s main characters. The storyline tells of The Police Captain, the New York Police Department’s youngest-ever captain, The Detective and The Assistant, who is described as often going to work in last night’s clothes, “but when you dress like her, you can get away with it.”

 


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Karim Bouhajeb's curator insight, November 28, 6:58 PM

French atelier Chanel is promoting its J12 timepiece offerings in a new graphic novel housed on Vogue’s homepage.

The first episode of “Stealing Time” appears as a banner across the top of the Condé Nast-owned publication’s Web site and shows the female protagonist and a Chanel timepiece. The sponsored graphic novel’s episode, launched Nov. 23 for readers in the United Kingdom before global distribution, was written by Elizabeth Wood and illustrated by Rafael Grampa.

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Pourquoi le numérique casse les codes du luxe

Pourquoi le numérique casse les codes du luxe | e-Luxe | Scoop.it

Où se situe l'industrie du luxe dans sa transformation numérique ?
Sur toutes les strates technologiques, elle arrive avec un décalage sur les autres secteurs. Il suffit de voir l'année de création des comptes Twitter de certaines marques. Avant 2000, les clients devaient exclusivement venir en boutique. Puis, il y a eu les sites Web institutionnels et, entre 2005 et 2010, le début de l'e-commerce. À partir de 2010, les marques se sont mises au mobile et aux médias sociaux. Aujourd'hui, avec la réalité virtuelle et la réalité augmentée, elles nous emmènent dans de nouveaux univers.

Le numérique affecte le luxe et le transfigure complètement, comme ce fut le cas avec l'internationalisation. Il y a trente ans, les grandes maisons hésitaient à ouvrir des boutiques à New York ou Shanghai. Pourquoi le faire ? Nos clients viennent à Paris. Elles ont vu que cela ne faisait pas baisser le chiffre d'affaires de Paris.

Avec le digital, la remise en question est plus profonde. Tout oppose le luxe et le digital. Le premier vise l'élitisme, la rareté, l'intemporalité alors que le second évoque l'universalisme, la profusion, l'instantanéité. Le numérique n'est pas le terrain de jeu favori des marques, mais elles se sont rendu compte qu'il était devenu incontournable.

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Dior furthers personalization with customizable handbag

Dior furthers personalization with customizable handbag | e-Luxe | Scoop.it

French atelier Christian Dior’s celebrity ambassador is back again to usher in the label’s first customizable bag.

 

My Lady Dior is the first bag from Dior that allows customers to personalize the design with its varying straps and badges. Actress Marion Cotillard is back as the face for this latest Lady Dior campaign with still images and a film that takes viewers behind-the-scenes of the shoot, but maintains its artistry.

 

"What’s refreshing about the approach Dior’s taken with the new My Lady Dior bag is that in a world where it’s tempting for luxury brands to slink back into subtleties in an effort to pique Millennial interest, Dior is instead leaning into who they are as brand and stepping on the gas – in this case big, bold and unapologetic about making a statement," said Rebecca Rehder, managing director, client services/US operations at The Future Laboratory. "The highly visual, customizable nature of the bag is on point with what we’ve identified as the Stage 1 Luxurian – a luxury consumer that’s a bit of a peacock, isn’t shy about their love of status and has a good time flaunting it."


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Karim Bouhajeb's curator insight, November 1, 6:15 PM

French atelier Christian Dior’s celebrity ambassador is back again to usher in the label’s first customizable bag.

My Lady Dior is the first bag from Dior that allows customers to personalize the design with its varying straps and badges. Actress Marion Cotillard is back as the face for this latest Lady Dior campaign with still images and a film that takes viewers behind-the-scenes of the shoot, but maintains its artistry.

 

With bricks-and-mortar sales continuing to decline, social selling is poised to alter the current retail model by facilitating purchases seamlessly through branded communication.

Christian Dior also tried its hand at social selling by offering its followers on Chinese messaging and social application WeChat the opportunity to purchase a limited-edition handbag directly through a post. While not alone in its WeChat efforts, Dior has become the first luxury house to sell a high-end handbag through the app, showing its potential for direct-to-consumer sales.

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Luxury brands seek modernization via customer service: L2

Luxury brands seek modernization via customer service: L2 | e-Luxe | Scoop.it

Social media is now the main avenue luxury fashion brands are using to communicate with consumers for customer service, with 58 percent leveraging Facebook Messenger, according to a recent report from L2.

 

Traditional customer service communication platforms are tired and outdated, and consumers now expect a more modern method for reaching out to brands and retailers. Many brands are taking note and launching communication methods on mobile messaging platforms such as Facebook Messenger, with 71 percent of watch and jewelry brands following suit.

 

"Two thirds of Luxury Watches & Jewelry brands are currently investing in assisted purchasing services vs. only 13 percent of Luxury Fashion brands, driving consumers to a physical environment to complete a purchase," said Lauren Kaufman Witten, vice president of Retail and Luxury at L2. "Nearly all Luxury Watches & Jewelry brands that have the option to book an appointment in-store via desktop (representing 24 percent of Index brands) have syndicated this feature to mobile.

 

"Brands are leveraging Facebook Messenger as a way to better communicate with consumers: 71 percent of Luxury Watches & Jewelry brands and 58 percent of Luxury Fashion brands have employed this tactic, she said. "Typically Watches & Jewelry brands are more digitally feeble than Fashion brands, however, when it comes to Luxury customer service, they are surpassing their Fashion peers in sophistication.


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Karim Bouhajeb's curator insight, October 28, 1:25 PM

Social media is now the main avenue luxury fashion brands are using to communicate with consumers for customer service, with 58% leveraging Facebook Messenger, according to a recent report from L2.

Traditional customer service communication platforms are tired and outdated, and consumers now expect a more modern method for reaching out to brands and retailers. Many brands are taking note and launching communication methods on mobile messaging platforms such as Facebook Messenger, with 71% of watch and jewelry brands following suit.

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Top 10 luxury brand mobile marketers of Q3

Top 10 luxury brand mobile marketers of Q3 | e-Luxe | Scoop.it

Now firmly established in nearly every aspect of daily life, mobile served to enhance consumers’ purchasing journeys to drive both online and bricks-and-mortar conversions.

 

During the third quarter of 2016, marketers in the luxury sector developed strategies that put a mobile-first spin on communications, shopping and brand education. Chinese messenger application WeChat also had a moment in the third quarter, as brands have begun to strengthen their presence on the platform and tap into its potential.

 

Here are the top 10 mobile marketing efforts of the second quarter, in alphabetical order:


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Karim Bouhajeb's curator insight, October 13, 6:26 PM

Now firmly established in nearly every aspect of daily life, mobile served to enhance consumers’ purchasing journeys to drive both online and bricks-and-mortar conversions.

During the third quarter of 2016, marketers in the luxury sector developed strategies that put a mobile-first spin on communications, shopping and brand education. Chinese messenger application WeChat also had a moment in the third quarter, as brands have begun to strengthen their presence on the platform and tap into its potential.

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LVMH refuse de faire affaires avec Amazon

LVMH refuse de faire affaires avec Amazon | e-Luxe | Scoop.it

LVMH a annoncé publiquement son refus de faire affaires avec Amazon. Le groupe de luxe considère que la plateforme e-commerce n’est pas adaptée à ses produits.
LVMH dit non à Amazon

Le mariage entre Amazon et LVMH n’aura pas lieu. Le groupe de luxe mené par Bernard Arnault n’a pas souhaité vendre ses produits sur le site e-commerce.

« Nous pensons que l’entreprise Amazon ne correspond pas à LVMH. Elle n’est pas adaptée à nos produits de marque. Nous n’envisageons pas de faire affaires avec Amazon pour le moment », a déclaré Jean-Jacques Guiony, directeur financier du groupe de luxe.

Amazon affiche clairement son ambition de vendre des produits de luxe sur son site e-commerce. La société de vente en ligne américaine est pour l’instant parvenue à collaborer avec des Maisons de luxe dites « accessibles ». On peut ainsi retrouver les créations de Michael Kors, Calvin Klein ou encore Kate Spade sur la plateforme e-commerce.

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Luxe : se digitaliser ou mourir

La croissance du marché du luxe s'essouffle. Les leviers de développement pour les marques du secteur ne se trouvent plus dans l'ouverture de boutiques dans les marchés émergents, notamment en Chine. Leur défi est double : d’une part regagner les clientèles locales, et d’autre part s’adapter aux nouveaux modes de consommation portés par les nouvelles générations. Pour le relever, le digital est incontournable. C’est la principale conclusion de l’étude « Digital or Die: The Choice for Luxury Brands », que publie le Boston Consulting Group le 22 septembre 2016.
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Karim Bouhajeb's curator insight, September 28, 4:56 PM

La croissance du marché du luxe s'essouffle. Les leviers de développement pour les marques du secteur ne se trouvent plus dans l'ouverture de boutiques dans les marchés émergents, notamment en Chine. Leur défi est double : d’une part regagner les clientèles locales, et d’autre part s’adapter aux nouveaux modes de consommation portés par les nouvelles générations. Pour le relever, le digital est incontournable.

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The New Normal: For Luxury Brands, A Digital Uplift Is Long Overdue

The New Normal: For Luxury Brands, A Digital Uplift Is Long Overdue | e-Luxe | Scoop.it
For too long, luxury brands have been observing digital disruption from their elevated safety zone- or so they thought. Fearing that the online sphere could hurt their exclusivity, they clung to their brick-and-mortar model, and embraced digital much too cautiously. But their comfort zone is being swept from under their feet.

Luxe labels’ glossy shops have been losing their luster. Footfall dropped by 20% in early 2016, according to Move Now Commercial Brokers, a Germany-based firm that gives real estate advice to high-end retailers. And in China, most luxury brands shut down stores last year, with Maserati’s Beijing showroom, 20 Hugo Boss stores and five Gucci locations locations among the casualties. Dwindling Chinese and Russian demand, low consumer confidence in Europe and the US, and tectonic shifts in consumer behavior are making it impossible for luxury brands to go on resting on their laurels. Since 2014, the sector has been growing at a much slower pace, described by Bain as the “new normal.”

Amid such a state of flux, it makes more sense than ever for luxury brands to turn to digital for salvation. Brokerage firm Sanford C. Bernstein predicts that web sales of luxury goods will grow twice as quickly as the overall luxury market by 2019.
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Karim Bouhajeb's curator insight, September 28, 4:49 PM

For too long, luxury brands have been observing digital disruption from their elevated safety zone- or so they thought. Fearing that the online sphere could hurt their exclusivity, they clung to their brick-and-mortar model, and embraced digital much too cautiously. But their comfort zone is being swept from under their feet.

 

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Digital or Die: The Choice for Luxury Brands

Digital or Die: The Choice for Luxury Brands | e-Luxe | Scoop.it
It may not be widely recognized as such just yet, but digital technology is probably one of the best things to happen to luxury brands in a long time.

Digital is happening fast and forcefully, whether brands are ready for it or not. It enables new products and services. It opens up opportunities to create personalized offers and provide bespoke services to many more customers. Its distribution channels widen the playing field for luxury brands, allowing them to reach consumers not reached before and to engage with customers online in markets where a brand has no stores. In the US alone, consumers anticipate spending 20% to 35% of their total outlays online in the next few years, according to research by The Boston Consulting Group. (See The Reciprocity Principle: How Millennials Are Changing the Face of Marketing Forever, BCG Focus, January 2014.)

But not all brands are there yet. In fact, luxury lags other consumer sectors when it comes to understanding and applying digital technologies. Disney, Nike, Nordstrom—these are just a handful of the household names that have mastered digital. For more than a few luxury brands, then, the issue really is do or die: the speed of technology development is endangering their current business models faster than you can say “celebrity-chef-catered safari.”
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Karim Bouhajeb's curator insight, September 28, 4:46 PM

It may not be widely recognized as such just yet, but digital technology is probably one of the best things to happen to luxury brands in a long time.
Digital is happening fast and forcefully, whether brands are ready for it or not. It enables new products and services. It opens up opportunities to create personalized offers and provide bespoke services to many more customers. Its distribution channels widen the playing field for luxury brands, allowing them to reach consumers not reached before and to engage with customers online in markets where a brand has no stores.

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Pour le secteur du luxe, le numérique est aujourd’hui une nécessité vitale

Pour le secteur du luxe, le numérique est aujourd’hui une nécessité vitale | e-Luxe | Scoop.it

Actuellement, l’e-commerce ne représente seulement que 7% des ventes de produits de luxe. D’ici 2020, la vente au détail en ligne devrait représenter 12% du marché du luxe, indiquent un sondage du Boston Consulting Group (BCG), réalisé auprès de 10.000 consommateurs au sein de 10 pays.

 

Les marques de luxe se sont toujours montrées plus réticentes au glissement vers le numérique que les marques ordinaires. Cependant, les modèles d’affaires des retardataires numériques ne suffiront plus dans le marché actuel, expliquent les enquêteurs du BCG.

Expériences

« Historiquement, les produits, l’artisanat, la qualité, la créativité et le rêve créé par le designer étaient suffisants pour motiver le consommateur à rechercher le produit et la marque », souligne Christine Barton, spécialiste des marques de luxe auprès du Boston Consulting Group et co-auteur du rapport. « L’exclusivité était même souvent un avantage pour le caractère mystique et l’attractivité de la marque ».

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Karim Bouhajeb's curator insight, September 28, 4:44 PM

Actuellement, l’e-commerce ne représente seulement que 7% des ventes de produits de luxe. D’ici 2020, la vente au détail en ligne devrait représenter 12% du marché du luxe, indiquent un sondage du Boston Consulting Group (BCG), réalisé auprès de 10.000 consommateurs au sein de 10 pays.

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Style.com touts relaunch in first advertising campaign

Style.com touts relaunch in first advertising campaign | e-Luxe | Scoop.it

Condé Nast’s newly launched ecommerce platform Style.com is making its advertising debut in the pages of British Vogue and GQ.

 

Style.com, once an online fashion publication in the Condé Nast stable, has been rebranded as a luxury shopping experience that enables readers to peruse and buy curated merchandise selected by magazine editors. Now that Style.com has launched in the United Kingdom, the media company is getting the word out through the pages of two of its fashion-centric titles.

 

Content meets commerce
Style.com launched in early September in the U.K., with additional premieres in markets including Europe and the United States slated for later this year. Presently, consumers can shop edits from British Vogue and GQ editors on either Style.com or the respective magazines’ Web sites via a shopping layer.

 

With the new Style.com ecommerce platform, Condé Nast readers will be able to scan items in the print magazines with their devices to make a purchase, shortening the path between editorial and commerce. In addition to fashion, Style.com will sell upmarket beauty, travel services and technology.


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Karim Bouhajeb's curator insight, September 25, 11:31 AM

Condé Nast’s newly launched ecommerce platform Style.com is making its advertising debut in the pages of British Vogue and GQ. Style.com, once an online fashion publication in the Condé Nast stable, has been rebranded as a luxury shopping experience that enables readers to peruse and buy curated merchandise selected by magazine editors. Now that Style.com has launched in the United Kingdom, the media company is getting the word out through the pages of two of its fashion-centric titles.

 

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Mr Porter marks Prada's e-commerce launch with dedicated content

Mr Porter marks Prada's e-commerce launch with dedicated content | e-Luxe | Scoop.it

Online retailer Mr Porter is commemorating Italian fashion house Prada’s first foray into selling menswear online by devoting its weekly online magazine to the label.

 

Mr Porter will be carrying more than 150 pieces from Prada’s runway, mainline and Linea Rossa collections, marking the first time the brand’s ready-to-wear is available via ecommerce. Prada is among the luxury labels taking bigger moves into online selling, having launched its women’s wear with sister site Net-A-Porter earlier this summer.

 

Ecommerce debut
Mr Porter’s issue of The Journal, published Sept. 8, is titled “Mr Porter Presenta Prada,” a nod to the brand’s Italian heritage. Features include a look at celebrities who favor Prada for the red carpet and a profile of actor Tom Hughes accompanied by a spread of him wearing Prada.

 

The retailer also lays out ways to style Prada’s latest collections for an evening stroll, a popular pastime in Italy. A short video by Mr Porter art director Jacopo Maria Cinti shows a model in front of filmed scenes, such as a park or Milan’s Galleria Vittorio Emanuele II.


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Karim Bouhajeb's curator insight, September 11, 4:14 PM

Online retailer Mr Porter is commemorating Italian fashion house Prada’s first foray into selling menswear online by devoting its weekly online magazine to the label. Mr Porter will be carrying more than 150 pieces from Prada’s runway, mainline and Linea Rossa collections, marking the first time the brand’s ready-to-wear is available via ecommerce. Prada is among the luxury labels taking bigger moves into online selling, having launched its women’s wear with sister site Net-A-Porter earlier this summer.

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L'innovation digitale, le nouveau terrain créatif de Serge Lutens

L'innovation digitale, le nouveau terrain créatif de Serge Lutens | e-Luxe | Scoop.it
Une nouvelle expérience digitale en boutique

Tout est parti de cette première boutique créée en 1992, Les Salons du Palais Royal, Galerie de Valois à Paris. Serge Lutens, ex-directeur artistique de Shiseido et créateur de la marque éponyme propose ici toute une sélection de parfums très haut de gamme (70 références au total) qui ont inspiré une nouvelle génération de parfumeurs tels que By Kilian, Le Labo ou Frédéric Malle... L'endroit est retiré, sous les arcades, presque secret, confidentiel. On est loin des codes marketés de la parfumerie grand public. "Jusqu'à présent, le lieu se suffisait à lui-même: les amateurs de haute parfumerie venaient régulièrement, prenant plaisir à flâner par ailleurs tout autour de Palais Royal, explique Olivier Tholliez, directeur marketing international. Mais depuis quelque temps, le secteur devenait moins fréquenté, tant par les Touristes que par les Parisiens. D'où l'idée de proposer une nouvelle expérience digitale à l'utilisateur pour l'inciter à venir en boutique".
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Sephora rewards social media users without having to go private

Sephora rewards social media users without having to go private | e-Luxe | Scoop.it

LVMH-owned beauty retailer Sephora, known for its technological innovations in marketing and retail, is taking its social engagement strategy one step further by adopting a solution that will reward users with gift cards via social media.

 

Building on top of its previous relationship with prepaid commerce solutions vendor CashStar, Sephora will be interacting with consumers on social media with a bigger focus on monetary experiences. Loyal customers or those who have had issues with customer service will be able to receive Sephora gift cards directly through social media applications.

 

“Sephora has embraced innovation and the powerful use of social and mobile marketing to engage consumers and deliver a compelling omnichannel experience,” said Ben Kaplan president and CEO of CashStar.

 

Social media and Sephora
Retailers are often forced to head to private channels and platforms to solve a problem or reward a loyal follower on social media, which can cause many to drop off and not respond or create communication issues in general. Sephora is hoping to rectify that by reducing the steps in the process.


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Karim Bouhajeb's curator insight, November 26, 8:48 AM

LVMH-owned beauty retailer Sephora, known for its technological innovations in marketing and retail, is taking its social engagement strategy one step further by adopting a solution that will reward users with gift cards via social media.

Building on top of its previous relationship with prepaid commerce solutions vendor CashStar, Sephora will be interacting with consumers on social media with a bigger focus on monetary experiences. Loyal customers or those who have had issues with customer service will be able to receive Sephora gift cards directly through social media applications.

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Les meilleurs stratégies digitales en Chine pour 2016: Chow Tai Fook et Burberry

Les meilleurs stratégies digitales en Chine pour 2016: Chow Tai Fook et Burberry | e-Luxe | Scoop.it

Quelle marque de luxe a la meilleure stratégie numérique?

L2, l’entreprise spécialisée dans le digital a analysé les stratégies marketing de plusieurs marques de luxe. Pour cela, elle a regardé les sites Web des marques, leurs plateformes e-commerce, leurs campagnes sur les médias sociaux, et leurs applications mobiles.

Le gagnant: Chow Tai Fook

Le résultat de l’étude réalisée a placé le bijoutier de Hong Kong Chow Tai Fook comme ayant la meilleure stratégie digitale en Chine en 2016.

Burberry, Coach, et Cartier sont respectivement les deuxième, troisième et quatrième meilleures stratégies numériques en Chine.

De quoi résulte leur succès ?
Accélérer les ventes en ligne

Le E-commerce joue un rôle clé en Chine et 80% des marques peuvent être achetées sur le net. Les Chinois achètent beaucoup sur internet en particulier sur Tmall, la plate-forme e-commerce du géant Alibaba.

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Karim Bouhajeb's curator insight, November 8, 6:05 PM

L2, l’entreprise spécialisée dans le digital a analysé les stratégies marketing de plusieurs marques de luxe. Pour cela, elle a regardé les sites Web des marques, leurs plateformes e-commerce, leurs campagnes sur les médias sociaux, et leurs applications mobiles.

 

Le résultat de l’étude réalisée a placé le bijoutier de Hong Kong Chow Tai Fook comme ayant la meilleure stratégie digitale en Chine en 2016. Burberry, Coach, et Cartier sont respectivement les deuxième, troisième et quatrième meilleures stratégies numériques en Chine.

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Accélération, transformation, adaptation : le Luxe à l’ère de l’individu

Accélération, transformation, adaptation : le Luxe à l’ère de l’individu | e-Luxe | Scoop.it

Le World Luxury Tracking est l’étude internationale référente du marché du Luxe. Chaque année, cet observatoire étudie les tendances sur les marchés matures et émergents et permet aux marques de mieux comprendre les attentes des consommateurs. La dernière vague s’intéresse à 6 pays émergents : Chine, Hong Kong, Corée du Sud, Thaïlande, Brésil et Russie et identifie 4 attentes majeures des consommateurs.

 

UNIQUENESS :
Se recentrer sur ses fondamentaux

On a assisté ces dernières années à une saturation du marché due à une stratégie de masse et à une course à l’occupation du terrain par les grandes marques de luxe.

Aujourd’hui, les consommateurs sont en attente d’exclusivité et de personnalisation à travers des produits authentiques et de qualité. 90% des répondants (+3pts vs 2014) déclarent qu’une marque de luxe doit « avant tout proposer des produits de qualité supérieure ». Ils sont également 79% à juger importante la possibilité de personnaliser son produit. Une attente particulièrement forte en Chine et en Thaïlande avec respectivement 90 et 88%.

La marque doit donc mettre en avant son histoire, son patrimoine et son savoir-faire. Elle doit prouver l’exceptionnalité de ses produits et travailler sur cette notion d’exclusivité.
Y-compris sur les segments de l’« affordable luxury » (Spade, Mansur Gavriel ou encore A-Esque) certaines marques ont su construire leur identité sur la qualité et l’exclusivité (des modèles phares vendus en nombre limité sur internet) ainsi qu’un storytelling fort.

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Fendi extends life of Snapchat stories with international album

Fendi extends life of Snapchat stories with international album | e-Luxe | Scoop.it

Italian fashion label Fendi is challenging the ephemeral nature of Snapchat by giving earlier snaps new life through a content hub on its Web site.

 

The brand’s ongoing Snapchat Tour has documented key brand moments around the globe through the eyes of influencers. Like all Snapchat Stories, these photos and videos were originally accessible for a fleeting 24 hours, but Fendi is looking to expand the audience for this content by making them a more permanent part of its online presence.

 

"Live feeds of influencers behind-the-scenes experiences provides a glimpse into the elusive and exclusive world of fashion that consumers have always dreamed about," said Lexy Wright, inbound marketing coordinator at Pixlee.

 

"For the first time, consumers are able to get an authentic view from their most trusted source. Fendi saw the success of displaying their brand through influencers, and is taking full advantage of user generated content about their brand," she said.


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Karim Bouhajeb's curator insight, October 16, 9:45 AM

Italian fashion label Fendi is challenging the ephemeral nature of Snapchat by giving earlier snaps new life through a content hub on its Web site. The brand’s ongoing Snapchat Tour has documented key brand moments around the globe through the eyes of influencers. Like all Snapchat Stories, these photos and videos were originally accessible for a fleeting 24 hours, but Fendi is looking to expand the audience for this content by making them a more permanent part of its online presence.

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Ritz Paris streamlines customer service to ensure positive reopening

Ritz Paris streamlines customer service to ensure positive reopening | e-Luxe | Scoop.it

Hotel Ritz Paris has implemented a technology solution to help staff better manage tasks for streamlined customer service, following its renovation.

 

The luxury hotel in Paris recently opened its doors again after a major renovation and is working to ensure its customer service is up to the highest standards. Partnering with hospitality platform Knowcross, the Ritz Paris has installed the technology program in its establishment for staff members to access on any device to manage the hotel.

 

“In a hotel like The Ritz Paris, staff are the face of the hotel and they are the ones that drive service,” said Nikhil Nath, CEO of Knowcross. “Knowcross provides staff the technology tools to help them be more informed, react quickly to requests, anticipate guest requests and provide speedy and accurate resolution of complaints."

 

Ritz Paris platform
Knowcross is providing Ritz Paris with a series of tools that support its associates' mission to provide excellent customer service. The business of hospitality relies greatly on the establishment’s staff, who are essentially the face of the company, and this becomes even more important with luxury hotels.


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Karim Bouhajeb's curator insight, October 13, 6:32 PM

Hotel Ritz Paris has implemented a technology solution to help staff better manage tasks for streamlined customer service, following its renovation. The luxury hotel in Paris recently opened its doors again after a major renovation and is working to ensure its customer service is up to the highest standards. Partnering with hospitality platform Knowcross, the Ritz Paris has installed the technology program in its establishment for staff members to access on any device to manage the hotel. Knowcross is providing Ritz Paris with a series of tools that support its associates' mission to provide excellent customer service. The business of hospitality relies greatly on the establishment’s staff, who are essentially the face of the company, and this becomes even more important with luxury hotels.

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Les «Henrys», nouvelle cible du luxe

Les «Henrys», nouvelle cible du luxe | e-Luxe | Scoop.it

Je m’présente, je m’appelle HENRYS. Que signifie ce nouvel acronyme qui a émergé ces derniers mois outre-Atlantique ? Il désigne les « high earners not rich yet », c’est-à-dire les hauts revenus en voie de devenir riches. Ils intéressent de plus en plus les marques soucieuses de suivre les évolutions sociétales, surtout dans le secteur du luxe.
tendance luxe Henrys.

«High earners not rich yet.»

Le mot a été utilisé pour la première fois par le magazine américain Fortune, en référence à des managers dont les revenus se situaient entre 100 000 et 250 000 $ par an. Et comme aux Etats Unis, l’Europe scrute avec attention l’émergence de cette nouvelle catégorie d’acheteurs.

Les Henrys sont issus de la classe moyenne, mais ont un revenu disponible plus élevé. Ils sont quatre à dix fois plus nombreux que les clients très riches de leurs pays respectifs, et constituent un groupe en expansion. Le mode de consommation de ces des acheteurs à haut potentiel, âgés de 25 à 35 ans, est tourné vers l’expérience plutôt que la propriété. Ils sont souvent adeptes de l’économie collaborative.

Ils sont capables d’acheter dans la même journée un pantalon chez Zara et un bijou chez Lalique.

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How Zenith is Capturing Today’s Digital Natives

How Zenith is Capturing Today’s Digital Natives | e-Luxe | Scoop.it
Let’s go back to 2011, when watch industry sales were booming. The timepiece sector of the luxury industry was way ahead of other categories, achieving a 21.2 percent jump in export sales from June to July that year, and was one of only three of the ten largest industry sectors to post growth. By 2012, the average export growth was an impressive 17 percent, outperforming any other Swiss industrial sector.

Fast forward to December 2015, and the Swiss watch industry was preparing for its fourth straight year of little to no growth. “Swiss Watch Industry Calls Time on Booming Growth of Prior Years,” reported Bloomberg, and industry experts predicted that only the strong brands would survive.

Added to the financial struggles, the traditional watch audience had grown older and the size of potential buyers had decreased significantly, meaning opportunities for growth had to come from a new pool of people. This younger, digital-savvy audience have higher expectations of brands – expecting them to be available online and provide a seamless experience.
This was the scenario the 150 year old luxury Swiss watch brand Zenith, owned by LVMH and best known for its El Primero watch movement (a movement which was used by Rolex for its iconic Daytona timepieces for years) faced, and tackled head-on, as it approached its biggest moment of the year; Baselworld, in 2016.
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Karim Bouhajeb's curator insight, September 28, 4:55 PM

Just like many other watch brands, Zenith had historically been focusing its Baselworld marketing and coverage on product-centric communications. However, for a brand to both stand out and connect with a non-watch audience, particularly without alienating its traditional watch connoisseurs, it was crucial to think outside of the watch box; that is outside of the product itself. Together with the Zenith team, DLG developed a plan to maximize Zenith’s online visibility whilst ensuring digital communications appealed to both its current and new audiences.

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The Nine Key Challenges Of Influencer Marketing In The Luxury Sector

The Nine Key Challenges Of Influencer Marketing In The Luxury Sector | e-Luxe | Scoop.it

When Louis Vuitton, est. 1854, advertised on his shop on Boulevard Haussmann that the Empress Eugenie was a customer, he was already using social endorsement as a marketing strategy.

Coco Chanel built her initial success in the 1930s by developing close ties with the Paris fashion community. Most creators still today have built their initial success by building strong relationships with a small community of influential clients.

Louis Vuitton today boasts over 18M likes on Facebook, Chanel 13m and Chloé is the fashion house that has women talking the most on social media, but this didn’t happen overnight and certainly not in response to beautiful adverts. Karl Lagerfeld, for example, has been courting fashion bloggers as far back as 2007.

 

Citing that trust and consumer purchase behaviour is largely driven by peers and authoritative content and that only 3% of individuals drive 90% of conversations and impact online, global Influencer Management platform, Traackr, believes that influencer marketing has emerged as one of the most promising approaches to generating authentic impact on social and has become the primary means of harnessing the power of such influencers.

 

Making the most of social media marketing and for that matter, Influencer Marketing, implies having a strategy. It’s not about the likes, it’s all about romance that becomes a relationship. Romance sells and relationships are meant to last through achieving authentic engagement and resonance.

 

We explore in this article the new challenges that this emerging practice raises for the Luxury sector and the questions that luxury brands must now consider.

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Le luxe se met à l'instantané

Le luxe se met à l'instantané | e-Luxe | Scoop.it

Prendre le temps était anciennement l'apanage garantissant la qualité du produit de luxe. Avec la révolution digitale et les réseaux sociaux, la temporalité anciennement lente du secteur évolue pour être davantage dans la réactivité et dans l'instant.

Traditionnellement, les marques de luxe ont toujours brandi l’argument du temps comme garant de la qualité de leurs produits et de leur prestige. Le luxe par définition n’est pas dans l’hyper-consommation, c’est un objet rare et précieux qui ne se consomme pas comme les autres. Cependant, depuis la révolution digitale, la donne a changé. Le temps des réseaux sociaux, de l’internet n’est plus celui du print. Tout va plus vite, tout est mondial, et surtout, tout est dans l’instant. Car les réseaux sociaux, ce n’est pas de l’histoire, c’est une successions de moments, de « maintenant ».

Bien que le récit de ces marques et leur savoir-faire demeurent des éléments clefs, elles doivent apprendre - pour continuer de séduire les jeunes audiences - à adopter la temporalité des réseaux sociaux, sans pour autant perdre leur aura. Avec la mise en place du « See now Buy now » de Burberry et Michael Kors, les lives sur Snapchat, les discussions des marques en chat, ou encore la confection instantanée de crèmes sur mesure par Lancôme, le luxe accélère le tempo.

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Karim Bouhajeb's curator insight, September 28, 4:43 PM

Prendre le temps était anciennement l'apanage garantissant la qualité du produit de luxe. Avec la révolution digitale et les réseaux sociaux, la temporalité anciennement lente du secteur évolue pour être davantage dans la réactivité et dans l'instant.

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Ralph Lauren, Michael Kors dominate luxury’s online market share: report

Ralph Lauren, Michael Kors dominate luxury’s online market share: report | e-Luxe | Scoop.it

Consumers visited luxury brand Web sites a total of 185.2 million times in the last 12 months, a decrease of 11.2 percent year-over-year, according to a new report from PMX Agency.

 

While consumer visits have dropped off, many brands in the luxury space have upped their Web features to accommodate ecommerce and strengthen awareness in a bid for traffic and to answer shopper’s online expectations. PMX Agency’s seventh annual “Trend Report: Luxury Brands Online” gives an overview of site visit, brand searches and social media interaction metrics to paint a clear picture of reach and consumer engagement within luxury.

 

"The drop in online visits can be attributed, in part, to external factors like fluctuating exchange rates, uncertain economic outlooks across the globe and reduced travel due not only to financial concerns but also terrorism," said Glenn Lalich, vice president of research at PMX Agency.


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Karim Bouhajeb's curator insight, September 25, 11:42 AM

On mobile, site traffic is much stronger for a category market share of 52%. By brand, accessories label MCM carries 61% of mobile device shares, followed by Michael Kors at 60% and Louis Vuitton at 58%. A number of brands have also seen a significant increase in online market share total visits year-over-year. Saint Laurent, for example, saw a 518,919 visit increase between June 2015 and June 2016. As for online growth between June 2015 and June 2016, Balmain leads the category with a 68% year-over-year growth in online market share. To discover luxury brands online, consumers often turn to search engines at a rate of 51.6%, of which 54% of searches are organic and 46% are paid. Social media discovery ranks second, used by consumers only 6.6% of the time and lead by Facebook.

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Facebook steps in to prove the value of chatbots with Tommy Hilfiger

Facebook steps in to prove the value of chatbots with Tommy Hilfiger | e-Luxe | Scoop.it

Here come the fashbots, and this time they might actually be useful.

Facebook’s seemingly half-baked chatbot platform soured many on the potential of conversation user interfaces. The first bots built by outside developers back in April were clumsy and more trouble than just using a website. So Facebook’s Creative Shop is getting involved, working with bot maker Msg.ai and the Tommy Hilfiger fashion brand to make a flagship chatbot worthy to point to.

The TMY.GRL A.I. Messenger Bot will promote today’s debut of Tommy’s capsule fashion line for supermodel and social media star Gigi Hadid. People can discover it by tapping the message button on Tommy’s Facebook page or posts, opening a shortlink URL or scanning its Messenger QR code.

Through the bot, fashionistas can type questions or select pre-made queries to learn about Gigi, see behind-the-scenes content from the collection’s runway show event and, most importantly, shop for items from the nautical-themed clothing line.

Facebook still hasn’t built a native checkout and payment flow into its Messenger bot platform. Shoppers will be linked out to Tommy Hilfiger’s website to put in their credit card details and confirm purchases. While that might give brands a deeper sense of control over the experience, it likely also reduces conversion rates as leaving Messenger gives them a chance to get distracted or reconsider buying something. It’s something Facebook will hopefully build soon.

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Karim Bouhajeb's curator insight, September 12, 3:53 PM

Facebook’s seemingly half-baked chatbot platform soured many on the potential of conversation user interfaces. The first bots built by outside developers back in April were clumsy and more trouble than just using a website. So Facebook’s Creative Shop is getting involved, working with bot creator Msg.ai and the Tommy Hilfiger fashion brand to make a flagship chatbot worthy to point to. The TMY.GRL A.I. Messenger Bot will promote today’s debut of Tommy’s capsule fashion line for supermodel and social media star Gigi Hadid. People can discover it by tapping the message button on Tommy’s Facebook page or posts, opening a shortlink URL or scanning its Messenger QR code.