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The State of Luxury Digital Marketing 2013 - Luxury Interactive Benchmark Study

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


Via Lanette Khamvongsa
Gian Marco Saleri's insight:

A Must Read for all Luxury Marketers that wish to be updated with trends.

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The latest analysis on luxury brand strategies and innovation trends.
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Nordstrom integrates Instagram to create shopping experience

Nordstrom integrates Instagram to create shopping experience | Luxury Brand Strategies & Marketing News | Scoop.it

Department store chain Nordstrom is using Instagram to encourage consumers to purchase products featured on the social media platform.

 
Gian Marco Saleri's insight:

“We listened to the customer,” said Bryan Galipeau, director of social media at Nordstrom, Seattle.

“It seemed clear that our social community wanted to be able to shop the items featured on our Instagram account, so we created a place on our site for them to do that,” he said. “Our goal on Instagram is to inspire and engage with our customers and participate in the overall fashion conversation.

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6 luxury marketing trends to watch

6 luxury marketing trends to watch | Luxury Brand Strategies & Marketing News | Scoop.it

For luxury marketers, 2014 is predicted to be the year that tips the scales, with more than half of affluent shoppers discovering, actively browsing and shopping for luxury items via digital channels. This evolution is spurred by shoppers who are online to save time, yet remain likely to finish the purchase in-store.

Gian Marco Saleri's insight:

Mobile applications are the key bridge from digital to the store. Look for major innovation in a few categories that will extend this magic, specifically apps that enable shoppers to feel connected to the luxury experience, such as Tourneau’s virtual watch tray that allows online research with pick-up in-store or social shopping apps that enable consumers to “like” and manage products through Pinterest, Wanelo, Polyvore and ShopKick.

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What iOS 8 means for marketers and mobile engagement

What iOS 8 means for marketers and mobile engagement | Luxury Brand Strategies & Marketing News | Scoop.it

Mobile devices are the remote controls for our lives. They allow us to interact with services at any time and any place. They also allow services to let us know about relevant information when it is important for us to know about it. And, increasingly, those services are not just applications but connected cars, home automation and the Internet of Things where smartphones are the controller and hub to everything around us.

Gian Marco Saleri's insight:

Good notification strategies that give consumers control over what they receive and provide the option to immediately take action are key to meeting mobile users’ extremely high expectations.

THE BEST WIDGET strategies, like the best notification strategies, come down to serving rather than selling.

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Luxury automakers reach back into history for Mille Miglia tour

Luxury automakers reach back into history for Mille Miglia tour | Luxury Brand Strategies & Marketing News | Scoop.it

Bentley, Bugatti, Ferrari and other auto brands are getting ready for the historic Mille Miglia race May 15-18 that limits participants to models made before 1957.

Gian Marco Saleri's insight:

“You’re touching on a sacred subject,” said Bob Prosser, CEO of Auto World Marketing Corp., San Diego. “Mille Miglia is not a small thing to trivialize. It’s sort of the first Super Bowl, it’s a wonderful race, filled with history, filled with names and wonderful marks.

“For any automaker with a history behind them, they want to compete and involve themselves,” he said.

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Connective commerce key to targeting Chinese consumers

Connective commerce key to targeting Chinese consumers | Luxury Brand Strategies & Marketing News | Scoop.it

 For luxury brands China has been a main target strategically as the Chinese consumer is estimated to account for 35 percent of the luxury market, according to a panel session May 12 on the Asian giant at the FT Business of Luxury Summit.

Gian Marco Saleri's insight:

In addition to being a strategic goal of countless marketers, China is changing faster than any other market in the world. The most recent change is the country’s economic slowdown that has yielded growth rates of approximately 7 percent.

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Etihad revamps cabins to bridge air travel with hotel accommodations

Etihad revamps cabins to bridge air travel with hotel accommodations | Luxury Brand Strategies & Marketing News | Scoop.it

United Arab Emirates airline Etihad Airways is looking to transform air travel into a true luxury hospitality experience with the introduction of The Residence by Etihad.

Gian Marco Saleri's insight:

Cabin spaces on the Airbus A380 aircrafts will be refitted to accommodate affluent, discerning travelers who wish to have a flight experience that reflects the comforts of a luxury hotel stay. By becoming a transitional aspect of a consumer’s luxury travel experience, more travelers may be inclined to book flights through Etihad.

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China’s ‘Love Affair’ With Luxury Lives On

China’s ‘Love Affair’ With Luxury Lives On | Luxury Brand Strategies & Marketing News | Scoop.it

China’s luxury market may be in slowdown mode, but the average Chinese consumer’s interest in buying luxury remains strong, according to a new report by investment company Exane BNP Paribas. 

Gian Marco Saleri's insight:

According to Exane’s analysis, the study confirms Chinese consumers’ ongoing “love affair” with luxury goods, proves that mega-brands like Louis Vuitton are still on top in terms of consumer recognition, and finds that shopping while traveling is much more common among Chinese consumers than New Yorkers.

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Gucci's Chime for Change aims to use technology to spark social change

Gucci's Chime for Change aims to use technology to spark social change | Luxury Brand Strategies & Marketing News | Scoop.it

Gucci has been a forerunner in the digital space and the brand’s charitable campaigns are regarded as progressive, even in the luxury sector. A well-conceived charitable initiative allows for dialogue on subjects that can boost a brand’s credibility, which can lead to even more socially responsible activities.

Gian Marco Saleri's insight:

“We realized consumers are more sophisticated in how they look at philanthropy and social responsibilities,” Mr. Triefus said. “Consumers want to be part of an ongoing commitment.”

By uniting behind a common cause, Gucci connected with its consumers on a higher level, while also having an opportunity to further the cause of its partners.

 

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Baselworld 2014 innovations propelled by social media

Baselworld 2014 innovations propelled by social media | Luxury Brand Strategies & Marketing News | Scoop.it

Each year at Switzerland’s Baselworld Watch and Jewelry Show jewelers, watchmakers and fashion houses gather to showcase their latest creations to capture consumer attention by reaching new levels of innovation.

Gian Marco Saleri's insight:

“Baselworld remains the hub of everything watches, regardless of side events that challenged its perennial domination,” said Sophie Terrisse, CEO of STC Associates, New York.

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Tom Ford creates omnichannel shopping experience with ecommerce site

Tom Ford creates omnichannel shopping experience with ecommerce site | Luxury Brand Strategies & Marketing News | Scoop.it

U.S. fashion label Tom Ford has added another direct-operated store to its 98 retail locations in the form of a new ecommerce feature on its Web site.

Gian Marco Saleri's insight:

“The brand’s motive in creating an ecommerce site is probably not just about selling products, but rather using these products to tell the Tom Ford brand story in digital,” said Angeline Vuong, strategy lead at Huge, Los Angeles.

“For many brands, ecommerce is also a marketing tool,” she said. “It’s about creating the most luxurious, compelling brand experience. You just also happen to be able to buy products on it.”

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Barneys removes ecommerce barrier with free return policy

Barneys removes ecommerce barrier with free return policy | Luxury Brand Strategies & Marketing News | Scoop.it

Retailer Barneys New York is introducing free returns to its ecommerce services to make online shopping less stressful for its consumers.

Gian Marco Saleri's insight:

Prior to this the retailer had free standard shipping but charged an $8 shipping fee for online returns sent through the mail. Taking away this possible fee will allow consumers to shop more freely online, knowing that they can easily return anything they are not satisfied with.

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Karl Lagerfeld expands into fragrance realm with multichannel strategy

Karl Lagerfeld expands into fragrance realm with multichannel strategy | Luxury Brand Strategies & Marketing News | Scoop.it

Karl Lagerfeld, creative director of both Chanel and Fendi, is spending time curating the fragrance portfolio of his eponymous fashion label with an interactive digital touchpoint approach to increase awareness for the new range.

Gian Marco Saleri's insight:

“The microsite enables a wonderful immersion into Karl’s world,” said David Benattar, CEO of Antebellum, New York. ”It gives that intimacy that consumers are craving for. We all know that Karl is the hottest designer property in fashion.

“You can trust that millions will enjoy the behind the scene dimension of the Web site,” he said. “For once, a marketing launch is putting all type of rich media content into an attractive, dynamic microsite.

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Gucci taps top DJs for Spotify hub to extend Bamboo Fringe efforts

Gucci taps top DJs for Spotify hub to extend Bamboo Fringe efforts | Luxury Brand Strategies & Marketing News | Scoop.it

Italian fashion house Gucci is expanding the reach of its latest social video with a Spotify hub featuring playlists by popular DJs.

Gian Marco Saleri's insight:

“In the tech space, it’s said that where attention flows, money follows,” said Leon McLean, digital account executive, at SayItSocial, Wilmington, NC. “The key to Gucci’s strategy here is to spread awareness of its latest product, Fringe Bags.

“Spotify has over 24 million users across 55 global markets, brands are increasingly fragmenting their online advertising efforts across numerous popular platforms to stand out from the crowd,” he said.

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Christian Louboutin hypes beauty line with Web site takeover

Christian Louboutin hypes beauty line with Web site takeover | Luxury Brand Strategies & Marketing News | Scoop.it

Footwear label Christian Louboutin is piquing consumer interest in its upcoming beauty line launch with a Web site takeover.

Gian Marco Saleri's insight:

“This is a big launch for Louboutin and has been in the works for a while now,” said Marko Muellner, vice president at ShopIgniter, Seattle.

“A full screen video takeover on the homepage of their Web site is a bold and ambitious statement,” he said. “With an enigmatic, futuristic and suspenseful vibe, this one is ripped directly from the luxury marketing playbook.

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Bringing in a new era of mobile engagement

Bringing in a new era of mobile engagement | Luxury Brand Strategies & Marketing News | Scoop.it

Under discussion is the industry’s focus on mobile video advertising, what marketers should do today to improve mobile advertising engagement and how creating a mobile-first mindset is key for continued success

Gian Marco Saleri's insight:

The key to improving mobile advertising engagement is to focus on the customer experience.

Mobile users are notoriously savvy and impatient. Your ad has to run smoothly, open quickly and make itself useful or entertaining immediately. The more contextual and targeted it is, the more effective. If it plays as entertainment or education, you can even hook in consumers who religiously choose to skip through advertising.

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How mobile is transforming the retail industry in stores and online

How mobile is transforming the retail industry in stores and online | Luxury Brand Strategies & Marketing News | Scoop.it

The retail customer experience is a shifting collection of moments that occur while shopping online, in-person at a store or while resolving an issue via a contact center.

Gian Marco Saleri's insight:

To help retailers address growing customer expectations and improve in-store experiences, there are three key areas where mobile can drive greater differentiation and value.

1- Securely analyzing data for improved customer insight

Transactions, multichannel interactions, social media and syndicated data from loyalty cards and other customer-related information have increased the ability for retailers to create a consolidated, constantly updated view of customer behavior and preferences.

2- Empowering sales associates 
Equipping employees with modern mobile technologies, whether company owned or personal, enables retailers to improve productivity, customer service, merchandising and sales. 
Mobile technologies empower associates to become the ultimate customer advisor by helping them to streamline manual processes and improve in-store operations. 

3- Cognitive systems and the convergence of the digital and physical shopping experience

Today people expect companies to know who they are, how to engage with them and how to exceed their expectations.

Through cognitive-based mobile apps, retailers will be able to better engage with their customers and, most importantly, learn from each interaction to provide a seamless digital and physical shopping experience.


 

 
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Social media needs to be organic to succeed

Social media needs to be organic to succeed | Luxury Brand Strategies & Marketing News | Scoop.it

 Luxury brands should work to create a more organic, personable social media presence to reach a younger consumer, according to a panel discussion May 12 at the FT Business of Luxury Summit.

Gian Marco Saleri's insight:

Many brands are still married to traditional media, and those that have embraced a more modern communication strategy tend to try to control it to the point where it seems forced. Content is the gate to engaging consumers, so it will pay for brands to loosen up their social media communication, making it more personable.

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Lindsay Hopkins's curator insight, August 5, 4:16 AM

This makes perfect sense. It applies to all sectors, but particularly the young who have grown up with social media

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Louis Vuitton still number one in awareness for Chinese: report

Louis Vuitton still number one in awareness for Chinese: report | Luxury Brand Strategies & Marketing News | Scoop.it

Contrary to the notion that big name fashion labels are losing their luster among Chinese consumers, a new study from ContactLab finds that Louis Vuitton is at the top of the list for brand awareness.

Gian Marco Saleri's insight:

In a test of unprompted brand awareness, which measured the number of times that consumers in the study named the label’s name spontaneously, Louis Vuitton had twice as many mentions per 100 participants than its closest followers, Chanel and Gucci. Compared to more established luxury markets, such as New York, the Shanghai consumer is less sophisticated, not familiar with as many brands and more centered on mega brands.

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Chanel offers online customization to spur nail polish sales

Chanel offers online customization to spur nail polish sales | Luxury Brand Strategies & Marketing News | Scoop.it

France’s Chanel is joining the trend of customization with an online offer that allows consumer to select a trio of Le Vernis nail polishes.

 
Gian Marco Saleri's insight:

Chanel offered its custom nail trio to its beauty subscription list on April 28. Sending an exclusive offer to a set list of consumers guarantees interest and will likely result in purchases as recipients will be interested in creating their own suite.

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Brands begin to register .luxury domain names

Brands begin to register .luxury domain names | Luxury Brand Strategies & Marketing News | Scoop.it

The generic top-level domain name .luxury is now available for sale to the general public, giving brands the opportunity to further define their status online.

Gian Marco Saleri's insight:

“Today luxury exists on the Internet in a very fragmented way,” said Monica Kirchner, CEO of Dot Luxury. “Consumers go to many different places to find information and news about fashion, watches, travel, wine, food, real estate, etc.   Trying to find focus in the “.com” world is very difficult.

“.Luxury aims to overcome that, providing an online platform that by its very name says what it is all about,” she said. “Over time we expect that luxury brands and consumers will find .Luxury to be a trusted space that best caters to their respective needs and desires.”

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Dior uses multifaceted digital campaign to launch new lip product

Dior uses multifaceted digital campaign to launch new lip product | Luxury Brand Strategies & Marketing News | Scoop.it

French fashion house Dior is spreading the message that its new Dior Addict Fluid Stick is not a lipstick with a multi-platform campaign.

 
Gian Marco Saleri's insight:

Dior is using a dedicated YouTube landing page, its new Backstage makeup microsite and social media accounts to promote its lip product. By hitting all of its digital platforms with varied content, Dior is able to ensure that consumers receive the message, however they interact with the brand.

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Why Luxury Brands Are Going for Discreet Labeling

Why Luxury Brands Are Going for Discreet Labeling | Luxury Brand Strategies & Marketing News | Scoop.it
Many luxury houses are dropping logos that shout, even though these logos have been the very pillars of their success. Why are we witnessing a more discreet tone in this space? More importantly, will this strategy bear fruit? - Fani Kelesidou - The Business
Gian Marco Saleri's insight:

To protect itself, the "true luxury" world created new sensibilities by promoting a new kind of luxury -- one that's focused on the intangible and moves toward more discreet and unique experiences. Slowly but surely, the luxury territory is abandoning previous ideals and many new and different views are emerging.

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Bugatti launches Veyron model program at Techno Classica to improve value

Bugatti launches Veyron model program at Techno Classica to improve value | Luxury Brand Strategies & Marketing News | Scoop.it

French automaker Bugatti is launching a Bugatti-certified program March 26-30 at Techno Classica to ensure the quality of Veyron models on the market.

Gian Marco Saleri's insight:

or the time being, only the Veyron 16.4 and Veyron 16.4 Super Sport will receive spruce-ups and updates to extend longevity and raise market value. The new certified program augments the bundle of services that the brand offers to its network of customers.

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Loro Piana introduces new material with informative cartoon

Loro Piana introduces new material with informative cartoon | Luxury Brand Strategies & Marketing News | Scoop.it

Italian apparel label Loro Piana is educating consumers about the making of its new material baby cashmere through a cartoon feature on its Web site.

Gian Marco Saleri's insight:

Loro Piana has also started a series of Facebook posts including individual facts and animation stills. By detailing all of the facts about baby cashmere, Loro Piana is able to prove its quality and therefore justify its price tag to consumers.

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Fashion brands immerse consumers in social runway experience

Fashion brands immerse consumers in social runway experience | Luxury Brand Strategies & Marketing News | Scoop.it

Social media and live-streaming have become a necessary part of a fashion brand’s runway show strategy as consumers increasingly look for insider access.

Gian Marco Saleri's insight:

Across platforms, brands found ways to bring their show to life in new ways, whether incorporating a photo trend or speaking directly to consumers during the show. With so many platforms to consider, brands have to choose what content to publish where to achieve the best results.

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