Luxe 2.0 - Marketing digital - E-commerce
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Luxe 2.0 - Marketing digital - E-commerce
Marketing digital et e-commerce Luxe
Curated by Karim Bouhajeb
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LVMH's digital drive takes time despite Apple hire

LVMH's digital drive takes time despite Apple hire | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

When LVMH hired former Apple music executive Ian Rogers to craft a digital strategy, investors may have hoped for some quick results. If so, they are probably disappointed. 

Almost a year later, aside from drafting in more digitally-savvy people and taking part in a technology start-up fair, his impact on the world's biggest luxury goods group has yet to become visible.

Changing mentalities and priorities at LVMH takes time, according to sources close to the 78 billion euro ($88 billion)group controlled by France's richest man, Bernard Arnault.

LVMH's online strategy appears inconsistent across its more than 70 businesses and brands. Some labels such as Louis Vuitton and Fendi have made great strides along with cosmetics retailer Sephora, but Celine stands out as an apparent laggard.

Arnault hired Rogers, a 44-year-old American who once worked with the Beastie Boys hip hop band, to challenge the digital mindset of his executives. Rivals Prada and Hermes are revamping their websites to offer a wider choice of products and communicate better about the brand with videos, photos and drawings, on top of other digital content. Online sales have become the industry's most important engine of growth. Analysts expect internet transactions will represent 20 percent of all luxury sales in a decade, up from 7-8 percent now. LVMH's total online sales are less than 5 percent, they estimate.

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Luxury online purchase experience only reaching half of potential

Luxury online purchase experience only reaching half of potential | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Bricks-and-mortar department stores have failed to catch up to pure-play online retailer Net-A-Porter, with the ecommerce site outperforming them in online operations, according to new research from ContactLab and Exane BNP Paribas.

With added pressure from earlier moving ecommerce ventures, U.S. retailers were expected to ramp up their digital efforts to reach the same level as these digitally native retailers. While the retailers with a physical presence excel at connecting online and in-store, they fall behind Net-A-Porter when it comes to online-specific service.

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Luxe : se digitaliser ou mourir


Via Dominique Godefroy
Karim Bouhajeb's insight:

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 | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it

Via Dominique Godefroy
Karim Bouhajeb's insight:

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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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 | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it

Via Dominique Godefroy
Karim Bouhajeb's insight:

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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Twenty-One Percent of Fashion Brands Join See Now, Buy Now

Twenty-One Percent of Fashion Brands Join See Now, Buy Now | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Burberry and Tom Ford made waves last year when they declared that they were moving to a “see now, buy now” model. For Burberry, that meant consolidating all lines into a single seasonless show and making several items available for immediate purchase. For Tom Ford, it was making select items available almost immediately after a private show at the Four Seasons. Burberry and Tom Ford were among the first brands to pioneer the shift, but L2’s latest study on Fashion Week suggests the idea of immediately buying runway items is no longer novel; 21% of brands with a Fashion Week runway show in 2016 incorporated some sort of direct-to-consumer e-commerce in their presentation. Rebecca Minkoff made almost all looks available for immediate purchase. Approximately half of the merchandise debuted in Topshop’s Spring 2017 fashion show were available in stores immediately after. Club Monaco also combined men’s and women’s shows and made items available for purchase immediately.

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Style.com touts relaunch in first advertising campaign

Style.com touts relaunch in first advertising campaign | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

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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Why Apple may have chosen McLaren over Tesla for autonomous driving

Why Apple may have chosen McLaren over Tesla for autonomous driving | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

With the race for autonomous vehicles heating up, Apple may make a move that could potentially help it join in on the competition faster with assistance from a boutique automotive manufacturer.

The rumor mill has been turning in the automotive and tech industries regarding a possible purchase of British automaker McLaren by Apple. In its continuous fight against Google, Apple has been working with a variety of tech-related firms for autonomous driving research and development, and acquiring McLaren could mean a faster prototype as the automaker has a much smaller manufacturing process than others in its sector.

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Focus: Exploring Luxury 2.0 - Luxury Society - Research

Focus: Exploring Luxury 2.0 - Luxury Society - Research | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

This era of luxury has been dubbed ‘Luxury 2.0’ – defined as the digitalization of exclusivity. Luxury players reach a tipping point where they see the value in launching full-scale shops around their brands. Partnerships with like-minded e-tailers are a viable option for luxury brands to gently grow web presence while maintaining exclusivity. Social media is where the next generation of UHNWIs seek out and evaluate what’s new and next in luxury.
In October 2015, Burberry became the first fashion brand to create a campaign exclusively for Snapchat users.Hotels are moving fast to adapt their offerings for this generation’s technological expectations. The Peninsula group established an innovative & exclusive partnership with NET-A-PORTER.com.
Starwood Hotels & Resorts Worldwide has joined the ranks with the launch of its high-tech design lab – Starlab

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Luxury facing a digital-or-die dilemma: BCG

Luxury facing a digital-or-die dilemma: BCG | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Seven percent of personal luxury goods sales are made via ecommerce today, but online retail will represent 12 percent of the luxury market by 2020, according to projections from the Boston Consulting Group.

About six out of every 10 luxury purchases currently are influenced by digital channels, as social media, a brand’s Web site and mobile feed into buying decisions, whether the transaction is completed online or in-store. While many luxury brands have been avoiding the shift toward digital that many of their mass counterparts have made, BCG warns that the business models of digital laggards will no longer suffice in today’s market.

 

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Jérôme MONANGE's curator insight, September 23, 1:29 AM

Seven percent of personal luxury goods sales are made via ecommerce today, but online retail will represent 12 percent of the luxury market by 2020, according to projections from the Boston Consulting Group.

About six out of every 10 luxury purchases currently are influenced by digital channels, as social media, a brand’s Web site and mobile feed into buying decisions, whether the transaction is completed online or in-store. While many luxury brands have been avoiding the shift toward digital that many of their mass counterparts have made, BCG warns that the business models of digital laggards will no longer suffice in today’s market.

 

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Dior intertwines social video with history in response to Inside Chanel series

Dior intertwines social video with history in response to Inside Chanel series | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it

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Karim Bouhajeb's insight:

French couture house Christian Dior is one of many classic fashion labels bringing its history to light in modern ways with online video. Dior Stories is a new online video series that taps into the history of the fashion house to help solidify an emotional connection to consumers. The first video details the story of how its founding designer Christian Dior transformed fashion after World War II, in a time when women were looking to reclaim their femininity.

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Tiffany cultivates the most passion with social media users-Netbase

Tiffany cultivates the most passion with social media users-Netbase | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Luxury brands should continue to push their social media strategies to combat the pervasiveness of Amazon, as it maintains the highest mentioned brand passion, according to a report by NetBase. While Amazon is the most talked about, U.S. jeweler Tiffany & Co. sees the strongest brand loyalty with users taking to social platforms to discuss their passion for the marketer. The findings suggest that even though big brands such as Amazon and department stores see the highest volume, smaller targeted brands see more enthusiasm, which can be more beneficial in the long run.

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Fabergé proposes diamond alternatives in emotional effort

Fabergé proposes diamond alternatives in emotional effort | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Russian jeweler Fabergé is prompting consumers to look beyond diamonds for their engagement rings with a colorful digital campaign. The brand’s #SayYesInColour film tells color coordinated stories of proposals to showcase the brand’s emerald, ruby and sapphire engagement ring collection. While still an unconventional choice, depicting the women’s enthusiastic responses may help convince consumers to consider a colored stone.

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Chanel shows opposite associations to tout complexity of N°5 L’Eau women

Chanel shows opposite associations to tout complexity of N°5 L’Eau women | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

French atelier Chanel is investigating paradoxes in a mixed media push on Instagram as it works to introduce N°5 L’Eau.

Developed over the course of three years by Chanel’s in-house perfumer Olivier Polge, N°5 L’Eau is a lighter interpretation of the brand’s iconic N°5 scent. Chanel created N°5 L’Eau as a youthful retelling, as the original N°5 fragrance is often associated with older generations, which has likely prevented sales from the millennial market demographic.

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L’Oréal: creating authentic digital content with vlogger partnerships

L’Oréal: creating authentic digital content with vlogger partnerships | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it

Via Cécilia JARRY MOREL
Karim Bouhajeb's insight:

L'Oréal has teamed up with five beauty bloggers in the UK to shake up its digital content offering, in a move which follows calls earlier this year from its chief digital officer to make advertising "less interruptive".

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How Zenith is Capturing Today’s Digital Natives

How Zenith is Capturing Today’s Digital Natives | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it

Via Dominique Godefroy
Karim Bouhajeb's insight:

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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Digital or Die: The Choice for Luxury Brands

Digital or Die: The Choice for Luxury Brands | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it


Via Dominique Godefroy
Karim Bouhajeb's insight:

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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Le luxe se met à l'instantané

Le luxe se met à l'instantané | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it

Via Dominique Godefroy
Karim Bouhajeb's insight:

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 | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

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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Swoonery takes cues from Tinder for fine jewelry discovery app

Swoonery takes cues from Tinder for fine jewelry discovery app | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Technology-driven retailer Swoonery is looking to squash the challenges of purchasing fine jewelry online with the launch of its first mobile application. Launched in February 2016, Swoonery set out to use innovative methods that connect its clients with relevant pieces of jewelry from nearly 60 fine and high-jewelry designers. On its Web site, Swoonery uses behavior profiling, machine learning and purchasing tools to appropriately recommend pieces by personal preference, creating an intimate consumer-retailer dialogue, an intrinsic element of jewelry purchasing that has been, by and large, been neglected by the industry

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Augmented reality ushers new era of targeting advertising

Augmented reality ushers new era of targeting advertising | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Instead of the annoying interruption of in-app marketing where app developers will not allow a user to continue playing until they view an ad, now advertisers can be a part of the game and actually improve the user experience.

Want to get more foot traffic to your store? Run a banner in Pokémon Go that when clicked will direct the user there and give them the chance to catch more Pokémon. Such integration would change the user’s perception of in-game advertising from that of a minor nuisance to a welcome benefit. The benefits of augmented reality are not just limited to gaming. Snapchat, for example, is currently exploring the prospect of using image recognition to identify objects in your videos so that they can advertise those products to you at a later time. New York has added Internet kiosks throughout that can identify users as they pass and deliver a personalized experience, showing them customized ads and potentially – with the utmost caution to protect a user’s individual privacy – engage with them by using the built-in camera in these kiosks. With augmented reality apps, and the newfound willingness for users to allow themselves to be augmented, we are entering a new era in targeted advertising.

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Land Rover forges a path with music streaming by choosing Spotify

Land Rover forges a path with music streaming by choosing Spotify | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

British automaker Land Rover is choosing Spotify over Pandora for an in-dashboard application, allowing drivers to stream music.
While Pandora has been a staple in dashboard connectivity in recent years with automakers, Spotify is vying for its industry position. Land Rover is ushering in connectivity for users to play music through the latter on their smartphones and also receive specially curated playlists just for them.

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Apple Is in Talks With Luxury Carmaker McLaren

Apple Is in Talks With Luxury Carmaker McLaren | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Apple Inc., ramping up efforts to disrupt the transportation industry, is seeking a stake in luxury carmaker McLaren and is in talks to buy Lit Motors, an electric motorbike startup, people with knowledge of the matter said.

The technology giant would more likely make a large investment in U.K.-based McLaren than buy it outright, according to one of the people, who asked not to be identified because the matter is private. Apple wants to acquire Lit Motors because the San Francisco startup has several international self-driving patents, said another person. BMW, Audi and a South Korean automaker are also actively pursuing a Lit deal, the person said.

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Burberry fortifies immediacy, personalization of see-now, buy-now via social aids

Burberry fortifies immediacy, personalization of see-now, buy-now via social aids | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it

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Karim Bouhajeb's insight:

British apparel and accessories label Burberry is promoting its first full, direct-to-consumer runway presentation with consumer activation touchpoints found across social media channels.
Burberry will present during London Fashion Week at the Makers House on Monday, Sept. 19 at 7:30 p.m. BST, with the more than 250 pieces from the September collection becoming available for purchase in real time once they have walked the runway. Noting the change in consumer expectation and behavior, Burberry has refined its runway and retail strategies to be “seasonless, immediate and personal” to keep its global audience top of mind.

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#SuzyNYFW: Ralph Lauren Leads The Runway-To-Retail Revolution

#SuzyNYFW: Ralph Lauren Leads The Runway-To-Retail Revolution | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

The designer's classics from Native America to patrician New York will be on sale immediately – online and in flagship Ralph Lauren stores across the world.

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