Luxe 2.0 - Marketing digital - E-commerce
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Social media trivia helps automakers convey brand history - Luxury Daily - Internet

Social media trivia helps automakers convey brand history - Luxury Daily - Internet | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Since resource-intensive social media ventures can not be staged every day, it can be helpful for brands to broadcast history with fast-paced trivia. However, it is important to ensure that this practice doesn’t slide into a gimmicky sideshow that distracts from the brand’s luxury status.

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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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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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Vers un luxe "out of the box"

Vers un luxe "out of the box" | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Le luxe n’est plus dans la contemplation, la sublimation d’un être parfait. Il accepte les écarts, bref, les êtres tels qui sont. On passe d’un monde statutaire, normé, cérémonial, à la fête, célébrant la girl next door, et le subversif. Plus rien n’est sérieux : Gucci crée un jeu pour s’amuser avec les codes de la marque, Michael Kors casse les codes de l’achat d’articles de luxe en mettant en place le “see now, buy now” sur Instagram. Les marques veulent séduire ces consommateurs en adoptant leur ton rebel. Prendre des risques, c’est ça le luxe de demain.

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Getting rich push notifications right in Apple's ios 10

Getting rich push notifications right in Apple's ios 10 | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Of all the new changes announced by Apple this month, none are more impactful for marketers than the availability of rich push notifications, which debuted with iOS 10 this week.

This development allows for more attractive, engaging and entertaining communications to be shared by brands with their audiences.

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M-commerce : Marionnaud lance une nouvelle application mobile

M-commerce : Marionnaud lance une nouvelle application mobile | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Lancée le 12 septembre 2016, la nouvelle application Marionnaud permet aux utilisateurs d’accéder à l’ensemble du catalogue des 9 000 produits disponibles sur le site e-commerce Marionnaud.com, et pour la première fois, de commander depuis leur smartphone.

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Dior highlights notes of adventure for its cologne with docu series

Dior highlights notes of adventure for its cologne with docu series | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

French couture house Christian Dior is using the art of social video to embody a sense of adventure for its Sauvage cologne.

As the face of Dior’s cologne, actor Johnny Depp is lending his voice to Sauvage’s new docu series that emphasizes the lure of adventure. The "Tales of the Wild" series details the lives of four men who are known thrill-seekers in varying industries.

 

Dior is sharing the episodes through social media but has also created a dedicated Web page that personifies each story through text accompaniment.

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Kenzo translates social media to reality in humorous film

Kenzo translates social media to reality in humorous film | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

French fashion house Kenzo is reflecting on the boundaries and connections created by social media in a campaign that favors content over commerce.

The brand tapped indie filmmaker Carrie Brownstein to direct a video featuring its fall/winter 2016 collection, the result of which is a star-studded take on the relationships developed between celebrities and their fans online. With a relatable theme and an outlandish narrative, Kenzo’s social video may find an audience outside of its own followers.

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

Via Dominique Godefroy
Karim Bouhajeb's insight:

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.

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Shiseido develops app that determines smile quality

Shiseido develops app that determines smile quality | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Shiseido is testing the software on 5,000 JAL flight attendants between July and September. The level of the female attendants’ smiles will be judged by the app on a tablet device, deciding if their smiles are too unemotional or have the ability to light up a room. JAL has not announced if its flight attendants will be demoted or penalized for lacking perceived smile quality.

The app can analyze the impression that a smile would have on others using seven characteristics, including “a feeling of trust,” “elegance” and “affinity,” thereby allowing users to learn to use a type of smile depending on the situation. The app also includes features that record the degree of a smile on a daily basis and help train a user’s facial muscles.

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Stuart Weitzman provides introductory course in boots via e-commerce guide

Stuart Weitzman provides introductory course in boots via e-commerce guide | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

U.S. footwear label Stuart Weitzman is walking consumers through its extensive selection of boots with an interactive ecommerce feature.

“The Ultimate Boot Guide,” available exclusively on the brand’s Web site, allows shoppers to compare key details of 70 styles, such as heel height and closure, to help her find the right fit. Providing additional insight into the collection, content delves into the history behind some of Stuart Weitzman’s most iconic boot families.

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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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Social video grows brand interaction with the postmodern consumer

Social video grows brand interaction with the postmodern consumer | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

With the eruption of social media platforms, the interaction between brands and consumers has become increasingly complicated. As consumer identity grows less unified, brands must harness the qualities of social media that are diversifying the consumer collective and enabling everyday consumers to create strong personal brands. Video has recently risen as a powerful and engaging feature of social networking, as made evident through the popularity of Snapchat and various video options across Facebook, Twitter and beyond. 

As consumers increasingly express themselves through video, brands should focus on how social video can heighten brand interaction with the contemporary consumer.

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J-Mendel picks Instagram story film over runway show

J-Mendel picks Instagram story film over runway show | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

French fashion house J. Mendel has become the latest brand to eschew a runway show, choosing to show its spring/summer 2017 collection via digital channels. In lieu of the traditional show, the brand created an artsy film that debuted on its Web site during New York Fashion Week. Another example of a design house reworking the format of premiering a collection, this digital reveal takes a consumer-centric focus, allowing fans online to view at the same time as editors and buyers.

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W magazine's September fall fashion issue transformed as digital companion

W magazine's September fall fashion issue transformed as digital companion | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Louis Vuitton, Prada and Chanel have joined forces with Condé Nast’s W magazine for the print titles’ September collector’s edition. Changes to W magazine’s digital presence were purposefully aligned with the September fall fashion issue, the largest of the title’s monthlies. As online content continues to take hold of the print media industry, publishers have become resourceful, introducing collector’s editions, for example, to maintain their relationships with advertising partners in ways that both excite the reader and uphold visibility for those who take pages within the magazine.

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KR Media dégaine Snapchat Discover pour son client LVMH

KR Media dégaine Snapchat Discover pour son client LVMH | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Cinq marques seront, dès aujourd’hui, les premières à utiliser Snapchat Discover en France. Ainsi Dior Parfums, Guerlain, Louis Vuitton, Schweppes et Sephora, sur le conseil de KR Media (GroupM France), font-elles partie des premiers annonceurs à communiquer avec ses « snap ads », publicités présentées sous forme d’interstitiels vidéo ou de native advertising intercalées entre les contenus éditoriaux. KR Media mise ainsi sur la visibilité médiatique de Snapchat (9,6 millions de VU en France en juin, selon Médiamétrie), pour rapprocher ses annonceurs d’une audience jeune (15-24 ans).

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See-now, buy-now ultimate expression of luxury, says Ralph Lauren ahead of NYFW show

See-now, buy-now ultimate expression of luxury, says Ralph Lauren ahead of NYFW show | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

U.S. fashion label Ralph Lauren will take over an entire city block to debut its runway-to-retail concept as see-now, buy-now takes hold of New York Fashion Week.

On the evening of Sept. 14, Ralph Lauren will debut its latest Ralph Lauren Collection along Madison Avenue, which will be closed to traffic for the occasion. The stretch of retail high street that will host the women’s ready-to-wear collection is home to the Ralph Lauren Collection flagship boutique found at 888 Madison Avenue between 71st and 72nd Streets.

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Connection between offline online will major role in holiday shopping

Connection between offline online will major role in holiday shopping | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Luxury retailers need to support in-store experiences with full-bodied online strategies more so than ever now that shoppers are taking their time in the decision-making process for the upcoming holiday season. Shoppers have a bevy of resources at their fingertips that can shift their gift purchasing decisions, and now 77% are taking long periods of time to determine the best presents. Even though online and mobile sales are growing exponentially, bricks-and-mortar will still be key as 87% of shoppers are likely to buy in stores.

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Ce que cache le business des YouTubeurs stars

Ce que cache le business des YouTubeurs stars | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it

Via Dominique Godefroy
Karim Bouhajeb's insight:

EnjoyPhoenix - c’est son pseudonyme - a 21 ans, et compte sur son portail YouTube 2,4 millions d’abonnés. TF 1 l’a recrutée dans son programme phare Danse avec les stars en novembre dernier. Son livre, Enjoy Marie (Anne Carrière Editions), a été vendu à plus de 200 000 exemplaires ! Elle est une des nouvelles superstars de la génération des préadolescents qui regardent davantage de vidéos sur YouTube que la télévision en direct. Ils sont une centaine, comme EnjoyPhoenix, à raconter leur quotidien sur leur chaîne YouTube depuis leur chambre. Ce sont les nouveaux « influenceurs », dans le jargon marketing. Ils génèrent leur propre audience sur plusieurs médias sociaux, où la vidéo l’a emporté sur le texte. Norman, Squeezie, Emma CakeCup, Sananas… Ils affichent des centaines de milliers, voire des millions d’abonnés. Et plusieurs millions de vues pour leurs vidéos. Ils n’ont rien à envier aux petites chaînes de la TNT.

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Apple Watch Hermès gets new look with expanded designs

Apple Watch Hermès gets new look with expanded designs | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Tech giant Apple and French leather goods house Hermès are continuing their collaboration built on similar values of beauty and utility. Revealed during Apple’s livestreamed event on Sept. 7, the next generation of Apple Watch Hermès will be available with an expanded selection of leather straps as well as a new orange sport band. This partnership between fashion and technology allows Apple to raise its luxury appeal while affording Hermès the opportunity to position itself as an innovator.

 

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