Luxe 2.0 - Marketing digital - E-commerce
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Luxe 2.0 - Marketing digital - E-commerce
Marketing digital et e-commerce Luxe
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Net-A-Porter branches into children's wear with Gucci

Net-A-Porter branches into children's wear with Gucci | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Online retailer Net-A-Porter is entering a new category through a capsule from Italian fashion label Gucci.

Marking the women’s wear ecommerce site’s first foray into children’s wear, Gucci is selling clothing for kids through a six-week pop-up on Net-A-Porter. High-end children’s fashion is a lucrative business, leading many brands and retailers to appeal to parents with designs for youngsters.

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Balmain relaunches Web site with help of YNAP

Balmain relaunches Web site with help of YNAP | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

French fashion house Balmain has relaunched its digital platform Balmain.com, which is now powered by Yoox Net-A-Porter.

The revamped Web site gives Balmain’s customers access to the brand’s full catalogue along with other digital assets. The redesign shows how the brand is committed to making digital as robust a channel as in-store for high-fashion shopping. Balmain was seeking to revitalize its flagship digital platform at Balmain.com, hoping to bring in new customers and drive up online traffic as a companion to in-store traffic. To do so, the brand turned to YNAP, which has a specific division called Online Flagship Stores dedicated to creating these types of platforms for major brands such as Armani and Valentino. Together, the two companies have reinvented Balmain.com, focusing on sleek navigation, streamlined ecommerce and mobile capabilities.

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Gucci AR experience lets consumers try out Décor designs at home

Gucci AR experience lets consumers try out Décor designs at home | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Italian fashion label Gucci is using mobile technology to help consumers decorate their spaces with items from its newest homeware collection.

With the Gucci mobile application, users can use an augmented reality feature to virtually personalize their space with pieces from the new Gucci Décor collection. Luxury brands have begun to embrace AR as a way to bridge the gap between digital and physical retail experiences.

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Burberry’s Q1 growth was driven by digital, Asia and drops

Burberry’s Q1 growth was driven by digital, Asia and drops | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

British fashion house Burberry saw growth in the first quarter of this year supported by an improved retail performance and increased sales around the world. The British brand cites pop-up shops in Beijing and Dubai as well as partnerships with Farfetch as key to its success for the quarter that ended June 30. Burberry’s highly diversified offerings and digital savvy should serve as an example for luxury brands looking for similar growth.
Sales were up 3% for Burberry the first quarter of 2018, according to the brand’s results. Burberry attributes this to its efforts to expand into developing markets particularly in Asia and the Middle East. Dubai in particular has been an incredibly lucrative new market, driving much of the brand’s growth this quarter.

China has also been a valuable new market, seeing major growth while also helping to drive increases in other Asian countries such as Japan and Korea. Burberry has had success in China and the Middle East. Burberry also cited digital as one of the key drivers of sales, led by Asia. Mobile is the brand’s new target area for more direct-to-consumer efforts. Finally, the brand says that its new business model of using unexpected product launches, or “drops,” has been very successful. Burberry's strategy is continuing to evolve with a new product cycle, thanks to its new chief creative officer. Riccardo Tisci is introducing a new capsule drop schedule, that will see a series of instant drops throughout the year. Specifics of the new strategy are not yet clear, but are part of a larger strategic plan for Burberry that caters to a see-now buy-now mindset that was introduced by its CEO earlier this year.

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Harrods uncovers rare finds through omnichannel retail reach

Harrods uncovers rare finds through omnichannel retail reach | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

British department store Harrods is transforming its retail presence into a museum-like atmosphere, highlighting special products for an experiential shopping endeavor.

As luxury shoppers look for more of an experience rather than simply buying products, retailers have been turning campaigns into full events. Harrods is taking this approach with its "Rarity" campaign spanning in-store and digital, which features a variety of curated products described as rare finds.

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Top 10 Omnichannel Marketing efforts of Q2-2018

Top 10 Omnichannel Marketing efforts of Q2-2018 | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Omnichannel is vital for retailers and marketers to serve the modern consumer, and luxury brands are taking this to heart.

Cross-channel campaigns with multi-tiered levels give luxury brands the capability to reach a widespread audience for a variety of needs. These luxury marketers have become more sophisticated with their multichannel offerings.

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Top 10 social media efforts of Q2 2018

Top 10 social media efforts of Q2 2018 | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Social media has become the primary means of communication for brands and customers today.

With Instagram, Snapchat, Facebook and the myriad other platforms available, brands have numerous means to communicate with customers on a more personal level than ever before. Brands that have made the most of social media have been rewarded with a deeper relationship with their customers and better brand loyalty.

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Consumers falsely confident in ability to spot fake watches online

Consumers falsely confident in ability to spot fake watches online | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Online watch resale marketplaces are becoming more popular, but with their rise comes an increase in counterfeiters, and consumers cannot tell the difference between real and fake as well as they think. According to a report from RedPoints, 20% of survey takers had bought a fake watch online, and 43% judge the authenticity of watches based on the posting’s images. About 60% claimed to be concerned about buying counterfeit watches online, but 30% would buy fake watches at a 50 to 70% discount.

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Chanel’s Digital Strategy Takes Shape Amid Executive Shuffle | BoF Exclusive, BoF Professional | BoF

Chanel’s Digital Strategy Takes Shape Amid Executive Shuffle | BoF Exclusive, BoF Professional | BoF | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

In June, Chanel reported financial results for the first time in its history. Now, the $10 billion fashion house is evolving its digital strategy and shuffling some of its executives. What does this spell for the future of the brand?

This week, the 108-year-old Parisian fashion house, which recently established a London-based holding company for its global operations, is launching e-commerce for eyewear in the UK.

Eyewear is the first non-beauty product Chanel has sold online in the country, which has the second highest e-commerce penetration in the world, behind only China. But the brand still has no plans to sell core categories like ready-to-wear and handbags online, even as worldwide luxury e-commerce sales jumped by 24 percent in 2017 and are expected to continue to grow rapidly, accounting for 25 percent of the total luxury market by 2025, according to Bain. The UK eyewear initiative coincides with the re-opening of a dedicated eyewear boutique in London’s Burlington Arcade, which will serve as a hub for both online and offline sales. This underscores Chanel’s belief that its physical boutiques are the best way to connect with consumers and will remain at the centre of its budding omnichannel strategy, which got a boost in February from a strategic partnership with heavily funded fashion marketplace Farfetch. This means every online eyewear shipment will be handled by a Chanel staff member. And while the physical store carries the full range of product — eyewear was first introduced to consumers in 2000 through a licensing deal with Luxottica — the online store will stock a more limited selection, including seasonal items, digital exclusives and best-sellers.

Chanel is also set to introduce a UK-only “reserve-online, pickup in-store” option, the first time the company has instituted such a service. It is perhaps its greatest digital leap forward since it launched its US eyewear e-boutique in 2015. (Chanel has been selling fragrance and beauty products online in the US since 2005.) For Chanel, no stranger to digital marketing, its latest online push is as much about communications as product sales. 

Following a global price harmonisation drive announced in 2015, the company also aims to make it easier for customers shopping across regions and platforms to maintain one universal profile.

 

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Burberry uses Snapchat to share video and capture consumers’ attention

Burberry uses Snapchat to share video and capture consumers’ attention | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

British fashion label Burberry is welcoming consumers to join the brand as it celebrates the opening of a new flagship store in Los Angeles with an exclusive event at the Griffith Observatory, which the brand will share on Snapchat.

Up until the day of the event. Burberry will be posting regular stories to its Snapchat account allowing consumers to witness all of the activities taking place in Los Angeles from their phones. Using new social media applications to connect with consumers helps keep a brand relevant among an international audience, regardless of where its events are hosted.

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Tamara Mellon takes to Instagram TV for new footwear campaign

Tamara Mellon takes to Instagram TV for new footwear campaign | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Fashion label Tamara Mellon is capitalizing on female empowerment for a new marketing campaign promoting its footwear. The label's "Leave Him On Red" campaign references the popular idea of leaving someone “on read,” meaning when you do not text them back. Both the collection and the marketing campaign rely on using elements of Internet culture as well as popular influencers to bring the message to life through Instagram’s new IGTV video hub.

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Luxury must marry old-world service with new technology

Luxury must marry old-world service with new technology | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

New technologies are fast enabling luxury brands to micro-segment their customers more surgically than ever before.

The United States is currently much more liberal in a brand’s use of customer data than any other country in the world.

The window of opportunity to leverage new technologies to reach best customers on a highly bespoke basis, tailored to buying history, interests, income and lifestyle, remains open. For how long is anyone’s guess.

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Instagram challenges YouTube with launch of long-form video hub IGTV

Instagram challenges YouTube with launch of long-form video hub IGTV | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Instagram is diving headfirst into video with the launch of IGTV, a new home base for the platform’s expanded video offerings, including hour-long videos and curated films.

The new platform will allow creators to make more varieties of video offerings, which have previously been limited in length and search capabilities. Instagram may be attempting to challenge YouTube for video dominance, something that brands who work with the platforms should be aware of.

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90% of Luxury advertisers prefer Instagram over Snapchat

90% of Luxury advertisers prefer Instagram over Snapchat | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Despite Snapchat’s attempts to lure advertisers to its platform, they overwhelmingly prefer Instagram in terms of ad buying.

The Facebook-owned platform has dwarfed Snapchat, with 90% of respondents to a survey conducted by Cowen indicating they prefer to advertise on Instagram over Snapchat, as reported by Business Insider. This data should be worrisome to Snapchat, which has increasingly lost favor with advertisers as Instagram’s star has risen.

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Hermès brings consumers into its creative experience

Hermès brings consumers into its creative experience | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

French apparel and accessories group Hermès is combining artful film marketing with experiential tactics through a new interactive event. 

Online video and experiential marketing are two of the most powerful tactics within the retail and branded industries today, as consumers become more interested in these areas. Hermès is using both of these tools in a new initiative that invites fans to a special set.

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Stars War: It’s Gucci vs. Louis Vuitton

Stars War: It’s Gucci vs. Louis Vuitton | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Gucci CEO Marco Bizzarri recently announced that Gucci aims to reach €10 billion ($11.7 billion) in revenue in the near future.

In 2017, the brand reached a peak of €6.2 billion ($7.2 billion) with a growth rate of 42% compared to the previous year. The brand's obvious target is Louis Vuitton, owned by competitor luxury group LVMH. It is a battle of giants that is fiercely fought by both sides with totally different approaches to brand management. The very interesting evolution of these two brands is clearly influenced by their own bosses, the chairmen of LVMH and Kering.

With different visions of business and personal approach to life, Mr. Arnault and Francois-Henri Pinault are driving the competition as undisputed leaders. Since the arrival of Mr. Michele at the creative direction of Gucci, the brands apparently took a very different brand-image direction. It seems like Mr. Michele married the idea of being driven by esoteric inspiration and obsession for the afterlife with a parallel dimension inhabited by weird creatures, freaks and Freemasonry symbols. Where models walk around with their own severed head under the armpit and where esoteric animals live a very unusual life.

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LVMH signs 5-year digital deal with AT&T

LVMH signs 5-year digital deal with AT&T | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

French group LVMH has signed a five-year deal with ISP AT&T to create cutting edge technology for luxury retail.

Across LVMH’s many brands and maisons, AT&T will help provide technology and infrastructure to improve the in-store shopping experience. This deal is a continuation of a longstanding partnership between the two companies.
For the past 13 years, LVMH and AT&T have worked together on in-store retail technology, allowing the luxury group to create innovative new digital experiences for its customers when they shop in-store. The main thing the two have worked on is improving in-store networks, giving both customers and employees better access to digital and online tools.

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Jaguar app demonstrates electric advantage ahead of I-Pace

Jaguar app demonstrates electric advantage ahead of I-Pace | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

British automaker Jaguar is hoping a new mobile initiative will motivate more drivers to consider the brand’s first all-electric vehicle.

The new Go I-Pace mobile application captures journey data to calculate potential cost savings for would-be drivers of Jaguar’s all-electric SUV. Jaguar is also looking to help clarify misconceptions some drivers may have about electric vehicles, paving the way for the upcoming release of the I-Pace.

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Top 10 digital marketing efforts of Q1 2018

Top 10 digital marketing efforts of Q1 2018 | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Luxury is continuing to ease into ecommerce, leading brands to create new retail experiences through technology.

From augmented reality pop-ups to real-time chat, luxury labels are finding ways to translate the in-store experience to digital formats. Beyond retail, marketers are finding new ways of engaging with consumers, whether through new media formats or branded content.

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Top 10 luxury brand social videos of Q2 2018

Top 10 luxury brand social videos of Q2 2018 | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

As mobile video consumption continues to grow, luxury brands are becoming more sophisticated with their film offerings on social media.

The second quarter of 2018 saw a variety of unique content pushes along with interactive elements. These videos create a more personal relationship with fans and stick out among the overcrowded content space of today.

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Stripped-down Instagram Lite offers brands engagement with consumers in emerging markets

Stripped-down Instagram Lite offers brands engagement with consumers in emerging markets | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Facebook is launching a bare-bones, lightweight version of Instagram aimed at emerging markets where data infrastructure is not as developed. Dubbed Instagram Lite, the new platform will offer many of the same features as Instagram only in a much more condensed and stripped-down version. For emerging markets such as India, where luxury consumption is on the rise, Instagram Lite can help connect brands and marketers with consumers they never had a connection with before.

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Top 10 mobile marketing efforts of Q2 2018

Top 10 mobile marketing efforts of Q2 2018 | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Mobile has been a driving force within the digital revolution for marketers and retailers, opening many doors for innovation in the luxury world. This past quarter, luxury brands have created more sophisticated levels of customer service and content through the use of mobile. New storytelling platforms, greater connectivity, wearables and social media are a few of the ways marketers have been tapping mobile devices.

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The digital dilemma for Luxury

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

Luxury brands that have relied on multi-sensory experiences for ages are now facing a digital challenge. Luxury is about uniqueness, rarity and scarcity, whereas digitalization is all about breaking boundaries and reaching the masses. The very nature of the two contradicts each other, making luxury marketers reluctant to embrace digital technologies for years.

However, as the digital platform has become part and parcel of our lives today, luxury marketers just cannot do without a strong presence digitally via online marketing, ecommerce and mobile marketing and commerce.
New-age technology has revolutionized the luxury domain by providing endless opportunities to luxury retailers.

Artificial intelligence, augmented reality and voice-controlled shopping are set to reshape the luxury retail landscape to make it more customer-oriented. Opulence-loving consumers are expecting effortless and immediate luxury experiences.

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Tod’s taps WeChat’s ecommerce capabilities to launch influencer collection

Tod’s taps WeChat’s ecommerce capabilities to launch influencer collection | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

Italian fashion label Tod’s is partnering with Chinese social network WeChat and influencer Mr. Bags for a new digital pop-up shop. The pop-up combines editorial content with shopping, allowing customers to learn more about the products and their creation before making the purchase directly through WeChat. The collaboration emphasizes not only the importance of ecommerce but also the continued crossover between European luxury and China.

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Jean Paul Gaultier offers eccentric advice via branded bot

Jean Paul Gaultier offers eccentric advice via branded bot | Luxe 2.0 - Marketing digital - E-commerce | Scoop.it
Karim Bouhajeb's insight:

French fashion label Jean Paul Gaultier is echoing the rise in voice assistants with the debut of an imagined artificially intelligent helper. The house’s “JeanPod” video series sees actress Rossy de Palma asking an artificially intelligent speaker questions about everything from what to wear to how to take a better selfie. With the brand’s typical humorous tone, the content combines entertainment with promotion of its Classique and Le Male perfumes.

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