luxury goods

How Grey Goose used experiential marketing to tell its luxury story

Marketing luxury goods is hard. As soon as you charge more than another brand for what is essentially the same product on the surface, you lose the biggest bargaining chip of them all: price. 

You have to persuade people to choose your product for reasons other than its price tag, i.e. the quality, its rarity, the way it makes you look socially. 

This is the challenge Bacardi faced when trying to come up with a campaign for its Grey Goose vodka last year, and the resulting campaign won it a Masters of Marketing award under the Luxury category. 

luxury-fashion

How creative SEO can deliver big wins for luxury fashion retailers

According to our friends at Google, the most searched for fashion term in 2015 was “How to walk in heels”.

This may come as a disappointment to fashion brands who have been told search is all about sales.

Customers were NOT hungrily Googling the latest pictures from catwalks in Paris or Milan and working out where they could ‘get the look’.

How Selfridges uses digital to create extraordinary multichannel experiences

As a multichannel retailer dealing in the luxury end of the market, Selfridges has to offer customers ‘connected and extraordinary experiences’ across its digital and physical properties.

That’s according to the brand’s head of digital marketing Claire Higgins, who spoke this morning at the Festival of Marketing.

Here’s a summary of some of the tactics Selfridges uses as part of its multichannel strategy…

The dos and don’ts of setting up an ecommerce business in China

As of December 2011 there were more than 190m online shoppers in China, a massive 20% growth on the previous year.

Yet there is also huge untapped potential, as only 38% of the Chinese online population has actually used ecommerce.

This obviously makes it a very attractive marketplace for any online retailer, but there are a number of obstacles that have to be negotiated before a business can even consider selling online to Chinese consumers.

It’s a topic we investigated in more detail in our new ‘China: Digital Market Landscape Report’ as well as a blog post looking at the state of digital marketing and ecommerce in the country.

And to find out more about the challenges of setting up an ecommerce business in China, I spoke to eCommera’s director of insights services Debbie Bond…

Luxury goods sales increase 96% in January across LinkShare network

Luxury goods sales through Rakuten LinkShare UK increased 96% in January 2012 compared to the same period in 2011.

Statistics from the affiliate network show that though average item value has dropped 14% year on year, total order value is up 7%.

Rakuten says that the increase shows that luxury shoppers are taking advantage of sophisticated publisher sites that help them browse hundreds of luxury brands.