luxury retail

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. 

Where are luxury brands going wrong online?

The recent Harvey Nichois site redesign received some criticism for its perceived lack of a luxury feel, and its ‘middle of the road’ look. 

It seems that luxury brands and retailers are to be judged by slightly higher standards than more ‘mass market’ businesses, so how do they handle this? 

In a two part post, I’ll look at what makes a site luxurious, and where some brands are going wrong…

Does Harvey Nichols’ new site match up to its luxury reputation?

Harvey Nichols has launched a new website that seeks to reinforce its status as a luxury multichannel retailer.

The relaunch includes a new mobile site and additional features such as a ‘Click & Try’ service and real-time stock levels.

Rather than carry out a full review of the new Harvey Nichols site, I thought it would be useful to highlight a few of the new features.

In the past we’ve come across a number of high-end brands that are severely let down by the online customer experience, so have Harvey Nichols and development agency Ampersand Commerce managed to get it right?

Read onto find out, or for more information check out our blog posts looking at 17 luxury brands with poor web user experience or how Mulberry’s new responsive site shows luxury brands how to do UX.