luxury

Why Chanel is the most influential luxury brand on social

The accessible and ‘always on’ nature of social media seems slightly at odds with the world of luxury fashion and beauty.

Perhaps understandably, luxury brands tend to be a little more cautious when it comes to how and what they share on social. 

Social Media

What’s the point of social media for luxury brands?

Research from Emerson College’s Engagement Lab, suggests luxury brands performing well in social media engagement often lagged behind in word-of-mouth (WOM) performance.  

At the same time, brands who performed well in the WOM arena were making less impact in social media.

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’.

Land Rover: An automotive revolution in luxury content marketing

Car manufacturer websites, particularly luxury cars, used to be a bit of a bugbear of mine. 

The industry was to me a perfect case of how copycat web builds that ignore best practice result in a frustrating mix of dark, flash-ridden websites with a lack of content.

Land Rover bucks the trend. Here are four reasons why.