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Why luxury brands need digital transformation
Earlier this year, McKinsey reported that 80% of luxury sales are now influenced by online.
A review of Victoria Beckham’s new international website
It was 10 years ago that Victoria Beckham first launched her own fashion label.
With each collection released in the past decade, the former Spice Girl has continued to impress critics, leading to the opening of two landmark stores in London and Hong Kong, and hundreds of department store concessions worldwide.
How the luxury goods industry found its sense of humour
From Dollar Shave Club to Squarespace – we’ve seen brands of all kinds embrace humour in marketing.
It’s pretty obvious why. Humorous campaigns can be attention-grabbing and highly shareable, as long as they hit the mark, that is.
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.
Why Kate Spade’s superb video content strategy is a lesson to all fashion marketers
US fashion brand Kate Spade has wholeheartedly embraced video content in the past few years.
While some treat social as a customer service vehicle or a secondary marketing tool, the retailer sees social as the key to success, creating an entertainment-driven strategy to drive engagement and increase sales across the globe.
Luxury brands must focus on digital experiences to fight the discount trend
It’s the most wonderful time of the year, unless, perhaps, you’re an executive of a luxury brand.
That’s because out of all categories, luxury labels and retailers were responsible for the highest volume of discounts on Black Friday this year in the U.S.
Think affiliate marketing doesn’t work for luxury brands? Think again
Sadly, for years affiliate marketing has been seen as the poor relation of the digital advertising family.
Tracking networks and technology companies typically selling the channel as a no-frills, “no-win no-fee” way to pad out marketing plans.
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.
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 Aston Martin uses product personalisation in a luxury market
As a marketer in digital, the word ‘personalisation’ might conjure up thoughts of cookies and triggered email.
But what does it mean in luxury automotive for Aston Martin.
Simon Sproule, Director of Global Marketing Communications, gave us the inside track at the Festival of Marketing.
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.