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Multichannel

Pitfalls for luxury brands to avoid when going global

May 3, 2011

 

By Rachel Lamb

mandarin-oriental-site-1851With many premium brands starting to further extend their commerce and branding presence to other cultures and currencies, there are certainly a few things to keep in mind in terms of maintaining a certain brand image and retaining cultural and colloquial differences in a multitude of channels.

Brands such as Ralph Lauren, Barneys New York and Mandarin Oriental have taken a renewed dive into foreign waters to engage potential customers in different countries. And as more are starting to cautiously peek out into the ecommerce world, some experts are weighing in on best practice for ecommerce and branding strategy in other cultures.

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  1. Luxury Unfiltered: Hermès and Patek Philippe prove trust is the true luxury
  2. Ferrari, Chivas Regal forge multiyear partnership
  3. Off the Cuff: A Q&A with Steinway & Sons' Ben Steiner
  4. The Ritz Carlton, Missoni launch beach club in Bali
  5. Bentley renovates countryside estate in Cheshire
  6. ‘Copy Nothing’ campaign defines next era at Jaguar
  7. How Raoul Shah, a peripatetic agency exec, collected 500-plus “Do Not Disturb” door signs and begat a tome
  8. ‘Hermès in the Making’ pop-up continues world tour in Zurich
  9. Gucci channels spirit of giving
  10. Ginori 1735, St. Regis Hotels partner to scale branded cafe concept
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