London-based department store Harrods is boasting its status in both the fashion and food industries through a digital photography campaign that is transforming the retailer’s ecommerce site into a stylish culinary experience.
Italian label Valentino is upping the shopping experience on its ecommerce site through a new digital shoe boutique that it is leveraging with two online-exclusive items designed by the creative directors.
With social media becoming an increasingly important tool for high-end marketers, brands need to ensure that this strategy is as seamless as possible across all channels to ensure the maximum luxury experience.
Luxury marketers are increasingly choosing to run digital campaigns through Facebook applications to reach their largest fan base on social media, but brands need to keep their audiences in mind to effectively leverage these efforts.
Equipping out-of-home collateral with mobile can be a great way for marketers to marry online and real-world experiences. However, the combination can be tricky to pull off with mediums including mobile bar codes and SMS.
Luxury marketers should focus on personalization and exclusivity in holiday social media campaigns to gain eyes during the high-volume shopping season, but combine these efforts with additional channels to be sure that the message reaches true affluent consumers.
Luxury marketers who use bloggers during Fashion Week benefit from emotional and unbiased opinions, which could help to accentuate the brand image and align with a particular audience that comes built-in with the source.
Michael Kors is boosting its lifestyle aspect through a new series called Kors Collaborations in which the designer will team up with fellow creative talents such as musicians, artists and photographers.
Italian fashion house Gucci is flaunting its Gucci Icon handbags through a do-it-yourself contest that requires consumers to download, construct and design their own paper bag.
Department store chain Nordstrom has been lauded as the top-performing luxury digital retailer due to its seamless customer service, social media prowess, comprehensive mobile strategy and efficient commerce channels, according to L2 Think Tank.
