Luxury marketers should continue to build up their presence on social media platforms that they already use and look to expand to new platforms only if their audience is there, experts say.
Marketers including Michael Kors and Nordstrom were invited to test the Facebook Collections interface that lets users interact with products via image tagging.
Luxury marketers in the apparel and accessories and jewelry categories were on top of their game during the last quarter of the year in providing savvy consumers with digital experiences that aligned with the 360-degree brand world.
Luxury marketers looked to engage consumers and prompt purchases though campaigns that touched multiple channels during the last quarter of the year.
Marketers in the beauty, fashion and watches and jewelry categories are leading on China’s digital playing field with brands including Estée Lauder, Lancôme, Burberry, Louis Vuitton and Chanel rounding out the top 20 most-savvy, according to a new report from L2 Think Tank.
Luxury marketers tapped into their creative side while targeting brand enthusiasts through artistic, lifestyle-oriented social videos during the last quarter of 2012.
British automaker Rolls-Royce Motor Cars is engaging historians and brand enthusiasts though a live-action sand painting social video that tells the history of the company.
BMW of North America is featuring the emotions of holiday homecomings in a new social video called “The Road Home” that shows a number of trips made in its vehicles and wishes consumers well this season.
When a brand cannot or no longer wishes to respect the constraints of the chosen business model, whether for reasons external to the company or internal reasons, it is time to consider leaving luxury before it is too late.
