Italian fashion house Gucci is working with Samsung Electronics to offer an immersive in-store experience devoted to the label’s timepieces and jewelry that combines physical and mobile commerce.
Italy’s Fendi is looking to target a trendy, fashion-forward audience with interactive advertisements for its eyewear on Vogue.com.
Luxury marketers should create a step-by-step marketing plan from store to online that is tailored to mature consumers and presented on media that is familiar to them to encourage ecommerce transactions among older generations.
Since television advertising is rarely used by many sectors of the luxury industry excluding automotive, social video has become fashion houses’ channel of choice to show new collections and a brand’s lifestyle visually, which is more effective than traditional commercials.
Bergdorf Goodman, Harrods, Barneys New York, Neiman Marcus, Smythson, Saks Fifth Avenue and Nordstrom are sticking to digital in their Father’s Day efforts by pushing men’s gift guides via their ecommerce sites and email.
Luxury in the form of premium experiences are seeing the most action in terms of spending, while high-end goods are lagging in comparison, according to new findings from a study by Boston Consulting Group.
Out-of-home advertisements can add to a luxury marketer’s multichannel campaign by connecting with consumers’ emotions with intense brand imagery during the majority of the time they spend on-the-go during waking hours.
Luxury brands should aim to draw in-store traffic from locals and tourists during the summer months with exclusive events and travel-oriented marketing tactics to trigger sales, experts say.
