Luxury marketers such as Rolls-Royce, Jaguar, Prada and Gucci have dramatically decreased the loading times on their Web pages in the fourth quarter of 2011, positioning themselves as tech-savvy and making themselves more available to consumers.
The problem is, internally and operationally, the business of luxury fashion retail is still stuck in an analog mindset.
Marketers pulling out the big guns in Condé Nast’s Vanity Fair February issue likely points to the current uplift in mood for both luxury brands and consumers.
One of the fastest-growing social networks right now is Google+. Some luxury brands such as Audi, Bergdorf Goodman, Burberry, Gucci and Mercedes-Benz have started to use the platform, but others may need a little push. Here is why.
Reading between the 2011 Luxury Daily headlines shows that high-end marketers were increasingly interested in growing their social media networks and boosting mobile commerce and ecommerce transactions and will continue to do so in 2012.
Last month in luxury marketing – Burberry is 2011 Luxury Marketer of the Year; Bergdorf Goodman is 2011 Luxury Retailer of the Year; Top 10 luxury branded mobile apps of 2011; Top 10 social media luxury marketers of 2011; Top 10 luxury branded videos of 2011.
Between stock market inconsistency and spending frugality interspersed with random surges in spending, consumer behavior was almost untrackable in 2011. Therefore, marketers were forced to up the ante and, as a result, had truly mind-blowing ideas.
Video is arguably the most effective way for any luxury marketer to correctly showcase products by taking advantage of sight, sound and motion. This year in luxury branded videos was definitely one for the books.
