Marketers Burberry and Ralph Lauren were the only two luxury brands to receive genius rankings in the inaugural L2 Think Tank Digital IQ Index: Fragrance, lauding the labels’ social media, commerce sites, mobile efforts and search marketing.
Luxury marketers should create tailored digital campaigns for affluent females and males since these demographics absorb online marketing differently, and can do so by appealing to the distinct online style of each group that leans more towards emotive marketing for females and to-the-point messaging for men.
Developing countries including Brazil, Chile, Uruguay, Georgia, China and India are positioning themselves as valuable global retail markets for luxury brands looking to expand in these areas, according to research from A.T. Kearney.
Watchmaker Blancpain in addition to automakers including Lamborghini, McLaren, Ferrari and Porsche are gaining visibility through the Blancplain GT application for the endurance racing competition.
Louis Vuitton is raising awareness for its handbag collaboration with Japanese artist Yayoi Kusama with a mobile application that uses augmented reality, photo sharing and push notifications.
Land Rover North America is reinforcing that its vehicles are meant for on-and off-road traveling by offering its consumers adventure advice via Facebook throughout the month of June.
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.
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Factors including increased investments in emerging markets and ecommerce are the prominent factors that are expected to propel luxury goods spend 6-9 percent each year until the middle of the decade, according to findings from a study from Bain & Co.
