While some luxury brands are still shy when it comes to digital communication, others have implemented successful online campaigns and are using intelligent strategies to create and maintain global aspiration.
We recently had a look at how famous brands and luxury platforms upgraded their presence online. Of course, there are no infallible recipes, but we believe we can learn a lot from these (successful) adaptation strategies.
Here is what we think might be useful to remember when thinking about how to improve your luxury brand's online communication:
- Integrate the brand experience with a wider savoir-vivre philosophy.
British e-commerce platform Alexander and James emphasizes the history and craft of each brand. Customers are given various suggestions, such as recipes, pairings (whisky and cheese, gin and cheese), entertainment solutions (Valentine's gift box), advice on pouring from award-winning bartenders. Read more about it here
- Keep adapting
Chanel overtook Vuitton on the Chinese market this year. The French fashion house improved their digital strategy with a site completely optimized for smartphones. Mobile users are now able to easily browse the lists horizontally, tap twice to enlarge and add products to shopping carts.
- Call to action
Last spring, Cartier emailed subscribers with their e-catalog containing links to the products listed in the e-boutique. Consumers could click on the item of their choice and directly go the the website, read about it and purchase it, if available.
- Seriously consider the actual online behaviour and expectations of your customers
The new Leading Hotels of the World site (we found out about it here ) offers simplicity and beautiful ideas. The affluent traveler can easily plan the trip and find inspiration for extraordinary itineraries under the section Magnificent Journeys.
- Use the web to spread brand's mythology
They say the legendary seductiveness of a Ferrari lies in the sound of its engine. Here is what we can read on this topic in a NY Times article: “Here, outside the north central Italian town of Maranello... in the heart of Ferrari-land... engineers don’t just tune up engines — they tune them, like pianos, to produce that libidinous vroom. It is a place where the price of admission is at least 180,000 euros ($250,000) and can zoom toward a million with custom colors, hand-stitched calfskin seats and dashboards upholstered with manta ray hide.”
Luxury online communication is mainly about making the brand's promise accessible, while keeping the achievement of the brand's promise exclusive.