THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

The Internet is a vast expanse of digital territory. It is transparent, immediate and global.

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THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

The nature of the internet empowers the masses with accessibility, information, and autonomy.

Fashion bloggers sitting front row. Photo Credits: Abc.net

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THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

It’s easy for images, copy, video and opinions to circulate the web, regardless of brand ownership over these assets.

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THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

Making the decision to not participate means missing the opportunity to capitalize on the nearly 2 billion people online internationally.

(It also means that, out of all of the messages circulating about your brand, none will be controlled by the brand itself).

Photo Credits: Oberholtzer

THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

Another potential risk in not participating is future brand relevancy as competing brands reinvent and introduce themselves to a younger audience.

Photo Credits: Sbeulah.onsugar.com

THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

The fact that luxury products are both special and rare builds desire and justifies price points. As a luxury brand, exclusivity is integral as it maintains consumer desire. If luxury goods were accessible to all, their worth would be compromised.

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THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

In today's saturated market place, luxury brands need to create a sense of desire in order to remain exclusive.

Although contradictory to belief, the online space is the perfect arena to build consumer desire. For luxury brands online, it is NOT about a wide distribution of the actual product, but rather a distribution of the content to evoke desire. 

THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

This desire validates both existing customers and creates aspirational consumers, ultimately strengthening the brand long-term.

Actual Consumers

Aspirational Consumers

THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

For luxury marketers, approaching the digital platform in a way that enhances the brand and garners an impact is all about shifting the perspective:Rather than create one marketing strategy to be applied across all platforms and

audience segments, instead customize communications for specific audiences and their unique needs within the brand identity.

Photo Credits: Change the Thought Poster, Apartment Therapy

THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

Knowing that the baseline digital marketing position is about validation and aspiration, and that there are dual audiences (existing customers and aspirational consumers), the marketing strategies can be crafted accordingly.

YSL on Polyvore YSL 2010 ad

THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

1. Facilitating the distribution of brand content, not inhibiting it.

Hermes J’aime mon carre

For luxury brands, it’s all about:

THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

2. Finding and fueling the digital influencers that resonate most with the brand, incentivizing these individuals and providing them the opportunity to get to know your brand better.

Photo Credits: Style Canteen

For luxury brands, it’s all about:

THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

3. Creating separate opportunities that specifically resonate with the actual customer and provide a justification in their choosing your brand.

Gucci Spring/Summer 2011 Invite to Livestream

For luxury brands, it’s all about:

THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

Ultimately, it’s about truly engaging your customer and about finding meaningful ways to interact with them online.

It’s also about providing valuable content that fuels genuine word of mouth in a way that authenticates and elevates the brand position.

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