luxury brands
All I Really Need to Know I Learned Marketing Luxury
by Kassie Kemp on 08/24/2009 at 12:59 pm in Brand Ownership, Online Strategies, Within Range
Luxury brands really do have it all. They have prestige, glamour, and style. They’re every girl’s dream, right?
In the world of online, luxury brands often get a reputation as late adopters. Here goes the stereotype: They were cautious to launch ecommerce websites. Then, they were cautious to market them and let everyone know the site [...]
Facebook Updates from the Lofty Lap of Luxury
by Megan Leedy on 07/20/2009 at 1:44 pm in Conferences, Market Research & Data, Online Strategies, Performance Marketing, Social Media
I went to Luxury Interactive in New York last month, and there was one question no one could agree on. Should luxury brands participate in social media? Luxury retailers are hesitant to get involved in the social space because it is a platform for 2-way communication with consumers—the type of marketing luxury brands typically shy away from. Social media is a playground for spreading unfiltered and opinionated information by uneducated consumers across the web, and this lack of control is the top turn-off for luxury marketers. And really, can you blame them?
Full StoryLuxury Digitally Defined
by Andrea Wilson on 06/12/2009 at 2:28 pm in Brand Management, Online Strategies, PPC, Performance Marketing
Luxury retailers/brands should cater their major initiatives to ‘refinement of living, indulgence, enjoyments of comforts and pleasures’. As such, shouldn’t the online experience be as comforting and pleasurable as the product itself? Doesn’t it make sense that a buying a luxury brand’s product should be easier and more enjoyable than a buying a discount product from a mass retailer or discounter? So why is it so difficult to even find the luxury official website?
Full StoryWho Are You Aspiring to Be?
by Danielle Smith on 04/06/2009 at 1:47 pm in Commentary, Conferences, Opinion Editorial, Within Range
Recently, I had the great pleasure of attending Luxury Interactive in London. The event was well attended by the best dressed group of conference attendees I’ve ever seen (content wasn’t too shabby either). I would have expected no less and did my best to keep up, but I’ll be honest. Luxury is just not my natural state of being. But when in Rome, dress in Bulgari, I guess. This is why there are now Diane Von Furstenberg clothes in my closet, turning up their imaginary noses at all the stuff from Target.
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