Affluent Consumer Purchase Path Whitepaper

In an 18-month study, ranging from November 2008 to April 2010, The Luxe Groupe of Range Online Media, a specialty group of online marketers and luxury retailing experts, analyzed more than 400 individual luxury and prestige brands. The findings were recently released in a luxury whitepaper detailing key findings during the economic downturn and during [...]

Range is headed to SMX and Luxury Interactive

The Range team is headed to London for Luxury Interactive and SMX from May 17-19. If you will be there, give us a shout. We’d love to connect over dinner or cocktails or just stop by our booth anytime during Luxury Interactive (Booth #7)

There’s a lot of great content at both of these shows and we’re excited to be leading several panel discussions on the topics of luxury marketing, social media, advanced ppc tactics and targeting.

The End Of The World Is Coming! No Wait, Everything Is Fine.

It was just a little over a year ago when everyone analyzing the luxury retail space turned into Fox news. “Luxury will never be the same!” they shouted. “This is the end of luxury as we know it!”, others echoed. Some even threatened that “no one will ever buy a $1,000 bag again!” (believe it or not, these are all real quotes from some of the “leading” luxury analysts). Sensationalism was at its highest and if everyone didn’t panic and rethink their entire brand, they were going to die. Immediately. But here we are, one year later, and luxury brands are posting profits (huge profits in some cases), consumers are buying handbags worth far more than $1,000 and the same sensationalistic analysts have completely changed their tune.

All I Really Need to Know I Learned Marketing Luxury

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

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?

Luxury Digitally Defined

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?