Some luxury brands are still sticking with tradition as they refuse to move into the online world of selling product. Whilst the effort of many luxury brands online has proven that luxury and social media may be the perfect match, it’s taking a while for some brands to step up to this new phenomenon.Although luxury is all about the heritage, the in-store face to face experience, the touch and feel of the product and interior design of the store, the online world is yet another ‘distribution’ channel that can also offer the same experience and interactive relationship between the consumer and the brand.
Although steeped in tradition, luxury labels must evolve with this new phenomenon in order to reach new consumers who may not be able to venture near a store or instead prefer the comfort of online shopping. We don’t need to go into the Gen Y conversation, as we know how internet-savvy this generation is, but if luxury brands want to be sustainable they need to offer their product online. And, despite criticism, this online experience can be just as valid as any face-to-face interaction.
Image credit: louisvuitton.com
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1 comment:
We couldn't agree more. A cogent digital strategy is a key for luxury brands to stay relevant to luxury consumers who are mobile, busy, and connected to the internet more than anything else in their lives.
Embracing digital takes a leap of faith - luxury needs to act as leaders in the medium rather than just follow trends (which feels less genuine, and can compromise the brand in the process).
At the risk of sounding brash, it takes brains as well as balls.
Great blog!
Criterion Global: Media Planning + Buying
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