Luxury Brands & Digital Engagement- The New Marketing Buzz
Any brand be it luxury, sports, education or travel is using digital entertainment to connect with its target customers like never before. More importantly, luxury brands are rampantly using digital world to attract, connect and build better relationships with customers.
These industry leaders are aware of the high expectations that their audience have. They are smart enough to take leverage of like minded bloggers, social media channels and latest trend of high fashion videos to push out valuable content and new products to engage with and woo their target customers.
Recently, the following luxury brands have been seen leading the digital revolution:
- Louis Vuitton
- Dolce & Gabbana
The French luxury label very creatively engaged digital media recently to promote a Shanghai fashion show. They launched an all-digital initiative, in which a Louis Vuitton photographer traveled from the brand’s home base in Paris all the way to the show’s set. The brand built buzz by tracking the photographer on his travels and posting pictures and short clips along his journey. This created a good hype for the show.
Guess by Marciano made headlines with the announcement of collaborating with renowned Swedish fashion blogger Elin Kling. The partnership is a first of its kind for the luxury brand. Guess identified Kling as an ideal partner not only for her writing style and engagement among followers, but also for her character and fashion tastes. Kling represents the target market for the high-end brand and appeals to the Guess customer demographic with perfection. Also, with the popularity of blogging this indeed is a unique strategy of digital marketing.
“Follow the Double G” is Gucci’s tag line for its new Fall/Winter 2012 interactive video highlighting men and women’s luxury accessories like belts, bags, and shoes. Now, this is something really interesting. The genius behind the clip is that consumers can shop and access product information by clicking the highly-identifiable Gucci brand icons throughout the film.
Dolce & Gabbana
D&G’s collaboration with Bryan Boy, is again a very interesting digital engagement case. A 30 seconds video showing a day in the life of Byran Boy went viral over the net. A very famous blogger, he has now become the new face & identity of the brand.
Every industry, more importantly luxury brands are adopting & putting to use digital revolution in a way, such that it attracts its target customers. To add a personal touch, they are pushing hard to reside where their customer is: Social media & email boxes. These tactics integrated with other techniques for sure are making a huge impact.