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DIGITAL COMMUNICATION STRATEGIES AND E-COMMERCE PRACTICES FOR LUXURY GOODS Part.1 LUX & DIGITAL THE CHALLENGE
DIGITAL COMMUNICATION STRATEGIES AND E-COMMERCE PRACTICES FOR
LUXURY GOODS
Part.1
LUX & DIGITALTHE CHALLENGE
LUXURY AND DIGITAL SEEM LIKE TWO DIFFERENT WORLDS
Luxury goods are always characterized by their “extreme exclusivity”
The digital world, at least on appereance, is perceived as its opposite, representing an environment with low entrance barriers, meant for the masses.
SOME LUXURY BRANDS HAVE OVERCOMED THIS CHALLENGE,
WE NOW ANALYZE SOME SUCCESS CASE STUDIES TO
UNVEIL HOW
• Express the “Luxury dream”• Tell a story • Take the luxury experience from exclusivity to
uniqueness • Fulfill consumers vanity by integrating it into a
community• Attract young luxury goods consumers• Offer unique services• Use digital as a multichannel ecosystem
KEY POINTS FOR THE DIGITAL COMMUNICATION OF LUXURY
BRANDS
CASE STUDIES
EXPRESS THE “LUXURY DREAM”
www.jumeirah.com
Transform the product into a unique experience
A dreamed place, a unique hotel in the world presented as an ideal, a goal, a place where all your dreams can come true. From the helicopter arrival, the exclusive suites, to the unlimited access to exclusive services for an unforgettable stay
www.louisvuitton.com
TELL A STORY
Contextualize the brand’s values
A tale, a story that describes places and moments shared by the brand. A way to make customers fall in love.
If the philosophy and the inspiration behind is shared with the audience, along with the values of the brand, this will for sure, engage them with the product.
Value the heritage to show innovation
Chanel has enhanced its expertise and its history, making a series of videos that tell how their leading products were brought to light.In the video devoted to fragrance No. 5, there is an emphasis on the innovation of its creator Coco and the importance of womanhood and its expression.
TAKE THE LUXURY EXPERIENCE FROM EXCLUSIVITY TO UNIQUENESS
http://www.ferragamo.com/shop/it/
Create your own object of desire
Ferragamo’s website allows users to customize materials, details and colors of the Vara Varina ballerinas.
Due to the amount of customizable details, the product meets the consumers desires.
Customization is available ONLY ONLINE.
FULFILL CONSUMERS VANITY BY INTEGRATING IT INTO A COMMUNITY
http://artofthetrench.burberry.com/
Become part of the brand’s history
The art of making the trench coat, Burberry’s icon, is told in the collection’s details.
It explores how the garment is worn around the world, juxtaposing pictures of different styles showing the versatility of this British icon.
With this strategy the consumer is not only a spectator but an active participant within the story.
Clicking on “Add your trench” it is possible to send a picture so it is added to the sited photo wall.
http://www.moet.com/
ATTRACT YOUNG LUXURY GOODS CONSUMERS
Integrate the brand with the social networks to get exclusive offers.
Participating in the contest ICE CHALLENGE on Instagram and using the HT along with a photo taken with the product, it was possible to win a special Moet&Chandon experience.
http://www.tiffany.it
OFFER A UNIQUE SERVICE
Turn the virtual shopping experience into a real life experience
The "Engagement Ring Finder" allows you to photograph your hand and match the different types of engagement rings in order to find the perfect ring.
www.burberry.com
USE DIGITAL AS A MULTICHANNEL ECOSYSTEM
A 360 degree digital ecosystem
The perfect example of integration between the different channels comes from Burberry, which has been able to create an innovative ecosystem. The user not only is always connected with the brand, its values, products, but can experience the brand through innovative technologies.
OFFICIAL SITE
SITO BRAND
MOBILE SITE
ONLINE STORE
SMART PERSONALIZATION - BESPOKE
INTERACTIVE MIRRORS IN STORE
BURBERRY KISSES WEB APP
MOBILE PAYMENT IN STORE
GLOBAL EVENTS LIVE SCREENED
SOCIAL
BURBERRY’S DIGITAL ECOSYSTEM
With our passion for technology and design, we associate strategic thinking and creativity to create unique projects. We connect them and turn them into first-class experiences.
CONTACT
Email: [email protected]
Tel. 0287063218
