Luxury Brands Leverage Digital Marketing

Written by Jody Published in

Luxury fashion brands are utilizing the digital world to attract, connect and build better relationships with customers. Premier fashion news resources like JustLuxe.com's Fashion Blog have taken notice of the shift among luxury retailers. Leaders in the industry know their audience has high expectations and these insightful brands are leveraging like-minded bloggers, social media channels, email marketing and the latest trend of high-fashion videos to push out valuable content, new products and engage with and “wow” their clientele.

 
Who is leading in the digital revolution as of late? Louis Vuitton, GUESS, Gucci and Dolce & Gabbana.
Louis Vuitton and the Traveling Photog: To promote a Shanghai fashion show the French luxury label launched an all-digital initiative following a LV photographer from the brand’s home base in Paris all the way to the show’s set. The brand built buzz tracking the photographer on his travels and posting pictures and short clips along the journey.
 
GUESS Adopts its First Blogger: GUESS by Marciano makes history this week with the announcement of collaborating with renowned Swedish fashion blogger Elin Kling. The synergetic fashion partnership marks a “first” for the luxury brand, bringing Kling on as the inaugural collaborator and blogger. GUESS identified Kling as an ideal partner not only for her writing style and engagement among followers, but for her character and fashion tastes. Kling represents the target market for the high-end brand and appeals to GUESS’ customer demographic with perfection.
 
Gucci’s Double G Spot: “Follow the Double G” is Gucci’s tagline for its new Fall/Winter 2012 interactive video highlighting men and women’s luxury accessories like belts, bags and shoes. 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.
 
The Gabbana Boy: Dolce & Gabbana lets customers peak behind the curtain with their new slice-of-life storytelling campaign which highlights blogger Bryan Boy, now a new face and voice of the luxury brand. The viral videos were 30-second snippets of Boy and provided insight into a “day-in-the-life” and revealed the identity
 
Every industry is learning to adopt and revolutionize digital marketing in a way that appeals to their target audience. All the above campaigns and others have succeeded at creating engaging content, and pushing it out where their customers reside: on social media and in their email inboxes for a personal touch with their customers. Social media alone cannot create an effective ROI, but when all these tactics are integrated brands can see a true impact.

What are you doing to leverage digital marketing?
 
 

Guest blog post by Amy Kauffman
Let her know what you think: amy@chic-ceo.com
 

 

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