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Where bricks-and-mortar stores have typically stood out compared to ecommerce is in the enjoyment of shopping, and taking something home that actually fits.
Mobile marketing will continue to change as usage patterns evolve. One thing that will not change is the need for accurate and timely marketing performance measurement.
Luxury brands are leading the way in sustainable practices, but the bar is set low. They will need to adapt if they are to avoid rising costs that will inevitably accrue from increasingly scarce resources and unsafe production methods.
Luxury Daily is inviting opinion pieces on luxury advertising, marketing, media and retail issues that affect marketers as they run multichannel programs for branding as well as customer acquisition, retention and reactivation.
Earlier this year, a California woman sued Chipotle for $2.2 billion based on the burrito chain’s unauthorized use of her photograph in its promotional materials.
According to research by Unity marketing, more than three-quarters of all luxury consumers are members of at least one loyalty program. So these programs clearly have a powerful appeal to affluent shoppers. Yet the vast majority of loyalty programs today are spend-and-get.
There are at least three possible approaches to prioritizing: the emotional, the financial and the guided subjective ranking approach.
Though the total brand experience for luxury brands differs, there are three core areas that should be at the heart of building and sustaining all luxury brands.
We are entering the age of the holistic luxury experience, where crafting of an item, its sale and re-sale, and the end of our ownership of it are all part of the same lifecycle.
The last quarter of a century has seen the selling off of some of the greatest luxury legends that include Chaumet, Guerlain, Givenchy, Gucci, Van Cleef & Arpels, Louis Vuitton, Bulgari and Moët Hennessy, to name but a few.
How will a luxurian of 2027 signify status in a world where technological advances have made 100-plus years healthy lifespans, ubiquitous digitally powered convenience, and even space flight, affordable on a merely middle class salary?
Well into 2017, marketers have yet to properly understand mobile.
The luxury market, like many industries, is affected by the rapid shift to intelligent versus smart devices and systems.
Everything from consumption behavior to consumer empowerment has permanently altered the industry landscape, and brands are left asking themselves increasingly difficult questions.
Loyalty is to the channel, not the brand – a sad reality of today’s technological world.
Since the bulk of expenditures at retail, including luxury indulgences, is funded by income, not by wealth, the picture emerging from the first-quarter results signal caution for marketers looking for organic growth in the market.
For a churn-and-burn consumer culture that is obsessed with the hottest, newest and latest, we sure are clinging to the past these days.
Attrition rates of generational wealth are shockingly high. How can a family protect its wealth for the next generation and beyond?
Shopping for clothing, handbags, shoes and jewelry has moved online faster than retailers have been able to adapt to the change.
Your Web site is your flagship, the public face of your brand. But are you doing enough to help potential customers find it?
Big brands including Longchamp, Chanel and Montblanc have been coming up with creative initiatives that use the diverse features enabled by the WeChat application to nurture a new following and engage with existing users.