If a consumer goes through the trouble to download a branded mobile application, he or she is likely a true brand loyalist. Knowing this, many luxury companies are either developing or evolving their apps to both woo and keep customers.
Italian designer Ermenegildo Zegna has finally released its mystery digital project: a virtual 3D store and mobile application that imitates the feeling of being inside a retail location.
French designer Chanel has chosen a digital push to complement the new 2011/12 Autumn/Winter Prestige Eyewear campaign, starring actress and model Claudia Schiffer and shot by creative director Karl Lagerfeld.
British automaker Aston Martin is looking to connect with fashion fans by collaborating on the design of customized Cygnet city cars with French designer colette.
Luxury brands, whether justified or not, do not have a reputation for understanding digital marketing. These concerns will be addressed at the Luxury Interactive conference in New York.
While many time-honored marketing principles apply to SMS, we must appreciate this unique channel in the context of human behavior. These basic practices lay a solid foundation.