Luxury marketers that want to push mobile commerce should develop payment abilities on applications or optimized sites depending on the way that they want to interact with users during the transaction.
Marketers including Hermès, Lexus, Salvatore Ferragamo and Michael Kors took advantage of the interactive and time-sensitive digital medium these past few months with efforts that awarded them the top 10 luxury digital marketers in the first half of 2012.
It used to be that luxury brands created mobile applications just to gain visibility in a growing market, but marketers have stepped it up a notch to truly let consumers into their world.
French label Louis Vuitton is creating buzz for its upcoming Shanghai fashion show via an all-digital initiative that follows a photographer from the brand’s base in Paris to the show’s set.
Bloomingdale’s, Christian Louboutin, Maserati, Ritz-Carlton and other luxury marketers focused on mobile campaigns during the second quarter of this year to reach the growing number of affluent consumers using smartphones and tablets.
The Wall Street Journal’s WSJ. Magazine saw a 79 percent increase in advertising pages year-over-year in its July/August publication with new luxury advertisers to the issue such as Louis Vuitton, Ralph Lauren, Dolce & Gabbana, Bentley, Dorchester Collection, St. Regis and Trump Hotel Collection.
Marketers including Michael Kors, IWC, Swarovski, Bulgari, Christian Dior and Oscar de la Renta rounded out the top 20 in the 2012 L2 Think Tank Facebook IQ study due to their innovation, invitation of two-way dialogue and cross-channel incorporation of social media.
While some marketers go for a modern and interactive approach to advertising in Robb Report’s Best of the Best issue for the iPad, classic brands including Chanel, Hublot, the Bellagio, Maserati and Lamborghini are going for a more tactile approach in the print version.
Today in luxury marketing – Prada net doubles, warns of increasing risks; Louis Vuitton so last season for China’s super chic; Jessica Chastain named YSL scent face; Mandarin Oriental targets second-tier China.
Robb Report’s annual Best of the Best list for 2012 was just released, indicating the best brands in all luxury categories. Marketers including Rolls-Royce, David Yurman and Four Seasons are taking advantage through strategic ad placement in the midst of the lists.
