Performance used to be synonymous with BMW, convenience was a personal shopper at Bergdorf Goodman, and on-demand meant Jeeves bringing up a bottle from the cellar.
Recent studies suggest that recommendations from social influencers hold as much weight as those made by family and friends.
As the holidays approach, mobile has the ability to make or break retailers’ peak shopping season.
It is natural to compare SMS to email marketing. Both types of marketing involve sending messages to recipients who have opted in. This comparison, however, should not be carried too far.
It is no secret that luxury brands have struggled to make the online leap to ecommerce. The biggest hurdle? The fact that the luxury in-store experience – of personalized service, insider knowledge, exclusive access – is so strong. It is luxury’s biggest selling point. But it is also the most difficult aspect to replicate online, where everyone – and anyone – can access it.
These shoppers who make purchases on smartphones account for 63 percent of fashion shoppers under 35, and will only continue to grow to represent the bulk of all fashion shoppers in the near future.
A striking 34 percent of marketers list mobile marketing as their most difficult tactic to execute. Fewer than 30 percent say they have an “excellent” grasp of mobile advertising, and 22 percent described their understanding as “poor.”
If luxury retailers do not get on board, they will soon be eclipsed by mainstream retailers – and that is not good for appearances or the bottom line.
Proximity without affinity produces a flood of false positives.
For luxury brands, the very art that motivates designers to create clothing is threatened when a 9-12 month planning period simply will not cut it against brands such as Zara or H&M that can churn out off-the-runway looks in mere weeks.