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.
NEW YORK – Long-form video is effective at engaging consumers on a brand’s site or social channels, but the expense of producing this content is causing marketers to seek alternatives.
NEW YORK – After bringing the beauty counter experience online, Estée Lauder Companies is turning its technology focus toward incorporating digital into its offline channels.
NEW YORK – A mobile application needs to serve a function that is unique from other touchpoints to give users a reason to download and return, according to panelists speaking at Luxury Interactive 2016.
Proximity without affinity produces a flood of false positives.
French fashion label Jean Paul Gaultier is taking its enthusiasts on a tour of Latin America through a Snapchat activation.
Digital technology has become our answer to almost any question, a siren voice offering the global luxury sector undreamt of levels of engagement with whole new audiences.