Fashion and Luxury Brand Marketing
The pervasiveness of the web has made luxury brands, that were once associated with their exclusivity and aspirational value, available to a growing class of consumers. This adds an interesting perspective to content marketing for luxury brands. Evidently, a lot of shopping decisions are influenced online but actual e-commerce purchases are yet to catch up. So how are luxury brands catching up to the demands of the ubiquitous consumer?
Luxury brands have these words and the emotions derived by them at the heart of their positioning. But what does that translate to, for present day marketing where purchase boundaries are no longer limited by geography? We bring you 9 content marketing examples by luxury brands that use their unique storytelling techniques to create riveting stories.
Social Media is the most popular topic among top digital brands and influencers according to a recently published report on digital marketing. The study that analysed tweets and blogs in the digital marketing space showed that a whopping 27% of the overall topic share of voice went to social media. It was followed, not very closely, by content marketing at 12%. Merely stating the need for a robust digital marketing strategy for brands under represents the extent of its importance. This is demonstrated by how brands, whether B2B or B2C, are allocating bigger budgets to digital marketing. We bring you 11 brands that have built digital marketing strategies that reflect a keen understanding of how their target audience has evolved.
Digital marketing has extended the spheres of influence for a brand that is trying to get noticed by its audience. But what about luxury brands? How do you stay relevant, and be remembered, when your product is something that is purchased only once every couple of years?
Fashion trends change every season. What doesn’t change is the need to stay relevant in the minds of a discerning audience that has more than a lot to choose from. What does that translate to in the context of digital marketing?
What’s to dislike about online shopping? There are the amazing discounts, the convenience of shopping whenever you want and the pleasure of leisurely going through the latest collections. But we all know that there’s more to shopping than just that. Sometimes it’s about the validation from a friend on how something looks or the joy of sharing shopping trivia while lazily browsing through the aisles of your favorite store. Those are the nuances of true shopping behaviour that Natalie Massanet tried to target with the launch of the Net Set App.
Fashion-tech, as industry pundits call it, has not just begun. Fashion has embraced almost every tech trend — be it wearable tech, social media and influencer marketing, or even VR and augmented reality. Fashion is constantly evolving and so are the technological trends that aid trade in this ephemeral industry. The impact of AI and technology in fashion, however, is a lot more enduring than the fugacious puffed sleeve or the suave smart watch (even Hermes couldn’t save this one). AI in fashion, has simplified the lives of brands and buyers alike. This post shows you how.