Burberry acquires 3 million fans on Facebook and has a social network Art of the Trench that is truly engaging. Jimmy Choo runs with its treasure hunt on Foursquare and Louis Vuitton partners with Foursquare to offer a designer badge. Tiffany wears its Engagement Ring iPhone app. DKNY is doing fashionably well on Twitter. It is especially exciting for marketing professionals to watch what is going on with social media and luxury brands. Who would have thought that something so exclusive, so closed doors, so v.i.p. as luxury brands would utilize social media to not only get "in touch" with their present followers but to acquire new fans and thus consumers? It is fantastic to see what some of these companies are doing to really harness the power of social media.
Forbes recently wrote that according to a Forrester Research Survey, "in 2008 only one third of international luxury firms actively sold online, yet 8 out of 10 affluent consumers actively used the internet to research and purchase luxury goods on a daily basis." Another survey shows how these numbers are growing. EMarketer published in 2007 in "Affluent Internet Users: How The Rich Live Online" that these users will grow from 43.7 million in 2006 to 57.1 million in 2011. So we know that the affluent purchase more and more online on a daily basis so why aren't more luxury brands taking advantage of this?
This is astounding and signifies that those few luxury brands that are embracing the internet have an extreme advantage over their competitors who refuse to budge. What else can luxury brand designers do to remain at the cutting edge of social media and attract a new generation of luxury consumers?
1. Research
- Study the trends and behavior of online visitors and customers to identify new opportunities
- Find creative ways to increase consumer engagement with the brand and product online
2. Social Media, Mobile & SEO
- Work with in house departments and third party firms to define and execute the mobile strategy
- Maintain total brand consistency throughout all digital platforms while building brand awareness, engagement, purchase intent, repeat purchase and brand advocacy
- Direct search engine marketing and optimization
- Utilize digital platforms, stores and third parties to increase e-mail address acquisition
3. Ecommerce
- Identify innovative ways to enhance consumer interactions with the brand and product through Ecommerce and especially via mobile devices.
4. Follow up
- Analyze performance and tweak and retweak according to results. Remeasure.
