Luxe 2.0 - Marketing digital - E-commerce

Chanel affiche ici clairement sa volonté d'intégrer le consommateur à son univers, de le faire participer à son histoire. Et quelle forme subtile de communication place l’individu au cœur de ses préoccupations ? Le brand content. Cette série de 9 sublimes vidéos (disponibles sur Youtube et Vimeo) retracent admirablement l’épopée Chanel. Du pur storytelling en somme, mais quel storytelling! 

The executive discussed how Corcoran has benefited from digital content strategies even in a difficult housing market during the “Right Content, Right Place, Right Time, Right Person” presentation. Brands should use relevant social content and storytelling to  increase conversations and spark consumer emotions.

A pair of senior executives from Stuart Weitzman at the Luxury Interactive 2013 conference shared the footwear label’s digital rebranding strategy that exposed the company to a wider audience without forfeiting core brand values.

Italian fashion house Fendi is generating interest in its spring/summer 2014 collection exhibited during Milan Fashion Week through a microsite that features interactive and behind-the-scenes content.

The fifth video of the series explores Chanel’s founder Gabrielle “Coco” Chanel’s early life, influences and motivations. Exploring the early life and influences of a brand’s founder via social content can personalize a brand while engaging consumers.

The issue has seen a 4.7 percent rise in ad space and contains 56 ads from brands never before featured in Veranda. The digital watermarks are a part of the Digimarc Discover application that is likely to catch the interest of readers who want to learn more about featured content and generate buzz for the issue.

Users gain a cumulative knowledge of the brand’s journey as they slide through the app and then are spurred to start their own journey with Lamborghini. By including different types of content at each stage of the app, the brand will likely be able to engage fans with varying degrees of emotional investment.

Spirits maker Moët & Chandon USA is continuing its partnership with brand ambassador and tennis star Roger Federer with a multichannel campaign including various social media that complements its sponsorship of the 2013 United States Open tennis championships.

Le web permet à l'industrie du luxe d'élargir et de diversifier sa créativité en matière de marketing, avec un choix de ton parfois différent selon les canaux de diffusions. Certains, comme Hermès (première marque de luxe à avoir lancé un site de e-commerce en 2002), n'hésitent pas à manier l'humour quand d'autres, comme Cartier, jouent la carte du rêve et du strorytelling, avec l'Odyssée de Cartier, un film publicitaire choc (4 millions d'euros de budget et 2 ans de travail) qui a suscité plus de 16 millions de vus sur Youtube et des milliers de retombée presse sur le web.

The store is the brand’s first boutique to host its new global store design and is the first store to have both the bespoke and mainline collections.

By offering behind-the-scenes images on Instagram, brands can leave consumers wanting to see more and therefore driving them to the store.

Armani is looking for a way to stand out amongst the proliferation of digital content, especially video, coming from designer luxury brands in the last two years.

Marc Jacobs’s newly launched Web site will mainly generate more exposure for the brand’s latest fragrance, Honey. By creating a focused Web site, brand enthusiasts can easily explore the brand’s fragrance collection and view content not found on third-party retailer’s Web sites.

Cartier’s free iPad app features the jeweler’s 34th edition of Art magazine, a publication that explores different ways to perceive art and the art of living. Branded magazines allow brands to reach loyalists with engaging content that reveals new dimensions.

The hotel chain generates around 3,400 pieces of original content per week across 393 social media and related channels.

Customer and guest activity defines how much time and resources the brand dedicates to each channel. The localized expertize of each property allows the brand to produce an enormous variety of content.

Instagram can drive ecommerce by tracking luxury products that are heavily photographed by fans. Instagram’s high-engagement levels and its capacity for narratives makes it a social media platform that requires a well-crafted strategy.

Les médias sociaux – ces territoires gigantesques, illimités, infinis – constituent les meilleurs relais de communication pour une marque de luxe car elle a la  possibilité d’y imprimer son univers mythique en s’appuyant sur son héritage culturel. Attention cependant à ne jamais tomber dans l’égocentrisme et le narcissisme. La brand culture est de nature généreuse (pas désintéressée non plus) et donne avant de recevoir.

The “Equestrian: Pursuit of Excellence” videos are found on the brand’s Facebook page and explore what it takes to be a champion in equestrian sports. Land Rover is likely to engage consumers more by adding digital content to go along with the selection of the new brand ambassadors.

Swiss watchmaker Patek Philippe is promoting the craftsmanship behind its pieces by adding a QR code on a print advertisement to encourage consumers to learn more about the brand.

The brand is promoting the new Carrera sunglasses collection in an email that links consumers to a video and additional digital content on its Web site. Jimmy Choo is likely to attract consumer interest in the new products and campaign through the multi-layered campaign.

Fine jewelry maker David Yurman is sharing a social video that channels nature and touts the brand’s craftsmanship to promote its latest jewelry collection Willow.

The label sent out an email with the subject “Let it rain,” which set the tone for the number of weather-protection apparel in the body of the email. Although email could be considered outdated with the influx of new media, email can be an important medium for delivering strongly branded messages to fans.

Italian menswear label Ermenegildo Zegna is pushing its Essenze fragrance collection through a video, social media and its Web site to digitally convey each fragrances’ aroma. Although marketing scents online can seem difficult, brands should look to express emotions through digital campaigns when pushing fragrances.

The “Intersect by Lexus” space lets Lexus owners relax and interact with the brand and similar lifestyle brands in myriad ways. Fostering a space that transcends a typical showroom allows consumers to engage with the brand in new ways.

The QR code is found on the brand’s multi-page ad in the September issue of Condé Nast’s Vogue and links consumers to a video that highlights the collection’s Bellevue Square, Lincoln Square and Bellevue Place. Adding a video component to mobile content can help brands provide information to consumers in an engaging way.