Luxe 2.0 - Marketing digital - E-commerce

Although the approaches taken by the automakers represent different attitudes, the driving force behind both initiatives is fundamentally the same. Bentley and Jaguar understand that a dedicated and active social media audience helps to improve brand image and attract more fans.

Dom Pérignon has been steadily promoting the collaboration and limited-edition collaboration through its social media pages.

On Facebook, daily posts convey the collaboration and promote the limited edition bottle and gift box. To continue the conversation brand enthusiasts are encouraged to use the hashtag #DPxJK. The Instagram feed features photos of the bottles, gift boxes, Mr. Koons’ Balloon Venus bottle holder and others.

French leather goods maker Longchamp is pushing its fall 2013 collection through a social media countdown that led up to the release of a branded video and online game.

"We have a huge team, we have a mobile director, we have a mobile team in the creative department, a whole mobile team in the tech department, because we know this is where it’s going.

All you have to do is look at your own behavior and how you want to shop. How many times do you go on Google? So what’s our Google strategy? What’s our YouTube strategy? What’s our Facebook strategy? Wherever the consumer is going, we have to have a strategy, for every consumer across every one of those devices, platforms and channels".

Angela Ahrendts - CEO Burberry

The brand has made the logical transition onto Instagram likely because users on other social media platforms such as Facebook and Twitter often overlook new updates. Although Instagram harbors less users than other platforms, the photo-sharing platform allows brands to resonate with fans specifically looking for compelling images.

Une marque de luxe ou de mode qui n’interagit pas avec ses clients perd le potentiel de les fidéliser. En ce sens, posséder un blog et être présent sur les réseaux sociaux est devenu un facteur primordial dans la construction du branding de l’entreprise. Les marques les plus actives sont en communication permanente avec leurs clients et leurs internautes en gérant leur communauté via les réseaux sociaux, Facebook, Twitter, Google + et Pinterest, ou encore via leur éventuel blog. Proposer des contenus variés tels des vidéos, photos, concours ou autres permet d’interagir, d’inviter les internautes à l’échange et donc de se créer une e-réputation positive.

“The Buying Influence of Social Channels in Fashion” report found that Facebook along with blogs and message boards are the most influential channels for women making decisions on apparel, and that Twitter was not effective in helping make these decisions. Luxury brands should embrace these channels and look to engage in conversations with consumers to promote products and campaigns via social media.

The British automaker chose to portray itself from angles ranging from ruthless speed to thoughtful charity to demonstrate to fans that it tries to engage them on different fronts. Rolls-Royce is continuing its efforts to maintain consumer interest through its social media.

Italian fashion house Gucci is using social media channels and actor James Franco to drive interest in its new men’s fragrance.

The new “Made to Measure” fragrance is inspired by Gucci’s Made to Measure suit. The brand is using a Facebook application, a hashtag and a number of social media posts to encourage consumers to try out the fragrance in a retail location.

The watchmaker this year introduced a Facebook application and short videos that promote a partnership that extends 30 years. By elevating its activity and visibility at this year’s Wimbledon, Rolex demonstrates to consumers that it is keen on renovating its value architecture.

To increase consumer awareness for its new line of suits, Burberry has been using its Facebook and Twitter to generate a conversation with male fans.

A click-through on a link found on Burberry’s Facebook page brings consumers to the brand’s Web site where they are prompted to view an interactive version of the Travel Tailoring suit via video.

The brand is providing dedicated fans with moment-to-moment video and multimedia pertaining to the weekend’s races. On the brand’s Facebook page fans are invited to sign up for this weekend’s live-streaming event. On the event’s Web site, fans can learn about items such as news pertaining to the races, competing drivers, circuits, results and standings.

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.

Mercedes-Benz USA is honoring dedicated fans by showcasing the stories behind their passion for the brand and how they became owners on its Facebook page.

Trump Hotel SoHo, New York, is leveraging the knowledge of its concierge team with weekly local insights on the hotel’s Facebook page to remind guests of this valuable in-house resource.

L'analyse de ces pages révèle un manque d'efforts esthétiques (pourtant capital sur le sujet, hormis Hermès) et des lignes éditoriales pas assez affirmées (les marques hésitent entre promotion et publication sur des thèmes spécifiques : le sport, l'art...) ou en décalage avec ce qu'est la marque.

Pour fêter les cinq millions de fans sur sa page Facebook, Porsche a décidé de manier habilement les tendances du Web actuelles à savoir le crowdsourcing et le viral. Pour cela, le constructeur automobile a mis en place un système pour permettre aux fans de concevoir leur propre modèle de voiture. C’est donc à la question ‘à quoi ressemblerait une voiture designée par plus de 5 millions de fans’ que Porsche a décidé de répondre.

Incarne l’instant éternel par excellence, le luxe inspire le moment, clarifie et cristallise le plaisir. Il vivifie cette attente primordiale, déjoue la première de toutes les peurs. En cela le digital crée une nouvelle intensité. Tout comme les vanités, ces représentations classiques de crânes et de matières vivantes suggérant la mort, les réseaux sociaux incarnent l’éternel en figeant chaque instant, chaque moment, nous renvoyant ainsi à notre propre futilité et à notre propre mortalité. Twitter et facebook, avec leur accumulation de données et de futilités, sont des natures mortes.

98% of consumers who plan to buy luxury with a household income of at least $250,000 interact in Web-based ways, with 71% of this group using social media to communicate.

Out of those in this income range that do not plan to buy luxury, 51% engage on social media.

Also, 96% of ultra-affluent consumers – those who have a household income of at least $500,000 – plan to buy luxury engage in Web-based communication and 62% use social media to communicate.

The two most-often used platforms for all adults are Facebook and Twitter.

Many fashion labels have created a tiered approach to their brand so that many consumers can enjoy the brand, even if they cannot buy higher-priced items yet. These brands tend to promote the products using social media to reach that younger, aspirational audience. Italian fashion house Dolce & Gabbana is pushing the brand lifestyle to its more than 6 million Facebook fans through a social media campaign for its Light Blue fragrance. The Facebook app allows consumers to get the full experience of the fragrance without actually testing it through descriptions, images and video. Dolce & Gabbana is likely pushing this fragrance to hook younger consumers and convert them into brand enthusiasts.

British jeweler and retailer Astley Clarke is looking to raise brand awareness and attract aspirational consumers by giving away 10 pairs of diamond earrings through a promotional event on its Facebook page.