How has the technological evolution altered the luxury segments promotional and organisational methods - Saskia Harper 201314. River Island in-store social media. How Affluent Consumers Approach Social and How to Reach Them. Chi-chi vs. channels: Can social media sell luxury? How can social media help luxury brands, given their emphasis on exclusivity?
Jeetendr Sehdev, Author, Superstar: The Art & Science of Celebrity Branding: Luxury brands don’t sell products but promote a state of being and a way of life. They have to tread carefully when living in the social media space to not become overly accessible. But some visual-centric social media channels, like Facebook and Instagram, can be used strategically to infuse the luxury brand with a greater sense of allure.
Brands like Gucci, Louis Vuitton, and Louboutin are finding their groove on Instagram where the content they create is as much about curating culture as it is about marketing. Sarah Watson, Chief Strategy Officer, BBH New York: Businesses who really understand the strength of their collections and use this to stay top of mind by weaving stories around key items can do very well. Luxury fashion is almost uniquely suited to social media. Sehdev: Too cool for school, Tom Ford barely has a website. The potential of social media for luxury brand management.
Dissertation Gantt. Zoella, Tanya Burr and the UK's YouTube superstars. Covering beauty, fashion, relationship advice, skits and general musings on life as a twentysomething, they cater to millions of viewers who await each new upload with the same eagerness you would expect from a devoted One Direction fan queueing for concert tickets.
This audience is growing fast. ‘We have just done a convention in America called Vidcon [an annual meeting of people interested in online video]. It has been going for four years,’ Smales says. ‘This year there were 20,000 tickets, last year there were 10,000 and the year before there were 4,000. The talent can’t move around that convention without three security guards protecting them from what is essentially a mob.
From left Caspar Lee, Joe Sugg (aka ThatcherJoe) Jim Chapman and Tanya Burr. But for some of Gleam’s stars those seeds have already borne fruit. From left Marcus Butler, Zoe Sugg (aka Zoella) and Alfie Deyes (aka PointlessBlog) (BEN MCMAHON) Which brings us to the tricky subject of money. Fashion pack lead the way in social media marketing Southerly. Stitching Together Experiential Marketing and Social Media. Traditionally, the super-exclusive New York Fashion Week has been open only to elite fashion magazine editors, A-list stylists and fashion photographers—all occupying seats in the first rows of fashion shows as models flash the latest pieces of designer couture down the runways.
But now, brands are combining social media—think Instagram, Pinterest, Vine and YouTube—with event marketing techniques to help bring Fashion Week to fans everywhere. This use of experiential marketing by brands has completely changed the way that consumers experience Fashion Week and enabled them to become brand ambassadors—even though they’re not sitting front row at Burberry. 7 psychology lessons for video content marketing from Social Media Week London. Last week, Social Media Week London played host to worldwide influencers on the social scene.
Notably, what emerged this time around was the heavy onus on video content marketing, online video strategy, and in particular the psychology behind it. Why do videos go viral? What technical boosters can give a video that initial push into going viral? What inspires virality? Is virality an actual word? “The purpose of this video is to [transitive verb] the audience into a [minimal viable conversion].”
So, this could be: “The purpose of this video is to entertain and humour the audience into subscribing to my blog.” How Leading Fashion Brands Are Embracing Online Video. A video commissioned by Kate Spade New York for its "Live Colorfully" campaign. The Digital Marketing Series is supported by HubSpot, an inbound marketing software company based in Cambridge, MA, that makes a full platform of marketing software, including lead generation tools. Prohibitively high costs have historically kept TV out of the media mixes of all but the most securely backed fashion brands.
But the web has given brands an opportunity to cheaply host and distribute video content for the first time, and many are now developing video content to bolster their online and offline retail businesses. Cecilia Liu, digital marketing manager at Kate Spade New York, says that video had long been on the back burner for Kate Spade before it released its first "major" video in the spring of 2009. It wasn't until Kate Spade's ecommerce business started to take off that the opportunity to make campaign images "more alive, interesting and interactive ... through video" became clear, she says.
Burberry in-store video. Luxury market seen cooling worldwide - In Photos: World's Most Valuable Luxury Brands. 1. The Definition of Luxury Brands. The modern understanding of a brand is consumer and identity oriented.
Accordingly, brands are regarded as images in the minds of consumers and other target groups (Esch 2010, p. 22), which are designed by companies to identify their products (Kotler et al. 2009, p. 425). Luxury brands are highly associated with their core products (Kapferer 2008, p. 193). This is reflected by the larger part of the existing definitions of luxury brands, which refer to specific associations about product characteristics (e.g.
Meffert and Lasslop 2003, p. 6; Büttner et al. 2006, p. 12; Valtin 2004, p. 30).. The Future Of Luxury.