Luxury fashion brands are utilizing the digital world to attract, connect, and build better relationships with customers. Premier fashion news resources like JustLuxe's Fashion Blog have taken notice of the shift among luxury retailers.
Leaders in the industry know their audience has high expectations, and these insightful brands are leveraging like-minded bloggers, social media channels, email marketing, and the latest trend of high-fashion videos to push out valuable content and new products to engage with and wow their clientele.
What brands are leading the digital revolution as of late? Louis Vuitton, GUESS, Gucci, and Dolce & Gabbana.
Louis Vuitton and the traveling photog
To promote a Shanghai fashion show, the French luxury label launched an all-digital initiative following a Louis Vuitton photographer from the brand's home base in Paris all the way to the show's set. The brand built buzz by tracking the photographer on his travels and posting pictures and short clips along the journey.
Guess adopts its first blogger
Guess by Marciano made history with the announcement of collaborating with renowned Swedish fashion blogger Elin Kling. The synergetic fashion partnership marks a "first" for the luxury brand, bringing Kling on as the inaugural collaborator and blogger. Guess identified Kling as an ideal partner not only for her writing style and engagement among followers, but also for her character and fashion tastes. Kling represents the target market for the high-end brand and appeals to the Guess customer demographic with perfection.
Gucci's "Double G" spot
"Follow the Double G" is Gucci's tagline for its new Fall/Winter 2012 interactive video highlighting men and women's luxury accessories like belts, bags, and shoes. The genius behind the clip is that consumers can shop and access product information by clicking the highly-identifiable Gucci brand icons throughout the film.
The Gabbana Boy
Dolce & Gabbana lets customers peak behind the curtain with its new slice-of-life storytelling campaign which highlights blogger Bryan Boy, now a new face and voice of the luxury brand. The viral videos were 30-second snippets of Boy and provided insight into a "day-in-the-life" and revealed his identity.
Every industry is learning to adopt and revolutionize digital marketing in a way that appeals to its target audience. All the above campaigns and others have succeeded at creating engaging content, and pushing it out where their customers reside: on social media and in their email inboxes for a personal touch. Social media alone cannot create an effective ROI, but when all these tactics are integrated, brands can see a true impact.
Amy Kauffman is the director of client relations at HMG Creative and eConnect Email.
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"Upscale shoppers walk by a Louis Vuitton store" image via Shutterstock.