In today’s digital age, luxury brands can no longer solely rely on their origin story, nor on their longevity to maintain their status. With the advancement of technology and, of course, social media, if luxury brands want to stay luxury, they need to effectively engage, interact and influence their target audience. Their online presence isn’t ...
As any luxury branding agency knows, luxury is all about perception. It’s the perception of being elite and the symbolic value that comes with that status. In the fashion industry, a world dominated by perception and the power certain brands wield over others, this sentiment holds even more water, as brands constantly go head-to-head in ...
Image via Balenciaga Instagram Scrolling through your Instagram feed one night, you’re confronted with one the images from Balenciaga’s beautifully creepy SS18 “family portrait” campaign. You smile, you pause, your finger hovers. The post is promoted (you don’t actually follow Balenciaga), but you love the campaign and the product. In fact, it speaks to you ...
There’s a caveat worth considering for retail brands going all in on digital, and it’s this: customers haven’t stopped liking things that happen offline. In fact, 70% of the oh-so-valuable millennial generation say that they prefer buying experiences over products. And over recent years, there’s a growing feeling that the online offering is just one ...
Earlier on this year, Gucci released their first homeware collection. It was hardly unexpected: the launch of Gucci Decor was teased at their 2016 runway show, with embroidered cushions left on the seats of all attendees. Instagram, of course, went crazy. Many have seen the iconic label’s foray into interiors as part a new cultural ...
Back in 2013, Business of Fashion published an interview with Viktor Mayer-Schönberger and Kenneth Cukier, authors of Big Data: A Revolution That Will Transform How We Live, Work and Think. Discussing the fashion industry, they described an era where brands would endlessly collect and analyse data on customer’s interactions. They had it right. The potential to ...
The concept of “sustainability” in fashion has started to become a little convoluted. It’s an issue, a movement and an incredibly important conversation encompassing everything from eco-friendly production to ethical treatment of workforces. But how exactly can we assess what we consider to be “sustainable practice”? The Business of Fashion looked recently at Milan-based menswear ...
Why do we pay so much for a cup of coffee? The actual cost of grinding coffee beans is pennies, and the labour time isn’t consuming. Yet Costa, Starbucks and Caffe Nero are crammed with customers happy to pay nearly three pounds for a brew. Why? Howard Shultz, CEO, described Starbucks as ‘the third place’ ...
Special treatment for big spending customers is nothing new in the world of luxury shopping. As high- end retailers continue to move into e-commerce, the digital innovators of the pack are using insight to deliver customised experiences to an identified bracket of high-value shoppers. But how is this interpreted by the other “Just Customers”? Can ...
Though much of shopping is still taking place in bricks and mortar stores, consumers are spending a substantial amount of time exploring and researching online. Luxury brand eCommerce websites continue to be important point of interaction for luxury shoppers.
