Although many luxury brand to brand or not to "digital" cautious about this issue, but once made a decision, put never ambiguous, and as they put online under the brand generally, to "extravagant" ideas are endless: for example, Prada developed a "smart dressing", consumers will pass through to fitting T stage ......
go Gracia in Barcelona busiest streets, and soon you will be a unique store attracted numerous customers often have to be at the entrance of the virtual image doubtful attracted there being staged Loewe craftsmen hand-Square where a Amazona handbag to complete the whole process. Go inside, you can see in an instant transform various parts of the color of Amazona handbag, in fact, is the use of magical lighting effects making realistic color, tell people this bag as much as ten of thousands of color possible.
impress impulsive consumers
stores offer the ultimate in high-tech services and novel experience, allowing customers to impulse spending power to reach a new peak.
heavily to build advocacy with other brands of digital flagship store are not the same, here is the Loewe LVMH's money in the construction of digital museums, the clerk will not be too much to sell you,LV包包, but for you to explain the brand culture.
walking on the street in Gracia fifteen minutes, there Loewe flagship store in Barcelona. The same street, a museum, a flagship store, the distance is not near, and two stores division is very clear: the museum is responsible for digital marketing, responsible for sales of the flagship store, and the sales and cultural effective docking. When you walk into Loewe's flagship store, the clerk will enthusiastically recommend you go to the museum, close look at the brand's culture.
Prada flagship store in New York and Burberry London Street flagship store deter political figures comparable operating times outstanding work, which has been recognized as the industry classic. Prada shop in sight of the Department are covered with digital screens, they instead had covered major brands flagship store mirror, even in the dressing room is also embedded inside a plasma screen,Extravagant luxury digital marketing observation 】 【 cool -, which allows those who simultaneously fitting see the effect of the front and back.
luxury brand has invested heavily in design and decoration digital flagship store, in the image of publicity at the same time to attract a huge traffic, especially in London, Paris, New York, digital stores, flow-type customer is still the mainstream consumer, and stores offer the ultimate in high-tech services and novel experience, allowing customers to impulse spending power to reach a new peak, especially on the part of the customer impulsive consumers easier in Asia and the Middle East out their credit cards.
digital marketing shrink?
major groups have begun to significantly reduce costly digital marketing investment.
when many brands are still using digital overtaken branding when 157-year-old "old age", Burberry has been successfully completed using Digital Marketing "younger counter-attack", and now the fashion circle, everyone used to call Burberry is " The youngest of the old brand ", the young and high-tech has become the brand's new LOGO, and tri-color plaid scarves as popular. It's certainly not just for the successful transformation of the brand to bring the figures look good earnings year after year, New York and Paris, the major suppliers specialized in luxury homes Pok has Burberry's "counter-attack" written into the case, but whether it should Burberry model engraved or beyond?
in the luxury goods industry,LV皮夾, although there are more and more brands to increase investment to improve and enhance the brand's digital experiences, but most still cautious wait and see attitude, many of the top big altar sit still calm, especially in Paris, Milan fashion house or some old leather goods house, they still think that digitization will somehow weaken the essence of-service experience, can not let customers feel, "" cultural core values, and will spread the brand " popular "image, and these are a lot of restrained elegance of the top brands do not want to see.
scattered in the banks of the Seine stores in many of the advanced customization, designer or iPad sales professionals even bothered to use because no matter how realistic effects will exist color, only the rare leather top fabric swatches or card be selected directly vested in the hands of customers to be able to complete the "Custom."
Also of concern is that the brand's digital marketing basically concentrated in the promotion and sales process, service has lagged far behind, so, how to achieve true seamless shopping experience should also be branded a serious problem. Online store can promise in Beijing, Shanghai, and Hong Kong to achieve the arrival date, will begin in September 2013 Opening of Shanghai Lane Crawford Times Square store pickup orders will realize the network and return, which will undoubtedly be won consumers another heavy weight.
story there are always setbacks. After a few years of strong industry growth, by the euro turmoil and economic slowdown in Asia and other factors, luxury is facing a new round of winter. Major groups have begun to significantly reduce investment in marketing, the first to be affected is costly digital marketing investment, which makes a lot of desire to accelerate the digital marketing of the brand had to temporarily slow down or even stop the hands of plans, and even quietly withdrawal of existing markets in order to preserve their strength in the winter cold spell. Informed sources, in 2013, many luxury brands overall marketing costs down 1/2, including advertising and digital marketing budget.
fireplace heating, perhaps this is the moment the best choice.
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