Top 5: Luxury Brands Leading in Digital
20 Oct 2015|parrj
The Luxury sector has efficaciously grown, flourished and innovated through world class technological advances. Embracing the rapidly progressive digital world Luxury brands are top of the digital game, generating cutting edge online TV channels, quality digital products and engaging social media activities. Luxury have taken on board that consumers want to be taken on a journey, no longer passive, they want to be impressed and inspired and be part of a two way conversation.
Chanel seduces the world through a wide range of iconic short films. Demonstrating the importance of creative and original content through video storytelling #theonethatiwant campaign reached well over 11,000,000 views on YouTube. Their latest campaign ‘The Bijoux de Diamants’ collection draws attraction to their Youtube channel where viewers can watch famous celebrities such as Kristen Stewart, Lily-Rose Depp and Julianne Moore being photographed by Karl Lagerfeld.
Gucci, the first brand to live stream their catwalk collection at Milan Fashion Week, with plenty others now following in their footsteps. Delivering the need of instant access and inclusivity, the brand also keeps followers up to date with their campaigns and events, most recently unveiling their new window display on 5th Avenue via twitter.
DiorTV is Christian Dior’s slick online site, giving viewers a front row seat at catwalk shows and VIP access backstage as well as make-up tutorials and campaign clips. Dior used a multifaceted digital campaign to launch the Dior Addict Fluid Stick, with a dedicated YouTube landing page, microsite and special social media accounts.
Burberry is one of the most successful premium brands in the digital space who’ve spearheaded the luxury tech revolution, producing engaging and exciting digital content. From their interactive stores, digital campaigns such as ‘Burberry Bespoke’ and ‘Art Of The Trench’, to their giant social presence reaching 17 million followers on Facebook and almost 4.5 million followers on Twitter, the brand is dominating digital.
5. Ralph Lauren
Ralph Lauren has taken digital to a new level and incorporated it in their clothing, being the first luxury brand to launch a fitness shirt with sensors designed to monitor heart rate, stress levels and movement. They’ve tapped into the consumer trend of selfmonitoring for self-improvement.
Written by Jessica Parr, Cultural Insight Project Manager, Added Value UK
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