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Luxury Brands Still Tread evenly With Social Media

For a sector as forward thinking as the fashion industry, The reluctance with which it has ventured into e commerce and other digital platforms specially social media is more than a little perplexing.

The affinity for regular commerce and marketing channels is strong among many purveyors of <a href=http://www.cheap-christianlouboutin.com/cheap-louboutin-shoes.html>cheap louboutin shoes</a> luxury goods, Both in the style sector and elsewhere. In a worldwide <a href=http://www.cheap-christianlouboutin.com/christian-louboutin-for-cheap.html>christian louboutin for cheap</a> survey of 178 premium and luxury firms in 2008,

Found that only one third of them attempt to sold online, Though 8 out of every 10 affluent consumers go surfing to actively research and purchase luxury goods and services on a daily basis.

That number has risen sufficiently, But will still be strikingly low. Federico Marchetti, Founder and leader of Italian retailer Yoox, quotations that half of luxury brands now sell directly online, a number of others suggest that the percentage is higher, Due largely to tough economy pressures.

Yet many erectile dysfunction, Particularly European brandnames of high end wristwatches and other luxury goods, Refuse to set up use the internet.

From store to Web: the challenges of E Commerce

"We have a special network of over 400 retailers but that cannot work online, Jean Claude <a href=http://www.cheap-christianlouboutin.com/cheap-louboutin.html>christian louboutin cheap</a> Biver, chief executive of Hublot, Said at Reuters Global Luxury summit last summer. "as long as you're online, you are not exclusive anymore,

Other firms say that e commerce is not an option because the shopping experience their brands provide cannot be competently translated for the Web.

he Rhodes, Who directs social media strategy for many high end travel <a href=http://www.cheap-christianlouboutin.com/cheap-christian-louboutin-shoes-under-100.html>cheap louboutins</a> and fashion companies at FreshNetworks London, Observed that when consumers approach a luxury retailer, They're paying for more the goods themselves.

"If you will spend $1,000 on a girls, You want to have a vino or two going around, the interest of staff; You want an experience as well as a purchase, he explained. From store design to employee instructing, Luxury firms have invested heavily in building this kind of experiences for customers, Making retail websites feel "Less like sales rooms and more like intimate venues, Rhodes recounted.

it's tough to recreate that environment on the Web. Some companies, Like Burberry and luciano Louboutin, Offer close up video footage of a few, Allowing shoppers to examine the texture and drape of a python trench coat or glitter of a jeweled strap as if they were holding the product in the store. Online retailer Net a Porter replicates the high caliber service of a physical store by offering same day shipping to customers in New York and London, <a href=http://www.cheap-christianlouboutin.com>christian louboutin for cheap</a> And handling returns for its premier home owners. Oscar de la Renta extends its in store web sites, Such as styling advice and garment alterations, To online buyers over phone and e mail, CEO Alex Bolen told.

Bolen recounted he was "Dead unsuitable" About how well you're able to send staple product close fitting, $4,000 alcoholic drink dresses would sell online. "We have done a very good job of selling too expensive, Very fit serious garments I thought only sold in a fitting room, he was quoted saying. Customers will often order two sizes of the dress and return one. at the present time, Online transactions count for less than 10% of overall sales, But Bolen easily envisions that someday the Web could be the biggest "door" for getting Oscar de la Renta merchandise.

Beyond website design: Brands Become Content designers

The Web has also become a vital marketing channel for many high end brands. Even those adverse to e commerce are creating brand enriching media content to display on their websites and, For those willing to sacrifice a little design control for better distribution, websites like Facebook, twits and YouTube. Chanel, Which is not purchased directly online, Released some artistic short films directed by designer Karl Lagerfeld and Martin Scorsese this summer. a large number of high end fashion, Jewelry and travel firms have released image and video rich apps for

IPhone and iPad devices in the past three years as well.

During London pattern Week, Burberry Chief Creative Officer christopher Bailey wrote on Twitter that Burberry is "Now as much a media information material company as <actually>is] A design company because it's all part of all around experience, Like associated with fashion houses, Burberry released a heavy amount of video and photo footage of its catwalk show, Giving fans option to peak backstage and watch the show live online.

Lost ventures in Social Media

Luxury brands are less enthusiastic about social internet marketing, regardless that. Having a Facebook page requires forsaking a degree of control many simply aren't at ease, Rhodes stated.

"It's like going to another woman's party and talking to people there, Versus throwing your own catwalk show in which you control the invites, Rhodes referred to. "for your self domain, You can curate an event for people; On facebook itself, You are opening the gates to conversations you don't <in>reality] really want,

While large purchaser's brands like

And Dunkin' Donuts are launching major interactive campaigns across many social networks engaging sometimes millions of fans using this method few such campaigns are coming from luxury brands. Most use it as another channel to distribute news and imagery to improve brand; Some use it as a direct attempt to drive sales on their websites by posting a link to purchase alongside an image of something new, for example.

there will be, in fact, Exceptions among brands with an interest in marketing to aspirational shoppers. BMW and Marc Jacobs both publicized the launch of products aimed at a younger market an SUV and a men's fragrance, Respectively with social promotions on Facebook this year. Jimmy Choo garnered good attention in mainstream and online press with its Catch a Choo campaign on location based social gaming network Foursquare. The campaign had women seen London in order to snag a pair of the company's new line of sneakers at various venues the brand broadcasted over the network. Oscar de la Renta was even able to facilitate the purchase of a bridal gown after tweeting about a bridal trunk show taking place at Bergdorf Goodman.

These problems, conversely, Are rare and forsake opportunity to engage affluent rather than aspirational shoppers. A recent Unity campaign survey of 1,614 consumers with a common income of $240,000 found that nearly 80% of them have the minimum of one social networking profile (Usually on hub pages), And that roughly half have used social media to interact with a brand in some way, Such as viewing products or leaving comments. Consulting found that the influence of social media on purchase decisions is growing. Participants said they were likely to buy 12% of the choices recommended to them by friends on social networks.

In a market where brands are constantly making products more innovative to stay ahead of your competitors, It's odd that so few resources are have used reinventing how that product is marketed and delivered on the Web. Leaders are beginning to emerge in the luxury sector; It will stay to the rest to decide whether to innovate and thrive, Or be forgotten.




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