The difference between old and young luxury brands on social media
Luxury marketers of all backgrounds and establishment dates are present on Facebook, Twitter, YouTube and foursquare, but given each label’s unique history and brand image, social media should not be a one-size-fits-all medium.
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Forrester: Consumer enjoyment must be the center of a business model
NEW YORK – Brands must put consumer needs, ease of transaction and joy from the purchase at the center of their business model to compete in today’s market and to raise profits, according to an executive at Forrester’s Customer Experience Forum 2012.
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Maserati uses audio, video to bolster app engagement
Italian automaker Maserati released an application for the iPhone called Maserati Passion that will help to broaden its mobile presence and deepen engagement for both affluent buyers and aspirational consumers.
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Ritz-Carlton hosts outdoor entertainment to target locals
The Ritz-Carlton, Georgetown in Washington is attracting affluent locals by hosting a series of on-property summer events that include drive-in movie showings, yoga demonstrations and garden parties that are free of charge.
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Dorchester Collection hooks exclusive ads in Vanity Fair special edition
Dorchester Collection is drawing eyes with the exclusive ads in the limited-edition “The Best of Vanity Fair’s Private Paradises,” a special-edition throw-back publication that republishes travel pieces from past Vanity Fair editions.
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Internal culture defines external brand experience: Forrester exec
NEW YORK – To create a customer-centric culture, marketers must work internally to spread the brand message via the hiring process, socialization and rewards to help executives reflect those traits into customer experience campaigns.
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Net-A-Porter, luxury travel options and Dolce & Gabbana – News briefs
Today in luxury marketing – Net-A-Porter opens U.S. headquarters; Orbitz serves up luxury options to Mac users. Is that a bad thing?; How the 10 biggest luxury brands came to dominate the world; Monica Bellucci stars in Dolce & Gabbana’s fall 2012 ads.
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Book excerpt: Meta-luxury: Brands and the Culture of Excellence
Meta-luxury observes the rise of a paradigm of “luxury beyond luxury,” founded on the principles of knowledge, purpose and timelessness. The authors examine what is at the heart of meta-luxury and its implications for brand and business management.
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