We’re excited to announce that we have a new white paper to share with you. It’s all about luxury brands and suggestions for how they can embrace digital media. We won’t spill all the beans in a long blog post as you can read the full version over on the main Digit site but for those of you who want a quick summary, here goes:
We think that although luxury brands have traditionally been shy to embrace digital media – partly for fear of losing their exclusivity by opening themselves up to the masses – this is no longer a sustainable way of behaving from a business and brand building perspective.
Luxury brands need to keep up with an increasingly digitally savvy audience who are not going to wait to be given permission to talk about the brands they have an opinion on. As The Independent recently noted “the fashion world might once have been elitist – but the rise and rise of the online commentator has injected a democratic and fresh perspective”.
There are multiple opportunities for luxury brands to use new media to speak to their audiences; be this through instilling brand passion with the wider halo audience or finding innovative ways to reward an elite group of high-spending customers. You can read more about what we see as the opportunities in the paper itself.
Here’s a selection of the brands we think are doing a good job of using digital at the minute:
1. Burberry – we’ve mentioned Burberry’s innovative spirit in previous posts but it’s worth mentioning again. Their ability to balance maintaining a brand based on heritage with the latest technology is admirable. Burberry’s Creative Director, Christopher Bailey obviously just gets it. as he said “Burberry is a 154-year old company but we have a very young, dynamice attitude and energy.” See their Art of the Trench site as an example of this.
2. BMW – leading the field when it comes to integrating intelligent technology into their customer’s in-car experience.
3. Louis Vuitton – again, we’ve noted our love of their Nowness site already but Louis Vuitton understands the value of producing slickly product online content to an audience that is wider than their core customers. See “A Journey Beyond” as evidence.
Let us know if you’ve come across any interesting work from luxury brands in this area!
