The meteoric rise of the Internet and social networks is pushing more and more luxury and fashion brands to go digital. Visit luxury sector is founded on the rarity and uniqueness of access to its creations. Indeed, the power of attraction of luxury brands is the difficulty of accessing its products.
However, we will see that the luxury sector has reinvented itself through digital.
The adaptation of luxury sector to the world of digital
Faced with the e-commerce giants and their staggering quantities of online advertising campaigns, the luxury sector has decided to go against the grain. So, in order to cultivate its inaccessible and mysterious side, numerous luxury brands have had to adapt to the codes of social networking and digital.
A rethought shopping experience
Who says digitalization Fashion is all about e-commerce and fast, tasteless shopping. To stand out from its ready-to-wear competitors, the luxury sector has completely rethought the consumer experience.
Indeed, the luxury world has come up with an effective, tailor-made system to continue attracting an increasingly demanding clientele. The sector has thus succeeded in makingdigital innovation a strength within its stores, making the in-store experience exceptional.
When you're about to buy a product from luxury In-store, we expect an experience and quality that match the excellence of the product we're treating ourselves to. Famous stores such as Les Galeries Lafayette have understood this element perfectly. Personalized customer service, multilingual sales staff, spectacular decor and window displays... Visiting this type of store is a powerful experience for thousands of people.
But in the age of information overload and all-accessibility, the luxury sector has modernized the buyer's journey. In fact, in 2013, the Karl Lagerfeld brand opened a concept store in Paris, offering an exceptional digital experienceIntelligent mirrors, touch screens in each cabin to take photos with a personalized filter, and iPads to immerse yourself in the designer's world... The creative teams have made the most of new technologies to offer a new kind of beauty experience. an innovative and unforgettable experience.
Social networking and luxury sector empire-building
Visit digitalization has led the luxury sector to build its marketing strategies around the social media. Today, it's impossible to ignore these media with their unprecedented power to attract and bring people together.
For the luxury sectorFor a brand that is normally accustomed to cultivating mystery, sharing with the public on a daily basis is impossible. But the marketing teams of the major luxury brands have adapted. One example is storytelling. This process was born with social networks and ready-to-wear brands such as Sézane. The aim is to personify a brand, by telling the story of its creation and its designer, by attaching an emotional character and a symbolic value to the making of a garment...
Today's customers are also Internet users, who expect a brand to establish a human link with them. That's why the world's biggest brands have equipped themselves with cutting-edge art directors. Like Olivier Rousteing at Balenciaga. Very popular on Instagramthe young man has modernized the brand's image to perfection. His main asset? His network influencers. As a result, its muses are not inaccessible models about whom we know nothing - such as Kate Moss - but rather influencers who have their own reality show, not to mention the most famous of them all: Kim Kardashian.
At the same time, the biggest names in luxury have been able to let go of some of their weight and accept a partial demystification of their image. Some have simply let the magic of social networks to make them the hottest brands among the younger generation. Gucci, for example, is very popular among the streetwear influencers or hip-hop stars with a strong following on social networks. This change of image has led the brand to retain its prestige, while adapting its type of products and target markets.
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