Analysis and Reflections
An analysis of some of the major luxury and turism brands into four distinct categories:
An analysis of some of the major luxury and turism brands into four distinct categories:
Effectiveness of their website, digital marketing, social Networks and mobile networks.
The ratio of the tourism industry is not the same as the relationship that the luxury brands have with digital marketing.
For the travel industry makein their reservations and sales online is almost vital, as well as easy access to the information, the luxury brands uses digital marketing to retain customers and more to position the brand, in both cases allows them to get new clients..
To innovate and be in constantly evolution in the area of digital marketing, especially when we are talking about the hospitality industry where customers are looking to have a quick and easy access to information I think it couldnt be more then a better alternative.
Joining social networks like Facebook, Twitter and YouTube, companies have struggled to create unique user experiences and provide value for followers, while also meeting management expectations and program goals.
Today’s social media, permission and privacy driven world, marketing is even more suspect by consumers. In the Luxury world, Customers want real, authentic connections and engagement to brands, not more marketing and selling.
For the travel industry makein their reservations and sales online is almost vital, as well as easy access to the information, the luxury brands uses digital marketing to retain customers and more to position the brand, in both cases allows them to get new clients..
To innovate and be in constantly evolution in the area of digital marketing, especially when we are talking about the hospitality industry where customers are looking to have a quick and easy access to information I think it couldnt be more then a better alternative.
Joining social networks like Facebook, Twitter and YouTube, companies have struggled to create unique user experiences and provide value for followers, while also meeting management expectations and program goals.
Today’s social media, permission and privacy driven world, marketing is even more suspect by consumers. In the Luxury world, Customers want real, authentic connections and engagement to brands, not more marketing and selling.
The brands that have a high digital IQ is reflected directly in the success of sells of the brand.
The creation of applications for mobile is a vital action for big brands because this allows them to be in direct contact with customers via their mobile and personalise the sell. However, the brands that are present on social networks have a faster growth to those who are not. The main platforms used by the two sectors are facebook, twitter and youtube.
The top 3 companies have a very strong presence on social media, interactions and relationships are formed thanks of this.
Coach, Louis Vuitton and Ralph are using social media to advertise, to innovate and to be fashion updated with the high technology. These brands were successful even when all these social media communication werent born yet, so now they take advantage to enlarge, quickly communicate and attract new Igeneration of clients on their portfolio.
Gucci strategy
http://www.businessweek.com/managing/management_innovation/blog/archives/2009/10/for_the_downtur.html
Posted by: Rose Brady on October 16
"How do you sell luxury in a recession? If you’re Gucci, you try to convince customers a handbag isn’t just an accessory but an investment. My colleague, Paris bureau chief Carol Matlack, explains Gucci’s strategy for the recession in a story in the Oct. 26, 2009 edition of BusinessWeek. This season, Gucci is giving top billing to a new purse called the New Jackie, based on a style carried by Jacqueline Kennedy Onassis. Price: $2,200 and up. Meanwhile, Gucci is downplaying its traditional GG bags. Thanks to the strategy, Gucci’s sales in the first half of 2009 were down 3.7%. That compares with a 15% decline for the industry, according to consultancy Bain & Co. ......"
Although Gucci brand managers have leeway on strategy, Polet has imposed tough financial discipline. Ad budgets have been slashed and boutique openings put on hold. One result: More brands are stepping up their Internet presence. Boucheron, for instance, was one of the first high-end jewelry houses to create an online boutique where shoppers can select gems and other features to customize their purchases.
Finally, Gucci has solutions and alternatives, (online sales!!!) but one think Im asking my self: its still Gucci a luxury brand?
Digital is the new skinny jeans of fashion.
The top 3 companies have a very strong presence on social media, interactions and relationships are formed thanks of this.
Coach, Louis Vuitton and Ralph are using social media to advertise, to innovate and to be fashion updated with the high technology. These brands were successful even when all these social media communication werent born yet, so now they take advantage to enlarge, quickly communicate and attract new Igeneration of clients on their portfolio.
Gucci strategy
http://www.businessweek.com/managing/management_innovation/blog/archives/2009/10/for_the_downtur.html
Posted by: Rose Brady on October 16
"How do you sell luxury in a recession? If you’re Gucci, you try to convince customers a handbag isn’t just an accessory but an investment. My colleague, Paris bureau chief Carol Matlack, explains Gucci’s strategy for the recession in a story in the Oct. 26, 2009 edition of BusinessWeek. This season, Gucci is giving top billing to a new purse called the New Jackie, based on a style carried by Jacqueline Kennedy Onassis. Price: $2,200 and up. Meanwhile, Gucci is downplaying its traditional GG bags. Thanks to the strategy, Gucci’s sales in the first half of 2009 were down 3.7%. That compares with a 15% decline for the industry, according to consultancy Bain & Co. ......"
Although Gucci brand managers have leeway on strategy, Polet has imposed tough financial discipline. Ad budgets have been slashed and boutique openings put on hold. One result: More brands are stepping up their Internet presence. Boucheron, for instance, was one of the first high-end jewelry houses to create an online boutique where shoppers can select gems and other features to customize their purchases.
Finally, Gucci has solutions and alternatives, (online sales!!!) but one think Im asking my self: its still Gucci a luxury brand?
Digital is the new skinny jeans of fashion.
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