Only two brands, Louis Vuitton and Ralph Lauren, managed to hang on to their ‘Genius’ ranking, with newcomers, Coach, Gucci, Hugo Boss, Burberry, and Dolce & Gabbana making significant investments in the medium in 2010.
Ralph Lauren : Digital IQ = 167
One of the strategies used by R.L that is outlined in the presentation is the interactivity with their fans, by including events, videos and online campaings.
Telling a story, being fascinated by the sound of the brand and the 360 degree touchpoints, are only few of the keys for the Digital Strategies that Luxury Brands are implementing.
R.L's 4D digital extravaganza have capitalized on this dynamic casting a spell on the luxury press and scoring millions in earned media impressions, infusing these heritage-heavy brands with innovation. The company demonstrated the world's first 4D show, combining the 3D imagery, digital sound effects and even scent diffusion. The shows were spectacularly presented on the facade of the R.L.Boutique on Bond Street in London as well as the NY women's flagship on Madison Avenue in NY, using light mapping technology.
R.L. was one of the first major brands to combine merchandising and buying opportunities at the time when many in the industry were hesitant about online shopping.
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The brand also has been at the forefront of mobile commerce: In 2008, R.L became the first US retailer to encourage customers to swipe QR(Quick response) bar codes. And of course, for those iPhone users who want to instantly see R.L 's runaway shows, there's an app for that.
In addition to being tech innovators, they are also matters at balancing the brand.
They are able to project a luxe image and communicate the dream.
"Social Media are tools, real time is a mindset."
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