A few weeks ago we were asked to give a presentation about how to use social media in the context of the Luxury sector.
Here is what we came up with...
Präsentation zum Thema "Magento 2 mit de_DE Lokalisierung" (gehalten beim 17. Magento Stammtisch Kiel am 14.12.2016) mit einer Bestandsaufnahme zu den Übersetzungen in Magento 2.1.
Luxury brands' primary goal should be to deliver happiness to customers. However, research shows that experiences provide greater happiness than material purchases. A survey by Unity Marketing found that experiences like travel and dining provide more enjoyment for luxury customers than traditional luxury goods like jewelry and fashion. To increase customer happiness and purchases, luxury brands should focus on telling new stories that inspire customers and enhance the shopping experience through excellent customer service and personal interactions. High-tech solutions alone cannot replace high-touch human service, which is especially important in luxury retail.
Luxury brands face challenges in digital marketing due to tensions between exclusivity and accessibility. While luxury consumers are tech-savvy, brands must balance sharing their history without overexposure. The evolution of the internet from desktop to mobile and social media has empowered consumers. For luxury brands, digital strategies focus on brand content like behind-the-scenes videos, educational content, and archives to convey values over direct promotion. An integrated approach across websites, search, social media, mobile apps, and email is key.
Estée Lauder - Social and luxury: Challenges and opportunities for high-end b...Branded Ltd
High-end, luxury brands like Estée Lauder are some of the most innovative users of social media for marketing and consumer outreach. See how Estée Lauder is using Social to address challenges and create opportunities, as presented at Branded's 2013 Conference, Social Matters
A few weeks ago we were asked to give a presentation about how to use social media in the context of the Luxury sector.
Here is what we came up with...
Präsentation zum Thema "Magento 2 mit de_DE Lokalisierung" (gehalten beim 17. Magento Stammtisch Kiel am 14.12.2016) mit einer Bestandsaufnahme zu den Übersetzungen in Magento 2.1.
Luxury brands' primary goal should be to deliver happiness to customers. However, research shows that experiences provide greater happiness than material purchases. A survey by Unity Marketing found that experiences like travel and dining provide more enjoyment for luxury customers than traditional luxury goods like jewelry and fashion. To increase customer happiness and purchases, luxury brands should focus on telling new stories that inspire customers and enhance the shopping experience through excellent customer service and personal interactions. High-tech solutions alone cannot replace high-touch human service, which is especially important in luxury retail.
Luxury brands face challenges in digital marketing due to tensions between exclusivity and accessibility. While luxury consumers are tech-savvy, brands must balance sharing their history without overexposure. The evolution of the internet from desktop to mobile and social media has empowered consumers. For luxury brands, digital strategies focus on brand content like behind-the-scenes videos, educational content, and archives to convey values over direct promotion. An integrated approach across websites, search, social media, mobile apps, and email is key.
Estée Lauder - Social and luxury: Challenges and opportunities for high-end b...Branded Ltd
High-end, luxury brands like Estée Lauder are some of the most innovative users of social media for marketing and consumer outreach. See how Estée Lauder is using Social to address challenges and create opportunities, as presented at Branded's 2013 Conference, Social Matters
This document provides guidance for luxury brands seeking to utilize social media effectively. It discusses how luxury brands must translate their unique brand elements to social media platforms while maintaining the qualities that define the brand. The challenges of relinquishing some control online are also addressed. Case studies demonstrate the importance of consistency between the online and offline brand experience. Success requires identifying key brand traits and ensuring they are represented across all digital properties and social interactions.
With the NET-A-PORTER and Yoox merger, all luxury brands need to quickly embrace new e-commerce strategies and to develop unique social media experience.
This takeaway report aims to explore what is at stake for the luxury industry, to highlight few best practice both from a content strategy perspective and from a retail marketing one.
From anti-social behaviours to re-generate exclusivity, to new approaches regarding customers journeys, the opportunity is big for luxury brands.
Featured brands: Hermès, Chanel, Louis Vuitton etc.
More information on http://thisisreup.com
A thesis written by @josephinelipp and @alexandrecorda about Social Media and the Luxury industry, and their complex relationship.
You can also read our blog on http://luxurysocialmedia.wordpress.com/
The Concept of Luxury Brands - PresentationKlaus Heine
This presentation corresponds to the paper about the definition and categorization of luxury products and brands, "The Concept of Luxury Brands" by Klaus Heine, www.conceptofluxurybrands.com.
ABSTRACT: This paper defines both luxury products and brands and also distinguishes similar concepts such as premium and masstige and differentiates between major types of luxury products and brands such as accessible vs. exceptional luxury products and connoisseur vs. star brands. In that way, it should create a better understanding of what actually constitutes luxury products and brands, and thus should be useful for both researchers and managers within the field of luxury brand management.
CONTENTS of the Paper:
I. The TAXONOMY OF LUXURY
1. The Basic Definition of Luxury
1.1. The Necessity-Luxury Continuum
1.2. The Relativity of Luxury
1.3. General Perspective for the Definition of Luxury
2. The Major Understandings of Luxury
2.1. The Philosophical-sociological Understanding of Luxury
2.2. The Micro-economic Understanding of Luxury
2.3. The Managerial Understanding of Luxury
2.3.1. Areas of Research
2.3.2. Scope of Luxury
2.3.3. Limiting the Scope of Luxury
3. Luxury Products
3.1. The Definition of Luxury Products
3.2. Categorization of Luxury Product Industries
3.3. Types of Luxury Products
4. Luxury Brands
4.1. The Definition of Luxury Brands
4.2. The Relationships between Luxury Products and Brands
4.3. The Relationships between Luxury Characteristics and Brand Identity
4.4. Types of Luxury Brands
4.4.1. Luxury Brands by Luxury Level
4.4.2. Luxury Brands by Awareness
4.4.3. Luxury Brands by Business Volume
4. Distinguishing Luxury Products and Brands from similar Concepts
5.1. Premium Products and Brands
5.2. Masstige Products and Brands
5.3. Prestige Products and Brands
II. HANDBOOK FOR THE CREATION OF LUXURY PRODUCTS AND BRANDS
1. The Characteristics of Luxury Products
1.1. Price
1.2. Quality
1.2.1. Manufacturing Characteristics
1.2.2. Concrete Product Characteristics
1.2.3. Abstract Product Characteristics
1.3. Aesthetics
1.4. Rarity
1.5. Extraordinariness
1.6. Symbolism
2. The Luxury Marketing-Mix
2.1. Luxury Product Policy
2.2. Luxury Price Policy
2.3. Luxury Distribution Policy
2.4. Luxury Communication Policy
V. CONCLUSIONS
Buccellati is an Italian luxury jewelry brand with over 200 years of history. It is seeking to modernize its brand while maintaining its core values of artisanal craftsmanship. A new CEO and the 4th generation family designer are helping introduce more affordable product lines like engagement rings and watches, as well as non-jewelry items like iPhone cases, to attract younger customers. Buccellati will focus on its boutique stores and leveraging its heritage to compete against top jewelry brands in North America like Tiffany, Cartier, and Van Cleef & Arpels.
Social Media Best Practices For Luxury Brands.
This research and best practices explains how luxury brands can best accomplish these goals in social media and offers solutions for particular challenges. Additionally, this guide presents case studies of luxury brands to illustrate the industry best (and worst) practices.
Research / Case Studies:
BLACKSTONE Digital Agency
http://www.BlackstoneIndonesia.com
Ecommerce Marketing Strategy Guide How to Create a Stellar PlanSevenAtoms Inc.
With the bevy of ecommerce platforms available today, setting up shop on the internet has become a far easier task than it once was. But the hurdle for today’s ecommerce companies isn’t getting started—it’s how to keep going.
If you’re having a difficult time getting your brand to take off, you’re probably in need of a solid ecommerce marketing strategy. Lucky for you, we’ve developed this handy guide to help you design a custom ecommerce marketing plan that will help you achieve maximum success for your online business.
This guide is broken up into several chapters outlining the different areas of your ecommerce marketing strategy that you’ll need to develop. In chapter one, we’ll discuss the importance of an ecommerce content marketing strategy and how you can develop content for your ecommerce site that will best appeal to your target audience. Chapter two details how to use SEO to get the best visibility for this content. In chapter three, we’ll go over how you can use paid campaigns to build out your audience, and chapter four will demonstrate how email marketing can help you nurture and maintain that audience.
2020 Social Approach to Social Media Marketing for Luxury Brands2020 Social
2020 Social approach deck on how luxury brands are using social networks and online communities to become accessible to fans but still remain exclusive for customers.
If you are looking for private schools near Houston, TX, consider Capstone Classical Academy. It is one the leading private schools in the city. The teachers are well-qualified and aim at overall development of the students. To know more about courses and facilities offered by the school serving Houston, visit http://www.cca-edu.com
Slides zum Gastvortrag E-Learning (kurze Einführung, Marktstrukturierung und ein wenig mehr) im Rahmen der Lehrveranstaltung E-Business an der TU Chemnitz. Eine Druckversion mit kompakten Informationen zum Lernen sind auf den Webseiten der Lehrveranstaltung verlinkt.
Information is beautiful - 10 Trends aus der YAAY PerspektiveYAAY - visual works
«Information is beautiful» – davon ist YAAY (www.yaay.ch) überzeugt. Mit einem attraktiven, motivierenden und fachkundigen Workshop unter dem Motto «Speed date your visual potentials» möchte YAAY den Teilnehmenden einerseits neue Wege der Informations- und Datenvisualisierung vorstellen, und andererseits den Teilnehmenden den Raum geben, die Inspirationen auf ihr eigenes Fachgebiet zu übertragen und so im Dialog neue Möglichkeiten der «Science Visualization» zu entdecken.
YAAY präsentiert die neusten Trends und Tools aus der Visualisierungswelt.
This document provides guidance for luxury brands seeking to utilize social media effectively. It discusses how luxury brands must translate their unique brand elements to social media platforms while maintaining the qualities that define the brand. The challenges of relinquishing some control online are also addressed. Case studies demonstrate the importance of consistency between the online and offline brand experience. Success requires identifying key brand traits and ensuring they are represented across all digital properties and social interactions.
With the NET-A-PORTER and Yoox merger, all luxury brands need to quickly embrace new e-commerce strategies and to develop unique social media experience.
This takeaway report aims to explore what is at stake for the luxury industry, to highlight few best practice both from a content strategy perspective and from a retail marketing one.
From anti-social behaviours to re-generate exclusivity, to new approaches regarding customers journeys, the opportunity is big for luxury brands.
Featured brands: Hermès, Chanel, Louis Vuitton etc.
More information on http://thisisreup.com
A thesis written by @josephinelipp and @alexandrecorda about Social Media and the Luxury industry, and their complex relationship.
You can also read our blog on http://luxurysocialmedia.wordpress.com/
The Concept of Luxury Brands - PresentationKlaus Heine
This presentation corresponds to the paper about the definition and categorization of luxury products and brands, "The Concept of Luxury Brands" by Klaus Heine, www.conceptofluxurybrands.com.
ABSTRACT: This paper defines both luxury products and brands and also distinguishes similar concepts such as premium and masstige and differentiates between major types of luxury products and brands such as accessible vs. exceptional luxury products and connoisseur vs. star brands. In that way, it should create a better understanding of what actually constitutes luxury products and brands, and thus should be useful for both researchers and managers within the field of luxury brand management.
CONTENTS of the Paper:
I. The TAXONOMY OF LUXURY
1. The Basic Definition of Luxury
1.1. The Necessity-Luxury Continuum
1.2. The Relativity of Luxury
1.3. General Perspective for the Definition of Luxury
2. The Major Understandings of Luxury
2.1. The Philosophical-sociological Understanding of Luxury
2.2. The Micro-economic Understanding of Luxury
2.3. The Managerial Understanding of Luxury
2.3.1. Areas of Research
2.3.2. Scope of Luxury
2.3.3. Limiting the Scope of Luxury
3. Luxury Products
3.1. The Definition of Luxury Products
3.2. Categorization of Luxury Product Industries
3.3. Types of Luxury Products
4. Luxury Brands
4.1. The Definition of Luxury Brands
4.2. The Relationships between Luxury Products and Brands
4.3. The Relationships between Luxury Characteristics and Brand Identity
4.4. Types of Luxury Brands
4.4.1. Luxury Brands by Luxury Level
4.4.2. Luxury Brands by Awareness
4.4.3. Luxury Brands by Business Volume
4. Distinguishing Luxury Products and Brands from similar Concepts
5.1. Premium Products and Brands
5.2. Masstige Products and Brands
5.3. Prestige Products and Brands
II. HANDBOOK FOR THE CREATION OF LUXURY PRODUCTS AND BRANDS
1. The Characteristics of Luxury Products
1.1. Price
1.2. Quality
1.2.1. Manufacturing Characteristics
1.2.2. Concrete Product Characteristics
1.2.3. Abstract Product Characteristics
1.3. Aesthetics
1.4. Rarity
1.5. Extraordinariness
1.6. Symbolism
2. The Luxury Marketing-Mix
2.1. Luxury Product Policy
2.2. Luxury Price Policy
2.3. Luxury Distribution Policy
2.4. Luxury Communication Policy
V. CONCLUSIONS
Buccellati is an Italian luxury jewelry brand with over 200 years of history. It is seeking to modernize its brand while maintaining its core values of artisanal craftsmanship. A new CEO and the 4th generation family designer are helping introduce more affordable product lines like engagement rings and watches, as well as non-jewelry items like iPhone cases, to attract younger customers. Buccellati will focus on its boutique stores and leveraging its heritage to compete against top jewelry brands in North America like Tiffany, Cartier, and Van Cleef & Arpels.
Social Media Best Practices For Luxury Brands.
This research and best practices explains how luxury brands can best accomplish these goals in social media and offers solutions for particular challenges. Additionally, this guide presents case studies of luxury brands to illustrate the industry best (and worst) practices.
Research / Case Studies:
BLACKSTONE Digital Agency
http://www.BlackstoneIndonesia.com
Ecommerce Marketing Strategy Guide How to Create a Stellar PlanSevenAtoms Inc.
With the bevy of ecommerce platforms available today, setting up shop on the internet has become a far easier task than it once was. But the hurdle for today’s ecommerce companies isn’t getting started—it’s how to keep going.
If you’re having a difficult time getting your brand to take off, you’re probably in need of a solid ecommerce marketing strategy. Lucky for you, we’ve developed this handy guide to help you design a custom ecommerce marketing plan that will help you achieve maximum success for your online business.
This guide is broken up into several chapters outlining the different areas of your ecommerce marketing strategy that you’ll need to develop. In chapter one, we’ll discuss the importance of an ecommerce content marketing strategy and how you can develop content for your ecommerce site that will best appeal to your target audience. Chapter two details how to use SEO to get the best visibility for this content. In chapter three, we’ll go over how you can use paid campaigns to build out your audience, and chapter four will demonstrate how email marketing can help you nurture and maintain that audience.
2020 Social Approach to Social Media Marketing for Luxury Brands2020 Social
2020 Social approach deck on how luxury brands are using social networks and online communities to become accessible to fans but still remain exclusive for customers.
If you are looking for private schools near Houston, TX, consider Capstone Classical Academy. It is one the leading private schools in the city. The teachers are well-qualified and aim at overall development of the students. To know more about courses and facilities offered by the school serving Houston, visit http://www.cca-edu.com
Slides zum Gastvortrag E-Learning (kurze Einführung, Marktstrukturierung und ein wenig mehr) im Rahmen der Lehrveranstaltung E-Business an der TU Chemnitz. Eine Druckversion mit kompakten Informationen zum Lernen sind auf den Webseiten der Lehrveranstaltung verlinkt.
Information is beautiful - 10 Trends aus der YAAY PerspektiveYAAY - visual works
«Information is beautiful» – davon ist YAAY (www.yaay.ch) überzeugt. Mit einem attraktiven, motivierenden und fachkundigen Workshop unter dem Motto «Speed date your visual potentials» möchte YAAY den Teilnehmenden einerseits neue Wege der Informations- und Datenvisualisierung vorstellen, und andererseits den Teilnehmenden den Raum geben, die Inspirationen auf ihr eigenes Fachgebiet zu übertragen und so im Dialog neue Möglichkeiten der «Science Visualization» zu entdecken.
YAAY präsentiert die neusten Trends und Tools aus der Visualisierungswelt.
Innerhalb von drei Jahren zur Nummer Eins im Zigarren E-Commerce - Fallbeispi...eCommerce_Day
Case Study: Der Onlineshop Noblego (Zigaretten, Tabak etc.) unter der Lupe - Warum ist er so erfolgreich im E-Commerce? Welche Ziele wurden verfolgt und welche Taktiken waren besonders erfolgreich?
Wie Usability Testing & Conversion Optimierung zusammenpassenOptimizely
In diesem gemeinsamen Webinar zwischen Applause und Optimizely erfahren Sie u.a.
- Welche Probleme es beim Testen von Webseiten gibt
- Wie Usability Tests und A/B Tests zusammenpassen
- Wie man nicht testen sollte
- Modell des ganzheitlichen Testens
Dieses Webinar wurde am 17.6.2014 präsentiert.
Für mehr Infos besuchen Sie gerne:
http://applause.com/
https://www.optimizely.de/
http://blog.optimizely.de/
Usability Testing und A/B Tests sind eng miteinander verzahnt und der gemeinsame Einsatz beider Methoden führt zu höheren Conversions und besserer Nutzererfahrung.
Die Welt des digitalen Marketings ändert sich stetig. Was man im Auge behalten muss, wo und wie man seine Zielgruppe findet um den Anschluss an seine Konkurrenz nicht zu verlieren!
Präsentation an der Photo Münsingen vom 26.05.2017. In meiner Präsentation gab ich den Zuhörern einen Einblick in mögliche Strategien, wie man Instagram erfolgreicher einsetzen kann.
Hochwertiger Content ist gerade für Publisher enorm wichtig. Aber auch der beste Content bringt wenig, wenn potentielle Leser nicht auf ihn aufmerksam werden. Diese Session zeigt, wie mit einem Ad Operations Team aus Techis und Schreiberlingen Content Marketing von Programmatic Advertising profitiert.
Digitale Transformationen und Service DesignPierre E. NEIS
"Digitale Transformationen und Service Design"
Beitrag von Pierre E. NEIS (senior agile coach, agile² GmbH)
DIGITAL ist das große Thema. Alle wollen Digitalität einführen und einige Unternehmen wollen sogar „Digitale Unternehmen“ sein - aber viele scheitern. Warum ist das so?
Digital hat nichts mit Technologie zu tun. Technologie unterstützt Digital. Digital bedeutet, dass es keine Distanz zwischen Kunde und Lieferant mehr gibt. Digital bedeutet letztendlich eine neue Art der Beziehung im Massenkonsum, bei der Massen-Customizing statt Massenproduktion beherrscht werden sollte.
Mein Vortrag - oder eher meine Diskussion - handelt über „Service Design und Agile Organisationen“, mit Beispielen aus dem e-Commerce, dem Versicherungswesen und der Einführung Digitaler Strategien in Banken. Im letzten Teil dieser Diskussion demonstriere ich Euch anhand des Models „Agile Digital Enterprise“, wie man versucht dies umzusetzen.
2. Seit über 20 Jahren eine der führenden Kommunikations-
agenturen für internationale Premium- und Luxusmarken
Unsere Leidenschaft: Luxusbrands zu beraten und
Markenauftritte zu optimieren
Um spannende Informationen zum Kaufverhalten im
Luxussegment zu erhalten, haben wir 2012 die Digital
Luxury Study ins Leben gerufen
3. M A R K T F O R S C H U N G & M I T H E R A U S G E B E R
4. S T U D I E N S T E C K B R I E F
... hat Produkte von hochwertigen und hochpreisigen Luxusmarken aus einer der
genannten Kategorien gekauft oder plant den Kauf.
H E A V Y - K Ä U F E R ( N = 3 0 3 ) :
... hat in mindestens einer der Kategorien bereits regelmäßig oder ausschließlich
hochpreisige Premiummarken erworben.
L I G H T - K Ä U F E R ( N = 3 2 9 ) :
... hat in einer der Kategorien in der Vergangenheit einmal oder schon öfter
hochpreisige Premiummarken erworben.
A B G E F R A G T E
P R O D U K T K A T E G O R I E N
D E F I N I T I O N
“ L U X U S K U N D E ”
K E R N Z I E L G R U P P E N
5. D E R T Y P I S C H E L U X U S K Ä U F E R
D E R M Ä N N L I C H E
L U X U S K Ä U F E R . . .
D E R W E I B L I C H E
L U X U S K Ä U F E R . . .
65% 30-49 Jahre alt
47% 5500+ Haushaltsnettoeinkommen
47% Leitende Angestellte, höherer Dienst
42% 2 Personen Haushalt
61% (Fach-) Hochschulabschluss
60% 30-49 Jahre alt
40% 5500+ Haushaltsnettoeinkommen
45% Angestellte, Beamte einf./mittlerer Dienst
52% 2 Personen Haushalt
44% (Fach-) Hochschulabschluss
32% Abitur
Basis 632
11. M U S T - H A V E : O N L I N E
D E R H E A V Y - K Ä U F E R E R W A R T E T , D A S S
L U X U S M A R K E N I M I N T E R N E T P R Ä S E N T S I N D U N D
E R A C H T E T O N L I N E - S H O P S A L S U N V E R Z I C H T B A R .
N A C H W I E V O R S E T Z E N J E D O C H A U C H O F F L I N E
K A N Ä L E , W I E D E R P O S O D E R W E R B U N G I N
Z E I T S C H R I F T E N , S T A R K E K A U F I M P U L S E .
18. S U M M A R Y. . .
Der Luxuskonsument nutzt hochwertige Kosmetik, um sein Äußeres optimal zu unterstreichen.
Zur Information über Luxusprodukte sind Zeitschriften und das Internet die bevorzugten Medien.
Ein zur Marke passender digitaler Auftritt sowie Online Shopping Möglichkeiten werden vom
Luxuskonsumenten erwartet.
Gleichzeitig spielt der Point of Sale eine entscheidende Rolle: Vor allem Spontankäufe finden
überwiegend über die offline Kanäle statt.
19. M O R E T O C O M E . . .
M A R K E N T R E U E C U S T O M E R J O U R N E Y
I N F O R M A T I O N S V E R H A L T E N W E R B E A K Z E P T A N Z
M E D I E N N U T Z U N G S V E R H A L T E N N E W S L E T T E R
K U N D E N B E Z I E H U N G W E R B E U M F E L D E R
S O C I A L M E D I A M O B I L E & T A B L E T K A U F V E R H A L T E N
K O N S U M E N T E N E I N S T E L L U N G E N
21. K O N T A K T
G f K
JENS BARCZEWSKI
HEAD OF GFK DIGITAL MARKET
INTELLIGENCE GERMANY
T +49 89 27 37 01 3-77
M +49 171 195 28 96
E-MAIL: JENS.BARCZEWSKI@GFK.COM
W H I T E C O M M U N I C A T I O N S
NINA BERNHARDT
UNIT DIRECTOR DIGITAL
T +49 89 36 07 66-7
M +49 176 30 78 35 83
E-MAIL: BERNHARDT@WHITE.DE
Copyright: WHITE Communications Juni 2014. Diese Präsentation bietet erste Insights für den Luxusmarkt in Bezug auf
Kosmetik und Parfum. Die vollständige Studie kann ab Mitte Juli auf www.white.de kostenpflichtig erworben werden. Bei
Fragen können Sie sich gerne direkt an die GfK oder WHITE Communications wenden.