Among the best known are Chanel and Pharrel Williams , Adidas and Yeezy from rapper Kanye West or Louis Vuitton and Supreme . Image Credit : Kanye West’s Yeezy Day at Adidas A fusion of perspectives, values and legacies, which reached its peak in March 2018, when Vuitton appointed Virgil Abloh , founder of the Off-White brand, as Creative Director for Men. For its part, Chanel is now one of the shareholders of the Chinese subsidiary of the jeweler Courbet, known for its synthetic diamonds. Image Credit : Louis Vuitton x Supreme (Supreme Instagram account ) Fragment your audience to speak to them better Generations Y and Z are responsible for the majority of sales of luxury goods around the world.
These new affluent consumers, younger but no less demanding, have been rewriting, for 10 years now, the rules of the luxury industry bringing new needs and behaviors, as well as digitally infused lifestyles. They represent the largest Ivory Coast Phone Number List segment of luxury shoppers today and are constantly engaging with online content, expecting highly sophisticated digital experiences. Luxury brands must therefore learn to speak their language to offer them superior virtual experiences. This is all the more true given that consumers are now mainly found in Asia, where the population is the most digitally active in the world.
The Omnichannel Marketing Strategy Has Become Essential.
Image Credit: Glossier “All about Real People” Campaign They represent the largest segment of luxury shoppers today and are constantly engaging with online content, expecting highly sophisticated digital experiences. Luxury brands must therefore learn to speak their language to offer them superior virtual experiences. This is all the more true given that consumers are now mainly found in Asia, where the population is the most digitally active in the world. Image Credit : Glossier Natively digital, with highly dematerialized D2C distribution models, the new luxury brands have data and information systems that allow them to shed light on this new consumption.
This is the case with Glossier or Reformation beauty treatments . Social listening is their first weapon. Through it, they seek to understand their customers, but above all to fragment their audience to generate more detailed and adapted marketing. Indeed, if we are used to talking in a global way about Millennials and GenZ, there are actually a multitude of subcategories that it is essential to know in order to perform. Image Credit : Reformation’s “Carbon is Canceled” campaign Heritage brands still sometimes suffer from a lack of information on how consumers perceive the market. In the digital age, when most luxury consumers in China are 35 or younger, preferences tend to change all the time. Brands that do not have a cutting-edge digital infrastructure are therefore operating in the dark.
Only 11% Of Those Polled Say They Would Not Buy Clothes Online, While 54% Are Already Familiar With The Practice .
Reinventing the luxury experience in the light of digital According to Bain & Company , the online channel, which is already experiencing double-digit growth in 2019, will continue to gain market share and will represent up to 30% by 2025. The rise of social media and platforms -forms, like Instagram and WeChat , have clearly led to this digital luxury revolution. The heritage brands, a time reluctant, have since put their doubts in the closet and crossed the Rubicon. Image credit: Gucci X The North Face pin store, Los Angeles ( Input ) Image credit : Gucci Pin Store, Les Galeries Lafayette Haussman, Paris In 2019, Gucci opened pop -up stores, called “Pin”, to revitalize the customer experience in points of sale.
This new concept relies on interactive and immersive digital experiences around augmented reality and original digital devices. Image Credit : Chicago Gucci Pin Store Banned from parades for several months, some brands, which went backwards on these new channels, took the plunge, like Céline and her sumptuous show filmed at the Château de Chambord . In September 2020, British fashion house Burberry aired its Spring / Summer 2021 show on Twitch , becoming the first luxury brand to live stream a fashion show on the live video streaming service, usually frequented by gamers. video games. Live shopping , already very popular in Asia, is gaining popularity worldwide. Identified by luxury brands as a real cash machine, this trend will continue and accelerate in the months to come.