Using Digital Content To Market Luxury Brands
Christian Louboutin, Dancer In A Daydream
Luxury brands are growing confidence in their take up of social media marketing. Increasingly, rather than perceiving social networks as relinquishing control of their carefully branded environments, luxury brands are rapidly getting to grips with the idea of consumers as a key distribution channel in themselves. Luxury brands such as Dior are now investing their marketing efforts into the creation of fun and beautiful digital content that extends the story and messaging of their brand.
Check out a shortlist compiled by The Business of Fashion, showcasing a range of such fashion films from Chanel’s cinematic take on the sophisticated dancefloors of St Tropez, through to Christian Louboutin’s playful and quirky illustration of a creative daydream.
Consumers as your distribution channel
Social networks are set up as a perfect channel for luxury marketers to harness the power of word of mouth marketing. In a time where consumer scepticism is at an all time high, survey by PR firm, Edelman (2006) found that 67% of consumer goods sold as a result of word of mouth, by a three to one margin people are far more likely to trust “average people like me”.
As the authors over at Fashion’s Collective blog write “having a loyal customer take hold of a brand piece and share it with their circle via word of mouth is pure. solid. gold.” See full article here
Fashion marketers are now taking this one step further and engaging with consumers by providing or in some cases even co-creating content with their audience. This is the future currency that will build consumer advocacy for their fashion brand and products. “People on social networks love to share. Find the people who are passionate about your industry, your brand and your products, reward them with valuable information and content, and then watch as they put all of their passion, zeal and social media acumen to work promoting your brand to the rest of their social network.” (Ryan & Jones, 2009).
What does this mean for 2010 and beyond?
In a study by Outsell Inc (cited at LuxurySociety.com) digital spending is expected to eclipse print ad spending this year for the first time ever. With a further study by the Society of Digital Agencies showing a continued upward surge in digital media investment for 2010. 81% of brand executives surveyed expected to increase their digital projects in 2010, and 50% will be moving cash from traditional to digital budgets. See more
A marketer’s ability to identify and reward influential and loyal consumer brand ambassadors will most certainly reshape the traditional value chain as they themselves become an essential and highly effective distribution channel. The key challenge now for luxury brands is in creating such a network of well-aligned marketing partners – from social media fan communities who are powered by aspiration and desire for conversation around the brand, through to influential bloggers, and even traditional media partners such as Vogue, who, with the recent announcement of the launch of their iPad app, appear to be quickly adapting their publishing strategy to the needs of the luxury advertising sector and its increasing consumer demand for inspiring, lustworthy digital content.
Stylite. Fashion meets stats.
This week see’s the launch of Styleite, a new website dedicated to providing its readers with the latest and greatest in fashion and beauty news, insight, and commentary. Styleite also hosts what they claim to be the web’s most innovative and interactive photo community, Style Sheets.
Perhaps the most interesting part of the site is what they call the “Power Grid”, a statistical analytics tool that sources the web in realtime to reveal which fashion industry icons are being spoken about the most. The tool objectively ranks people based on a number of different metrics, including anything and everything from blog mentions to circulation, Twitter followers to Google buzz depending on the category.
Styleite is certainly causing a bit of a stir amongst industry pundits and is definitely one we’ll be keeping an eye on.
New website brings crowd sourcing to fashion
An Internet startup called Fashion Stake launching in coming weeks aims to shake up the fashion industry, just as peer-to-peer file sharing changed the music industry.
Fashion Stake will allow customers to directly fund fashion designers by browsing on-line collections and buying a stake in a collection in return for credits to buy clothes. Patrons can also share ideas with designers and vote on collections.
The model, inspired by Internet-based social media networks like Twitter and Facebook, taps into a growing business model called crowd sourcing where entrepreneurs go directly to customers for content, funding, and distribution.
Full story at Reuters
Experience Nowness with LVMH
Chanel’s Vol De Jour not quite order of the day
We’re big Chanel fans at SoL, but can’t help feeling that Karl’s latest ‘Vol De Jour’ film, available via their iPhone app, falls a little short of the mark when it comes to creating interesting digital content. Why? Because frankly it’s dull. Beyond being able to see various pieces of the collection and getting a glimpse of Lara Stone in her smalls, it is of little value to the user, and therefore misses a major social opportunity. This is reflected in the low views and ratings on public broadcast sites and largely disparaging user comments. The experience is flat because it doesn’t embellish the brand and it leaves you wondering why Chanel doesn’t have more to say, which it certainly does. Cool bike though…
Gaga about luxury product placement
The modern luxury industry is arguably built on product placement in one form or another, but Lady Gaga is offering something quite remarkable to luxury brands: the opportunity to get in front of 35million YouTube viewers for starters. The latest beautifully crafted product from Haus of Gaga is the Bad Romance video, which counts no less than 12 product slots for everyone from Burberry to Versace via Phillipe Starck, La Perla and McQueen. Why? Gaga’s opulent visual imagery is an inviting backdrop for a luxury brand. It is the kind of lavish fantasy that strikes an attractive balance of desirability, edginess and mass appeal. Couple that with an almost unprecedented reach thanks to social media and it starts to look like a very engaging marketing platform.
“Train de Nuit” by Chanel N°5
“Train de Nuit” is a short film by Chanel N°5, that was released earlier this year. The film, which stars Audrey Tautou and Travis Davenport, is the work of legendary French film director Jean-Pierre Jeunet. It tells the tale of a brief encounter between a man and a women traveling to Istanbul on the Orient Express, who’s lives are brought together with a little help from N°5.
In the lead up to the festive season the film is getting plenty of air time on television channels worldwide. But it’s the digital aspects of the project that have caught our attention.
The film was initially released online at www.chaneln5.com, back in May. The Flash website is beautifully executed and is a very good extension of the overall campaign. As well as showing the films – both the long and short versions – the site provides a fascinating looks at the making of the films including an interview with Jean-Pierre Jeunet and plenty of behind-the-scenes photography.
Interestingly, the campaign extends well beyond the website. Much of the campaign has been promoted via the brands own Facebook group, which currently boasts almost half a million fans. To many, involving consumers in the conversation only takes away from the mystery and potentially endangers a luxury brands positioning. Though a cursory read through some of the comments posted by the 1613 fans who recommended the film, reveals that there is very little being done to harm the Chanel brand in this case.
Aside from Facebook, the campaign is also getting promotion through an email marketing drive, which we picked up on courtesy of Elle Tea. And there’s plenty of Chanel conversation taking place on Twitter also.
We think it’s great to see brands such as Chanel using digital channels to breath extra life into the great campaigns they produce.
Social Luxury (continued)
Here’s a nice succinct wrap up of a few dos & don’ts when it comes to luxury brand engagement with social media thanks to our friends at Agenda.
Burberry attracts 200,000 to its social network
British clothing brand Burberry has attracted more than 200,000 unique users and 3m page views to its new social network since launching last week.
The Art Of The Trench encourages visitors to upload pictures of themselves wearing a Burberry trenchcoat to build its own community of fans of the brand. Burberry wants to build on the 700,000 fans it has attracted on Facebook.
Christopher Bailey, creative director for Burberry, said, “Everybody has a different story related to their coat or the first time they came into contact with one. I love the idea that people from all over the world can share those stories and images with each other.”
From New Media Age
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