Top 10 Luxury Sites Don’t Work On iPad
PSFK published an article today which covers their research in to the Top 10 luxury sites compatibility with iPad. Not a great result – only Gucci passed. Why? Well obviously due to their dependence on Flash, a technology that Steve Jobs has outlawed in both the iPad and iPhone. While this decision is controversial it can’t be ignored by the luxury sector. The iPad is just about to launch in major luxury markets markets like Japan, where iPhone penetration is 46%. The lag time in not embracing the technology could cost dearly. Let’s hope this isn’t a reflection of past trends the luxury industry has been slow to embrace.
Selling the dream
Luxury positioning, especially for the potential – as opposed to the existing – market is all about aspirational and slightly out of reach desirability. With this in mind LV have created a very neat piece of digital content in ‘SuperFlat Luxury’ to hook Japanese schoolgirls, with a crystal clear call to action for mobile seeding and a very compelling Alice In Wonderland brand story.
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