LVMH CEO Bernard Arnault is still concerned that a heavy presence online will damage the reputations of the luxury brands in the group’s portfolio, and that’s shaping how the conglomerate’s digital strategy plays out globally. “We plan to continue investing in digital technology in 2018, but we need to be prudent there, so as not … More LVMH CEO still doesn’t trust that online retail won’t damage luxury brands
Now more than ever, luxury brands are making WeChat a priority. According to a recent Bain study, all 40 of the top brands surveyed had an official WeChat account. But are they doing everything they can with the tools they have? When it comes to WeChat-led omnichannel strategies, there’s some catching up to do in … More Luxury Brands Underestimate WeChat’s Importance Offline
Online influencers are increasingly integral to luxury and beauty brands’ sales strategies in China. Most influencer marketing programs are still in their infancy—the majority have been active for less than two years, according to a report by Fashion and Beauty Monitor—but that hasn’t stopped brands spending a significant chunk of their marketing budget on partnerships … More Do Netizens-next-door Make Good Luxury Ambassadors?
Coty and other luxury brand owners scored an important victory on Wednesday in their bid to prevent retailers selling their products on online platforms such as Amazon and eBay after Europe’s top court said they have the right to do so to preserve their image. The issue is significant in Europe, whose companies account for … More Luxury brands boosted by court ruling for online sales ban
The competition between luxury brands has been intensified. Whether you are in online or offline the situation is pretty much the same. Some of global brands are pretty nicely in both channels and even know the tricks to use in WeChat. However, the question is should you use your own ecommerce site or use the … More Should luxury brands open their own ecommerce sites or use major third-party marketplaces? What you think?
‘See now, buy now’ has no doubt been one of the hottest trends in fashion over the past two years. It all started in September 2016, when the UK luxury brand Burberry defied the tradition of a six-month-cycle fashion show schedule, by debuting a “seasonless” collection at its first-ever ‘see now, buy now’ fashion show. … More ‘See Now Buy Now’ Meets Singles’ Day Frenzy in China
With the increasing presence of Chinese consumers in the global luxury market, an ever-larger number of luxury brands are now turning their attention to China. In hopes of crafting a more engaging shopping experience for Chinese consumers who are less familiar with the social media platforms dominant in the Western world, many luxury brands have … More Luxury Brands’ WeChat Accounts Lack Customer Engagement