reported: All along, with its long history of high-end brands, meanders "storytelling" way, superb network of marketing techniques, branding ability, admired for many businesses. "Learning to luxury brand marketing" has been a lot of budding brand slogan.
However, with consumers into the digital age - reading electronic rather than paper appeared, Facebook and other social networking to become a platform for exchange and communication, purchase in the online generation, mobile phones have become occupied "boring time" an important tool. Consumer and marketing environment has changed dramatically, with the digital generation has grown up gradually since consumers, marketing is no longer a luxury reserved the right digital marketing cautious approach, while already Internet-based platform for luxury Commodities electricity providers, social media use, make the brand more distance with consumers.
traditional consumer, consumers often see ads or through friends know brand, go to the mall generates consumer behavior, the process is longer; digital age, from social media to e-commerce, you only need a few seconds. Therefore, the "e-commerce must keep social media to communicate together." MK e-business models in the United States is this: the brand's official website and e-commerce sites, while having a different interface and content, but linked together. Official website brand is more like a social interaction with the consumer website, not only full of interesting brand message, the stars and the MK's story, there are a number of founder Michael Kors design inspiration and sharing personal stories. Through these interesting communication can guide consumers to enter.
The Chinese like there are America West, generals network and @ American fashion meici Sina microblogging good information fusion, the official website and purchase products play a role, while the official micro-Bo combines fashion information, hot topic, as well as the use of micro-Bo fans components interact, make full use of digital platforms to enhance customer relationship maintenance, improve customer loyalty.
In addition, American fashion opened the enterprise microblogging, microblogging and will open up the site's data, both from the perspective of marketing, product innovation, brand communication, can play a big role, the role of digital media rising social community for the brand, it is a good marketing path.
while for luxury e-commerce itself, if to maximize its advantages, each also brains. If more than ten years old famous British luxury electric provider Net-a-Porter, will launch a weekly own electronic magazine, produced a large fashion around a theme, beautiful models, fashion, fine photography, text concise introduction of new products, and even blockbusters or show video footage. But when you hover over a piece of models wearing the clothes, the dialog box will pop up to tell you this single product brand, and is the point to buy pages. In contrast local luxury electricity supplier, is also catching up the development of new media technologies. For example, the previously mentioned American fashion, in addition to a similar net-a-porter that M-ZINE, but also developed its own App - Pocket US West, the products, information, philosophy extends to every consumer side, Perhaps this is a new social media advantages and opportunities it brings.
Currently, the luxury e-commerce website marketing has not only sell goods so simple, but need to enhance the brand reputation through storytelling, dissemination brand connotation. Digital marketing can use technology, creativity and other means to convey the brand advocate lifestyle and brand concept. However, whether it is e-commerce or social media, are just marketing tools, their main role is to enable consumers to luxury consumption becomes more convenient and easier.
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