A presentation outlining how luxury and fashion brands can participate in the online platform while maintaining exclusivity.

1. THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

2. The Internet is a vast expanse of digital
territory. It is transparent, immediate and
global.
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

3. The nature of the internet empowers the masses
with accessibility, information, and autonomy.
d
Fashion bloggers sitting front row. Photo Credits: Abc.net
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

4. It’s easy for images, copy, video and
opinions to circulate the web,
regardless of brand ownership over
d these assets.
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

5. Making the decision to not participate means missing the opportunity to capitalize
on the nearly 2 billion people online internationally.
(It also means that, out of all of the messages circulating about your brand, none
will be controlled by the brand itself).
d
Photo Credits: Oberholtzer
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

6. Another potential risk in not
participating is future brand
relevancy as competing brands
reinvent and introduce
themselves to a younger
audience.
Photo Credits: Sbeulah.onsugar.com
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

7. The fact that luxury products are both special and rare builds
desire and justifies price points. As a luxury brand, exclusivity
is integral as it maintains consumer desire. If luxury goods
were accessible to all, their worth would be compromised.
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

8. In today's saturated market place, luxury brands need to create a sense of
desire in order to remain exclusive.
Although contradictory to belief, the online space is the perfect arena to
build consumer desire. For luxury brands online, it is NOT about a wide
distribution of the actual product, but rather a distribution of the content to
evoke desire.
ooh la la...
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

9. This desire validates both existing customers and creates aspirational
consumers, ultimately strengthening the brand long-term.
Actual Consumers
Aspirational Consumers
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

10. For luxury marketers, approaching the
digital platform in a way that enhances the
brand and garners an impact is all about
shifting the perspective:
Rather than create one marketing strategy
to be applied across all platforms and
audience segments, instead customize
communications for specific audiences
and their unique needs within the brand
identity.
Photo Credits: Change the Thought Poster, Apartment Therapy
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

11. Knowing that the baseline digital marketing position is about validation
and aspiration, and that there are dual audiences (existing customers
and aspirational consumers), the marketing strategies can be crafted
accordingly.
YSL on Polyvore YSL 2010 ad
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

12. For luxury brands, it’s all about:
1. Facilitating the distribution of
brand content, not inhibiting it.
Hermes J’aime mon carre
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

13. For luxury brands, it’s all about:
2. Finding and fueling the digital influencers that
resonate most with the brand, incentivizing these
individuals and providing them the opportunity to get to
know your brand better.
Photo Credits: Style Canteen
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

14. For luxury brands, it’s all about:
3. Creating separate opportunities that specifically
resonate with the actual customer and provide a
justification in their choosing your brand.
Gucci Spring/Summer 2011 Invite to Livestream
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

15. Ultimately, it’s about truly engaging your customer and about
finding meaningful ways to interact with them online.
It’s also about providing valuable content that fuels genuine word
of mouth in a way that authenticates and elevates the brand position.
THE RESOURCE IN DIGITAL MARKETING FOR FASHION AND LUXURY BRANDS

16. WWW.FASHIONSCOLLECTIVE.COM
@FASHCOLLECTIVE