Lately, brands have been creating original content and redesigning their websites. Here are the top 10 luxury brand digital marketers according to luxurydaily.com, in alphabetical order:
Brian Atwood – Footwear connoisseur Brian Atwood invited consumers to sign-up for his email newsletter for the chance to access the members-only area of the brand’s website where consumers can shop exclusive shoes and accessories. The area also has advertising campaigns and personal photographs from the designer. Brian Atwood decided to give more people access to The Vault after many consumers expressed an interest.
Burberry – British fashion house Burberry recently added new mobile and digital content. The brand also has personalization technology which unlocks video footage that retraces the creation of the products, runway shows, and personalization images. Customers can access these videos through their phones and can even display videos on mirrors at the London flagship store.
Chanel – The fashion house released Inside Chanel, short films showing the people and events that helped to shape the brand. The chapter on the history of Chanel’s jewelry collections is fittingly titled “Chanel and the Diamond.” Chanel also released “The Jacket” to show the iconic garment’s history from 1954 to present day.
Chloé – French fashion house Chloé showcased its limited-edition 60th anniversary collection in a series of eight videos. The label honored its past designers Gaby Aghion, Karl Lagerfeld, Stella McCartney, Phoebe Philo, Hannah Macgibbon, and Clare Waight Keller. A collection of 16 reissued archive pieces are depicted in the videos.
Diageo – Spirits conglomerate Diageo has recently began to offer brands such as Johnnie Walker, Talisker, and Grand Marnier on Alexander & James, a British ecommerce and lifestyle website. Content on the site showcases the heritage and craft of each brand and includes how-to videos, recipes, gift ideas, advice from award-winning bartenders, and entertainment tips. Each purchase comes with complementary packaging, a personalized card, and free engraving on Johnnie Walker bottles.
Leading Hotels of the World – The Leading Hotels of the World has a new website that helps customers plan their trip along with simplified booking technology. The hotel group’s new site takes into account habits of the affluent traveler. The “Get Inspired” section offers travel guides, “Magnificent Journeys” provides trip itineraries, and “Destination Guides” helps travelers plan their trip in a specific destination.
Net-A-Porter – Online retailer Net-A-Porter has launched a new weekly online magazine called “The Edit,” which focuses on fashion, beauty, and culture. Many items shown in the magazine are linked to where they can be purchased on the site.
Porsche – German auto company Porsche thanked its 5 million Facebook fans by letting them collaborate and design a 911 Carrera 4S. Porsche launched a campaign and invited fans to vote for five weeks on the details and characteristics of the 911 Carrera 4S, which the company will make.
Saks Fifth Avenue – Upscale department store Saks Fifth Avenue recently launched a new monthly trend report and redesigned its website. The site has more image and editorial focused content. The company also has a newsletter highlighting must-try trends of the season.
Vanity Fair – Vanity Fair partnered with Giorgio Armani, Neiman Marcus, and Clinique to launch the first International Best-Dressed Challenge that lets readers be contenders for a new category in the magazine’s annual international best-dressed list. Vanity Fair readers can submit images of themselves to be considered for the new award category via Instagram, Twitter, and the Vanity Fair website. Each week editors select images from the submissions and feature them in a slideshow on the site. A monthly award is given to the reader in the image that receives the most likes.
– Claire Mykrantz
Source & Images: Luxurydaily.comSee the Top Ten Summer 2016 Trends for Women Over 40