Mercedes-Benz integrates Google Glass technology to enable car-to-door navigation, as Tiffany & Co overhauls eCommerce & shares its high jewellery collection online
“To be digital means so much more than channel swapping” has decreed Ashley Friedlein, CEO of Econsultancy, in a recent article for Marketing Week. And indeed, it has been interesting to witness the evolution of digital marketing and integration by luxury brands since we launched this column in 2010.
When we first began reporting on luxury brands engaging digital platforms, the focus was very much on establishing a social presence, repurposing content and sharing video. Three years later, luxury brands are launching new initiatives less frequently, but working harder to create deliberately digital content, enrich eCommerce offerings and optimise content for mobile and tablet devices.
And more and more we are witnessing the rise of digital not only for marketing purposes, but for enhancing internal communications and retail operations, as technology plays an increasingly influential role in general business. Friedlein believes that an organisation is ‘digital’ if it exhibits two things: it focuses on the customer experience, irrespective of channel, and it has a digital culture.
“ To be digital means so much more than channel swapping ”
“Many quintessentially digital businesses show this focus on customer experience, although not necessarily through digital media,” he explains. “Luxury retailer Net-A-Porter focuses a lot on customer service, personal shoppers and packaging; Amazon now impresses more through its delivery and fulfillment than its digital properties.”
“Long-established brand Burberry is a good example of digital transformation. In 2006, it was significantly underperforming compared with its peers. Angela Ahrendts took over as chief executive and instigated a programme of change, focusing on customer experience and driven by digital technologies.”
Just as brands are starting to decrease the rate at which they open new stores, to instead focus on optimising existing boutiques, they are also starting to think more strategically about which digital platforms and technologies are most appropriate for their values. And to think more creatively about ways in which to ‘wow’ their audience.
Amazon has launched the Luxury Beauty Store, including Burberry fragrances, Dr. Brandt Skincare and Nars to name a few. The shop is accessible through Amazon’s main navigation bar, with a bespoke design concept and enlarged in-house photography for each product.
De Beers has unveiled a new iPad service with Somo, to allow consumers to compare different styles of engagement rings and diamonds according to their desired preference. The ‘For You, Forever’ in-store tool allows users to view a shortlist of their favourite styles, share designs with others, and make their final selection to be crafted personally for them.
Google has partnered with Diane Von Furstenberg and the CFDA to create a shoppable Hangout On Air for the Google+ platform. Those who participated were able to watch the designer talk about her products and simultaneously browse and shop a curated assortment.
The Dorchester Collection has launched a new website, whereby guests can now book all Dorchester Collection properties from one central point through five clear steps. The magazine-style format highlights the hotels’ destinations, providing guests with a virtual concierge service.
The website is currently available in English, French and Italian, and from January 2014 Russian, Spanish, Portuguese and Chinese will be added.
Website & Source: Dorchester Collection
Harrods has become the first British retailer to launch an official WeChat account, giving users access to exclusive Harrods content and an opportunity to connect directly with the department store through the Chinese multimedia social network.
The brand is offering an incentive to the first customers to sign up for Harrods WeChat, giving customers a chance to win prizes from Harrods’ special-edition Archive Collection. The launch follows the Mandarin iPad launches of the Harrods Magazine app and the Harrods Times app, a luxury watch publication.
Hermès has launched a Silk Knot smartphone application, a digital styling tool showcasing chic ideas to tie the French brand’s silk scarves. Step-by-step videos and pictures teach how to master six different knots, to which a series of new knots will be added each season. Users are invited to take pictures of their personal style and post them on Instagram.
Louis Vuitton has released a smartphone application to bring its advertising campaigns to life. By scanning the campaign images that feature the App’s icon in magazines and elsewhere, users will unveil a dedicated space showcasing product information, videos, images, and more. The Louis Vuitton Pass App will also redirect users to purchase showcased products and locate stores.
Mercedes-Benz has developed a new navigation system compatible with Google’s eyewear to create a seamless transition between driving, and your life outside your car. With regards to navigation specifically, this means a system whereby Google Glass will continue your car’s sat-nav directions even once you’ve parked -taking you from parking space to the door of your destination.
Source: Motor Authority
Missoni Moments is a digital magazine published in collaboration with bloggers, photographers, illustrators, artists and video makers, discussing fashion, people, friends, art, creativity and lifestyle. The magazine has been designed to open an uninterrupted conversation between users and the brand, with all content enabled for comments and social sharing.
Montegrappa has completely revised its website for optimum compatibility with mobile and tablet devices. Montegrappa’s new platform has been designed to be more user-friendly and informative. Accessing it will allow visitors to study its complete line of pens, watches, cufflinks and fragrance, alongside early announcements of forthcoming limited editions.
Website & Source: Montegrappa
Saks Fifth Avenue is offering consumers the opportunity to digitally put together outfits on specific body types by joining up with a fashion-centric iPad application. The app created by Stylewhile aggregates product images from participating retailers and allows consumers to see how outfits look on an avatar with a similar body type.
Tiffany & Co. has launched the first significant update to its website since 2007, reinvigorating the luxe jeweler’s online efforts. Blue Book, Tiffany’s collection of high jewelry, is showcased online for the first time, including the $2.8 million Stars and Moon necklace, but alongside engagement rings, is the only grouping not for sale on the site.
Swiss watchmaker Vacheron Constantin is pairing brand history with horology education in a new mobile application that delves into its latest watch. Vacheron’s “The Sound of Time” app for iPhone combines interactive gaming elements with educational materials and a video dedicated to its latest watch the Patrimony Contemporaine Ultra-Thin Calibre 1731.
For more in the series of The Latest Digital, please see our most recent editions as follows: