Although plenty of luxury brands have been hesitant and slow to move into digital spaces, which these days influences over 50% of all sales, with the decreasing results of other types of advertising, they’re slowly implementing an online presence.
Even luxury shoppers these days are spending a lot more time online, and specifically on their mobile devices, which means that luxury brands should also adapt to this trend in order to thrive.
Visual Platforms
One of the best ways to market luxury products is through photos, which can evoke plenty of positive emotions with consumers.
That’s why social media platforms such as Instagram or even Pinterest provide a great opportunity for numerous luxury brands to promote themselves and raise brand awareness.
When consumers see those images they can connect with wearing designer clothes, driving luxury vehicles, or even experiencing something luxurious.
This is why, for example, Chanel is one of the most popular brands on Pinterest, and it’s even more impressive because the brand doesn’t have a presence on the platform.
All of the buzz and fan appreciation is created by brand advocates on the platform.
Brand Website
In general, most luxury brands and their websites are quite stylish, but tend to have poor performance when it comes to functionality and user experience.
Although the need for a stylish design is understandable when it comes to luxury brand websites , they still have to invest in their websites and make them intuitive, well-designed, and user-friendly.
A brand’s website can still be visually attractive but also easy to use. Unfortunately, these days plenty of luxury brands such as Chanel or Dom Perignon have slow-loading websites which are also confusing to navigate for the visitors.
On the other hand websites for brands like Versace and Aston Martin have high functionality, are user-friendly, and are still visually attractive.
Aspirational and Educational Content
One of the best ways that brands can generate engagement and more website traffic is by creating very visual and aspirational content for social media as well as the brand’s website. When a company is able to focus on visual content and long-form written content, it is able to generate a lot more attention and traffic.
Although this type of marketing effort is quite popular in plenty of other industries, when it comes to luxury brands content marketing is very underused yet can be incredibly effective when utilized properly.
That’s why more luxury brands should be jumping on the trend of both long form written and visual content, which gets plenty of attention and shares across social platforms, leading to even more brand visibility and awareness.
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