Luxury Brands and #Social Media
Social media can be a powerful tool for a luxury brand. With a growing affluent market, the online world is a place high-end brands need to be. The question is, how are you going to maintain guardianship of your brand identity, keep your product premium-priced and exclusive, or engage your customer?
Understanding Luxury Brands and Social Media
One of the biggest misconceptions by brand managers is that the web is not a luxury market. The truth is that people are spending more money online and it’s a place luxury brands must build a presence. However, most have a nagging fear of ruining their brand reputation.
So, how can luxury brands engage in social media?
2. Most luxury brands are extremely hesitant to experiment with new marketing strategies. They feel that trying new things is too risky for their brand image. Instead, this hesitation can actually limit online opportunities, hurting the brand in the long run.
3. Because of a luxury brand’s need to maintain the appropriate aesthetics, social media can be a more expensive proposition for them. Building an application or web page is an expensive, arduous task for any major brand. It’s important to remember that social media for brands is not free.
Examples of Luxury Campaigns
1. Luxury implies a sense of exclusivity; that it isn’t for everyone. It’s difficult for a brand to selectively choose who to interact with and, unless done properly, this segmentation could cause a major backlash.
The Luxury Market Online
Gucci On Facebook
Mercedes Benz Social Network
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