Luxe 2.0 - Marketing digital - E-commerce

Brands including Bergdorf Goodman, Pierre Balmain, Hugo Boss and Rebecca Minkoff have used Spotify to create and share playlists that embody the brand’s character. Through a program like Spotify, brands are able to connect with consumers through a more emotional form such as music.

Closing retail doors to begin renovations may seem like a lost opportunity for sales, but it should be a time for brands to build relationships with their customers.

Luxury retailers can focus on other efforts during this time to create deeper customer connections. By making up for lost time, retailers are able to maintain sales and possibly strengthen bonds with their customers. 

When Burberry was building their flagship in Chicago, [the brand] informed consumers and were adding excitement and mystery to the opening. 

In addition, brands should use their social media to help them tell a story about the renovation.