Luxe 2.0 - Marketing digital - E-commerce

The #FSCelebrate campaign commemorates the reopening of the property last October and will involve a host of events for guests throughout this month. Although many of Four Seasons’ social media contests involve numerous areas and properties, they are generally triggered by an individual hotel’s gumption.

The brand has made the logical transition onto Instagram likely because users on other social media platforms such as Facebook and Twitter often overlook new updates. Although Instagram harbors less users than other platforms, the photo-sharing platform allows brands to resonate with fans specifically looking for compelling images.

Three-quarters of female social media users who are more likely to use brands or products associated with celebrities have Twitter profiles and are more likely to use Twitter over other platforms as a source of inspiration, according to a new report by NetBase.

Incarne l’instant éternel par excellence, le luxe inspire le moment, clarifie et cristallise le plaisir. Il vivifie cette attente primordiale, déjoue la première de toutes les peurs. En cela le digital crée une nouvelle intensité. Tout comme les vanités, ces représentations classiques de crânes et de matières vivantes suggérant la mort, les réseaux sociaux incarnent l’éternel en figeant chaque instant, chaque moment, nous renvoyant ainsi à notre propre futilité et à notre propre mortalité. Twitter et facebook, avec leur accumulation de données et de futilités, sont des natures mortes.

98% of consumers who plan to buy luxury with a household income of at least $250,000 interact in Web-based ways, with 71% of this group using social media to communicate.

Out of those in this income range that do not plan to buy luxury, 51% engage on social media.

Also, 96% of ultra-affluent consumers – those who have a household income of at least $500,000 – plan to buy luxury engage in Web-based communication and 62% use social media to communicate.

The two most-often used platforms for all adults are Facebook and Twitter.

To increase consumer awareness for its new line of suits, Burberry has been using its Facebook and Twitter to generate a conversation with male fans.

A click-through on a link found on Burberry’s Facebook page brings consumers to the brand’s Web site where they are prompted to view an interactive version of the Travel Tailoring suit via video.

Donna Karan New York’s #DKNYARTWORKS campaign depended on promoted tweets that generated engagement levels higher than three percent and garnered 11.2 million impressions over a three-week span. 

Through this campaign, the brand was able to familiarize fans with its art-entwined origins, drive substantial online traffic and bring several luminaries to a prominent stage.

Retailer Barneys New York is making its presence known during New York Fashion Week by using a branded hashtag in its Twitter and Instagram posts.

Une marque de luxe ou de mode qui n’interagit pas avec ses clients perd le potentiel de les fidéliser. En ce sens, posséder un blog et être présent sur les réseaux sociaux est devenu un facteur primordial dans la construction du branding de l’entreprise. Les marques les plus actives sont en communication permanente avec leurs clients et leurs internautes en gérant leur communauté via les réseaux sociaux, Facebook, Twitter, Google + et Pinterest, ou encore via leur éventuel blog. Proposer des contenus variés tels des vidéos, photos, concours ou autres permet d’interagir, d’inviter les internautes à l’échange et donc de se créer une e-réputation positive.

Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank.

“The Buying Influence of Social Channels in Fashion” report found that Facebook along with blogs and message boards are the most influential channels for women making decisions on apparel, and that Twitter was not effective in helping make these decisions. Luxury brands should embrace these channels and look to engage in conversations with consumers to promote products and campaigns via social media.

The British automaker chose to portray itself from angles ranging from ruthless speed to thoughtful charity to demonstrate to fans that it tries to engage them on different fronts. Rolls-Royce is continuing its efforts to maintain consumer interest through its social media.