Interesting article from the American Marketing Association written by Schulich School of Business MBA candidate, and CGE Student Associate, Giuseppe E. Franze.
In the article, Giuseppe argues that creating a ‘luxury experience’ for increasingly jaded buyers all over the world will require better integration of the retail and digital social/media experiences.
Investing in multi-million dollar storefronts and ad campaigns may not be sufficient if the online customer interaction, selection and service experience is inconsistent. He also suggests that wealthy consumers from New York to New Delhi are seeking authenticity and an emotional connection to accompany their brand selections. Marketing through digital media for luxury fashion brands may soon be less product or image – and increasingly focused on communicating a brand’s ‘story’.
Visit here for the full article.