It’s time for a discussion on digital marketing in an era where TikTok rules paramount, and Instagram determines fads.
You’re probably acquainted with using inbound marketing strategies as an elite company to lure clients. The reason inbound marketing is significant is that, when done correctly, it yields fantastic outcomes. In order to increase online search exposure for luxury goods, SEO entails carefully designing websites and content to the upscale preferences and demands of target consumers. Creating a buzz about the company you represent is crucial, regardless of your status as a street-style icon or fashion expert. So, here are the top 4 tips that shape your luxe brand and boost traffic organically.
Apply on-page SEO tricks
The secret access to accomplishment is on-page SEO. Does anyone know anything about visual search? Currently, it’s a popular fad. Visual search engines such as Pinterest Lens make their product photos optimized. They’re searching like fashion influencers at Fashion Week these days when they want anything equivalent. The best seo company knows all the tips & tricks to apply on-page SEO tactics to improve the number of organic traffic on your website.
Consider off-site SEO
Creating links from other websites to your own is known as outbound SEO. As a high-end business, there are several ways for you to make the most out of your offsite SEO approach. Google Business Profile is a free option for businesses to arrange their data online. It acts as a hub where customers can get information about your business, including your contact information, website, and operating hours. A Google Business Profile account may enhance your online visibility and encourage visitors to return to your web page.
E-commerce Elegance
Attention, upscale brands! E-commerce SEO is what you need. The trend right now is customisation. According to customer preferences, AI-powered suggestions, such as those employed by Amazon, can recommend goods. It’s similar to having an independent stylist at your disposal. Your viewers will love the individualised engagement.
Content marketing for luxe SEO
Sponsored posts and social networking sites are two avenues that content marketing uses to produce and distribute information. Every company needs it, but high-end ones, such as Lamborghini ceramic coating companies, need it even more. A primary objective of any fancy marketing strategy is to establish a connection with affluent buyers, and content marketing can assist you in doing just that by capturing these demographics effortlessly.
To succeed in the modern sphere, high-end companies must invest in SEO services. You may enhance your search engine rankings and increase organic traffic by integrating offsite & onsite SEO tactics. This will make it simpler for users to access your website fast. You’ll be well on your way to seeing rapid digital achievement if you dedicate the time to carefully craft an SEO plan that works for both the consumers and your company.
For more on the latest in luxury business reads, click here.
Luxury brands are increasingly leveraging on social media platforms like Instagram and TikTok to engage with diverse audiences and achieve successful marketing campaigns through tailored social media strategies.
In the ever-evolving landscape of social media, luxury brands are constantly seeking the most effective platforms to engage with their audience. Instagram and TikTok have emerged as leading contenders, each offering unique advantages in terms of engagement, algorithms, and overall experience. LUXUO delves into the intricacies of these two platforms, drawing on analysts’ insights and statistics to help luxury brands make informed decisions about their marketing strategies.
Engagement
Engagement is a critical metric for luxury brands as it directly correlates with brand awareness and consumer loyalty. According to a study by Influencer Marketing Hub, TikTok boasts an impressive average engagement rate of 5.3 percent per post, significantly outpacing Instagram’s 1.1 percent. This heightened engagement is largely due to TikTok’s vibrant, short-form video content that successfully holds on to users’ short attention span.
Instagram, however, remains a stalwart with its visually appealing content and diverse format options, including posts, stories, reels, and IGTV. Famed luxury brands like Gucci and Louis Vuitton have mastered Instagram’s multifaceted formats to maintain high levels of engagement through a blend of polished imagery and behind-the-scenes glimpses.
Algorithm
The algorithms of Instagram and TikTok are finely tuned to enhance user experience by showcasing content that resonates most with each individual. Instagram’s algorithm zeroes in on user interactions (likes, comments, shares), post-recency, and direct interactions (messages, profile views). This ensures that content from users with whom one frequently engages surfaces at the top of their feed.
The Instagram algorithm curates your feed to show you content tailored to your interactions.
TikTok’s algorithm, on the other hand, is celebrated for its sophisticated and highly personalised approach. It considers an array of factors, including user interactions, video details (captions, sounds, hashtags), and device or account settings. The result is a “For You” page uniquely tailored to each user, elevating content from both prominent creators and emerging talents. This virality potential is a game-changer for luxury brands aiming to expand their reach rapidly.
Understanding the demographics of Instagram and TikTok is crucial for luxury brands in choosing the right platform. Instagram’s user base skews slightly older, with a significant portion aged between 18 and 34. This demographic tends to be more affluent and brand-conscious, making Instagram a prime venue for luxury brands targeting established consumers.
TikTok, conversely, attracts a younger crowd, with a substantial percentage of users aged between 16 and 24. This youthful audience is highly engaged and eager to discover new brands, offering luxury brands a golden opportunity to cultivate future consumers. TikTok’s emphasis on creativity and authenticity allows brands to connect with users in a more informal and relatable manner.
Why Some Celebrities Dominate on Instagram While Others Shine on TikTok
Celebrities’ following statistics on Instagram and TikTok often reflect the distinct characteristics and user demographics mentioned above. Instagram, with its emphasis on high-quality visuals and curated content, tends to attract a slightly older, affluent audience that appreciates polished aesthetics and aspirational lifestyles. This has resulted in celebrities like Kim Kardashian (361M on Instagram versus 9.7M on TikTok) and Kylie Jenner (398M on Instagram versus 56.2M on TikTok) amassing massive followings due to their glamorous posts and brand endorsements that align well with Instagram’s image-centric nature.
Kylie Jenner has amassed a grand total of 398M followers on her Instagram page.
Conversely, TikTok’s rapid growth among younger users, driven by its focus on short, engaging videos and viral trends, has catapulted personalities like Charli D’Amelio (155.4M on TikTok versus 43.7M on Instagram) and Addison Rae (88.8M on TikTok versus 34.9M on Instagram) to stardom. These TikTok influencers thrive on their ability to create relatable, authentic content that resonates with Gen Z’s preference for real-time, interactive experiences. Consequently, celebrities who excel in spontaneous, creative, and often humorous content find greater success on TikTok, while those who can maintain a meticulously crafted online persona tend to dominate Instagram.
The Link Between Music and Fashion
The interlink between music and fashion is a dynamic synergy that continually shapes and redefines cultural trends. Luxury brands are increasingly leveraging viral music “audios” on both platforms to amplify their reach and resonate deeply with younger audiences. By incorporating trending tracks into their campaigns, fashion houses become more relatable, tapping into the cultural zeitgeist that music often defines. This strategy not only enhances the appeal of their visual content but also fosters greater engagement, as users are more likely to interact with content that feels current and familiar. This harmonious blend of music and fashion epitomises modern marketing strategies, where reliability and cultural relevance drive consumer connection and brand loyalty.
An excellent example of this phenomenon is Charli XCX’s latest album, which has popularised “brat culture” through its edgy and playful tracks. Capitalising on this trend, Kate Spade released a “Brat Summer Starter Pack” on TikTok, aligning their brand’s green collection with the youthful, rebellious spirit encapsulated by Charli XCX’s music. This move not only increased Kate Spade’s visibility among younger consumers but also demonstrated how effectively brands can utilise viral music trends to enhance their reliability and engagement across both Instagram and TikTok platforms.
TikTok, a widely used app for posting short dance videos, thrives on its catchy music and simple choreography, making dance trends highly shareable and easy to replicate. For instance, Charli D’Amelio’s TikTok dances have gone viral, often catapulted to fame when celebrities join in. These trends drive user engagement and participation, which TikTok’s algorithm amplifies by increasing the content’s visibility. This promotion cycle ensures that these dances go viral, extending their reach and encouraging even more interaction.
Luxury brands have harnessed the distinct strengths of Instagram and TikTok with remarkable success. On Instagram, brands like Chanel and Dior have maintained a consistent presence through visually stunning campaigns and exclusive product launches. Their adept use of Instagram “stories” and “reels” has facilitated real-time interaction with followers, creating a sense of exclusivity and immediacy.
On TikTok, brands such as Burberry and Gucci have embraced the platform’s playful and innovative spirit. Burberry’s creative use of augmented reality filters and influencer collaborations has driven significant engagement, while Gucci’s experimental campaigns and participation in viral challenges have helped the brand connect with a younger, more dynamic audience.
Both platforms each offer unique advantages for luxury brands. Instagram’s varied content formats and older, more affluent user base make it ideal for established brands aiming to uphold their prestige and engage with existing customers. TikTok’s higher engagement rates and younger, dynamic audience present an excellent opportunity for brands to cultivate new consumers and achieve rapid, widespread visibility.
Dior leverages Instagram features by inviting followers to watch their haute couture show directly from the link embedded in their Instagram Stories.
Brands increasingly leverage Instagram’s shopping features to drive traffic directly from their posts to their websites, transforming the platform into a powerful commerce tool. Dior, for instance, curates its social media pages with stunning editorial campaigns that seamlessly integrate shopping links, allowing followers to purchase items directly from their feed. This strategy not only enhances the visual appeal of their platform but also promotes a “see now, buy now” effect, encouraging immediate purchases rather than having customers wait months for in-store availability. By blending visually captivating content with direct shopping opportunities, Instagram serves as both a marketing and sales channel, streamlining the consumer journey from discovery to purchase.
Dior also revolutionises shopping by seamlessly listing their newest collections on Instagram for users to explore and purchase directly.
However, the key to maximising impact lies in leveraging both platforms strategically for different products and purposes. Instagram’s polished aesthetics and diverse content formats are perfect for high-end product launches, brand storytelling, and maintaining brand prestige. TikTok, with its trend-driven and informal nature, is ideal for reaching younger audiences, showcasing behind-the-scenes content, and experimenting with creative campaigns.
By understanding the distinct strengths and limitations of each platform, luxury brands can craft a nuanced and effective social media strategy that ensures they resonate with their target audience in the most impactful way possible. This dual-platform approach not only broadens reach but also fosters deeper engagement across various consumer segments, ultimately driving brand loyalty and growth.
For more on the latest in business stories and opinion reads, click here.
When you want to be ahead of the crowd when it comes to style and sophistication, who do you turn to? Well, today is your lucky day because you’ve come to the experts on all of the finer things in life. Keep reading as we get set to share a few predictions on new things that will hit the market, brands that will continue to surge, and a few old favourites that could come back into fashion. Enjoy!
Expect to Feel the Saudi Influence
There’s perhaps no bigger story in global sport and entertainment right now than the emergence of Riyadh Season. This seemingly yearlong celebration of the glitz and glamour of Saudi Arabia has fast become a key part of popular culture in the West. With trendsetters like Cristiano Ronaldo now plying their trade over in Saudi week in week out, you can expect to see their love of luxury rub off on the rest of us.
We’re talking about over-the-top displays of wealth, we’re talking about Gucci (more on them shortly) and we’re most definitely talking about the finest artisan leatherwork. Combine all of this with a little touch of ornate Arabian artistry and you’re all set to steal a march on everyone else out there who wants to be able to create a stunning look in early 2025.
Gucci and Versace Will Never Fade
We promised you we’d get to them, so why wait! These highly prestigious luxury staples are going nowhere, not least of all because they’ve been fully embraced by the next generation of luxury high-end trendsetters. With their shift to casual wear and athletic elements, they’ve shown that they can move with the times by not staying rooted purely in the world of formal attire. The result is a playful yet wildly luxurious re-imagination of everything it means to be chic yet comfortable. Ideal when you want to be able to set the tone in your own signature way.
Personalised Bags Will Be Big
Nothing speaks the language of luxury like having a bag no one else has, and 2025 is set to prove it in the biggest way possible. We predict you’ll see all the major names in fashion bring out bags that put custom hand-stitched detailing in the spotlight like never before. And if you’re willing to pay a premium for the name and the leather, you’re not going to have a problem justifying paying that little bit extra to make your bag truly one of a kind.
What will be interesting is how this splits between individual promotions with major influencers and celebrities on the one hand and with global brand alignments on the other. One thing is for sure: we’re going to love taking in the view as we enjoy every single moment of the ride.
Sushi Will Change the Way We Dine
Fresh, healthy, minimalist, and all delivered with that little touch of artistry. When you think about sushi in such rarified terms, honestly, what’s there not to like? If you want to be able to set the tone for a stylish approach to dining that works at all times of the day, but still commands a premium, sushi is increasingly becoming the way to go.
The beauty of it as a dining experience is that it’s all about sampling, tasting, and adapting to what’s there in front of you. You’re not forced to stick to a rigid main course — this is all about picking and choosing anything that catches your eye and gets your tastebuds excited. If there’s one thing that this reminds us of, it has to be the world of luxury living and the freedom that comes with it. Now you can see why we’re picking sushi as a luxury dining option as 2025 comes ever closer over the horizon.
Burberry is Set to Make a Comeback
For years it became unwittingly linked with football culture and the fashion of casuals, but those days are now a distant memory. Imitation patterns have largely fallen away, Burberry is back as an exclusive brand millions aspire to own, and the design brilliance is still there for all to see. Just what you want to hear when you’re searching for a brand that you can get in your wardrobe before the masses knock it back out of high-end fashion again.
There’s nothing quite as elegant and refined as a Burberry trench coat complete with signature lining when you want to truly make a statement. Take a look online and you’re sure to find something that catches your eye sooner rather than later.
Gold Detailing on iPhones is Luxury-Meets-Retro
Last up, we’re going back to an old trend that’s finally come full circle. Gold detailing has fallen out of fashion with the masses, meaning cheap imitation cases and covers are now hardly seen anywhere. This means that adding a beautifully poised layer of gold to the one device you never want to leave home without is set to call out the world of luxury once more.
The key here is to invest in nothing but the best so that you have something which catches the eye for all the right reasons. After all, the last thing you want is a poor-quality finish that scratches and peels.
Closing Words
Living the luxury life doesn’t mean you’re immune from all the peaks and troughs that the rest of us face. Playing an online casino game for too long, overindulging in sweet treats, and staying up too late can knock you back regardless of how much money you have in the bank.
The key thing is to remember what makes you human and to celebrate it in whichever way makes you smile. Once you do that, you’ll be able to create the kind of life you have always wanted, one memorable day at a time.
For more on the latest in fashion news and releases, click here.
Postponed from last year, the 10th Only Watch charity auction finally happened this May and managed to raise CHF28.3 million. Crucially, it also managed to come in under the radar slightly, since this auction was part of a series by Christie’s that was plagued by technical difficulties. Difficulties is putting it mildly because it actually attracted proper news coverage. For example, the Only Watch auction was conducted without Internet buyers as online bidding was suspended, as was the Michael Schumacher auction. Christie’s informed prospective buyers on the digital front that they had to place their bids by phone rather than online. Despite this kerfuffle (not to do with itself, conspiracy theories notwithstanding), Only Watch still managed to raise funds to benefit research into Duchenne Muscular Dystrophy. As it happens, the lion’s share of the CHF28 million was delivered by just one Patek Philippe, the unique Ref. 6301A-010. Nevertheless, all 47 brands that participated in the 10th Only Watch auction did mark their confidence in charity organisation and its work just by participating. To the watch industry, that too is worth a lot, perhaps even more than the top Patek Philippe lot. That watch hammered for CHF15.7 million, making it the star of the show, as Patek Philippe all too often is at auction. To wit, if you are a Patek Philippe watch, you only need to turn up to win best-in-show.
This is not always a win in Patek Philippe’s books though, as evidenced by Sylvester Stallone’s sale of his Grandmaster Chime Ref. 6300 for USD 5.4 million, a record for the auction house Sotheby’s. Various sources, including WatchPro, reported that the legendary Geneva watchmaker is none too pleased by the state of affairs here. In fact, WatchPro asked Patek Philippe CEO Thierry Stern what he thought about the sale, and he said this: “Of course we do not like it, but it can happen. I cannot control everybody. It is not fair for a client that may have been waiting for this piece for many years and then sees it being sold”. Of course, Stallone was not selling his watch for charity or anything like that, which may have changed things. It certainly did not help that the Rocky star and high-profile collector kept the watch in its packaging, indicating that it had never been worn.
Who’s The “Bos”?
Nicolas Bos, CEO of Van Cleef & Arpels
Richemont, the group that owns Cartier, Montblanc and IWC (among others), announced a management shift after Watches and Wonders Geneva, alongside its year-end financials. Nicolas Bos, CEO of Van Cleef & Arpels, has been tapped to succeed Jerome Lambert as Richemont CEO; this is not exactly the same role that Lambert had. Richemont is re-establishing the CEO role properly, after many of its functions were subsumed by Richemont Chairman Johann Rupert. The appointment appears in-line with Richemont’s impressive results for the year that passed. These results were achieved o the back of continuing growth in the jewellery segment, which also includes the Bos- helmed Buccellati. It only makes sense that the reinvigorated CEO role should go to someone from a jewellery Maison, and Cyrille de Vigneron (Cartier CEO) is approaching mandatory retirement age. Vigneron reports directly to Rupert. As for Lambert, he remains with Richemont, and on its board, as COO.
New Top Dog
Michel Nydegger
Independent Swiss watchmaker Greubel Forsey announced earlier this year, shortly after Watches and Wonders Geneva, that CEO Antonio Calce would be stepping down. Replacing him is Michel Nydegger, who was the Head of Marketing and Communications and has been with the manufacture since 2016. Calce remains onboard though, serving as Vice President. These changes appear to take effect in August, though is not especially clear. What is clear though is that Greubel Forsey remains independent and that Calce retaining his shares. Founders Robert Greubel and Stephen Forsey also retain their shares so it is status quo on the equity front. There is plenty of speculation about a potential suitor for Greubel Forsey and thus the press release from the firm does take pains to reinforce the brand’s ongoing independence. Greubel Forsey did have Richemont as an equity holder, to the tune of 20%, until 2022, when it bought these back. Expect more news on this front.
Extra Time
As the world awaits its season of sporting excess, the international watch community (or watch fam as some prefer) will have its own spectacle to take in – different brand approaches to paying tribute to sporting excellence. For this story, Hublot takes pride of place as the UEFA kicks off (or will be ongoing as you read this) with its latest connected watch (the LVMH-preferred term for smartwatch), the Big Bang e Gen3 UEFA Euro 2024. Since it first took to the Euro pitch in 2008 with the UEFA, Hublot smartwatches have been luxury watchmaking’s sole standard bearer in what might be the world’s most egalitarian team sport. This is why Hublot is unique in embracing both a mainstream sport and the smartwatch; the special editions worn by match referees might be amongst the most collectible such watches in the world. The Gen3 watch, limited to 100 pieces, is powered by the Qualcomm® Snapdragon Wear 4100+ and is in a 44mm titanium case; the Gen3 was revealed to the world in 2022 during the FIFA World Cup of course.
Hublot ambassador Kylian Mbappé
The watch and Hublot ambassador Kylian Mbappé got to work before the UEFA competition got underway with a campaign called “Every second counts.” Even if Mbappé’s France do not win the day – and there is every chance they will – it is a win for Hublot anytime any announcement needs to be made.
IAMWATCH Debuts
An entire generation of collector remembers when retailer The Hour Glass organised “Tempus – The Great Watchscapade” 20 years ago, and following generations have only heard tell of it. This year, The Hour Glass is bringing the magic back with “IAMWATCH,” which it touts as a “new community engagement platform.” This four- day event runs 18-20 October for the public at the Singapore Edition Hotel (with 17 October being an invite-only day).
Thus far, the activities during the event, which is not billed as a “watch fair,” are tenuous but impressive given that participating brands include many powerhouse independents such as Kari Voutilainen, Felix Baumgartner and Max Busser. On the corporate powerhouse side, Jean Arnault and Patrick Pruniaux will also be present. There are more than 40 of these big names, which should be enough to get you to register your interest; IAMWATCH is a ticketed event and The Hour Glass encourages all guests to pre-register.
The Return of Singapore Watch Fair
In its second run at Resorts World Sentosa, the Singapore Watch Fair (SWF) has announced its dates for 2024, running from 2-6 October. WOW is once again a media partner for this event, where we had a booth, to introduce ourselves to the watchmakers who came to town. Last year, these included Ludovic Ballouard, Sartory Billard, Peterman Bedat and local favourite Vincent Calabrese, who has been coming to our shores for many years. This illustrates the fact that even though this is officially the third instalment of the Singapore Watch Fair, it has been part of watch culture here for some time, originally as part of the popular JeweLuxe show. While the lineup this year has not been confirmed at press time (May), we are assured that big and important things are afoot (see our interview with SWF Director and Co-Founder Nelson Lee). The panel discussions and plenary sessions, always a major draw, will be in place along with more immersive experiences. Interestingly, this will be only the first public watchmaking showcase this year, although it is not ticketed and anyone can attend (although registration is mandatory for security reasons). For more information, check out singaporewatchfair.com.
This article is slated to appear in WOW’s Summer 24 Issue, out soon.
For more on the latest in watch reads, click here.
Artists live challenging lives at the best of times. It’s difficult to get people interested in your music, writing, or acting. There’s just so much competition (and many audiences are stuck in their ways and unwilling to accept a creative change).
But there are some artists whose lives are even more challenging than normal. These individuals have often gone through the crucible, the most difficult times that you can imagine.
So who are they? And what did they do?
Winona Ryder
Winona Ryder is an acting sensation who’s starred in numerous films, including Stranger Things, Edward Scissorhands, and Black Swan. However, life hasn’t always been straightforward for her. She’s faced numerous high-profile problems in her life, including her somewhat profound mental health issues.
One of the worst parts of her life was when she was caught shoplifting despite earning millions of dollars per year. It reminded the world that even the most successful megastars sometimes have flaws that they need to iron out in their personalities, and often these problems rear their heads at the peak of their careers.
However, despite these issues, Ryder continues to make public appearances and push her career forward. She’s the first to admit she’s made mistakes but believes everyone deserves forgiveness.
Jackson Pollock
You might not have heard of him, but Jackson Pollock was a significant figure in the abstract impressionism world. His paintings changed the direction of modern art profoundly and almost reimagined the entire discipline.
However, he struggled with alcoholism, something that a drug rehab near me believes remains a massive problem to this day. “Many people in modern America will be able to relate to Pollock,” explains Sober Maps, a platform that helps patients find rehabilitation facilities in their area. “Drinking can have a profound effect on a person’s life, and at the time when Pollock was painting, there weren’t the sort of facilities that are available today to help people.”
Part of Pollock’s problem came from his tumultuous personal life. For him, art was an escape – something he could do to act as a foil against the challenges he faced. It was an obvious outlet.
Eminem
Eminem has a similar story with drugs and alcohol. “Real name Marshall Mathers, he’s famous for his challenges with substances,” says Sober Maps. “And you can hear the influence of drugs in the lyrics of his music.”
Using drugs recreationally can be a boon for some artists looking to be creative. But they also lead to harmful long-term consequences that Eminem and others like him have to deal with as they get older.
However, for Eminem, the experience helped him become more creative and honest in his lyrics. Going down to the depths allowed him to see life from a perspective most seldom get to enjoy. It’s what allowed him to unleash his creative genius and dominate the music industry for over a decade.
Demi Lovato
Demi Lovato is another figure who experienced severe challenges in younger life as she was growing into her fame. The singer struggled with eating disorders and various addictions that made it challenging for her to continue working.
Given her early life struggles, she’s since moved to become an advocate for mental health and recovery. Like many other people, she’s been through rehab and seen firsthand how it can help improve life situations and get people back on track in their work and social situations.
Now she campaigns extensively on behalf of people wanting to improve their mental health. She’s involved in charity work and uses her spare time to talk about mental health issues and how they can affect people.
Marina Abramovic was another painter and artist who faced physical and emotional hardship during her life. However, she always found a way to express this through her artwork. Much of her output focuses on themes of endurance and human resilience, showing her audience that they can make it through the most challenging times.
“This concept is still important in rehab clinics today,” Sober Maps explains. “Going through the withdrawal process is never easy, but it can be done, even if it takes patients to grit their teeth and suffer through it for a while.”
Ernest Hemingway
One of the most famous writers of all time, Ernest Hemingway faced numerous challenges as he went through life. Like many other artists of his time, he had a drinking problem but also experienced severe episodes of depression that often left him bedbound for vast stretches of the year.
The upshot is that these struggles often came out in the genius and brilliance of his writing. He was able to get inside people’s heads like no one else and make profound observations that would be challenging to come up with if he hadn’t gone through what he did.
The moral of the story is that almost all great people have to go through severe challenges at some point in their lives. It comes with the territory.
Robin Wiliams
Robin Williams was an actor known for his various appearances in some of Hollywood’s most successful films from the 1980s to the 2000s. However, the genius actor struggled with depression his entire life and could never find a way through.
Williams was loved by his family, had great work, and made millions of dollars during his career. But he couldn’t find the outlet he needed to deal with the challenges in his life. Everything seemed to go against him.
Ultimately, Williams took his own life. But during the process, he left a legacy that wound up helping many other people. He showed that it didn’t matter how successful you were in life, mental health issues could still bring you down. Since his death, the people around him have raised awareness of the issue, allowing thousands of people to get the assistance they need.
For more on the latest in culture and celebrity reads, click here.
The rapid rise of digital marketing in the past decade has significantly shaped the way we interact with brands and shifted consumer buying habits dramatically. The exponential growth of social media has prompted brands to focus on its advantage alongside celebrity ambassadors. These factors allow a brand to effortlessly utilise a large online audience and the star power of celebrities associated with the brand, which in turn drives brand awareness and revenue growth.
Building a social media presence, allows brands to gather detailed customer data on buying habits through analysing engagement. This information is valuable to brands that wish to appeal to the interests and wants of their most reliable consumer base. However, some brands maintain their commitment to traditional marketing methods to portray certain characteristics of their brand identity.
It is unrealistic to deny that establishing a social media presence is significantly effective in generating brand awareness and reaching an expanded audience. However, due to the fast-paced culture of social media today, brands may feel pressured to put out as much content as possible to win over the eyeballs of the consumers amongst other digital content. Due to the immense pressure of staying updated on the extremely competitive digital realm, a brand’s content may lack substance, causing consumers to lose interest.
Additionally, creating such a significant image on social media can carry high risks due to unpredictable factors that may subject a brand to more criticism and bad press. Conversely, those that do not adhere to this norm can create a sense of mystery that attracts consumers to actively research products and produce independent content to satisfy their own curiosity as well as others, thereby producing the word-of-mouth effect.
The Reliability of Word-of-Mouth Effect Creates Brand Credibility
Photo: Sotheby’s
The word-of-mouth effect has been highly effective for brands like Goyard that opt to completely omit advertising, Loro Piana with their traditional marketing approach and Bottega Veneta with no social media. These brands rely on the credibility of their brand identity to generate revenue — boasting rich heritage, traditional craftsmanship and high quality materials.
Previously, the growth of these brands relied on the word-of-mouth effect achieved through personal recommendations from loyal customers. Given that individuals are all influencers in their own circle, referrals from existing satisfied customers lends brands significant credibility and authenticity. This is due to the characteristics of the word-of-mouth effect in being less biased and more reliable than a brand advert.
However it is worth noting that social media influencers and trends have aided in the exponential growth of Goyard and Loro Piana as seen in the past few years. More specifically, the popular trends of large tote bags and quiet luxury that had accelerated sales despite a hefty price tag. Bottega Veneta only employed the “no marketing” marketing technique in 2021, with the intention to rely on the word-of-mouth effect from loyal customers and ambassadors. The brand was already well-established, extremely popular and profitable but, while digital content from the brand disappeared from everyone’s feed — their products were still ever-present on social media. Hence, this decision was effective in maintaining visibility and excellent sales yet was effective in elevating the exclusivity factor. Despite these success stories of brands’ opting for low social media presence, it could be argued that it is unreasonable to deny the great potential of social media marketing for these brands, that have proven perform successfully among social media users.
Lack of Digital Marketing Creates Exclusivity and Demand
Photo: Berluti
The use of traditional marketing and limited engagement with digital platforms builds an ethos of quality over quantity, alluding to the credibility to the brand in allowing their product to speak for itself — strengthening a brand’s reputation and identity. Brands like the Olsen twins’ The Row and Berluti execute this to their advantage, in The Row’s prohibition of social media are runway shows and their low digital presence. Given that digital media is very much the go-to for most brands, pivoting away from this norm creates buzz and an aura of exclusivity, as they are not perceived to be marketing to the mass market. Thus, this not only shows a brand’s dedication to quiet luxury but it points to a demographic that values subtleness over showiness, allowing expert craftsmanship to do all the marketing for them.
Despite the Convenience of E-Commerce, In-store Experiences Prevail
The digital environment is not limited to spreading brand awareness and gathering consumer statistics, this also extends to the prevalence of e-commerce. The efforts of creating a significant digital presence serves one main purpose, which is to generate sales and revenue. Hence brands create a perception of convenience in offering in-app purchases and user-friendly online stores. Renowned fashion houses like Prada, Burberry and Dior were few of the first luxury brands to utilise Instagram’s in-app shopping function, that aimed to provide consumers with a seamless and fuss-free shopping experience.
The process is utterly straight forward — products worn in the images are linked to a shopping tab that when clicked, leads to a shopping page where customers enjoy a quick check-out process with a few clicks of a button. The perks of shopping though e-commerce lies in its higher accessibility and appeals to the digital audience primarily made up of Gen Zs and Millennials. Marketing e-commerce sales to this demographic is well-suited, as the largest share of luxury buyers are between 25 to 34 years old at 27% followed by the ages 35-44 at 24%. Gen Zs and Millennials are the most present on digital platforms, due to their penchant for participating in trends and pop culture influences. However, while potential consumers are compelled and appealed to buy what they see online, it does not equate to an online purchase.
Despite the convenience of e-commerce shopping, online sales only make up 20.8 % of retail sales as reported by 3DLOOK. Additionally, this channel might only be realistic for a handful of individuals, most likely existing customers or those with sufficient resources to make big purchases without the need to further evaluate. Majority of the consumers approach luxury fashion with caution due to its price tag, often requiring further research or in-person evaluation to proceed with the purchase. Therefore, adjusting the e-commerce experience to perform more conveniently is beneficial and increases accessibility, this action does not cater to the needs of the majority.
The Importance of Prioritising Analogue Experiences
Photo: Hermès
On the other hand, some brands prioritise the importance of analogue shopping to enhance consumer experience. Brands like Hermés, Chanel and Goyard do not offer e-commerce shopping and can only be purchased through indirect channels such as vintage or second-hand sites. The whole idea of the strategic prioritisation of in-person shopping is to focus on the multiple facets that enhance customer experience. The brands mentioned have remained at the top of the industry, each boasting some of the most coveted and desirable items in the fashion world, with huge demand and small supply. The decision to place focus on the enhancement of a personalised customer service, allows an individual to enjoy the air of exclusivity and luxury that comes with a prominent house. In addition to making customers feel valued, in-store experiences could increase the quantity of purchases given that a whole range of products can be seen at one glance and customers can feel and touch each piece. These compelling factors in addition to a personalised shopping experience creates a strong brand identity that results in a loyal consumer base and the word-of-mouth effect.
Considering the many facets of digital marketing in the fashion industry, the success of the presence or lack of a digital media presence is highly dependant on the identity of the brand. Brands that intentionally lack digital presence do effectively create an aura of exclusivity and generates growing demand from elevating a brand’s image and not marketing to mass markets. While the decision to allow the expert craftsmanship and visual appeal to market themselves creates a strong loyal consumer base through the word-of-mouth effect, this approach can limit the growth of a brand. Especially in this day and age, social media is the most powerful marketing tool for luxury fashion, it allows for a deeper understanding of their consumer base and is highly successful in generating brand awareness and sales. Hence, it would be unreasonable to ignore the massive potential in social media marketing.
For more on the latest in fashion news and releases, click here.
RIMOWA unveils the Original Suitcase Emerald collection in a reimagined universe thought up by artist Jean-Jacques Balzac.
Since the RIMOWA Original Suitcase was launched in the 1920s by the brand founder’s son, Richard Morszeck, it has captured the essence of travel with a generous dose of quintessential German form-meets-function sensibilities. Since then, it has been a steadfast travel companion for discerning travellers with an array of sizes catering to various needs and wants.
A closer look at the bold and sophisticated Emerald finish.
Given the propensity of individuality these days, colour has been a cornerstone of personal expression, and RIMOWA recognises this with seasonal experimental colours striking the cords of the young and the young at heart. This season, RIMOWA presents a bolder take on the Original suitcase, which previously erred towards safer and conventional colourways. After being rendered in shades of silver, black and titanium, the RIMOWA Original suitcase now shines in its most expressive form with the seasonal emerald green.
Crafted to perfection, the Emerald hue adds a touch of luxury to your travels.
Step into artist Jean-Jacques Balzac’s imaginative landscape, where the new RIMOWA Original suitcase takes centre stage in the reimagined universe. Often regarded as RIMOWA’s crowning jewel, the Original Suitcase captures the naturalistic beauty of the precious emerald gemstone with its unique inclusions, a subtle nod to the luggage exterior’s iconic grooves. Emerald green adds a touch of artistry to RIMOWA’s famed functionality as it blankets the entire luggage, bar its black Multiwheel system. The seasonal collection is available in a trio of sizes ranging from the Cabin aimed at light travellers to the Check-in L and Trunk Plus, ideal for a summer getaway, and the Personal Aluminium Cross-Body Bag to keep travel essentials at arm’s length.
Stand out with the vibrant and expressive Emerald RIMOWA Original Suitcase.
As with RIMOWA’s famed functionality, the emerald collection features a series of standard (by that we do not mean basic) offerings. The stage-free telescopic handle and Multi-Wheel system allow one to glide through various surfaces, while the Flex Divider compression system allows travellers to maximise packing in true Marie Kondo “spark joy” style. All these and more are covered by RIMOWA’s lifetime guarantee for a lifetime of meaningful journeys.
Ferretti’sINFYNITO 90 counts a reimagined bow as one of its innovations
Built by Italian yard Ferretti Yachts, part of the Ferretti Group, the INFYNITO 90 introduces a groundbreaking foredeck space that re-imagines how a yacht’s bow should be enjoyed.
The All-Season Terrace, as the bow area is dubbed, is an enclosed haven with a covered roof, featuring strategic cut-outs that still invite expansive views and fresh sea breezes. This innovative design, accessed externally via the side decks, or via a starboard-side door from the interior, turns the bow into quite a space of sanctuary.
The INFYNITO 90’s foredeck space re-imagines how a yacht’s bow can be enjoyed
“The All-Season Terrace forms a ‘new world’ within the boat, one that ensures total privacy and is sheltered in all weather conditions by an extension to the superstructure,” said exterior designer Filippo Salvetti, about the bow area, which can be fitted out according to the owner’s preferences.
Freestanding cockpit furniture is from top Italian brands
That includes at least three options for how the space can be laid-out. As a luxurious lounge, the bow features a spa tub surrounded by wrap-around sunpads, or make it an alfresco sports bar, thanks to a C-shaped bar with a raisable TV screen. Sofas could also be positioned beneath an opened terrace roof that lets the sunshine pour in.
The All-Season Terrace layout options include a spa tub surrounded by sunpads
In all three versions, a pass-through window set between the main deck interior and the All-Season Terrace fully lowers, opening the main deck interior to the bow.
In another step towards flexibility, what’s found behind the pass-through window on the main deck can also vary greatly. On hull one, there’s a grand dining area where eight comfortable chairs are placed around a glass-topped oval table.
Interior design by Ideaeitalia is available with classic and contemporary options
The galley can also be conceived as a ‘show kitchen’ with high bar stools set at the counter to watch the chef in action. But for owners who prefer to keep the galley and chef hidden away, another option is to have a smaller, enclosed galley with the forward main deck used as a master stateroom instead of a dining area.
Looking aft, the space merges with the open-plan galley at the centreline and the main saloon and beyond to the cockpit.
A glimpse of the expansive saloon, bathed in light
Below deck, choose between three or four guest cabins, including an amidships master cabin. For fitness lovers, one room can be transformed into a private gym.
For the first time in Ferretti Yachts’ history, the INFYNITO 90 also boasts an enclosed upper deck skylounge. Surrounded by expansive glazing, this space offers panoramic views and a direct connection to the upper deck cockpit.
Open plan designs open up views to wide sea views on the upper-deck terrace
Huge windows run the length of the deck in the skylounge – and the main deck saloon below as well – letting in light and views of the water.
The interior design, crafted by Ideaeitalia, offers two distinct aesthetics. In the classic option, warm colours and subtle contrasts evoke the timeless elegance of Italian design. But fresh hues and bold contrasts inspired by the yacht’s outdoor spaces are available for those choosing the contemporary styling.
Both feature bespoke pieces from top Italian furniture brands made specifically for the project.
The INFYNITO 90 doesn’t just look to the future in design, she also sails into sustainability. Among the eco-friendly solutions are solar panels on the superstructure and an energy bank of power lithium batteries that can provide up to eight hours of zero-emission and silent operation at anchor.
Smart as well as stylish: The yacht ticks many boxes to reduce environmental impact
Green materials include natural and bamboo fabrics, regenerated leather, and ecological water-based paints that reduce the yacht’s environmental impact, as well as sustainable wood – FSC 5-certified lamellar teak is used throughout the exterior spaces.
From its innovative All-Season Terrace to its eco-conscious design, it’s easy to see why this vessel is turning heads. In the INFYNITO 90 is a yacht that dares to be different.
