Digital strategies to overcome the luxury conundrum between accessibilty and exclusivity

It wasn’t so long ago that luxury brands resisted the temptation of investing in digital marketing because of the risk of making the brand too accessible to the extent it devalues the brand’s exclusivity.   I happened to speak on this very subject at an IAB Luxury Forum a few years ago when I posted the slightly provocative question ‘is social media just for chavs‘.  Fortunately, nowadays, we find luxury brands not only embracing digital but also in a lot of cases setting the benchmark in digital marketing.

I thought this presentation by @marciikeler and @philaugustaj from Publicis provides a very clear synopsis of the different types of digital strategies which can be adopted by luxury brands, backed up with real life case studies.  It just goes to show how far the luxury market has come within the digital arena in a relative short space of time.



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