In a few years, one can imagine a luxury brand connecting through an accessible format to everyone. This situation is similar to the era when internet or television was unthinkable. Brands always made a point not to address to a target public to be accessible and be closed off. Today, these brands are being affected by the economic crisis.
Furthermore, attitudes are changing; society evolves and restructures itself in different ways. The Internet has shaken up the habit and the luxury sector can no longer be confined to a narrow and elitist target. Advertisers have realized that they should expand their target to reach a wider audience. That is why luxury is democratized.
Indeed, brands are increasingly present in the mass media that address a large target. It is particularly true of Channel which launched a television advertising campaign for its Channel No. 5 perfume. The spot, directed by Jean-Pierre Jeunet, is titled "Night Train" and features two strangers, played by Audrey Tautou and Travis Davenport, who are attracted to each other. As usual, the sets are gorgeous, and the story is romantic and is taken in a large budget. This also reminds one of its last campaigns for the same perfume featuring Nicole Kidman,
This raises a question: What strategy must the luxury brands adopt in order to be visible on the internet without becoming too accessible and thus lose their legitimacy in this area?
To answer this question, this study will look for any "First, in the first part of the luxury sector. It will study its history, its changes, but also the current position of luxury brands in the society and the paradoxes that arise from the democratization of the area. Then in the second part, it will consider the "use" Internet luxury. The different social media strategies that the luxury brands need to adopt in order to generate the "best interests of its target will be reviewed. Finally, a third and final part, it will apply the proposed strategy through the launch of the first Louis Vuitton perfume.
Economically, there is a booming luxury market worldwide. In addition, forecasts for the future is more than reassuring. According to RTL after the first quarter of 2010, the annual growth of global luxury goods market rose from 4% to 1%. 2010 was presented as a year of "stabilization".
Global sales of luxury in 2009 decreased by 8% overall, however the last quarter of the year predicted by the slightgrowth. According to the figures and trends of the first three months of 2010, the luxury market to grow by 4% throughout the year even though the first half appears to be better than the second.
The encounter of luxury and marketing brought about a new argument: In addition, the luxury is more visible thanks to the increase in the number of existing luxury brands, but also through the many advertising campaigns and media coverage of these brands.
There is also an extension of distribution networks as well as "an increase in exclusive boutiques and also the" appearance of selective distribution channels employing the same codes as those in supermarkets. Indeed, the marketing techniques used by the luxury brands has evolved.
Tags: The luxury market, media and communication, launch Louis Vuitton perfume
[...] According to an IPSOS poll: • "Luxury is primarily associated with a personal pleasure • Luxury fosters a sense of belonging to an exclusive club • Luxury allows us to assert our status " Thus a luxury item has become an award that one attaches personally. Today, luxury brands must adapt to new expectations from consumers. This is indeed a new luxury culture that grows before our eyes. The consumer is looking for a place in the luxury league, because he loves being part of community," or a club. [...]
[...] As usual, the scenery is sublime, and the story is romantic, and is shot on a reasonable budget. The director is also remembered for his last campaign for the same perfume featuring Nicole Kidmann. Thus, luxury now tends to be democratized, and must therefore find new ways to communicate with its new target.With 34 million users in France, the internet has become a valuable tool that is used in everyday life and at any time. It is a medium which is accessible to all and is now a part of society. [...]
[...] The evolution of the Internet took place steadily since 2003. In July million Euros were been invested in the Internet, a growth of versus July 2008. In comparison, the overall market for advertising, in the same period, registered a increase to $ 1.4 billion Euros. Investments of luxury growing on the web: Increasingly, advertisers of luxury include the interest and the need to invest in the Internet. In 2006, the Internet represented share of voice media investments in the luxury sector. [...]
[...] What is highlighted, is the direct link between the brand, customers and ambassadors. Users of this network are mostly 18-34 year olds, Facebook can foster adherence to the brand and particularly the recruitment of potential consumers. As shown in the chart below, Facebook is the first tool chosen by Internet users to share links, videos, images, etc., on the web. Attracting fans on my Facebook page: Having created and published a Facebook page, which of course must repeat the codes of the brand, it must now attract Internet users to encourage them to visit and become a fan. [...]
[...] They are a population of Internet users. • More than 9 out of 10 managers are Internet users, • 85% of high income groups will be on the websites several times a day vs for the rest of the French population, • 50% surf more than 8 hours per week vs of the French population, • they make mixed use of the Internet, that is to say both in the office that "at home • men are over-consumers of the Internet. [...]
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