Luxury fashion brands are utilizing the digital world to attract, connect and build better relationships with customers. Leaders in the industry know their audience has high expectations and leverage like-minded bloggers, social media channels and the latest trend of high-fashion videos to push out content, new products and engage with and “wow” their clientele.
Who is leading in the digital revolution as of late? Louis Vuitton, Gucci and Dolce and Gabbana.
Fashion Goes Digital:
Louis Vuitton and the Traveling Photog: To promote a Shanghai fashion show the French luxury label launched an all-digital initiative following an LV photographer from the brand’s home base in Paris to the show’s set. The brand built buzz tracking the photographer on his travels and posting pictures and short clips along the journey.
Gucci’s Double G Spot: “Follow the Double G” is Gucci’s tagline for its new Fall/Winter 2012 interactive video highlighting men and women’s luxury accessories like belts, bags and shoes. The genius behind the clip is that consumers can shop and access product information by clicking the highly-identifiable Gucci brand icons throughout the film.
The Gabbana Boy: Dolce & Gabbana lets customers peak behind the curtain with their new slice-of-life storytelling campaign which highlights blogger Bryan Boy, now a new face and voice of the luxury brand. The viral videos were 30-second snippets of Boy and provided insight into a “day-in-the-life” and revealed the identity
