Information Technology Reference
In-Depth Information
days are gone. The question that should be asked today is “How can we retain
attention and make our brand remain relevant?” The answer is to develop and
apply a feasible e-communications strategy that is relevant for today's client.
Communicating online is simply delivering useful content to the right
audience at the right time through the relevant platforms in a manner that
encourages exchanges, dialogue, sharing and inclusion. For an industry
that derives a large chunk of its appeal and desirability from maintaining
a certain distance from clients, it may seem that this is bad news. But the
approach of inclusion in luxury online communications doesn't mean chang-
ing the appearance and message of the brand. It begins with identifying the
right audience online and understanding the language they speak before talk-
ing to them in a way to which they will listen and respond. And when they
respond, they are likely to bring along other parties because luxury clients no
longer exist in isolation online but in interconnected communities with the
clout to influence thousands of others at a time.
Giving way to the new communications style
For as long as the luxury business has existed, the relationship with the
public through communications has been driven by creating a strong desire
through projecting a fantasy world around luxury brands. This presenta-
tion, mostly using appealing images that could feature anything from mod-
els donning the delectable products to the products themselves presented in
sumptuous environs, is aimed at telling the person looking at the images
that their lives would have more meaning if they bought into this world. A
peek into any luxury magazine could reveal a model in a provocative pose
clutching her Dior handbag to her chest, a delicious looking couple dressed
in Burberry trenches established in the English mews, a parade of young
fashionistas on the streets of New York donning the most appealing clothes
and accessories from Donna Karan, not to speak of the occasional image of
a star like Beyoncé stepping out of private jets and limousines dressed in
Jimmy Choo.
This is luxury brand image projection in its natural form and the choice
of media ranges from magazines, newspapers and television, in that order.
This mode of communications has been about advertising in a one-way
“presentation” style with the underlying message of “Here we are - the great
brand that you should be dreaming about. We don't know who you are and
we couldn't care less because you will always lust after us anyway.” These
adverts are exclusively about appealing to the masses although targeted at
the wealthy in the belief that they will let loose their pockets and head for
the stores afterwards. It has also been about reinforcing the brand image
and injecting more appeal and desire around the brand through advertiz-
ing campaigns that are based on creativity, albeit with a short lifespan.
