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In-Depth Information
Figure 5.7
(
Continued
)
receding into the past. Luxury clients no longer want to be “talked to”; they want
to be 'conversed with', even as they maintain control of the conversation.
Whether luxury brands make themselves available for these conversations or
not, the clients are conversing among themselves and influencing thousands
of fellow consumers through these conversations. They are active, passionate
and independent, and their autonomous viewpoints have led to trust and reli-
ability. They are not only providing glowing recommendations of brands that
they love, but are also ferociously condemning brands that they are disap-
pointed with. The latter could have substantial consequences on the percep-
tion and long-term value of a luxury brand.
The social web's key features are recognition, inclusion, dialogue and col-
laboration and its keywords are community, trust and sharing, through conversa-
tions, opinions and content which all go a long way in influencing consumers
and shaping their perceptions. Dialogue and exchanges between consumers
and luxury brands on the social web doesn't mean that the brands should
open up the online communications channel in a public forum and allow
people to play with their image in an uncontrolled manner. It also doesn't
mean that luxury brands should invite the public to give their viewpoints on
