Information Technology Reference
In-Depth Information
products and services. For a large proportion of luxury clients, their choice
of shopping channel is dependent on convenience but they still expect the
overall brand experience to be enriching, irrespective of channel.
11.
Seeking bespoke and made-to-measure
. The wave of increased access
to luxury products and services by an expanded client base as well as
the maturity level of luxury consumption in some markets has led to
increased demand for made-to-measure and customized products and
service experiences.
12.
More website loyal, less brand loyal
. Luxury clients exhibit varying
degrees of differences in their behavior online versus offline. In the physical
world, their choice criteria for brand preference range from the brand's
reputation, products, services and overall experiences. Online, however,
their preference for a luxury brand depends on the offerings and experi-
ence the brand offers on its website. In other words, if a luxury website
doesn't deliver the client moves on. After all, it only takes one click and
half a second.
13.
Seeks to connect, share and dialogue online
. Today's web experience is
about conversing, exchanging, sharing and collaborating and the luxury
client is not left out of this revolution. They seek to share their passion
for luxury brands with other cyber-residents and increasingly trust the
independent opinions of their fellow consumers in these forums.
14.
Expects to be in charge
. The voice that the social web has given to the
luxury consumer has led to their belief in their control of the relationship
with luxury brands. They expect to be in charge of defining their needs
and how they want to be served by luxury brands.
15.
Socially responsible
. Today's luxury client cares about the world in which
they live. There is a strong movement towards social responsibility, ethics,
environmental protection, fair trade and other initiatives geared towards
the well-being of society. The brands that are involved in genuinely sup-
porting these initiatives will likely feature at the top-end of the choice
list of clients. And the clients are smart enough to sniff out the brands
that intend to use sustainability for PR stunts!
Cracking today's luxury client
Well, we've seen that today's luxury client seems to be a tough cookie to
crack. What opportunities do luxury brands have for grabbing and holding
the attention of this client base? What do they really want and expect from
luxury brands? How can they be served and related with in order to ensure
their affiliation with brands? What about their exposure to thousands of lux-
ury brands at a time on the Internet? How is this changing their expectations
and outlook? And what will be the impact of the global economic recession
on their attitudes towards luxury? The answers to these questions lie in the
behavior of luxury clients, both online and offline.
The luxury client is seeking a deep and intimate relationship with luxury
brands that emphasizes recognition, respect, dialogue and collaboration.
