Luxury Brands Regard Technological Innovation As A Magic Pill.

"When new customers swarm,

The brand of the fist product is naturally sold for sale.

Luca Solca said: "once the passenger flow is down, technological innovation is inevitable."

The luxury industry analyst at the Bank of Paris, France, participated in the first Luxury Forward summit with more than 60 industry participants.

Digital, big data, interactive

Self destruction such as experience occurs frequently, and you may be mistaken for being in the technology industry forum in a flash.

As for technology is poison or medicine, I am afraid everyone present will tend to the latter.

To be sure, the luxury business before the popularity of Internet technology is much simpler. It is usually controlled by the family, just facing the small group of rich and famous people in Pyramid.

Since 1980s, under the bugle call of profit seeking, luxury brands began to throw olive branches into the wider middle class with popular products.

To their surprise, the latter is becoming more and more smart by the Internet.

When prices around the country are made public by the official website, the price sensitive middle class immediately turns to more cost-effective European and American consumption.

Carven CEO Sophie de Rougemont believes that luxury brands should not only solve regional price differentials, but also the gap between online and offline.

"Customers come to the store to try them on, and go home by discounting the electronic business platform."

She suggested that all retailers should agree on a unified price.

Of course, the positive driving force of digitalization should not be underestimated.

Social media is the simplest example. It can improve.

Exposure and topic, and successfully establish a direct door between young people and future customers.

This is why the brand will set up the position of chief digital officer.

The question of whether or not to embrace digitalization is out of date. "How to make better use of digitalization" has become a top priority.

L2, the Digital Research Institute, will issue the digital list of luxury brands every year. The input of electricity providers, the participation of social media, the degree of search recommendation and the performance on mobile terminals are all considered standards.

The latest ranking shows that after the pformation, Gucci first surpassed Burberry in the first place.

According to the world clothing and shoe net, it is very important to maintain consistency when facing the terminal customers.

At the same time, brands need to be careful.

"Every brand will run into the Kyle Jenner moment", Louis Vuitton chief digital officer Agn s Vissoud recalled at the meeting that Kardashian was wearing a scarf to take a video of promotion. After that, the company was forced to make a decision in a short time whether to take part in Dongfeng, and finally thought it should be kept at a distance.

The promotion of technology to luxury goods may also be reflected in places you can't imagine, such as LinkedIn.

You may simply see it as a app in the workplace, and the business opportunities involved need to be excavated.

LinkedIn luxury brand customer manager Tatiana Dupond found that 2/3 of luxury consumption is due to celebration and encouragement, such as wedding anniversary, promotion, salary and self reward at the end of the year.

In this way, app is fully capable of letting luxury brands know about promotions, entry messages and targeted advertising.

"Nowadays few people can accept non personalized customized messages."

Morin Oluwole, a French luxury brand customer for Facebook and Instagram, said.

Google, who was invited to the summit, said a shopping guide video, an example of an interactive video from the company's R & D team and Bvlgari.

In essence, it is no different from the familiar shopping guide. The breakthrough is at the moment when you click on the video, you can jump to the product page at any time through the "purchase key".

Ted Baker, Diesel, Burberry, Matches Fashion all tested the water.

It seems that customers can't wait. In fact, businesses are secretly trying to force people to follow the lead of everyone's psychology.

The topic of UGC (user generated content), which has been in n for many years, has also become a topic of discussion.

The most common way of application is to upload and upload users' pictures and articles to their pages on the Instagram, thus forming a "democratic sharing area".

Compared with the official blockbuster, the interaction between the general public will be more equal and hot.

How to guide and choose the brand is the key.

No one knows which technology can really become popular, but most luxury brands have already acted.

"For the practitioners, the good times are over."

Olivier Abtan, director of the luxury department of Boston Consulting Group, said, "the brand that has not kept pace in the curve is likely to disappear."

More interesting reports, please pay attention to the world clothing shoes and hats net.