When luxury consumers are seeking for information on the Internet before buying a product and are in a certain crisis of confidence which lead them to choose between desire and durable investment, luxury brands know that they must again give a meaning to the act of purchase.
How ? While coming back to their roots, by developing the quality and the exclusiveness of the products, their know-how and their history, and by nourishing the relation with their customer.
Nowadays, all luxury brands websites have an iconographic section which is sublimating their past. Some, particularly in order to justify their prices, highlight their know-how. For exemple Chaumet, Rolex, TagHeuer or Hermès propose a video section showing the craftsmen at work and revealing the backstage of the executions.
It is today all the more necessary as Web 2.0 transformed the web into a space of conversations, avid of contents, with its forums, blogs, sites of consumers opinions and social networks (Facebook, Twitter, You Tube, etc).
From now on,only a small part of luxury brands can imagine the launch of a new product without their relational section directly targetting the blogosphere.
It's the model followed for the launching of the saga Lady Dior carried out by the Balistikar tagency, specialized in luxury brands buzz. Christian Dior Couture completed this operation by a teasing sent by email to his european database.
It is all the logic of the saga Lady Dior 100%Web (see article here) : a glamor movie interpreted by an Oscar-winning actress, Marion Cotillard, associated with a refined buzz operation, and thanks to this promotion, all the blogosphe spread the message and then ensure, via posts straight away referred in search engines, a great notoriety to Dior and its new product.
And you, do you think luxury brands have to use social media so much ? Don't you think there will be a risk of dispertion of their brand image ?
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