7 thoughts on “Luxury brands appealing to millennials”

  1. In my opinion, the brand that is appealing to millennials is Burberry. The reasons can be listed as follows.

    – Burberry’s social media matrix
    In recent years, Burberry has made use of sodial media to spread art of the Trench , describe the brand story, share products release and fashion show information, and promote the spirit of Britian. Also, Burberry is good at interacting with the stars and the public, winning the exposure rate.
    In 2009, Burberry has launched a Facebook page, becoming one of the earliest top luxury brands that use social media, with more than 17 million fans now. At the same time, we also can see it in Twitter, Pinterest, Interstagram, YouTube and other social media.
    Burberry created a website called “Art of the Trench”. It allowed people signed onto Facebook Connect to upload their picture while wearing a Burberry trench coat. Meanwhile, Burberry invited professional photographers to take and upload pictures, to ensure the quality of its content. The idea has helped to spread images and personal style through word of mouth and personal connections.
    Also, in 2010, Burberry launched a project–“Burberry acoustic”, which aims to discover and develop grassroots bands in Britain. Through the energy of music, it integrates the brand and British art, injecting fashion vitality into the centuries veteran brand.

    – Young team
    In the Westminster District of London stores,70% employees are under 30. These employees are encouraged to use social media even when they are working. They are equipped with an iPad to help customers choose the color, size. Furthermore, they can recommend prodects to the customers according to the customer’s consumption history and preferences.

    – Perfect shopping experience–Online and in Stores
    Online, Burberry created “Burberry Bespoke”, which allows you to design your own customized coat by choosing from hundreds of dirrerent options, from the buttons on the outside to the lining in the inside.
    In the store, many products are lined with an RFID tag that, when triggered, will launch a video about its craftmanship. A dress taken into the changing room may trigger a runway video showing this jacket/dress combination on a model.

    For those reasons, I think that the brand appealing to millennials is Burberry. It get the young’s tongue!

    Thank you for your reading!

    – wave.wavemetrix.com/content/burberry-engage-consumers-acoustic-music-project-and-fashion-collections-00629
    -www.mycustomer.com/marketing/strategy/the-social-ceo-ceos-switching-on-to-the-social-enterprise
    -fortune.com/2012/06/19/angela-ahrendts-the-secrets-behind-burberrys-growth/
    http://www.wsj.com/articles/SB10001424052970203804204577013842801187070
    -theonecentre.com/bar/blog/burberry-creates-art-with-entertainment-rich-environment

  2. We live in the time of an experience economy. Millennial consumers, as has been covered by hundreds of research studies over the past decade, are not interested in simple products and rational benefits, but instead are searching for a holistic lifestyle experience that accompanies the product and immerses them in the dream built by the brand. Luxury brands are experts in weaving stories and inciting excitement for the promise of adventure, romance, lust, and confidence.

    Ralph Lauren is in a privileged position as their products span a wide variety of luxury categories including fashion, home, accessories, beauty, fragrance, etc. which allows them to truly build a narrative around the Ralph Lauren lifestyle. Additionally, they are an expert in Omni channel marketing – they seamlessly connect their creative across channels to allow customers to be fully immersed in the lifestyle, no matter where they are. The website, social media, traditional advertising, and in-store activations are all connected and are optimized for “merchantainment” – the blending of commerce and culture, according to David Lauren, chief marketing officer of Ralph Lauren.

    The company’s electronic presence is as follows: a website, e-store, Twitter, Facebook, Instagram, and E-magazine. An example of it’s large following on social media is that Ralph Lauren has 3.4 million followers on Instagram and Polo has 600,000. Polo posts around 2 to 3 times per a day and the posts are colourful, with models that are usually celebrities or athletes. More recently, the company has experimented with in-store mobile activations as a way of continuing the story. As quoted from David Lauren, executive VP Advertising, Marketing, and Corporate Communications, “Our technology uses is about our brand saying we are in the Internet business and there is a place to buy expensive, glamorous clothes online.”

    The company does not want a shopping experience limited to transactions, it wants immersion. As said by Mr. Lauren: “the most important thing for us was using technology in a way that expands our brand’s philosophy.” For example, in 2016, Ralph Lauren differentiated itself by offering an innovative smart fitting room mirror. This RFID-enabled system installed at it’s Polo flagship on Firth Avenue can detect what merchandise consumers take with them into the fitting room. During their session, consumers can interact with the touchscreen, requesting products in another size or sharing a photo of themselves in an outfit with friends and family outside of the store.

    A further example of using technology in order to immerse customers into the Ralph Lauren lifestyle is how in 2010, Ralph Lauren launched a shoppable storybook called “R.L. Gang” that promoted the Ralph Lauren Children fashion line. The online and mobile campaign engaged consumers through a storyline narrated by entertainer Harry Connick Jr. that featured characters wearing Ralph Lauren items. Users could click the characters to ship the items online or on their iPads. This story book grasps consumers and helps them visualize the lifestyle they can have with Ralph Lauren.

    Finally, in 2010 to celebrate RalphLauren.com’s 10th anniversary, the brand launched a 4D experience to vividly portray its brand story in a spectacular lightshow orchestrated at its New York and London flagship stores in November. Ralph Lauren carved out two blocks of London’s Bond Street and New York’s Madison Avenue to carry out the event, which regaled attendees outside the stores with a multisensory experience. In fact, 3D projectors splashed images such as models, Polo players, and Ralph Lauren products against the building while giving the appearance that the structure’s form was shifting.

    The way that Ralph Lauren seamlessly carries out it’s Omni channel strategy and allows millennials to be effortlessly swept into the story makes the brand extremely appealing for a demographic looking for a heightened lifestyle experience. The enticing promise of romance, adventure, camaraderie and prestige that is so well portrayed everywhere we find a piece of marketing or advertising. This is the ultimate goal of a luxury brand – to build the dream – and Ralph Lauren does it best.

  3. I find the company Marc Jacobs one of the high-end brands, that are particularly attractive for the millennials (with a particular emphasis on Marc by Marc Jacobs line).
    To begin with, the essential argument to this point is the target market of the brand (females aged 18-35), which contradicts those of many other luxury brands aiming for more “mature” audience.

    Secondly, its attraction to younger generation is expressed by the style it offers. Indeed, the main trends of Marc Jacobs’ collections are pop culture, celebrities and social media references.

    Thirdly, the brand makes an explicit use of various digital and social media marketing channels, that directly address the younger layer of society. The examples are Instagram, Twitter, Facebook and Foursquare (used for its stores in New York and Fashion Weeks, with live online streams of the latter). It is also worthy mentioning that Marc Jacobs became one of the first luxury brands pursuing the online distribution trends and DTC e-commerce, which in many cases is preferred by my generation due to its simplicity and speed. Another initiative, that have been welcomed and appreciated by my peers is opening a bookstore.

    The brand also distinguishes itself by launching daring and brave campaigns that surprise and capture the attention of youngsters. Few examples are #CastMeMarc, which was a campaign that ran across Instagram and Twitter to find a model for the ‘Marc by Marc Jacobs’ line and a campaign where interested buyers couldn’t purchase the Marc’s fragrance with regular currency, but could pay with social media posts on Instagram, Facebook, and Twitter with the hashtag #MJDaisyChain as payment.

    In addition, this brand is considered abundantly friendly and warm, organizing different events (#MarcFam) and creating unique customer relations, which greatly differ from the traditional distant and slightly arrogant attitude of high-end brands.

    Having considered above-stated arguments, Marc Jacobs is my answer when asked to name the brand that speaks to my fellow millennials.

    References:

    https://econsultancy.com/blog/64453-why-fashion-label-marc-jacobs-is-so-hot-right-now-on-instagram/https://econsultancy.com/blog/64453-why-fashion-label-marc-jacobs-is-so-hot-right-now-on-instagram/
    https://www.audiense.com/fashionably-social-or-socially-fashionable-why-marc-jacobs-is-both/https://www.audiense.com/fashionably-social-or-socially-fashionable-why-marc-jacobs-is-both/
    http://www.thepartneringgroup.com/consumer-products-consulting/brand-marketing/direct-to-consumer-ecommerce-model/http://www.thepartneringgroup.com/consumer-products-consulting/brand-marketing/direct-to-consumer-ecommerce-model/
    https://blog.percolate.com/2014/04/lessons-digital-strategy-tommy-hilfiger-marc-jacobs-new-york-fashion-week/https://blog.percolate.com/2014/04/lessons-digital-strategy-tommy-hilfiger-marc-jacobs-new-york-fashion-week/
    http://www.millennialmarketing.com/2010/05/millennials-value-few-prestige-brands/http://www.millennialmarketing.com/2010/05/millennials-value-few-prestige-brands/
    https://tmd424.wordpress.com/2016/03/07/end-of-term-marc-jacobs-millennials/https://tmd424.wordpress.com/2016/03/07/end-of-term-marc-jacobs-millennials/

  4. The brand I consider as being appealing to the Millennials is Chanel, because:

    – Chanel opened a store in London’s Covent Garden in which a nail bar is present, a beauty vending machine and a flower stall.
    – Chanel created a Coco Mademoiselle sub-brand for young women. Chanel describes the Coco Mademoiselle perfume as “feminine and sexy, young and exciting.
    – One of Chanel’s endorsers is Kristen Stewart, the Twilight star.
    – Chanel advertises on Hulu, which is an online video service. Hulu has 30.7 million users monthly, and 38% of them are between 18 and 35 years old.
    – Chanel is very active on social media. It has its own Twitter, Facebook, Instagram and Pinterest accounts. It has 1.225 tweets, 16.294.732 likes on Facebook, 11.3 million Instagram followers and 5.010 posts on Pinterest. It is also the most often mentioned luxury brand on social media, with Gucci as the #2 and Hermes as #3.

    http://www.luxurydaily.com/luxury-brands-target-potential-consumers-by-advertising-on-hulu/
    http://www.vogue.co.uk/beauty/2013/02/28/chanel-covent-garden-nail-bar-makeovers-flower-stall
    – thescentualist.com/chanel-coco-mademoiselle-discover-the-playful-person-in-you/#.VwKcz6SLTIU
    http://www.luxurydaily.com/chanel-trumps-louis-vuitton-for-highest-consumer-mentions-on-social-netbase/

  5. BURBERRY’S DIGITAL PRESENCE

    Being a luxury brand possessing a strong British heritage, I have recently grown somewhat passionate about Burberry’s strategic marketing campaigns and their ability to attract the millennials.

    After suffering from negative connotations associated with the classic check, Burberry had to rebuild a strong brand image in order to become reassociated with high class luxury to the millennials. I think this has been successfully achieved with the integration of latest technological advancements throughout their digital marketing campaigns.

    Firstly, the Regent St. Flagship in London appeals to millennials – combining reality with virtuality through the application of RFID techonology within the store. For example, RFID sensors are located in items of clothing so that when a customer goes to try something on, item-specific information appears on the ‘magic mirror’ to inform them about their purchase. This technology also allows shoppers to play around with different colours and styles in the mirrors, meaning a complete outfit choice can be made without having to leave the changing rooms. For more information, please visit the following link:
    http://www.pocket-lint.com/nezs/117245-burberry-regent-street-technology-store

    Secondly, the recent campaign with the heritage scarf on the big screen at Piccadilly Circus used Dreamwork’s new NOVA platform to create a personalised experience for Londoners. People could use the application to design a Burberry scarf of their choice and control its movements on the big screen by waving their phones around in the air. I think this helped to create the Burberry ‘dream’ because it increased awareness of he brand as anyone could get involved, but still the scarf was intangible to all but a select affluent few who could afford to actually purchase one. If you are interested, there is more information on this campaign available here: http://www.marketingmagazine.co.uk/article/1376743/burberry-3d-scarf-campaign-lets-customers-interact-giant-piccadilly-circus-screen

    Finally, there was another interesting campaign last year where people visiting the Burberry Flagship store could enter the ‘Burberry Booth’ and star in a 15 second qdvertisement clip which they could share on YouTube – further helping to create the ‘dream’ whilst increasing reach with millennials through social media interactions. Again, more information can be found here: http://www.telegraph.co.uk/fashion/brands/burberry-booth-allows-public-to-star-in-billy-elliot-christmas-advert/

    Thank you for reading, I hope my point of discussion has shown you something interesting about Burberry’s strong digital presence aiming to attract the millenials.

  6. The Millennials distinguish theirselves from the Generation X to be:
    – consumers expect higher levels of participation and access to the brands they deal with.
    – more interested in the richness of the story behind the brand and products.
    – massive users of smartphones and all tools of the digital world.

    In view of this, I chose an Italian brand which operates in the most profitable categories and growing luxury goods: Tod’s.
    I chose this luxury brand because in my opinion it respects all millennials’ expections and needs in its strategies:

    – Large products range both for men and women: nowadays, Tod’s is one of the leading global players which produce and sell shoes, bags, accessories, ready to wear and luxury leather goods. Their style is modern and clear but at same time linked to the past with a classic touch. There are also particular product line of shoes like Tod’s for Ferrari and Tod’s for Junior.

    -Strong image and heritage: Tod’s is a family-owned company founded by Filippo Della Valle in the early twentieth century. It was specialized since the beginning in footwear and luxury accessories production.

    -Digital strategy: Tod’s has a good number of social network in which it is active with a good number of followers, It also has a responsive website very clear, attractive and coherent with the image of brand. It is very complete with more functionalities: point of sale information, product catalog, reserved account, discount codes platform and applications for each kind of mobile device. In addition it’s also possible to purchase the products directly online by the same official website.

    -Retail strategy: there are many brand ownership stores worldwide. They are luxurious-looking with great attention to details and provided with very elegant staff ever ready to welcome customers.

    I want to continue to focus on how Tod’s in present on the Web. The mobile marketing is key and Tod’s knows it well. It selected the right digital channels to reach it’s audience by creating official page on Facebook, Instagram, Twitter, Google+, Pinterest and YouTube. In this way Tod’s creates a dialogue with your customers, and keep opportunities open for them to voice their opinions.

    For example, this brand lauched recently a campaign “Gommino & Friends” that include the man’s best friend. In fact, Tod’s is asking consumers to share an image of both their prized Gommino loafers and their dogs. This adds a playful touch to the campaign, and creates inspiration for consumers to submit another photo.
    As regards the promotion, it avoid the mass advertisement and use some very influent fashion blogger like Xenia Tchoumitcheva (entrepreneur model and a Swiss celebrity). It represents very well the type of Tod’s woman.

    From a recent study, there is a ranking that shows how the most famous brand in the segment Luxury Shoes Men use the digital instrument. In this research Tod’s results to be one of the more social brands: it has the highest “Active Fun Rate” on Facebook (index that measures the engagement by users) and it is also the most attractive and the most expensive brand in terms of online advertising.

    The Millennials is a very important target because they will become the largest generational segment in the luxury market in the recent future.

    http://marcominghetti.nova100.ilsole24ore.com/2015/09/09/i-digital-champions-del-lusso/

  7. Team : Jade Zitoun, Swati Sharma, Flore Valentin

    The brand we chose is BURBERRY because:

    – 70% of employees are under 30 years
    – Customization and interaction: they launched “My Burberry fragrance”.
    – Clients will be able to customize the bottle, to write their initials and a digital campaign will allow them to project their personalized bottles in some sites of London and New York, or share them on social platforms such as Facebook, Pinterest, Twitter or Google+
    – Use iconic people (celebrities, models) for brand promotion
    – They launched a new cosmetic branch which seems to be very attractive, “Brand extension” with famous bloggers to promote them (La Revue de Kenza)
    – They were also pioneers in a few fashion trends like the trench coat

    For all those reasons we believe that Burberry might be an interesting case.

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