Gen Z members likely to buy counterfeit products to get closer to brand: research
LONDON – The upcoming Generation Z members are brand-focused rather than product-focused, meaning that they may opt for wearing counterfeit luxury items rather than waiting for the money to buy the real thing, according to a study from the ESSEC School of Business.
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Nine ways to build CRM with social media
LONDON – Almost all luxury brands have a Facebook page, Twitter feed or blog, but having a social network presence is not an end unto itself.
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Digital, social media main focuses of Luxury Interactive conference
LONDON – The general consensus of the Luxury Interactive conference in London May 24-25 was that luxury brands are genuinely ready to continue the process of innovation and digital marketing that they have been working so hard to improve.
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Ralph Lauren, Gilt Groupe and Thierry Mugler and DVF – News briefs
Today in luxury marketing – Polo’s Q4 profits fall by 35.8pc; No one bought Lady Gaga’s $20,000 Mugler dress on Gilt Groupe; Von Furstenberg to launch Diane.
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Next wave of mobile marketing: NFC, QR codes and location-based technology
While there is room for new technology to transform how brands can reach consumers, competing markets and inherent weaknesses within each offering could hinder mainstream adoption.
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