To stay popular, luxury brands have had to adjust to the new generation, and this generation is a social one, mainly on the internet. So they use the social network sites like; Facebook, Twitter, YouTube, and many more, to stay in touch with their consumers and future consumers.
For example Burberry, Christopher Baile, the chief creative officer has had a video chat session with some of the brand's two million fans on Facebook. He answered questions and the fans were able to see hem working in his office.
Michel Phan, a teacher of luxury brand management, says that luxury brands can not compete on their products alone. He says that the brand loyalty is low, so brands have to find ways to bind their customers to them.
The social networks are also a good way to assure the credibility of the brand. By putting images or videos of how the goods are made, the customers can see that your product has a good quality and that it"s been made by craftspeople.
So social networks can help the brands a lot by making the brands more accessible and transparent, but they have to be careful to keep the mystique en exclusivity that comes with a luxury brand.
Jana Vastenavondt
Hi Jana,
BeantwoordenVerwijderenYou managed to find a good article. I really believe luxury brands have to be modern, and have to be active on this virtual world of the social networks. If they don't, they definitely lose clients. I fully agree with the fact that the luxury brands could lose some of there exclusivity, but I believe the advantages of being active on the social networksites manage to limit this disadvantage.