Tag Archives: Luxury Brand Marketing

Launched online – New in the world of luxury watches and the next chapter in a long tradition of creating beautiful, luxurious and now horologically sophisticated watches.

Launching online and distributed exclusively by appointment and in select boutiques, ALEXANDRE MEERSON is a high end watch and luxury accessory brand established in England. http://www.meerson.com The ALTITUDE line is the house’s inaugural collection. It embodies Meerson’s goal to create beautiful, modern ‘classic’ watches, meeting the strict standards of ‘haute horlogerie’.By doing so he perpetuates […]

The right use of Social Media for Luxury Brands? As a Media, not as a Home.

Some things never change, apparently. Bring an innovation, people will be skeptical at first. Then marketers take it on, push adoption, use and abuse it.. and totally mess it up. Why would a Luxury Brand develop a Facebook page as it’s own website, does it really make sense? I do not think so. In a […]

DIGITAL P&L increasingly strategic for Luxury Fashion Brands – what we uncovered during the 2014 budget rounds in Luxury.

With online sales accounting for 20% to 40% of international labels, and often close to 50%, the E-Commerce P&L isn’t ignored anymore by Luxury Brands CEOs. One can mention the likes of Kate Spade, Tory Burch, Burberry, and even Alexander Wang – relaunching their website today and aiming at 50% of sales online by end 2015. Brands […]

Talking Digital In-store – What is really happening in our Luxury stores?

“Drive to store”, “in-store digital activation”, “cross-channel CRM”… these terms are used so often that one would expect to experience revolutionary innovations when visiting the Stores of Luxury Brands. Luxury Brands’ Strategic presentations, indeed, along with their 3-Year Plans and other declarations are full of cunning plans to: –        Be true to their brands whilst […]

Luxury Couture and Ready-to-Wear Brands go Digital and focus on CRM as well as Online Sales – what are the Drivers to go online? what are they expecting from Department Stores?

Most Luxury Couture and Fashion brands have either launched their Digital platforms or are about to do it… even CHANEL believe it or not! At this time, the likes of Dior, Givenchy, Saint Laurent, Kenzo, Celine – to name only some of the most iconic – are not doing this only for the show. They do it […]

Portrait of the best E-Commerce Director – Is it about the “e” | POLL

A recent review on behalf of a client led me to meet the e-Commerce Directors/Vice-Presidents of some of the most iconic Luxury Brands around the globe. As I wondered why some where more successful than others, I realised what the successful ones had in common.. and by successful I meant those achieving their projected financial […]

What’s next… in Luxury Customer Experience online?

I am very lucky to sit with the Brands when they are defining their digital roadmaps and devising the briefs for their CRM, E-Commerce and Retail operations. Looking back at the last year (2012-2013) I noticed obvious and solid trends: * The end of the “Shop on the side”: Brands are now seeking a deep integration between Brand […]

CARTIER new E-Commerce site November 2012 - USA - E-Commerce November 13

CARTIER – new Online Store opens in the USA – November 2012

This is a long overdue overhaul for Cartier’s online and E-Commerce presence.

It took the Iconic Luxury Brands about 2 years to revisit its online retail presence. The new site is now live in the USA and will rollout internationally. Cartier should be praised for having engaged – and taken a resolute position to build a consistent and quite exciting online presence.

Luxury is extreme attention to detail and those teething problems are annoying. But Cartier will get it right. In time it will surely become a case study, and one of a successful Luxury Brand Retail endeavour.