Tag Archives: Social Media

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 […]

CRM & Luxury Brands – What for? Poor for Segmentation, but rich for Experience?

Many of us measure and understand the power of nurturing and mining a clean and relevant customer databases to create, manage, broadcast and measure campaigns. Some of us daily experience the richness of the data collected – behaviours, purchase patterns, customer service.. etc.. both explicitly and implicitly. But what is the value of this information in the context of FASHION & LUXURY?

CRM – as a business process and from the perspective of Customer Segmentation  – is extremely valuable for brands and retailers distributing goods which are purchased regularly or in cycles – food, groceries.. even books, and other necessities and cultural items. Profiles and suspect/prospect groups can be created in many cases.. and ‘predict’ patterns and interests.

But is there a FASHION/LUXURY CUSTOMER PROFILE?

Here we go.. the first post on LuxuryDigital.com

Back in May 2006, when I devised the concept of this Digital Luxury Networking Group, I had no idea that the Digital Luxury Group on LinkedIn would grow to 2000, 6000 then over 15,000 members in a few years. I felt that there was a need for Luxury Brands professionals to share openly and discuss how they could […]