Like all businesses, luxury brands have also suffered during the COVID-19 pandemic. According to a 2020 Mckinsey report, more than 40 percent of global luxury-goods production factories (based out of the luxury capital Italy) have temporarily shut down.
As stores remain closed in many parts of the world, e-commerce has become a crucial channel for keeping sales up, communicating with customers, and forging a sense of community around a brand.
While luxury brands may not be open to the idea of moving online, they will need to do so if they want to adapt and thrive in the digital landscape.
Here are 5 ways your luxury brand can go digital while maintaining its “elite” status.
#1 Optimize The Power Of Visual Social Networks
When marketing luxury products, photographs are one of the best mediums. They can help to evoke ambitious emotions that we associate with driving a luxury vehicle, wearing designer clothing, or experiencing something exclusive.
Platforms such as Pinterest are a great opportunity to raise brand awareness through visuals and find advocates to vouch for your brand without appearing too sales-y.
#2 Design A Business Website That Combines Style And Functionality
Luxury brand websites are all very stylish. However, they fail miserably when it comes to user experience and functionality.
The main focus for most luxury brands becomes displaying the aesthetic appeal of their product and forgetting to help the user navigate through the website.
What you need to aim when redesigning your luxury brand website is to keep the visuals appealing while making the user interface highly functional.
#3 Provide Content That’s A Class Apart
One of the main reasons why people talk about things and spread word of mouth is because they want to display the traits they want others to associate with them.
For example, charities of all types are one of the most liked pages on Facebook. While some people may do it for altruistic reasons, others just want to show that they are charitable.
The primary motivator for buying luxury goods is to display one’s status. That’s why brands can take advantage of this aspect by creating and publishing content that gives users that classy feeling when they share it within their network.
#4 Make SEO A Part Of Your Business Strategy
Google is one of the most used search engines when it comes to shopping for luxury products. It also plays an integral role when it comes to learning about brands and their products before making a purchase.
As we already know that most luxury brands have pretty poor websites in terms of functionality. The same can be said when it comes to search engine optimization (SEO) on these websites. Not having enough relevant keywords on your website makes it difficult for Google to rank it and bring it to the notice of potential customers.
#5 Narrate Your “Brand” Story
We’ve already touched upon how people want to be associated with traits that uplift their social status. Similarly, having a brand story can make your brand seem more alluring to people. After all, a great marketing strategy for brands is to tell the people why their brand exists instead of explaining what they do.
Communicating the story behind your products, and explaining the values that define your luxury brand, is fundamental to effective luxury marketing.