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Luxury Brands Must Embrace Technology: The Creatology Report
- 22nd Sep 2020
The Creatology Report
It is an undeniable fact that the luxury industry has transformed forever.
Whether we like it or not, the pandemic has changed our perception towards products completely as both customers and businesses. Shopping and buying patterns have drastically altered, and the digital way has become the only way of living. Luxury too, then, has got to change. And it is changing.
The biggest brands in the world are now venturing into this new and unknown plane of existence by incorporating elements such as Augmented Reality (AR) and the power of various social media sites in their marketing mix. The circumstances also call for a change in the overall luxury marketing strategy, which is also being rigorously altered.
AR, which refers to superimposing 3D models on everyday environments, has the potential to truly reform the luxury industry. Brands such as Chanel, Gucci, YSL and Lacoste have enabled individuals to try on clothes, trainers and other goods through Snapchat filters and specially curated apps. This feature undoubtedly offers customers an immersive and authentic shopping experience from their homes, and in light of the present-day atmosphere, is a great boon.
A social media feature that has gained rapid success and is being used by fashion influencers and important business personalities all alike, is Instagram Live. The feature has grown from being a static gallery to an interactive platform for teaching, learning and hosting marvellous events worldwide. The pandemic has heightened the trend and harnessed the massive potential Instagram Live could offer to the world. Prada launched a series of digital talks through Live, connecting great minds from sectors such as fashion, art, architecture, and cinema to provide us with valuable and inspiring content.
Another amazing addition to this new-age marketing structure is the usage of ASMR (Autonomous Sensory Meridian Response). It works on tickling the brain and the senses, and creates a spellbinding composite by combining visual, aural and verbal stimulation.
Brands have created videos and campaigns that use ASMR to engage and enrapture the audience. Givenchy’s I Am Your Mirror campaign consisted of models biting into crunchy apples and stepping on grapes with their stiletto heels.
Other fearless leaps into the unknown include brands embracing any and every social media platform that harbours human connections and encourages fast information exchange. Mixed reality marketing is another strategy that brands use to ensure that their virtual flagship stores are just as inviting and exciting as the real ones.
Change is inevitable. Glory and success, however will be inevitable too, if brands reform their marketing tactics and broaden their horizons in the face of change.