" Successful brands do not just have consumers, they have fans.''
Louis Vuitton and Hermès were found to be present online in similar places with respect to corporate websites, e-commerce, and social media. What differed was the degree to which each was participating and the significance of digital in their overall marketing mix.
The adoption of digital media into society creates a market condition shift rendering avoidance no longer a viable strategy. While the concept of luxury remains intact, luxury brands are increasing their reach, offering more affordable options for aspiring consumers, and ideas and expectations of accessibility are shifting in the advent of evolving technology such as social networking. It is one of practices to create value in brand communities.Self service,personalization and co-creation are the core of a successful digital consumer strategy.
- THE OFFICIAL WEBSITE
http://www.louisvuitton.com
The Louis Vuitton online store is separated into product categories such as travel goods, ready-to-wear and accessories.The “collections” section offers filtering options to view only items available for purchase online.
One area of the site offers customization of Louis Vuitton leather products by changing accent colours and adding monogram details.
The site offers much to explore, from look books to ad campaigns to runway shows, but presentation is subtle and a first-time visitor must invest time to find their way around unless they already know precisely what they are looking for.
A section titled Savoir Faire demonstrates the hand-craftsmanship and heritage behind the Louis Vuitton products.
Another section, La Maison provides the creative process behind the fashion collection. Louis Vuitton has created an exclusive, luxury atmosphere on their website which is cohesive with their brand positioning.
Louis Vuitton's website has successfully created an online ambiance that supports their image as a leader in the luxury fashion world.
The site http://www.Hermès.com appears as an animated figure with various tools .Hermès hightlights to its heritage. We can also see a list of countries where Hermès is sold. Following the theme of “travel the world of Hermès” visitors are treated to an animation after which the page loads .
The website includes sections as cultural events, know-how, and suprises, silk.
Similar to Louis Vuitton, The site evokes the adventure, similar to the experience at Vuitton. We can observe that we have not information about the products themselves and the site wants users explore by themselves the heritage of Hermès.
The web site is easy to navigate and offers a range of products in different categories. Unlike Vuitton, Hermès does not post their fashion shows ,look books.
- THE SOCIAL MEDIA
Louis Vuitton is active in social media, with Twitter. Most tweets are about celebrities spottedwearing Louis Vuitton products, store openings and events.However without the social media element ,indeed, the luxury brand is not directly engaged with followers.
Finally Louis Vuitton has the own facebook page with 4.5 million fans, where the fans can comment, share and speak about a page online.Like Twitter, The luxury brand posts the launch of events, store openings and celebreties who wears Louis Vuitton. Once again, Louis Vuitton does not reply to the comments and it is not directly engage with consumers on a one-on-one basis.
In May, 2010, Louis Vuitton through Facebook made an innovative experience for fans of the page. It invited virtually "guests" to attend the re-opened its Bond Street Store. This strategy brings to keep the event exclusive and to speak about it on the social media, and to create a notoriety around the event.
Finally, Louis Vuitton used Youtube and it develops an Ipad application "Amble. It encourages to visit its locations with a brand experience.
Louis Vuitton has recently launched “Exploring the Future of Tradition” on Facebook, where fan can share their vision of the future world in which VMH will operate.At the end, the winners will be invited to take part in specials forums around the world. Despite of the effort of Louis Vuitton in the Social Media Activities shows that it does not involve actively.
Hermès has also an official page on Facebook and Youtube . The company posts frequently on Facebook, Unlike Vuitton, they do not post celebrities wearing their products,they integrated strictly other element .
Similar to Vuitton, the company does not engage with fans on the site by responding to comments but it does not creates posts inviting fan to the experience Hermès prefers to simply introducing new shop windows and Youtube videos.
Paris Mon Ami, campaign in 2011, which four muses,who are each different backgrounds . it shows these women live to experience Paris for the first time, and each of story has posted via Youtube videos from Hermès . The campaign has its own website http://www.parismonami.com.
Hearts & Crafts is vidéos on Facebook and Youtube to the artisans behind the Hermès products. Both Vuitton and Hermès have prove their quality of their products by educating their consumers on their values.An essential element of social media is the ability for users to engage with the brand and feel like they are part of it. So Hermè,s with " Scarf in the City" on September 2011, has invited visitors to upload images of themselves with their Hermès scarves in their cities.
We can observe than Hermès has successfully made a unique luxury brand experience for internet users to the site www.Hermès.com, and it used digital media strategy to interest the next generation of Hermès consumers.
References :
http://www.louisvuitton.com
http://www.Hermès.com
http://twitter.com/louisvuitton_hq
http://www.facebook.com/LouisVuitton
http://www.youtube.com/louisvuitton
http://www.louisvuittonamble.com/
http://www.facebook.com/Hermès
http://www.youtube.com/Hermès
http://www.parismonami.com
Sonia
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