Dreams and emotions play a central role in luxury. In the digital age, the distance between dreams and reality has never been so thin. Houses have proven this, such as Balenciaga with its FW 2021 show in virtual reality followed by 330 guests with an Oculus headset and presented to the general public in the form of a video game, or Dior with its Men’s Fall 2022 show in the Chinese metaverse.
Innovation allows Maisons to improve product discovery, bringing the online experience closer to the notoriously exceptional in-store experience. No more simple scrolling through a catalogue: Farfetch, for example, offers product searches “by image” (by uploading a photo taken at the moment or found online); Kering, for its part, allows you to interact with a “virtual personal shopper” thanks to its “/madeline” chatbot based on ChatGPT.
Technological advances also offer new try-on experiences. Using their colombia phone number library smartphone, consumers can “magically” (in augmented reality) try on Gucci sneakers or virtually apply makeup with Dior products. This revolution doesn’t stop online. In-store, the customer experience reaches unprecedented levels of personalization: YSL Beauté offers personalized olfactory diagnostics thanks to AI with “Scent-Sation” and Cartier invites its customers to virtually try on exceptional jewelry using a simple ring set with sensors.
Strengthen the aura of your brand
The aura of a luxury brand is embodied not only through its exceptional products, but also through its unwavering values of excellence and exemplarity. In a world where words are scrutinized, consumers expect brands’ promises to be supported by tangible evidence.
Defend your reputation through data
Faced with the eternal threat of counterfeiting, authenticity has always been the cornerstone on which luxury brands have built their reputations. By initiating the AURA consortium, the LVMH Group has shifted mobile list gears with blockchain technology, offering its customers the ability to authenticate their products and guarantee that they are the custodians of true luxury.
Measuring brand perception is also vital for these Luxury Houses. Thanks to dealing with telemarketing burnout social listening tools, they are able to quantify and characterize massive volumes of online conversations, which are useful for reacting in real time to crisis situations. By closely studying discussions on social networks, Burberry was, for example, able to take rapid measures in the face of the controversy surrounding the destruction of its unsold stocks that weighed on it.