What Luxury Brands Have To Do Now To Succeed in 2018

Estimated Reading Time 6 minutes

From retail through to travel and automotive, luxury brands need to understand that digital complacency will eat their business.

In a recent New York Times article, Ralph Lauren, the man behind the iconic clothing brand that carries his name, spoke about the struggles he’s had to get back into the driving seat of the company he started back in 1967, growing up as the son of Ashkenazi Jewish immigrants in the Bronx.

The luxury brand has had a series of wake-up calls that have seen it take a roller coaster ride due to a series of well publicised miss management and a level of complacency that bordered on the arrogant. Notable points being the closure of their flagship New York 5th Avenue store and the sacking of their recently hired CEO, virtually at the same time as the CEO of another luxury icon, Tiffany & Co. was fired.

This turmoil is not isolated to retail but also at the shifting sands of Real-Estate, Travel and Automotive. Over the next few weeks, I will be looking at all these industry verticals separately and how the lack of digital transformation in these sectors will ultimately come back to haunt those that do nothing. For many, it is already too late.

So what can brands do now to start a process of change?

From brand loyalty to personalisation

Luxury buyers are changing habits. A lot of the woes highlighted above, are systematic of consumers changing buying behaviour alongside the shifting sands of the traditional work/life model.

Brand loyalty is being tested beyond measure, with many pundits saying it is a thing of the past. As an increase of available information and options hit buyers, the big shift is mobile.

Understanding the user journey – micro moments

How did your customer arrive at your site? Search keyword on Google? Social Media post? Both? None?

Google talks about hundreds of real-time, intent-driven micro-moments. Each is a critical opportunity for brands to shape consumer decisions and preferences.

These micro moments are being driven by consumers shift to mobile.Micro Moments Digital Clarity

Better Understanding of your data

We can clearly see that customers can come to your site from a variety of different sources. These sources can be made up of a vast number of platforms, and in many cases, different marketing and advertising campaigns.

When added together and looking at how best to attribute conversions, converging this data can be quite overwhelming.

For years, combining various data sources has been problematic. However, more recently, a fantastic new tool is at hand, that allows for seamless data integration – Google Data Studio.

Google Data Studio Digital Clarity

Google Data Studio allows you to connect your data and create custom dashboards. This allows you to run off multiple reports on how well your various platforms are performing and where to find efficiencies.

From custom date ranges to refined filters, Google Data Studio is an intelligent way to better understand your analytics and campaign data to create efficiencies in your marketing campaigns.

Expert Advice

As the old saying goes, you’re only as good as the advice you’re given. Whether its legal advice on a contractual matter or an accountant on a financial matter, the same is true of customer acquisition and business growth.

Navigating through the choppy digital waters of this brave new economy requires experience, skill and a deep understanding of objectives. It is sometimes best to take an independent view that will help you better plan and evaluate where you are and where you may be looking to go.

This advice may become invaluable as you review your year at the end of 2017.

Reggie James
Reggie James is a seasoned internet brand strategist who has been at the forefront of digital marketing since its inception. Reggie has worked with major search engines and commercial brands to create and build successful business models that are commonplace today. Reggie has a passion for helping companies develop and scale their business through digital application. Reggie is the founder of Digital Clarity and is in demand as a digital strategy consultant in the UK and US.
Fantastic event hosted by Britannic Technologies at Mercedes Benz World Surrey #
Fantastic event hosted by Britannic Technologies at Mercedes Benz World Surrey #unifiedcommunications #ai #digitaltransformation #digitalclarity #btlcs19 #britannictechnolgies

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Fantastic event hosted by Britannic Technologies at Mercedes Benz World Surrey #unifiedcommunications #ai #digitaltransformation #digitalclarity #btlcs19 #britannictechnolgies

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Excited about attending our client Britannic Technologies Convergence Summit 201
Excited about attending our client Britannic Technologies Convergence Summit 2019 focussing on Workplace Modernisation at Mercedes-Benz World, Surrey
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So what’s it all about? .
We know technology should underpin, not dictate
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The digital transformation hype is everywhere and it’s too easy to get caught up
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Workplace Modernisation is a business movement that is against implementing technology for the sake of it
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This year’s Convergence Summit will explore the reasons you commenced your digital transformation journey in the first place
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Posted 6 days ago.

Excited about attending our client Britannic Technologies Convergence Summit 2019 focussing on Workplace Modernisation at Mercedes-Benz World, Surrey . So what’s it all about? . We know technology should underpin, not dictate . The digital transformation hype is everywhere and it’s too easy to get caught up . Workplace Modernisation is a business movement that is against implementing technology for the sake of it . This year’s Convergence Summit will explore the reasons you commenced your digital transformation journey in the first place . . . . #britannictechnolgies #btlcs #btlcs19 #mercedesbenzworld #digitalclarity #ai #digitaltransformation #digitaltransformationsummit #guildford #weybridge #surrey #convergencesummit #workplacemodernization #code #technology

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Moved by the opening of what was then called the Great War, Laurence Binyon penn
Moved by the opening of what was then called the Great War, Laurence Binyon penned

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Moved by the opening of what was then called the Great War, Laurence Binyon penned "For the Fallen" incorporating “Ode of Remembrance” which is read and recited all over the world for those that gave up their lives in the First World War . . . . #remembranceday #forthefallen #lestweforget #guildford #guildfordsurrey #lestweforget🌹 #britishlegion #poppy #digitalclarity #helpforheroes

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We are all enjoying the bold new ad by @theofficialselfridges .
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We are all enjoying the bold new ad by @theofficialselfridges .
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What a wonderful day for the @theluxurypropertyshow @olympialondon - Proud to be
What a wonderful day for the @theluxurypropertyshow @olympialondon - Proud to be involved with this wonderful event #luxuryproperty #investmentproperty #fx #theluxurypropertyshow #london

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What a wonderful day for the @theluxurypropertyshow @olympialondon - Proud to be involved with this wonderful event #luxuryproperty #investmentproperty #fx #theluxurypropertyshow #london

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The American astrophysicist, author, and science communicator, Neil deGrasse Tys
The American astrophysicist, author, and science communicator, Neil deGrasse Tyson has been raising and answering questions that make us think and look at life, the universe and everything
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A postdoctoral research associate at Princeton University, he studied at Harvard and his written several books that have in certain cases remained in the New York Times bestsellers list for an extraordinary amount of time.  Notable books include: . 
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Death by Black Hole: And Other Cosmic Quandaries
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The American astrophysicist, author, and science communicator, Neil deGrasse Tyson has been raising and answering questions that make us think and look at life, the universe and everything . A postdoctoral research associate at Princeton University, he studied at Harvard and his written several books that have in certain cases remained in the New York Times bestsellers list for an extraordinary amount of time. Notable books include: . Astrophysics for People in a Hurry . Death by Black Hole: And Other Cosmic Quandaries . Letters from an Astrophysicist . . . #neildegrassetyson #neildegrasse #neildegrassetysonquotes #science #astrophysics #sciencequotes #digitalclarity #artandscience #perspective #context #hitchhikersguidetothegalaxy #douglasadams #42

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Brought to you by the wonderful people @semrush Global Marketing Day 2019, is a
Brought to you by the wonderful people @semrush Global Marketing Day 2019, is a first of its kind webinar where you can learn first-hand from the industry's brightest and most experienced minds; those working for big brands like SAP, Lego, Microsoft, Uber, BBC, LinkedIn, WeWork, Outbrain, Vodafone, Unicef, and many more
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This event is more than just another marketing conference; it's a chance to get inspired and walk away with practical strategies that will transform marketing in 2019 and beyond
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Brought to you by the wonderful people @semrush Global Marketing Day 2019, is a first of its kind webinar where you can learn first-hand from the industry's brightest and most experienced minds; those working for big brands like SAP, Lego, Microsoft, Uber, BBC, LinkedIn, WeWork, Outbrain, Vodafone, Unicef, and many more . This event is more than just another marketing conference; it's a chance to get inspired and walk away with practical strategies that will transform marketing in 2019 and beyond . . . . #semrush #seo #globalmarketingday #globalmarketingday2019 #digitalclarity #marketing #ppc#socialmediamarketing #digitalmarketingagency #digitalagency #digitalmarketing #guildford #surrey #london #analytics #googleads

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Diwali, the festival of lights - symbolises the spiritual victory of light over
Diwali, the festival of lights - symbolises the spiritual victory of light over darkness, good over evil and knowledge over ignorance. 
A very happy Diwali to all our clients, friends and associates 🙏🏻
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Diwali, the festival of lights - symbolises the spiritual victory of light over darkness, good over evil and knowledge over ignorance. A very happy Diwali to all our clients, friends and associates 🙏🏻 . . . . #diwali #deepavali #dipavali #dipavali2019 #diwali2019 #🕉 #deepavali2019 #🇮🇳 #festivaloflights #guildford #london #surrey #hants #berks #guildfordsurrey

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