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.
Success is a series of small wins. If you get one percent better each day for on
Success is a series of small wins. If you get one percent better each day for one year, you'll end up thirty-seven times better by the time you're done.
.
.
.
#suntzu #suntzuartofwar #succes #successquotes #digitalagency #digitalclarity #digitalmarketing #content #mondaymotivation #winning #strategy #digitalexperts #motivation #businessquotes #growthmindset

Posted 13 hours ago.

Success is a series of small wins. If you get one percent better each day for one year, you'll end up thirty-seven times better by the time you're done. . . . #suntzu #suntzuartofwar #succes #successquotes #digitalagency #digitalclarity #digitalmarketing #content #mondaymotivation #winning #strategy #digitalexperts #motivation #businessquotes #growthmindset

×
It’s that time of year! Sunny Brighton and BrightonSEO #brightonseo #seo #digi
It’s that time of year! Sunny Brighton and BrightonSEO #brightonseo #seo #digitalmarketing

Posted 3 days ago.

It’s that time of year! Sunny Brighton and BrightonSEO #brightonseo #seo #digitalmarketing

×
Great meeting our team at Google HQ - what a view! .
.
.
#google #googleuk #goog
Great meeting our team at Google HQ - what a view! .
.
.
#google #googleuk #googlelondon #ppc #seo #googleads #digitalagency #digitamarketingagency #analaytics #digitalmarketing #guildford #socialmediamarketing #socialmedia #marketingdigital

Posted 5 days ago.

Great meeting our team at Google HQ - what a view! . . . #google #googleuk #googlelondon #ppc #seo #googleads #digitalagency #digitamarketingagency #analaytics #digitalmarketing #guildford #socialmediamarketing #socialmedia #marketingdigital

×
There are two types of people who will tell you that you cannot make a differenc
There are two types of people who will tell you that you cannot make a difference in this world: those who are afraid to try and those who are afraid you will succeed. .
.
.
#successquotes #successfulwomen #success #successprinciples #successmentor #digitalclarity #ppc #seo #analytics #socialmediamarketing #digitalagency #digitalmarketing #motivation #motivationalquotes #mondayquotes #mondaymotivation

Posted 4 weeks ago.

There are two types of people who will tell you that you cannot make a difference in this world: those who are afraid to try and those who are afraid you will succeed. . . . #successquotes #successfulwomen #success #successprinciples #successmentor #digitalclarity #ppc #seo #analytics #socialmediamarketing #digitalagency #digitalmarketing #motivation #motivationalquotes #mondayquotes #mondaymotivation

×
Your ad can appear on Google at the very moment someone is looking for products
Your ad can appear on Google at the very moment someone is looking for products or services like yours.
Whether they’re on desktop or mobile, a well-timed ad can turn people into valuable customers. Learn more. .
.
.
#ppc #seo #google #googleads #marketingstrategy #digitalmarketing #digitalagency #digitalmarketingagency #ppcagency #seoagency #guildford #surrey #london #marketing #digitalclarity

Posted 1 month ago.

Your ad can appear on Google at the very moment someone is looking for products or services like yours. Whether they’re on desktop or mobile, a well-timed ad can turn people into valuable customers. Learn more. . . . #ppc #seo #google #googleads #marketingstrategy #digitalmarketing #digitalagency #digitalmarketingagency #ppcagency #seoagency #guildford #surrey #london #marketing #digitalclarity

×
“Big ideas come from the unconscious. This is true in art, in science and in a
“Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.” ― David Ogilvy, Ogilvy on Advertising .
.
.
#madmen #admen #marketing #marketingdigital #digitalagency #digitalclarity #davidogilvy #davidogilvyquotes

Posted 1 month ago.

“Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.” ― David Ogilvy, Ogilvy on Advertising . . . #madmen #admen #marketing #marketingdigital #digitalagency #digitalclarity #davidogilvy #davidogilvyquotes

×
Intuition is always right in at least two important ways;
- It is always in resp
Intuition is always right in at least two important ways;
- It is always in response to something.
- it always has your best interest at heart. #motivation #wordsofwisdom #thursdayquotes #mindfulness #instaquotes

Posted 2 months ago.

Intuition is always right in at least two important ways; - It is always in response to something. - it always has your best interest at heart. #motivation #wordsofwisdom #thursdayquotes #mindfulness #instaquotes

×
Another wonderful event hosted by @thesupperclubuk #entrepreneur #growthmindset
Another wonderful event hosted by @thesupperclubuk #entrepreneur #growthmindset #business #growth #thesupperclub

Posted 2 months ago.

Another wonderful event hosted by @thesupperclubuk #entrepreneur #growthmindset #business #growth #thesupperclub

×