The luxury market and social networks

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Louis Vuitton, Burberry and Porsche are brands that, besides being worldwide references when it comes to the luxury market, have more in common than the first sight can be imagined. These three icons of elegance and sophistication have already successfully used social media for some time as a strategic tool for expanding their business and forging closer relationships with their customers.

Data on the use of social networks around the world really impress. Research shows that only Facebook has more than two billion active users per month worldwide. In Brazil, this scenario is also considerable since the country is the largest user of social media in Latin America. According to a study recently released, more than 90 million Brazilians have accounts in different networks.

According to a text published by Escola Superior de Propaganda e Marketing (ESPM) written by Elaine Michely Furtado Carozzi, the internet and social networks are gaining more and more space in the strategic planning of high-end brands. If on the one hand it is impossible to take all the comfort and charm of personal contact to the virtual environment “on the other hand, the impression caused by a website can be an important element of communication of the idea of ​​luxury, good taste and exclusivity. the Dior, Louis Vuitton, Montblanc, Cartier, Moët Chandon, Hennessy, Tiffany & Co., Givenchy, Rolls-Royce and Rolex: true, very elaborate showcases that help confirm the exclusivity image of the brands.

As with the vast majority of retail segments that have a major source of income in retail, premium brands can no longer afford to stay out of the online universe at the risk of ignoring a large portion of their customers .

If, in essence, the social network is constituted through the relationship between people, the big brands need to find ways to relate to the consumer of digital luxury in a specialized way.

One of the features found to make the actual customer’s virtual tour even more enjoyable and enjoyable is to broaden the horizons of information available on brand sites and even social media pages. On the site of Louis Vuitton, for example, in addition to the web surfer browsing an elegant page and consulting quickly and easily the news of the collections, you can also read news on topics ranging from tourism to the fine arts.

Interactivity is also a key feature to attract the looks and attention of the virtual customer. Actions that, for example, encourage the customization and customization of products and services increase interaction with the public.

If in the distant past advertising was the soul of the business, today the ability to communicate with the public has taken on that role. And in a permanently connected society, relying on the approval of Internet users, and with their tanned, is increasingly important.

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