Luxury brands take little steps toward tech relevance

The Web as well as high-end have always been kind of mutually exclusive. The Web is broad, democratic, as well as welcomes all kinds; it has altered the method that consumers interact with corporations in essential methods that are constantly evolving. high-end brands are narrow, elitist, as well as target a extremely specific clientele. They need a bit of secret as well as aloofness in order to be aspirational as well as make their traditional brand identities work, as well as they’re generally not thinking about altering exactly how their companies interact with…well, anyone. “The method it has always been done” is idealized as well as worshiped in an almost religious way, as well as even though many below-the-surface methods have evolved in recent years (most notably, manufacturing), the method that brands want you to view them has remained largely untouched for decades.

But the issue with this whole Web thingamabob is that it’s type of insidious as well as it’s altering the method that people of a range of earnings as well as social standings shop as well as notify themselves about prospective purchases. fashion shows are no longer personal events for an elite group of celebrities, editors, as well as clients; they’re presentations of goods that can commonly be seen in their entirety by typical clients within minutes of their completion. There may be exclusivity left in the invitation to go to a show, however not in the info that a person gains by attending.

That the clothes being presented are not promptly offered to clients when their buzz is at its height is a failing of the old-school fashion market that deserves an examination in as well as of itself at one more time. right now, though, it just serves to show the truth that old-school high-end brands aren’t rather sure what to do about exactly how innovation is altering the ground upon which they stand. No long do they have the layers of editors as well as buyers in between them as well as those that eventually utilize their products – increasingly, consumers want to interact directly with those that make as well as market their goods. up until recently, it seems as believed brands believed they might just opt out of the on the internet marketplace as well as whatever would be fine.

It wasn’t long back that many high-end brands scoffed at the concept of running their own websites, let alone utilizing them to reach out to clients as well as offer products directly to those that they may have a difficult time reaching otherwise. I keep in mind getting my very first high-end designer purse, a nylon Prada bag that was a present for my high institution graduation, as well as trying to discover info about it online. as well as in spite of my finest efforts, I couldn’t discover much.

That was only 5 years ago, as well as Prada’s website at the time consisted completely of an picture from their ad campaign against a black background; there was nothing else. At the time they stated that their lack of web existence was since they wished to retain the traditional, more personal boutique-customer relationship, however somewhere in the last half a decade, they realized that that wasn’t going to win them any type of new customers. They have since built a healthy on the internet site to engage clients with collection photos, schedules of public events, as well as a relatively extensive shop.

According to a 2008 Unity study, 94% of affluent clients make on the internet purchases, as well as as sales have slowed as a result of back-breaking economic conditions the world over, high-end companies are starting to recognize that they have to begin messing around with this newfangled Web thing after all. Some companies still decline to even offer their products for sale online, however the tide is altering slowly as more as well as more websites are embracing on the internet shopping, web marketing, as well as even social media. as well as perhaps they’re discovering from a few of the thriving independent handbag designers that have embraced blog buzz as well as interacting directly with their clients for rather some time.

Louis Vuitton made news a few months back by ending up being one of the very first of the megabrands to join microblogging site Twitter. By doing so, they can send press releases, pictures, as well as info about new products directly to their buyers promptly as well as as commonly as they like; magazines have months-long lead times, as well as disseminating most kinds of info with them just isn’t effective anymore when consumers are utilized to discovering things out promptly from their preferred blogs. as well as then they made further business history: they produced a bag that would be sold only to on the internet customers, with no boutique availability.

Vuitton likewise made one more huge step by hosting a reception in new York City just recently for members of the on the internet fashion media (Vlad as well as Shannon got to go to – you can checked out their protection here), as well as we can only hope that other brands will comply with their lead out of necessity. Louis Vuitton the kind of brand with the resources as well as complying with that enable them to break new ground as well as test new concepts before others may think about them viable options, as well as other brands may be forced into the on the internet marketplace as a method to make up for lost revenue that would normally come with traditional stores. in that regard, this may just be one more method that the recession forces the fashion market to haul itself into the 21st century, as well as the brands that are struggling now as well as can’t figure out what they’re doing wrong may come out of all of this much much better for it, if they do ultimately succeed in realizing that they can’t just cover their ears as well as pretend we’re not right here anymore.

So what might these brands potentially do with the Web as well as social network in order to preserve their high-end condition however still reach out to their customers? With the web’s capability to target niche audiences, the possibilities are endless if the brands choose that the effort is worth it. two days ago, I got my cable expense sorted out with Charter’s Twitter client service representative. I didn’t have to phone call as well as slog with an automated menu up until I discovered a method to talk to a person, I just sent a short message to their Twitter name as well as my issue was solved easily. If I can get personal, instant service on something as banal as a cable bill, why can’t I send a tweet to Louis Vuitton’s Atlanta boutique as well as ask them if the bag I want is in stock before I drive over there? When we all online on our computers, discovering their phone number, calling them up, as well as discovering somebody who can response my concern seems positively non-luxurious.

So, to all the high-end brands out there: welcome to the Internet! We’ve been speaking behind your back for years! Please try to do something fascinating during your stay.