Luxury Market

Online buzz research

Using social media in the luxury industry

22nd March 2011

About WaveMetrix

• • WaveMetrix are the author of Wave, case studies published daily which provide insight into the latest social media trends This document provides an overview of the most interesting case studies relevant to the luxury industry

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October 2009 22nd March 2011 October 2009

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Contents

1

Executive summary

4

2

3

Associating with elite culture

Penetrating emerging markets Preserving luxury shopping online

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4

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October 2009 22nd March 2011 October 2009

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1. Executive summary

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October 2009 22nd March 2011 October 2009

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Using social media in the luxury industry

• • Over the last six months, WaveMetrix have seen trends emerge in the luxury sector’s use of digital media We have seen three important strategies which are helping luxury marketers shape brand image and increase brand awareness:

  

Associating with elite culture through digital media Penetrating emerging markets using targeted and country-specific content Preserving the luxury shopping experience with online retail

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Luxury brands and social media: looking at relevant case studies to understand best practices

Associating with elite culture through digital media:

• Louis Vuitton’s Espaces Culturels • Burberry’s “Burberry Acoustic” campaign • Dior and Willy Vanderperre’s visual art

Penetrating emerging markets with targeted content:

•...