What digital strategy for high-end positioning?

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Luxury customers are demanding and ultra-connected consumers, adept at using the latest technologies. As such, it seems unthinkable for high-end brands to bypass digital tools to reach this clientele. Digital communication is becoming a major challenge for maintaining their market position.

Which digital communication channel should you choose when you are a luxury brand?
Luxury customers iceland phone number data are also researching online before purchasing in-store. Traditional channels, such as magazine advertising, are no longer sufficient to reach a demanding and, above all, ultra-connected clientele.

High-end brands must also take the digital turn, focusing in particular on:

A website: It should be seen as a virtual showcase, reflecting the brand's image and capable of offering a premium experience. The website must also offer quality, exclusive content, as well as all the necessary information about the products—even if they aren't eligible for online sales. Chanel, for example, invites Internet users to contact a boutique to purchase its products.

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Social media : These are essential communication channels in the luxury and premium sectors. Brands can share their stories, new products, or commitments on social media. Instagram, Pinterest, and LinkedIn are among the most popular social media platforms for high-end brands.

Influencer marketing : This marketing strategy has proven to be highly effective for luxury brands, as it allows them to reach engaged and qualified communities. The challenge then becomes collaborating with the right influencers, specialized in this field, to ensure their visibility and, above all, their credibility.