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Maintaining a Luxury Brand Image
By: Kaitlin T. Gallucci
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Luxury consumers are online, and luxury brands are certainly on their way. Still, there are numerous challenges facing the luxury marketer online — how can you maintain the mystique and prestige of a brand’s image in a channel that is essentially a free-for-all? The eTail Blog recently shared some of the most important elements to consider for keeping a luxury image intact online:
 
Atmosphere. Exclusivity. Narrative. Emotion.
 
Identifying the elements is the easy part (and not even very easy at all). How can we apply them?
 
Atmosphere
A brand’s online “atmosphere” must meet consumer’s expectations of its offline atmosphere — think service, like an online concierge or personal shopper.
 
Exclusivity
In leveraging customer data and technology, customization is key. Landing pages can be personalized by user or segment, giving consumers a “one-of-a-kind” experience.
 
Narrative
We’re beginning to sound like a broken record, but sharing relevant content is a powerful method for encouraging engagement, adding value and meaning.
 
Emotion
Consumers have emotional reactions to experiences with brands. Again, engaging content can help bring the offline brand experience online.


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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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