Emerging media is everywhere and luxury brands are taking part. Mobile integration specifically has recently become even more important with the increasing popularity of mobile devices. By marketing and communicating directly to consumers through different screens: laptop, smartphone, tablets, etc. a great number of possibilities are available to brands.
Luxury brands have taken note of the increase in mobile popularity and have adjusted accordingly. I think it is important to factor in that luxury brands have to be careful with how they use emerging media to promote their brands and messaging. Why? A luxury brand can risk losing its values if its online presence shows a wrong or incomplete message to its customers. Therefore, emerging media is a tricky and challenging marketing tool that needs to be regarded seriously before being used.
So let’s discuss a luxury brand that is using mobile and using it effectively while maintaining value.
Marc Jacobs Intl.
Marc Jacobs Intl. not only transformed its website but overhauled its mobile site as well in order to increase mobile optimization and to charm consumers while improving online traffic. The brand further engaged with social platforms such as Facebook, Twitter, Pinterest, and Google+ on both their web and mobile sites. Facebook users can login and comment/like/share directly from the Marc Jacobs site. Additionally, the brand is the first in the fashion industry to introduce the Tweetbox Widget to its page.
Marc Jacobs Intl. not only gave its website a makeover but it overhauled its mobile site as well to increase mobile optimization and charm consumers while improving online traffic.
What they did well:
- Social Integration – The brand further engaged with social platforms such as Facebook, Twitter, Pinterest, and Google+ on both web and mobile sites. Specifically Facebook users can login and comment/like/share directly from the Marc Jacobs site.
- More Social Integration – Social commerce platforms Fancy and Svpply were also added to the brands page. Both platforms are niche shopping sites frequently used in the fashion industry.
- Digital Collaboration – The brand partnered with Storify to control The World of Marc Jacobs, the social community part of the Marc Jacobs website.
- More Digital Collaboration – The Marc Jacobs brand partnered with Twitter to create the first ever customized tweet box found on product category and individuals product pages.
According to Daniel Plenge, director of digital for Marc Jacobs Intl., New York since the launch of the mobile site at the end of 2012, the brand has seen a 66 percent increase in mobile visits, as well as increased conversions as well as a big jump in the number of page visits and time spent on the site. He said: “Overall, we are thrilled with the results and how our clients are using it, whether they are shopping or whether they are engaging in the World of Marc Jacobs brand content.”
Mobile Marketing Short Film
Marc Jacobs is also marketing their brand well though mobile marketing. Recently (April 2013) the brand released a new ‘Zoolander’-esque short film described as “a revealing glimpse into the mind of Beige: arguably, the greatest photographer in the history of fashion”. Featuring some gorgeous desert backdrops, we see the parody fashion photography ‘Beige’ on set, shooting a range of Marc Jacobs bags and accessories. You can view the comical short film below:
Share your thoughts. What other brands – luxury or otherwise are successfully using mobile to engage their consumers?