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.