The Covid-19 crisis has left no industry unchanged, and this includes brands within the luxury sector, many of which are tearing up traditional marketing strategies in favor of new digital marketing ideas.
From revising PPC targeting to severely reducing all offline marketing efforts, luxury brands have been quick to adopt a number of new ideas that are more appropriate—and effective—in a post-pandemic era.
Digital Shows & Events
A global lockdown enforced almost overnight meant shows and real life experiences suddenly became things of the past. As a result, luxury brands have had to rethink ways to market their products. Cue digital events such as a Dior catwalk show which saw its 2020 Fall/Winter women’s collection in Paris live-streamed on the chat platform Weibo.
Move To E-Commerce
Luxury brands have previously been reluctant to make the move towards e-commerce, with the belief that consumers struggle to make expensive purchases online, but Covid-19 has forced their hands. With no stores or showrooms open during the pandemic, luxury brands have had no choice but to adapt, making one of the biggest luxury digital marketing trends of 2020 the move to selling products online. Louis Vuitton, for example, launched an exclusive pop-up store for Valentine’s Day via a WeChat mini-program.
Interactive Social Adverts
Digital adverts have been gradually replacing traditional forms of advertising for the last few years, but expensive paper billboards have taken a nosedive thanks to Covid-19. Much more popular are interactive digital ads, created with AI and engaging content that is fun and can better show a brand’s personality.
Virtual Personalized Experiences
As luxury digital marketing becomes more sophisticated, brands are turning to virtual experiences such as those delivered by 3D, VR and AR technology to better connect with their audience. Tactics such as these have been used by both luxury and mass-consumer brands, but luxury brands tend to take extra care to offer an even smoother, more personalized experience.
More Relevant Influencer Marketing
Influencer marketing has been around for a number of years but a worldwide quarantine saw this genre of luxury digital marketing take on a whole new status as the entire world found itself confined at home and looking for light relief. Smart luxury brands adapted their content through all the stages of lockdown, offering home workouts when we needed them, and trips for local luxury escapes as restrictions began to ease. Providing more relevant, relatable content into the future will continue to win the hearts of fans.