Why Rolls-Royce and Tissot attempts in the digital world should not be followed?

One of the main ideas we have been insisting is that luxury brands should not consider social media as an end, but on the contrary, as a tool that is fully included into the global strategy of the brand. Social media is a deep evolution translating the changes happening in our societies. It is a … Continue reading

What should luxury brands be doing about blogs? The example of Chanel and Ykone

In this « social media revolution » as some people like to call it (check the new video updated about the social media revolution), a luxury brand that ignores the blogosphere is on its way back to the eighteenth century. Why is it such an issue for luxury brand? Luxury is all about influence. Of course, there … Continue reading

Who Should Hold the Twitter Company’s Account?

As we are moving forward on our dissertation about the Luxury Industry & Social Media, more questions are raised everyday. And this was one of them:  Who should hold the Twitter company’s account? Indeed, if the company still belongs to its creator such as Zappos than for sure, as he is the face of the … Continue reading

Luxury storytelling 2.0: the lady dior saga

“Storytelling + Interactivity + Transmedia = Storytelling 2.0 ?” Luxury brands have to play with magic, have to make people dream…and that’s the fundamental characteristic of luxury. Since you enter in a luxury shop, the magic has to begin! But we’re living in the digital age now! What does it mean? The end of the dream? … Continue reading