Luxury Marketers Move Online but Most Lack Digital Cunning

Are you behind-the-curve and out-of-date? According to a recent Advertising Age article, as luxury marketers, the majority of us need to update our social media skills and reconsider our online presence. In the next edition of LuxeSF magazine, Adam Helweh, social media guru and Founder of Secret Sushi Creative will help detail the necessity of social media and online marketing for luxury brands. If you have a question or suggestions to share about how you’re incorporating social media and web efforts into your luxury marketing, leave us a comment.

NYU Stern Study Shows Recession Pushing Brands to Belatedly Innovate Web Efforts ‘Out of Necessity’

from Advertising Age
by Natalie Zmuda
Published: September 22, 2009

NEW YORK (AdAge.com) — During the flush years, luxury brands seemingly cemented their exclusive status by shunning one of the ultimate mass mediums, the internet. According to a new study, only 33% of luxury brands were selling online a year ago, but the recession has had a profound effect, as 66% of luxury brands are now peddling their wares on the web.

Ralph Lauren has bested many of its luxury peers in the mobile space with its iPhone app.

But, despite the increase, most luxury brands lack digital savvy, said Scott Galloway, an associate professor of marketing at NYU Stern School of Business who looked at 109 luxury brands across 11 categories, including fashion, electronics, jewelry, hotels and automobiles. To read the full article in Advertising Age, click here