Lessons in luxury, brand experience and purpose from digital brand strategist Marissa Vosper of Wolff Olins.

Fashion Night Out (FNO) is more than a successful publicity stunt with corresponding t-shirts and celebutantes — it is a reminder of what great retail can, and should be: Social. Experimental. Interactive. Cross-Category. And most importantly, fun. Something about the event manages to get people away from their screens and out into the streets. It is a reminder of why brick and mortar stores still matter and why shopping, live, is irreplaceable.

For the luxury sector, expressing an offline allure is the ultimate challenge in a digital world. Without the ability to touch and feel, for example, how does a luxury retail brand signal high quality and craftsmanship? In a completely open medium, how can a luxury retailer maintain an air of exclusivity?

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