How Luxury Brands Are Digitally Elevating Their Experiences

How Luxury Brands Are Digitally Elevating Their Experiences
Luxury

From virtual closet apps to chat platforms that connect clients with stylists, high-end brands and retailers are looking to enhance their services with mobile

PSFK
  • 23 may 2018

Companies within the luxury industry are adapting their traditional brand formats to appeal to the needs, desires and behavior of their contemporary audiences, which means installing transparent initiatives, focusing on experiential stores and syncing the personalized experience with digital platforms. In doing so, brands are able to ensure quality to their consumers while distinguishing themselves from mass market brands.

Luxury audiences demand optimum quality from both products and customer service. To meet this expectation in the digital economy, brands are creating apps and other virtual experiences that bring the same amount of individual attention that customers experience in-store. Here’s how four brands are enhancing their services by going digital:

WeChat
Luxury sales associates use the social messaging platform to send reminders to customers, inform them of new products and keep an ongoing communication channel available. Besides using WeChat for exclusive one-to-one communication, sales associates post brands’ campaigns on their WeChat moment, a space similar to Facebook’s newsfeed page.

Handled
Handled, a Toronto-based business, is aiming to revolutionize the way shoppers access personalized retail experiences. With Handled’s app, consumers are able to create a profile that sets out a budget and a timeline, so that a user can be matched to a dedicated “Handler.” Instead of promoting completely new wardrobes, Handled’s team of experts emphasizes building or reinventing the pieces that its clients have already invested in.

Moda Operandi
The luxury fashion retailer created an app that combines technology, superior customer service and experience. Features of the app include the virtual closet where all purchases ever made on the site are stored, plus a chat function connecting the client to their stylist. While targeted to meet the needs of existing customers, anyone can download the app for free through the App Store, request a stylist and experience this level of service.

Tmall Luxury Pavillion
Tmall, Alibaba’s e-commerce platform for premium and luxury brands, is using exclusivity—a highly important element for China’s ultra-wealthy—to draw interest in a new platform. The “Luxury Pavilion” is an invite-only platform that will stock the cream of the fashion crop. Luxury Pavilion will make some products exclusive to a handful of consumers that have a certain level of wealth.

These are just a few of the ways that luxury brands and businesses are upgrading their services to keep pace with consumer demand and emerging technology. For more insights on innovation in this space, see PSFK’s report Redesigning Luxury Experiences For The Modern Consumer.


Lead image: luxury mobile technology stock photo from GaudiLab/Shutterstock

Companies within the luxury industry are adapting their traditional brand formats to appeal to the needs, desires and behavior of their contemporary audiences, which means installing transparent initiatives, focusing on experiential stores and syncing the personalized experience with digital platforms. In doing so, brands are able to ensure quality to their consumers while distinguishing themselves from mass market brands.

+Alibaba
+apparel
+Asia
+Canada
+chat a researcher
+china
+customer support
+Fashion
+fashion / apparel
+Innovation
+Luxury
+mobile
+Mobile
+retail
+technology
+Virtual Commerce
+WeChat

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