How Brands Like Outdoor Voices Are Using Social Media To Engage The Modern Luxury Consumer

How Brands Like Outdoor Voices Are Using Social Media To Engage The Modern Luxury Consumer
Brand Activation & Immersion

Adding value with enhanced service offerings like social media integrations and apps, brands are thinking of innovative ways to engage luxury consumers at every touchpoint

PSFK
  • 18 october 2018

For today’s consumer, the definition of luxury is changing: It’s more about enhancing customers’ lives than enhancing their status. Legacy brands are being outpaced by a proliferation of new players who are focusing on meeting these changing expectations.

Social media and mobile apps in particular give brands and retailers an opportunity to reach consumers directly. With a combination of socializing and service, the following brands are providing access to platforms, tools and spaces that give customers the ability to organize themselves around shared interests, driving engagement and ultimately sales: 

Outdoor Voices
Activewear brand Outdoor Voices enlisted the help of its avid fanbase to develop its running collection. The brand put out a call for input on social media in order to learn their consumers’ unmet needs and pain points related to running apparel. They received over 1,000 responses on sports bras alone, including from larger-busted women who asked for more support. The initiative was so successful that the brand plans to incorporate crowdsourced consumer input into future projects.

Target Studio Connect
Big box retailer Target created a secret social network to help its biggest brand fans weigh in on product design for its in-house line of products. Studio Connect is available by invitation only, limited to 600 participants who have been recruited via online research and receipt polls. Target designers are able to ask members questions via the app in order to receive crowdsourced input on new product designs, allowing them to incorporate feedback much more quickly than they would be able to through traditional qualitative research and launch products more quickly. Participants are not paid, but can earn points toward discounts and gift cards.

The Wing
The New York City-based coworking space and social club The Wing offers women a beautifully designed space where they can work and connect with like-minded professionals. It also created a proprietary social networking app that lets its members stay connected virtually as well. Available only to paying members, the app will allow users to connect with one another and stay up to date on The Wing’s programming, which includes notable female speakers, such as former US Secretary of State Hillary Clinton and US Senator Kirsten Gillibrand.

Equinox Digital Coach
The luxury gym brand Equinox trialled a bot embedded into its mobile app that learns from a user’s activities, goals and preferences to recommend personalized workouts. The “Digital Coach” uses data from in-gym beacons to detect where gym-goers prefer to spend their time and subsequently nudge them towards specific activities. The service has successfully motivated members to check in 40% more than non-users during a six-month pilot program.

These are just a few examples of ways that brands are reaching modern consumers at their most popular digital touchpoints. For more information on how retailers are engaging luxury consumers, see PSFK’s report Defining The Modern Luxury Experience Across Brand Touchpoints.

For today’s consumer, the definition of luxury is changing: It’s more about enhancing customers’ lives than enhancing their status. Legacy brands are being outpaced by a proliferation of new players who are focusing on meeting these changing expectations.

+app
+apparel
+brand activation & immersion
+chat a researcher
+coworking
+equinox
+Fashion
+feature
+fitness
+loyalty & membership
+modern luxury brand touchpoints
+Outdoor Voices
+Public
+report
+Shopper education & assistance
+Shopper Marketing & Promotion
+shopper marketing & promotions
+Social Media
+target
+the wing
+trend
+work

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.