Friday, December 31, 2010

Wednesday, December 8, 2010

Luxury goes Borderless with Club e-Luxe

Anyone who has been closely following the exciting digital strides of the last few years will agree that digital media has more to offer luxury today than ever. In the twenty odd years of the arrival of the World Wide Web as we know it today, a new world has emerged and the luxury sector has been awakened to the reality of finding a place for itself in this new setting. Have luxury brands been playing the digital ball? And how good are they at the game? We could come back to this story in the future but one thing that we have to acknowledge in the meantime is that the luxury sector has awakened to the reality of digital media, innovation and new technologies. The digital "sommeil" is over in luxury land. Hurrray!

There are several examples to illustrate this, starting from the social media breakthrugh by Burberry to Gucci's virtual reality fashion show live stream, Louis Vuitton's 360° fashion fiesta, Boucheron's augmented reality experience and Ralph Lauren's recent 4D extravaganza, not to forget the prolific use of Twitter, Facebook, Youtube, Vimeo and Flickr that several luxury houses have ato drive the brand message forward.