E-Commerce and Luxury Fashion Branding
Luxury fashion branding has become an integral part of the business that involves the design and production of luxury items for affluent consumers. Luxury fashion branding is one of the most powerful marketing tools in the industry today. The power of brand names can be defined in the dictionary by the word ‘monumental’. Such is the impact that luxury items have on people’s lives. In simple terms, luxury is a status which starts where necessity ends; in this case, creating an impressive visual memory bank to remind all of us of our rich history.
Luxury items range from very simple things like watches, handbags, wallets and sunglasses to very technologically advanced accessories such as mobile phones, flat screen televisions, laptops etc. There are different classes of luxury items. In fact, some luxury fashion branding is done purely for the purpose of advertisement, whereas some is done for the product’s qualities. Some high end fashion brands are famous all over the world, while others have become popular only in their country of origin. A luxury fashion brand is a precious commodity in the world of fashion marketing and advertising.
A luxury fashion branding company often launches special issues for a selected group of customers or the entire consumers’ association. Special issues are designed to showcase or advertise the new arrivals or the latest fashion offerings from a particular manufacturer, a designer or an item of a particular design. Special issues can also be designed as a response to an issue which the general public is worrying about, like the rising price of certain products. For instance, the price of mobile phones has been increasing steadily and so a special issue focusing on the issue would make for a very interesting feature.
Luxury fashion branding is not just about launching a special edition of a women’s or men’s magazine or running a promotional campaign for a single product. It takes a lot more than that. The special issue must grab the attention of the public or else the magazine will lose out to the next paper in its market segment. The issue could be about any new entry of a designer, a new collection of goods or even a new line of apparels. Whatever the issue of the need for the issue must be based on what people want to read about or buy and whatever the issues the designer is trying to promote must be based on his or her reputation.
Luxury brand owners usually take care of the editorial part of the branding exercise. They pay a top photographer to shoot any special feature or picture and then get it printed in a high quality glossy magazine. The magazine is then bought by the luxury fashion brands or retailers and sold as a supplement to their normal product range. All the usual luxury fashion brands work with these kinds of firms but there are also individual luxury brands that do their own marketing and promotions.
These firms are known as limited liability companies (LLCs). The main aim of these firms is to provide their customers with a completely personalized service. But this personalization is not a one-off process and must be maintained for each and every project. For this luxury brands have their own special business strategy in mind, which they adopt in order to make their clients feel at home and make them visit their shops again.
An e-commerce website offers a great opportunity to the luxury brands to get closer to their customers. This is because almost every e-retail site has an online store where the buyers can shop for their favorite accessories, clothes and apparels. They can do this from the comfort of their homes. There are many advantages of working with an e-commerce website and one of them is to take maximum advantage of the online shopping phenomenon. The online shoppers can make purchases of their favorite products by comparing prices at different websites. Moreover they can see the entire range of products displayed in real time and can select the one which suits their requirements the best.
E-commerce sites help the luxury brands to further enhance their clientele base. This is because the online presence of these websites makes them accessible to people from other parts of the world. Another great advantage of e-commerce is that they become a platform through which new customers are drawn to the luxury brands. The internet provides these new customers with the information about the various products and discounts offered by these companies. Hence, the internet becomes an ideal platform for luxury fashion branding.