Using the web for luxury branding

I went to the luxury briefing conference last October which was all about Web 2.0. And it was quite obvious that luxury brands really struggle with the possibilities of collaboration and co-creation. They hate losing control. But there’s more to the web than participation. Have a look at this website here and their intro flash movie. When I was speaking at the IDM Academy at the DM show a couple of weeks ago someone gave me a business card made of stainless steel wrapped ina sleeve which was black the outside and red on the inside. Video on their website is lower res so they can’t put in all those glamorous production values you have in magazines. But they can tell stories and they don’t need high res to create mystery and intrigue.  I find this film compelling  because you really have no idea what the product is but you have to stay with it to find out. Though its a bit of a chuckle when you find out after all that suspense and Matrix soundtrack. It isn’t at all clear what the connection the 3 young scottish widows on the South Bank have with what seems to me some rather pricey stainless steel cufflinks. Surely for that price I might expect platinum? The website also has to function so I can register my ‘unique’ cuffs – though I’m not clear why I have to do this  -  clearly the retailers aren’t doing it. Am I going to be recognised by my cufflinks: Ah Welcome number 37 we haven’t seen you for a while.

I wish the ARMREVOLUTION  luck. Can you build a brand around cufflinks? Links of London who I have worked with for some years started there and now the cufflinks are a footnote only – they switched their range towards women who get through a lot more jewellery than men do. I’m not sure about the product strategy. But this website a great example of using the web to do what the web does well – tell stories.  And you don’t need co-creation to do that.



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