After many feared immense damages to the luxury sector at the beginning of the COVID-19 pandemic, experts are now lauding luxury’s continued success.
During a workshop at Launchmetrics’ Performance digital summit on Jan. 20, Launchmetrics’ vice president of marketing Gina Gulberti spoke with Google's head of luxury Rupi Goel about the ways in which luxury can continue thriving. Fostering ecommerce offerings and experiences, maintaining transparency and connecting with consumers through personalization are critical.
Consumers want to be met where they are, and some brands are utilizing tools to understand what their audiences are looking for. Customer intent platform Lily AI has worked with brands and retailers including U.S. department store chain Bloomingdale’s, resale platform ThredUp and premium sustainable apparel brand Everlane to identify what unique shoppers want. The solution is now available globally, assisting brands and retailers in improving on-site search, personalized product discovery, recommendations and demand prediction .
Shoppers also have an affinity for storytelling. They enjoy the entertainment aspect and seeing their values reflected in their favorite brands.In one emotive push, Burberry asked strangers to reflect on their own lives and share their perceptions of what it means to be happy. Successful brands are those that are living up to those expectations in reflecting consumer values and furthering emotional connectivity.
In-store and virtual appointments are also available for shoppers looking for engagement rings, aftercare services, bespoke pieces and more .
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