From China to technology trends, bloggers to digital transformation, luxury executives are hungry for information to inspire and foster change. Luxury Society’s Editor reveals the most read articles of 2017 so far, and what it means for the industry.
So far 2017 has been a year of media and marketing shifts, political challenges and digital opportunities. The rise of younger, more affluent consumers, and our increasingly connected lifestyles, continues to challenge the frontiers of luxury.
Luxury Society’s most read articles of 2017 so far uncovers four trends driving the most interest within the industry: Influencers, Digital Strategy, China, and Consumers.
Luxury Society opened the year reporting 2017 Projections for the Luxury Industry, one of which included the rise of sustainable luxury. The interest in the article ‘Intelligent Luxury’ shows that the industry is indeed engaged in the subject and curious to learn more about how responsibility and luxury go hand in hand.
INFLUENCERS
Another prediction was that brands would need to adapt to survive. In April, the former CEO of Chanel, Maureen Chiquet, called on the luxury industry to create more meaning for millennials, and when we look at which topic is the most popular so far in 2017 we can see that many brands are looking to do just that. Read about The 6 Categories of Influencers Luxury Brands Need to Know.
With a reported 84% of brands planning to run influencer marketing campaigns this year, influencer marketing is fast becoming one of the most widely used marketing channels for luxury and lifestyle brands. See why Influencer Marketing is here to stay for Watch & Jewellery Brands.
DIGITAL STRATEGY
Despite being conscious about new technologies’ potential to build a meaningful and seamless experience for their consumers, for some luxury brands there is still a way to go to truly integrate digital into their business. Luxury executives are highly interested in learning about the fundamentals for digital success as demonstrated by the following popular articles:
Find out Which Channel Has The Most Impact On Drive-To-Store For Luxury Brands?
Read the 5 Fundamentals of Successful Digital Luxury Brands
See how Luxury Brands Embraced Digital To Connect With Fans during SIHH
Discover how Independent and Family-Owned Luxury Brands Approach Their Digital strategy.
CHINA
Despite the economic and political challenges in China, Chinese shoppers still account for over 30% of all luxury sales. Luxury executives are hungry for information on how to inspire and connect with this audience, as seen in the most popular articles related to China:
WeChat & Luxury Fashion in 2017
Discover 6 Ways Luxury Brands Use WeChat for Marketing Campaigns in China
A look at China vs. America: The Different Spending Habits of the Wealthy
CONSUMERS
The boundaries of the luxury industry continue to blur as mass brands are appealing more and more to high net worth individuals, and we are seeing a generation less interested in owning a designer dress or luxury car and more excited by the notion of their own personal driver appearing on demand with a single swipe of their phone.
Individuals no longer feel the need to consistently upgrade into luxury as income and wealth rises. It's a concept known as "post-luxury" and Winston Chesterfield explained it in one of the most read articles of the year: The Post-Luxury Consumer.
As 2017 continues it will be interesting to see how these four topics continue to drive interest, and what other subjects will also spark conversation within the industry.
