November 24, 2017
Ally Waring, Strategist, RAPP UK, shares how time and silence remain the most luxurious commodities in today’s world – and how digital can capitalize on them.
“The world of luxury can almost always be boiled down to one thing: exclusivity. Sadly, both time and silence are now firmly rooted in that category thanks to the noisy, fast-paced nature of our digital world. But it is an understanding of digital that can truly unlock time and silence for both a luxury brand and its consumer set, thanks to the efficiencies and convenience it affords them.
And it’s time they started paying attention. While the luxury goods market is projected to grow by 2 to 3% across the next five years, the online luxury goods market is expected to grow by 20% in the same period. Suffice to say, luxury brands that aren’t embracing the opportunities along with the challenges will soon be steamrolled by those who skilfully use digital to their advantage.
So how do these luxury brands steeped in exclusivity and provenance deliver when it comes to the digital open platform that is changing on a daily basis?”
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