Unpacking the following: The divide between Aspirational and Purchase Oriented consumers of luxury brands

Going back to the Financial Times summary of the Altagamma and McKinsey & Co report which highlighted that the social media channels of luxury brands don’t have direct influence on sales it’s time to consider the second of the more “abstract” queries from my first response to the Altagamma and McKinsey & Co study. Today … Continue reading

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Don’t mess with the classics: a different purchase ecosystem for luxury brands?

Going back to the Financial Times summary of the Altagamma and McKinsey & Co report which highlighted that the social media channels of luxury brands don’t have direct influence on sales it’s time to consider the more “abstract” queries from my first response to the  Altagamma and McKinsey & Co study. Today I am looking at … Continue reading

Fashion: Online is the New Black

The Financial Times summarised an Altagamma and McKinsey study on the digital luxury experience in their article Internet channel: Digital use may have boosted sales by surprising amounts. The Altagamma and McKinsey study was a comprehensive scan looking at over 300 luxury brands, including those in the stables of LVMH, PPR and Richemont; as well … Continue reading

Facebook Pages: How to benchmark if you are doing well, what to measure and why

Facebook pages: How to benchmark if you are doing well, what to measure and why

Benchmarking what you do on your Facebook channel will give you a general measure of success for what you are doing and identify any opportunities for improvement. It is a good way to to identify activities you can use to progress towards building an engaged Likebase (Likebase being the total amount of people who Like … Continue reading