The luxury digital dilemma
Luxury & digital have been strange and uncomfortable bedfellows until Burberry changed it all….
Burberry wanted to do something different, so it created its own community inspired by its core product: the trench coat. The company describes the site ‘Art of the Trench’ as a living document of the trench coat and the people who wear it’. Between its launch in November 2009 and mid-2010, the site notched up more than 7M visits.
In recent years, the concept and ethos of luxury has changed dramatically from ‘slow’; ‘traditional’; ‘heritage’; ‘product focused’ to ‘gratification’; ‘hybrid’; ‘experiential’; ‘techno’; ‘sustainability’ etc.
Further, the democratization of luxury has forced many luxury houses to trade down and introduce products and lines which could offer a sense of ‘owning luxury’ to a wider and aspirational audience.
This article was written by Mr Gupta & was originally published in ETRetail. To read the article in detail, please click here.