{"id":207703,"date":"2015-03-27T06:31:35","date_gmt":"2015-03-27T06:31:35","guid":{"rendered":"http:\/\/13.233.130.183\/?p=207703"},"modified":"2015-03-27T06:31:35","modified_gmt":"2015-03-27T06:31:35","slug":"the-luxury-digital-dilemma","status":"publish","type":"post","link":"https:\/\/abhaygupta.in\/writing\/the-luxury-digital-dilemma\/","title":{"rendered":"The luxury digital dilemma"},"content":{"rendered":"<p>Luxury &amp; digital have been strange and uncomfortable bedfellows until Burberry changed it all\u2026.<\/p>\n<p>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 \u2018Art of the Trench\u2019 as a living document of the trench coat and the people who wear it\u2019. Between its launch in November 2009 and mid-2010, the site notched up more than 7M visits.<\/p>\n<p>In recent years, the concept and ethos of luxury has changed dramatically from \u2018slow\u2019; \u2018traditional\u2019; \u2018heritage\u2019; \u2018product focused\u2019 to \u2018gratification\u2019; \u2018hybrid\u2019; \u2018experiential\u2019; \u2018techno\u2019; \u2018sustainability\u2019 etc.<\/p>\n<p>Further, the democratization of luxury has forced many luxury houses to trade down and introduce products and lines which could offer a sense of \u2018owning luxury\u2019 to a wider and aspirational audience.<\/p>\n<p><strong>This article was written by Mr Gupta &amp; was originally published in ETRetail. To read the article in detail, please <a href=\"https:\/\/retail.economictimes.indiatimes.com\/re-tales\/the-luxury-digital-dilemma\/552\">click here<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Luxury &#038; digital have been strange and uncomfortable bedfellows until Burberry changed it all\u2026. Burberry wanted to do something different, so it created its own community inspired by its core product: the trench coat&#8230;.<\/p>\n","protected":false},"author":1,"featured_media":211865,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[104],"tags":[],"class_list":["post-207703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-luxury-futures-technology"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The luxury digital dilemma - Abhay Gupta Writing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/abhaygupta.in\/writing\/the-luxury-digital-dilemma\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The luxury digital dilemma - Abhay Gupta Writing\" \/>\n<meta property=\"og:description\" content=\"Luxury &amp; digital have been strange and uncomfortable bedfellows until Burberry changed it all\u2026. 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