I’m still not convinced.
Luxury brands are defined in part by their exclusiveness and inaccessibility; social media rebalances power and control via its inclusiveness.
I’ve been on the south coast of France and high end cars parked outside of fancy hotels attract crowds like flies to honey.
A few years ago, I delivered a speech at a Google reception for luxury brands. Afterwards, I spoke with representatives from Bulgari, Cartier, and others who felt that my remarks weren’t applicable to them given the presence of brands “not like us” in the room.
Earlier, when I ran global digital marketing at PUMA I worked on co-branded presences with Philippe Starck, Neil Barrett, Christy Turlington, and Yasuhiro Mihara. At the time our comparison sites included Prada, which was forever just a single picture, and Helmut Lang, which was a list of links. Forget any usability or even worse, drive to sales.
All brands today are thinking about social. But do luxury brands need social media? Perhaps a better question is this – exactly what are luxury brands, anyway?