Retailers that sell luxury goods in New York City are finding that they are less inclined to carry the items they’re selling on their website.
As a result, luxury brands are choosing to take a less conspicuous approach to marketing their goods in the city, and some retailers are now looking to change their online presence to more of a social-media-focused approach, Bloomberg Businessweek reports.
While some luxury brands may have tried to move away from their own social media presence, they found that consumers were less likely to buy products they were aware of and that they had more questions about.
Some brands have also been using social media to educate consumers on new products or services, like a new collection of $1,000 jewelry featuring a unicorn.
As an example, L’Oréal, the luxury beauty brand, recently launched a new website, Luxe, which will highlight products that are currently in development or in production, and it’s also been launching a series of social media posts to help educate its customers.
While luxury brands will often rely on their brand’s social media following to make decisions, some have found that they have to work harder to be seen as more inclusive, or at least as authentic.
For example, Bottega Veneta, the global beauty brand owned by Vogue, recently announced that it will be closing its social media account, which had more than 2.5 million followers on Twitter, to focus on its beauty brand.
While brands like Bottegavie may want to make sure that their online marketing strategy aligns with their brand and product lines, they may also be working to diversify their brand message.
Some luxury brands have even moved away from branding and are choosing instead to make their online and offline presence more diverse.
For instance, the French luxury brand Chanel has opened a new social media channel called “La Vie,” which will be dedicated to its fragrance brand, Guerlain.
It’s unclear what purpose Chanel hopes to serve the channel with, but the French brand is likely not interested in rebranding itself to fit the needs of a new customer.
In the case of L’Oreal, the brand is also trying to make the brand more visible and more relatable to younger generations.
A recent marketing campaign aimed at younger women that was shared on social media has been successful, and many consumers have noticed that they can now shop from the brand on Instagram.
In an interview with Bloomberg BusinessWeek, LVMH luxury brand president Marc Bollier said that LVMHA was working to better understand and interact with the millennial consumer, and the brand’s marketing efforts are focused on the Millennial generation.
LVMHI is also using social platforms to highlight its products and services, such as its new fragrance collection, La Vie.
The brand also is looking to expand its presence in emerging markets, as it’s currently focusing on developing a new brand in India.
With its focus on India, the company also has plans to launch its first-ever fragrance line in the country in 2019.