The future of luxury brands in an on-demand world

 By Tracey Follows, 2016-10-10+, Campaignlive.co.uk

Can luxury brands both embrace the sharing economy and remain aspirational? It's an existential question they now need to answer.

Luxury brands are prefaced on the idea of scarcity – what is scarce is of most value, and what is difficult to acquire or to access confers status. But in a world of abundance, in which nearly everything is accessible and nothing is scarce, what are the symbols and codes that communicate that something is a luxury?

> Which role does digitalization, technology and social media play?
> Which degree of exclusivity is right and how do the cultural differences create a need for customization?

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Quelles sont les marques les plus mentionnées sur les réseaux sociaux ?

By Abc-Luxe, 2016-09-19

Si l’on sait que les réseaux sociaux sont devenus ces dernières années un moyen privilégié pour les marques de faire parler d’elles, de recruter de nouveaux clients et d’interagir avec leurs communautés, Netbase s’intéresse aux enseignes les plus appréciées et les plus mentionnées sur Twitter, Facebook, Instagram et autres consorts.
 
Pour réaliser son rapport, Netbase a étudié le nombre d’occurrences de 60 marques réparties selon 11 catégories, sur quelque 430 millions de posts sur les réseaux sociaux. Il apparaît ainsi que si tous secteurs confondus c’est Amazon qui occupe la tête du classement des marques les plus mentionnées, c’est Tiffany & Co. (14e place du classement général) qui se distingue comme la griffe ayant engendré le plus d’échanges "positifs et passionnés".
 
Louis Vuitton se classe 1er de la catégorie Luxe et 4e du classement général, talonné par Chanel et Burberry, qui a multiplié les initiatives et actions digitales ces derniers mois. Prada se place en 5e position des marques Luxe et 16e position du classement général.

 
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This number stands for the total sum of Monthly Active Users (MAU) on the instant messaging software created by Tencent. QQ is the most used social media in China and the third most used in the world, behind Facebook (1.59 billion MAU) and WhatsApp (1 billion MAU). It also holds the title of “Most Simultaneous Users” in the Guinness World Record with 210 million users at the same time (3^rd of July 2014 at 12:52 pm).

This platform is both in international and Chinese versions and owns a plethora of features such as the possibility to read email, to play games, to read books, to do shopping, to call someone on voice chat, to write blogs, etc. It is also worthy to note that these features are of use to brands and, also, luxury brands: According to the South China Morning Post quoting Andrew Taylor (co-founder of Juwai.com), customers looking for luxury products will tend to use QQ instant messaging system to call the brands.

Source : Tencent - South China Morning Post

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