This is among the findings in PM Digital's Trend Report: Luxury Brands Online, which analyzes the state of luxury e-tail and predicts how emerging digital platforms and social media trends will impact the industry.
"One of the aspects that makes this report so interesting is the way in which search and social marketing practices of luxury brands differ from that of other retail categories," said Suzy Sandberg, President of PM Digital's Global Digital Media division.
"Whereas some luxury brands may be slower than non-luxury retail brands in adopting ecommerce, the sophistication of their social marketing and fan growth counts far outpaces their wider retail industry counterparts. This is just one example of how the luxury category behaves differently and why it's important to drill deeply into this particular vertical in order to understand the nuances that support their unique goals."
According to the report, all digital channels- paid and organic search, email, social and display- will have a major effect on luxury brands as they increasingly shift toward mobile and omnichannel offerings. Mobile will become even more integrated with the live experience of in-store shopping than online already is, since consumers can now access their favorite brands at any time by reaching into their pocket or purse.
Additional key findings from the study reveal:
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