Digital channels gain prominence year after year, and a good proof that they are already a marketing must is that even the most reluctant brands to use them are increasing their budget for online advertising And a good example is luxury brands, one of the sectors where traditional media (especially magazines) continue to get all the attention. Perhaps they fear that digital banners “cheapen” the perception of the brand or perhaps it is only due to the survival of old customs, but in any case, it seems that the situation is changing.

According to a study by MediaRadar, luxury fashion brands have multiplied their spending on digital ads this year. And in fact, during this month of September, there were 52% more brands advertising on the Internet compared to 2014. This is accompanied by the entry into e-commerce of many firms that until now had resisted, but cannot deny the evidence that, even in such an exclusive market, being offline is giving way to competitors.

The most curious thing is that this increase in online spending has not been accompanied by a reduction in the budget for print media, at least, nothing remarkable. Although spending by luxury fashion Oman phone number list  brands on magazine ads was down 2% compared to last year, if only the top publications are analyzed, it is found that spending on them increased by 15%. They explain from MediaRadar to Digiday that fashion ads managed to isolate themselves from the general decline in the use of print media by other industries. Probably because “in the 700-page Vogue issue for September, the consumer perceives the ads as added value and not as a distraction.”

The slow pace with which fashion brands move towards digital advertising can be explained for various reasons, the first, as we pointed out before, because they fear that an online store or an advertisement on the Internet could dilute the perception of exclusivity of the brand, but also because there is more space to unleash creativity in print media, or through the consumption of advertisements itself as part of the reading experience of certain fashion magazines.

Without forgetting that on the Internet, according to these luxury firms, it is more difficult to know who is really receiving the message, something essential for them. On the other hand, many find it difficult to understand which platform or technology best preserves the image that a luxury brand wants to project (and in which it has invested so much time and money).

There are many luxury brands that have been experimenting for years with various digital channels through multiple formats: either with ads in the online editions of fashion headlines or on highly visual platforms that favor displaying products in an artistic and attractive way. . In that sense, Instagram has become the great bet of these firms, above other social networks such as Pinterest.

But YouTube is also becoming a reference site, where brands like Chanel (with more than 480,000 followers on their YouTube channel) are setting the standard and showing that you can not only be active on social networks and get the attention of thousands. of consumers, but it is also possible to transfer that touch of unattainable elegance to digital channels.

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