Luxury brand marketing: The seamless consumer journey

Eve Samuel-Camps and Mayuko Haldan-Jones
UM London

Print has traditionally been the media of choice for luxury brands, but incorporating digital media to reach shoppers at all stages of their purchasing journey leads to more creative storytelling and better RoI.

How can a brand remain 'luxury' when everyone can suddenly engage and experience its universe, and purchase its products?

This question was posed at the FT Business of Luxury Summit earlier this year, where some of the world's leading marketers gathered to consider the future of the rapidly changing luxury market. It's a challenge that brands and their agencies have faced for a number of years, as the market changes, and digital comes more to the fore. How can the elegant, glossy ads in magazines such as Vogue be translated for digital, mobile or social platforms, available to all?