Luxury brands need to adopt an omnichannel media strategy | WARC | The Feed
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Luxury brands need to adopt an omnichannel media strategy
Simply advertising in premium media is no longer enough; to future-proof growth, luxury brands once reluctant to use digital and e-commerce have embraced both as digital touchpoints reshape the category.
Why it matters
Audiences are younger, more diverse and harder to track as the luxury path to purchase evolves. Luxury brands’ media strategies today focus on finding new ways to connect with audiences and stand out in the environments they spend most time in. According to one recent estimate, the share of online sales for personal luxury goods will grow to 33% by 2030, driven by brands’ own websites and...
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