Are luxury brands making a run for online experiences?

One day I was on my way to watch a movie in my best friend’s car. She likes to read magazines like Harper Baazar and Cosmopolitan, that day she had Vogue. I began to leaf through the magazine, and I found some ads of a lot of brands, especially luxury brands, some of them, seemed to be telling a story and some others only captivating a moment without telling a story or expressing a very deep message. 

For many years luxury brands had advertise their products on a paper format, in places such as magazines, catalogues or newspapers, with this, fashion makers are trying to send a message or tell a story only using a printed sheet of paper. Nowadays this is changing, brands are trying to offer more content and interaction with the brand by using online resources, and with these, offer experiences that a magazine would never be able to.

Brands like YSL and Tod’s are using this kind of resources in order to interact with their customers.

Gwyneth Paltrow and Tod’s "Pashmy Dreams": http://www.tods.com/todstv.html?region=eu&lang=en&detail=43

YSL 24 hours campaign for the 24 hours collection.

With this kind of resources, brands can go further in terms of telling a story, the only thing thing is that they need to be creative in order to offer that real brand experience that they are trying to sell.

Marketer, Do you think this is a good idea? Do you believe this is the right way to reach your customers and interact with them? Do you think that their reputation (luxury brands) is at risk for using this type of tools

Contnue reading: Are luxury brands making a run for online experiences?

Source: http://www.culture-buzz.com/blog/Luxury-Brands-and-Communication-2071.html