Luxury Brands Don't Realize Their Customers Are Online

from the look-over-here dept

With all the focus these days on paid search marketing, various luxury brands are now being accused of not understanding the space at all. A study that looked at 23 luxury brands found that searches on those brands often pointed users to sites selling discount products. While some luxury brands have been “concerned” about ownership of their brand name, they’ve mostly just threatened to sue those using their trademarked names (which, as we’ve discussed may not make much sense) or have been too afraid of channel conflict to bother with any real online advertising strategy. The report concludes that it’s time these luxury brands realize that their affluent customers are online and that it’s time to take control of their brand through better search engine marketing… which might just make you wonder if it was sponsored by the search engine marketing folks (or even a search engine itself).

Rate this comment as insightful
Rate this comment as funny
You have rated this comment as insightful
You have rated this comment as funny
Flag this comment as abusive/trolling/spam
You have flagged this comment
The first word has already been claimed
The last word has already been claimed
Insightful Lightbulb icon Funny Laughing icon Abusive/trolling/spam Flag icon Insightful badge Lightbulb icon Funny badge Laughing icon Comments icon

Comments on “Luxury Brands Don't Realize Their Customers Are Online”

Subscribe: RSS Leave a comment
DV Henkel-Wallace says:

It's part of the marketing effort

After all, who wants a leather watchband / 2K mechanical watch that doesn’t keep good time when a rubber casio fits better and works fine even if you get it wet? Or a heavy leather Herm?s bag with handles of an impractical length?

Their “value” is their snob appeal. Not being online connotes “exclusiveness” as much as the impracticality of the products they sell.

dorpus says:

Re: It's part of the marketing effort

Yeah, on my last trip to Japan, I was subjected to a form of torture where I had to accompany a professional dance instructor on a shopping trip to clothing boutiques in Ginza. Shiny black purses the size of cupcakes, fur boots with 7-inch spikes. They looked like cheap sex shop toys, but were selling for thousands of dollars. The stuff was probably designed by fat Italian guys snorting coke and smearing each other with brown stuff.

Add Your Comment

Your email address will not be published. Required fields are marked *

Have a Techdirt Account? Sign in now. Want one? Register here

Comment Options:

Make this the or (get credits or sign in to see balance) what's this?

What's this?

Techdirt community members with Techdirt Credits can spotlight a comment as either the "First Word" or "Last Word" on a particular comment thread. Credits can be purchased at the Techdirt Insider Shop »

Follow Techdirt

Techdirt Daily Newsletter

Techdirt Deals
Techdirt Insider Discord
The latest chatter on the Techdirt Insider Discord channel...