2020 Social approach deck on how luxury brands are using social networks and online communities to become accessible to fans but still remain exclusive for customers.

1. Luxury Brands + Social Media
2020 Social: Because Business is Social
gaurav@2020social.com
@gauravonomics

2. Luxury Brands + Social Media
Luxury brands need to
balance being accessible
on social media and being So, luxury brands should
exclusive in real life. build desire amongst fans
but also create exclusive
experiences for customer.
1. Awards, 2. Sharable 3. Highly 4. Private
magazines, digital curated co- customer
communities artifacts creation communities
LMVH Godiva Burberry Art Generation
Nowness, virtual gifts, of the Benz, A
Rolex Awards LMVH tie Trench, Mac Small World
Accessibility: posters Artist tweets Exclusivity:
Awareness of Achievement of
the brand’s the brand’s
promise is promise is
accessible exclusive
Adapted from Marci Ikeler & Phil Jackson:
http://slideshare.net/marciikeler/digital-strategies-
for-luxury-brands

3. 1 Create awards, magazines
and communities to interpret
luxury lifestyle, fashion and
design with your brand’s
unique lens.

4. NOWNESS by LVMH
 LMVH has created an
online magazine called
Nowness, focused on
the luxury lifestyle and
the art of living.
Source: http://nowness.com

5. Thierre Mugler Womanity
 Designer Thierry
Mugler has created a
community called
Womanity to explore
different aspects of
being a woman.
Source: http://womanity.com

6. D&G Swide Magazine
 D&G has created a
luxury lifestyle
magazine Swide.
 D&G’s widgetized
homepage marries
high-style with high-
tech and pulls in
content from
Facebook, Twitter and
YouTube.
Source: http://swide.com &
http://dolcegabbana.com

7. Wyndham Women on Their Way
 Wyndham Hotels and
Resorts has created a
community called
“Women on Their Way”
where women
travelers share travel
stories and tips.
Source: http://womenontheirway.com

8. BMW Mini Space Community
 BMW MINI has created
a community for
designers and creatives
around the “Creative
Use of Space”.
 The community has
become a hub for
connecting creative
people, events and
projects.
Source: http://minispace.com

9. Rolex Awards
 Established in 1976,
the Rolex Awards
recognize pioneering
projects that
demonstrate
innovative thought and
contribute to the
betterment of
humankind.
 The Rolex Laureates
share news and
insights on their
projects on a blog.
Source: http://rolexawards.com

10. 2. Leverage your brand’s
desirability to create sharable
digital artifacts.

11. Godiva Virtual Gift Shop
 Belgian chocolatier
Godiva has a virtual
gift shop on Facebook.
 Godiva also tied up
with Communispace to
create an invite-only
all-woman private
research community of
chocolate lovers.
Source:
http://facebook.com/Godiva?v=app_144428179171

12. Hermes Tie Posters
 Hermes created a
Facebook app to
encourage users to
share funny manifesto
posters featuring
Hermes ties with their
friends.
Source:
http://facebook.com/hermes?v=app_1230277943808
43

13. Tiffany iPhone App
 Tiffany has created an
engagement ring finder
iPhone app that lets
customers determine
their ring size by
placing a ring on the
screen, apart form
offering expert tips.
 What if fans could gift
each other virtual
engagement rings from
Tiffany?
Source: http://itunes.apple.com/app/tiffany-co-
engagement-ring/id375427126?mt=8

14. Ferrari Memorabilia Store
 The Ferrari fan
community is built
around the fan forums
but also has a paid
section for racing
enthusiasts.
 Ferrari also has a
popular memorabilia
store.
 What if Ferrari started
offering its models and
memorabilia as virtual
gifts?
Source: http://ferrari.com/english/community &
http://store.ferrari.com/en/fan

15. 3. Bring together designers,
artists and customers to share
how they interpret your
brand.

16. Burberry Art of the Trench
 A collaborative project
to create “a living
document of the
trench coat and the
people who wear it”.
 Consumers and
creative image-makers
submit photographs of
people wearing the
Burberry trench coat
and the best
photographs are
showcased.
Source: http://artofthetrench.com

17. Mac Artist Tweets
 Mac compiles behind-
the scene tweets from
its makeup artists
during fashion shows.
Source: http://macartiststweets.com

18. Coach Design a Tote Contest
 Fashion brand Coach
asked consumers to
design a limited
edition tote using its
iconic design
elements.
Source: http://brickfish.com/fashion/Coach

19. Sheraton Better When Shared
 Sheraton Hotels &
Resorts has created a
community where its
customers can share
travel tips and stories.
Source: http://sheratonbetterwhenshared.com

20. 4. Create a private invite-only
social network to underline
your brand’s exclusivity.

21. A Small World
 A Small World is a
private community of
“internationally
minded people” from
around the world.
Source: http://asmallworld.net

22. Generation Benz Community
 Mercedes Benz has
created a private,
invite only social
network for Gen Y
customers called
Generation Benz.
 Owners of Mercedes
cars discuss about their
cars and lifestyles and
access special events
and merchandise
provided by Mercedes.
Source: https://generationbenz.com

23. The St. John Community
 Luxury brand St. John
has created a
community for its
customers to connect
with each other.
Source: http://www.sjk.com/community

24. Ask Us How
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gaurav@2020social.com
@gauravonomics