Mass Customization: The new path for luxury industry?

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Mass customization is a technique that makes manufacturing processes flexible enough to produce products according to precisely what the customer wants while keeping costs at a low level. This concept makes the most of both personalization and mass production, which leads to a cost-efficient manufacturing system. Introduction From hammering nails into individual tools to a massive number of identical cars in a matter of minutes, the industrial revolution has brought us a long way...

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Mass Customization: The new path for luxury industry?

Farfetch's digital strategy: digital luxury, virtual try on, influencer marketing, UGC, Generation Z...

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Multibrand luxury stores have been focused on marketing innovation and creating new digital shopping experiences. One of the names that has made an impact on the landscape has been Farfetch, the British-Portuguese fashion retailer founded in 2007 by José Neves, an entrepreneur known for his activity with fashion start-ups. The concept behind Farfetch is to create a structure that would bridge the gap between physical and digital retail by supporting luxury brands worldwide...

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Farfetch's digital strategy: digital luxury, virtual try on, influencer marketing, UGC, Generation Z...

App marketing in the luxury business: How to make the most of it?

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E-commerce and online luxury shopping is growing rapidly Based on estimates from Internet retailers, worldwide online sales of luxury personal goods were projected to reach $33.9 billion in 2018, 21% more than in 2017, according to the Luxury Retailer Report. This meant that the increase in digital commerce was significantly higher than the 7% growth projected for the industry as a whole...

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App marketing in the luxury business: How to make the most of it?

NFTs (non-fungible tokens) in luxury marketing!

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What is NFT? NFTs, or non-fungible tokens, are unique digital assets like digital artworks and music, which is tracked through blockchain (a digital ledger) and thus cannot be reproduced or interchanged. NFTs are created by uploading a file to a specific auction market, such as Rarible, OpenSea, KnownOrigin. Once this is done, the piece may be bought with cryptocurrency and resold...

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NFTs (non-fungible tokens) in luxury marketing!

What can luxury brands learn from Gucci's digital strategy?

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Gucci is reinventing itself by creating digital content and digital products Marco Bizzari as CEO and Alessandro Michele as Creative Director, Gucci has managed to implement a marketing strategy targeted at Generation Z, i.e., the group of consumers with apparently low buying powers but high influences. According to Forbes, Sarah Willersdorf, Partner and Managing Director at BCG said that, while these young audiences only represented 4% of the world’s overall luxury consumption in 2018, the percentage was bound to double by 2020...

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What can luxury brands learn from Gucci's digital strategy?

Artificial intelligence in marketing: History, definition, types, examples and benefits

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Artificial intelligence in marketing According to research, global AI spending is said to reach $77.6 billion by 2022, while its business value, as estimated by Gartner, is expected to reach $3.9 trillion. In addition, the state of AI by McKinsey shows that 50% of companies interviewed have adopted AI in at least one business function, mainly in service operations, product or service development, and marketing and sales...

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Artificial intelligence in marketing: History, definition, types, examples and benefits

Virtual Try-on: The Next Big Thing in Luxury Business

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Virtual try-on catching on? Virtual try-on technology enables customers to try on products using their camera equipped devices such as mobile phones. With the help of Augmented Reality, users may contextually visualize the item in which they are interested, interacting and confirming the style, the size and the fit before making a purchase...

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Virtual Try-on: The Next Big Thing in Luxury Business

Why and how to make user-generated content a strong pillar of your luxury marketing strategy?

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What is user-generated content? User-generated content (UGC), also known as user-created content (UCC), is any form of content that is posted by netizens on digital platforms, such as social media and collective databases and websites. UGC has been an important tool for the online environment ever since the early 2000s, when Wikipedia, the most successful collaborative encyclopedia, was created...

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Why and how to make user-generated content a strong pillar of your luxury marketing strategy?

What is neuromarketing? And how is it related to your luxury brand?

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Many of the biggest companies in the world are using neuromarketing right now, to dive into consumers’ minds and to understand how they respond to external triggers and how instincts work. Names like Microsoft, Pepsi, Daimler, Mercedes Benz have been investing in the practice to test designs, products and advertisements, while luxury brands are looking for a new way to convey messages, pushing exclusivity, elegance and an inspirational lifestyle through communications and products...

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What is neuromarketing? And how is it related to your luxury brand?

2D VS 3D: Which works better for your eCommerce?

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This article on “2D VS 3D” compares 2 most popular methods to showcase products in ecommerce websites- 2d images and 3d models, in terms of customer engagement and conversion rates. Ecommerce is gaining increasing popularity The estimate of people shopping online today is about 2 billion. This is roughly 25 per cent of the world’s population, and those numbers are still growing massively By the end of 2021, e-commerce is expected to take over 17...

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2D VS 3D: Which works better for your eCommerce?