{"id":2868,"date":"2019-02-01T11:08:22","date_gmt":"2019-02-01T11:08:22","guid":{"rendered":"https:\/\/mz.stagingview.co.uk\/?p=2868"},"modified":"2022-12-15T10:30:49","modified_gmt":"2022-12-15T10:30:49","slug":"luxury-brands-high-street","status":"publish","type":"post","link":"https:\/\/mz.stagingview.co.uk\/?p=2868","title":{"rendered":"Virtually limited? Luxury brands can learn from the high street"},"content":{"rendered":"

Today\u2019s consumers move constantly between the virtual and physical worlds. At some level we have all created digital twins that live in our digital alternate reality – virtual versions of ourselves made up of everything we do and have done online. Our virtual world, within the confines of one of our favourite luxury brands – all consistent aesthetics, pleasing offers and personal touches – can become a safe haven, a place where we belong without question. Powerful omni-channel campaigns run by savvier brands make our virtual reality strongly appealing\u2026 some might say addictive. <\/span><\/p>\n

Don\u2019t burst the bubble<\/b><\/p>\n

What is the challenge then, for retailers with brick and mortar stores built for real life people to come into and spend money in? It\u2019s in making the transition from virtual to real seamless, even pleasurable. In cocooning the customer in your unique brand experience from screen to store and back to screen without a jarring. Luxury brands in particular should be able to rise to this challenge given their desirability – but luxury brands are often accused of resting on their laurels. Perhaps optimising their web presence and successfully creating an enviable Instagram page and community – but not focussing on optimising the transition, through multichannel marketing, through bringing the virtual world in to the store using video and immersive experiences<\/a> that bring echoes of the virtual element of the brand into the reality of the store – so that customers have to fight an underlying sense of being disappointed: this is not what I expected. <\/span><\/p>\n

\"Hi-tech

Tiffany LED Solutions<\/p><\/div>\n

Our work with Tiffany is a case in point for the sumptuous experience luxury brands can offer through audio visual solutions in-store.<\/span><\/em><\/span><\/p>\n

Who\u2019s inspirational?<\/b><\/p>\n

Which brands can provide inspiration for luxury brands to draw from? Who is doing it best? Luxury brands would do well to look at some of the High Street giants who have embraced the challenge today\u2019s consumers have put in front of them.<\/span><\/p>\n

Just does it. Nike<\/b><\/p>\n

Walk into Nike\u2019s flagship store in NYC – The House Of Innovation – and the not-Nike world falls away, fast. Nike have created a hugely innovative in-store experience that simulates using their app, in a brick and mortar space. From instant check-out using your mobile phone and the Nike app, to scanning items that prompts a member of staff to bring it to you in your requested size, to DIY stands for customisation working with Nike in-store designers – what you can do on the app you can pretty much do in-store. The entire store floor is customisable using innovative AR – which means that the floor can become a basketball court or a football field, for example.<\/span><\/p>\n