Trends Report

Social Computing Strategies For Luxury Brands

The Key Is To Balance Accessibility And Exclusivity

June 11th, 2009
Mary Beth Kemp, null
Mary Beth Kemp
With contributors:
Christine Overby , Jennifer Wise , Jean-Yves Lugo

Summary

European luxury consumers enthusiastically use the Internet, often to talk about the brands they love. But luxury brands keep both the Internet and these consumers at arm's length. CMOs directing luxury brands can no longer ignore the online conversations about the brands they manage. They must participate in Social Computing to guide the future of the brand. Additionally, Social Computing opens three rich opportunities to enhance the luxury marketing mix: 1) creating reciprocity; 2) capturing deep consumer insight; and 3) energizing consumer influencers.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.