Institution of Affiliation
Storytelling and Digital Marketing in Luxury Products
As the technology across the globe has been advancing over the past decades and is continuing to be sophisticated at a significant rate, the issues that revolve around product marketing as well has been proving to be more difficult, and as a result, a call for a shift in the advertisement modes has been more prompting. The article covers the details regarding storytelling and digital marketing as a way of marketing luxury products. People are no longer interested in billboards as a method of advertising as very little time is used by people walking across the roads. At this era, everyone is busy but still connected to the internet. This is the point that makes it more interesting because, despite everyone being too busy, they will always try to squeeze and make a break out of the strong shift and find a better way of relaxing. Luckily enough, everyone is signed in one or more social media accounts such as Facebook, Twitter, YouTube or even Instagram and this makes digital marketing the most appropriate method of advertising products due to the extensive coverage as well as the potential for a large group of customers.
The article in discussion is “Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands” by Romo et al… The main reason as to why I got interested in analyzing and discussing this article is due to its focus on a unique way of advertising that entails the use of storytelling and social networking in relation to marketing. Analyzing this article will enable and at the same time convey important knowledge to the readers concerning storytelling and digital marketing in the promotion of their products.
In “Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands,” Romo et al. claim that digital marketing is vital to helping brands reinvent their marketing campaigns and strategies to appeal to their upcoming and younger audiences. The author’s state digital marketing is an essential tool to help luxury brand leaders communicate with their audiences. They claim that storytelling is a way that brands can interact and build engagement with consumers. To illustrate this claim, the authors further explain that these strategies are not easily carried out as luxury brands require a more detailed approach to branding. The authors have found that among others, the principle of storytelling is one of the critical strategies in digital marketing and that the principle can be found in video marketing, social media events, as well as the exhibitions that are open to the public and to which, tend to interact with the public and show its history.
In the first claim, the authors state that there is a general agreement on the lack of “substantial” definitions of luxury since the luxury can be defined based on the general intrinsic characteristics of the products, techniques used or the techno-economic characteristics of the industry. My claim is that that there exist vivid evidence that prof the authors’ claim of the general agreement on the definition of luxury. The first evidence is from a subjective point of view where the term luxury could refer to “Things you have that you do not think you should have.” In another evidence, the author states that luxury objects should be ‘recognizable, stimulate a customer’s emotional response and be incorporated into the consumers’ lifestyle.’ Besides, the author relates to the work of Bastein and Kapferer that reveal that ‘price, quality and exclusivity’ were the three main concepts that were associated with luxury, along with desire and longing. Another evidence that sums up the definitions of luxury is that by Wong and Ahuyia who chose a luxury brand with the qualities of being utilitarian, emotional and symbolic dimensions that underlie their orientation. From the above evidence, it is true that the authors have supported their claim for the lack of an evident existence of a definition of luxury and therefore a general description of luxury with the common denominators of beauty, rarity and quality is accepted.
In another claim, the authors state that there are two models of brand strategies carried out by brands that lead the luxury industry. My claim is that the authors have supported their claims with the two models. The evidence from the text include; In the first model are the brands that are based on taking the quality of their products to the extreme, making a cult and their heritage. The heritage is nourished by the history of the brand, its founders and its new creators thus transmitting the personality of the brand and its values. The second model has its origin from the United States, and since it lacks own history, there is an invention of the history of the brand. The strategy focuses more on imagination, creativity as well as experimentation and thus transmit the values and the brand is nourished by storytelling. Based on the above evidence, the authors have established concrete evidence to support their claim of the existence of the two models used in the business promotion.
In another claim, the authors argue that the traditional marketing strategies cannot be applied to luxury fashion and so they created the anti-laws to support their claim. My claim is that there is enough evidence to support the authors’ argument. In the first evidence is the law of non-positioning whereby it states that for luxury products, there is no comparison as luxury is never superlative comparative. Another evidence is that luxury does not have to respond to the increase in demand like the traditional marketing, this is because if it responds to the demand, then it will lose sales and prestige and as well create tension in customers. Instead, the luxury responds to dream and not a need as the reaction to increase in demand will lead to the loss of its uniqueness, essence and value to the prospective customers who seek to live their dreams through luxury and brand. In another evidence, the law suggests that luxury fashion has to dominate the customer, not arrogantly, but luxury brands, unlike the rest, must be those who take the role of advisors, educators as well as social guides as the customer who buys luxury fashion is buying identity, culture, art, and social status.
The other law makes it difficult to buy from customers as luxury has to be something that the customers must have earned, the more difficult the access to a luxury product, the more desirable it will be for its customer. The other law stipulates that luxury sets the price and not the other way around and at the same time, there is no unique selling position. The other law is communication to those who are not your customers or target audience. Luxury satisfies the values of personal and social uniqueness, if the brand is only communicated to its target audience, the public inaccessible to these brands cannot recognize them, then loses its social value to its customers. The other law implies states that ‘do not relocate factories’ as relocation makes the brand cease being a luxury. The last law state that sells marginally on the internet as the sales in the internet increase the after year sales. From the text, there is compelling evidence that supports the authors’ claim.
Based on the article, there is a higher chance of changing the way things are done. The reason is that one has to understand the type of product they are dealing with and especially if they are dealing with the luxury products, they will have to adopt a different strategy. At the same time, the article will affect the mode of doing this job as individuals dealing with the luxury products were not yet aware of the basics that influence the market for such commodities. The luxury products are unique and do not respond to demand, and at the same time, they set the prices and not the other way round, and this makes it clear that luxury doesn’t have to compete with demand so that they don’t lose their value.
From this article, there are many deductions that the readers can make and some of them include the general definition of luxury, laws, and anti-laws that guide the fashion luxury as well as the most effective method of marketing the luxury commodities. The digital and mobile strategies in luxury fashion marketing are significant for the innovation of communication, sales, and distribution systems. Despite the digital technology previously proving challenging to work for the luxury industry, the introduction of mobile technology has completely changed the perception with art galleries being displayed in mobiles and thousands of products have been auctioned through the internet. The principle of storytelling is among the important strategies in digital marketing as it can be traced in video marketing strategies, social media events as well as exhibitions. In the field of marketing, convincing the consumers to join a brand is key to the effective sales of a product, and this is significantly achieved through the use of storytelling principle. Besides, digital and mobile marketing strategies conducted through blogs, digital forums, and social networks create parallel communication with the consumers, interacting with them and making them part of the brand.
González Romo, Zahaira Fabiola, Irene García-Medina, and Noemí Plaza Romero. “Storytelling and Social Networking as Tools for Digital and Mobile Marketing of Luxury Fashion Brands.” International Journal of Interactive Mobile Technologies 11.6 (2017).