In mobile age the role of mobile advertising is continuing to become more important as users become more connected via mobile devices. Digital revolution offers that possibility to communicate, connect and engage to luxury brands for their aimed target wherever they might be. Mobile advertising is the current trend in luxury market digital media advertising.
According to Luxury Institute and Plastic Mobile of U.S 2012 report, Americans consumers with an annual income of at least 150.000 dollars have been the leaders of smart phone application use and mobile-commerce. The report indicated that 80 percent of these Americans had downloaded an application and 93 percent of affluent consumers who have used premium and luxury brand applications had a good experience. In addition, the report indicated that 71 percent of wealthy consumers feel better connected to luxury brands after downloading and using their mobile applications. 72 percent of responders who shop via their device said there was no upper limit to what they would be willing to spend on and mobile-commerce shopping. Crucial point is 64 percent of affluent consumers view luxury brands that offer a mobile application more favorably than brands that do not!
As we see that mobile applications is getting more important for brands and it is a great opportunity to communicate to the customer segment in which the brand is interested. While traditional advertising can serve limited access to target, via mobile applications premium brands can access to their aimed target wherever they might be. Smartphones and Tablets are unique devices and they created brand marketing departments to rethink and reapply more innovative strategies and campaigns to have effective mobile advertising on highly competitive digital fashion market. Best way to convey the luxury brand image and story to mobile advertising market was a big dilemma however this strategic dilemma has started to resolve. Now there are some brands that have changed their traditional advertising idea and developed successful mobile advertisings.
For example, Gucci has extended its mobile application interface to ipad for communicating high-end consumers and offer them highly interactive content such as high-quality photos and live feeds of fashion shows. The aim of this strategy is to provide a delicate experience of reading the brand news and to make consumers spend more time on each page by letting them browse the Gucci.com content anytime, anywhere as well as giving them the opportunity to participate in online fashion shows and events which may further increase the brand loyalty and awareness. In addition to that by providing a mobile platform for shopping Gucci aimed to provide its customers with luxury shopping whenever they want. “We are proud of ourselves on offering an exceptional shopping experience to our clients, both in our boutiques and online environments– stated Patrizio di Marco, Ceo and Managing Director at Gucci. The iPhone version of the application registered 600,000 downloads the first time when it is released. Using the application, customers started to share videos, having conversations on social networks and Gucci increase brand affinity with its customers.
Other example is the Giorgio Armani; the company applied its mobile advertising on January 2013 on Vanity Fair Web Site. The simple ad featured a female model wearing Armani products and a button for users to click-through that says “Shop now!” A click on the ad brought users to Armani’s mobile-optimized web site where users could shop products for either men or women, accessories, view a daily offer or search for a product. It is a takeover instead of a banner, which could make a difference when attempting to reach consumers.
Prada did not wanted just to create an application, but it wanted to build the most unique application on digital market as the brand stated. They wanted to provide advertising which presents its heritage and brand image with real value for royal customers. According to this, Prada applied its application in collaboration with famous illustrator Richard Haines. The brand believes that new digital age and mobile applications are the most efficient tool in our day to have competitive advantage on international fashion market.
The Il Palazzo application is part of a multi-platform project by Prada and the brand is looking to capture the mood of its seasonal collections through multichannel, art-driven displays. In the application customers can take a tour of a virtual place which is named “Il Palazzo”. As we see can see, Italian brand wanted to protect its brand identity by offering an application with classic Italian characteristics. Inside “Il Palazzo” Prada items as well as portraits by Mr. Haines are digitally displayed to provide a boutique similar experience to the high-end customers. Prada made an aggressive first step pinto the mobile world and the brand is not afraid to be creative and different with respect to its competitors and statistics say that it has been highly effective.
On conclusion, Premium fashion brands started to understand the importance of applying communication tools on digital market. The brands are using their own applications as an advertising tool and many of them also wants to provide an online advertising platform integrated with online fashion magazines. However on a highly competitive market, if they would like to take more attention they need to be more creative and apply more attractive tools by using the fruits of the information technology. Nowadays, mobile applications are like magazines which encourage customers to spend more time on pages by providing access to live fashion shows, attractive design, attractive history telling and discounts. The mobile application and advertising idea has completed its maturation years. Now to have a competitive advantage over competitors, it is not enough to have a mobile infrastructure. They should provide a unique, user friendly and addictive experience to its customers!