Digital and the Luxury Brand

22 Sep

In light of last weeks overwhelming success by Target introducing Missoni branded products both online and in store, I’ve wondered whether it was really a marketing tour de force or a disaster. Sure I would rather sell thousands of items [in one day] under 40 bucks than sell two items at eight thousand dollars over 2 months. The nagging question is,does that forty dollar item destroy the reputation and appeal of a luxury brand?…The melding of the fashion and digital world has been a road fraught with apprehension and mistrust or total commitment on the part of luxury brand producers. This recent article from Adweek attempt’s to explain.

http://www.adweek.com/news/advertising-branding/digital-killing-luxury-brand-134773

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