Why Building a community is now a requirement for luxury brands
Why Building a community is now a requirement for luxury brands
Why Luxury Brands Focus On Building Communities
So you are Senior marketing manager for your luxury brand or someone with influence in marketing for your clothing or watch brand ?
The growing trend in marketing is that social media influence is dying out and according to recent studies, over 98% of your users are now unreachable. The solution: Community building for luxury brands.
Luxury brands like yours are no longer just selling brand products, they are selling experiences and values that resonate with their customers. Building communities around your brands is a way to create loyal and engaged customers who share a sense of belonging and identity with the brand and each other. In this blog, we will explore how luxury brands can use community building as a brand strategy and a digital marketing tool to enhance their value proposition and differentiate themselves from competitors.
Community building is the renowned business process of creating and nurturing relationships among people who have a common or shared interest or passion in your products. It can take place online or offline, or both, depending on the brand's objectives and target audience. Online communities are especially relevant for luxury brands in the digital era, as they allow them to reach and interact with customers across the globe, as well as to collect valuable data and insights on their preferences and behaviors.
Top 5 benefits of community building for luxury brands in 2023 and beyond:
- It increases customer loyalty and retention, as customers feel more connected to the brand and its values, and are more likely to repeat purchases and recommend the brand to others.
- It enhances customer advocacy and word-of-mouth, as customers become ambassadors for the brand and generate positive buzz and content on social media and other platforms.
- It boosts customer satisfaction and trust, as customers receive more personalized and authentic communication and service from the brand and its community members.
- It drives customer innovation and co-creation, as customers provide feedback and suggestions for new products or services, or even participate in their design and development.
- It strengthens customer differentiation and exclusivity, as customers feel part of a select group of like-minded people who share a unique lifestyle and taste.
How to build a successful online community for your luxury brand
- Know your communities: Identify who your customers are, what they care about, what they need, and what communities they belong to or aspire to join.
- Make your brand story talkable: Craft a compelling and consistent brand narrative that reflects your purpose, values, and personality, and that inspires your customers to share it with others.
- Zoom in on hero products: Focus on a few signature products that embody your brand essence and value proposition, and that can spark conversation and interest among your customers.
- Fuel the conversation across channels: Create and distribute engaging and relevant content that showcases your brand story and hero products, and that encourages your customers to interact with you and each other on various platforms.
- Make transactions effortless: Provide a seamless and convenient shopping experience that matches your brand image and expectations, and that rewards your customers for their loyalty and advocacy.
By building communities around their brands, luxury brands can create more value for their customers and themselves, as well as leverage their digital marketing strategies for fashion and luxury brands. Community building is not only a way to sell products, but also a way to create meaningful relationships that last.
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