Our class had the opportunity to participate to a Think Tank about the Digital Developments in Hospitality and its consequences. I personnaly was mot interested by the Luxury Reframed theme. Indeed I already had the opportunity to study the impact of new technologies and media uses in the Hospitality Industry.
Howether, it was a chance to be able to meet creators of apps dedicated to hospitality. Indeed apps are a new trends are increasing. They do have a real positive effect in the sector.
As for the theme I was most interested in, luxury reframed, we actually noticed how much apps and technologies have changed the clients' expectations.
Indeed, as for the Iphone there are now Chanel, D&G, Gucci, Dior apps available.
In a recent article posted by Karen Weiler Escalera on Hospitality.net, we are informed that according to the Luxury Institute, "the wealthiest sector is among the most "switched on." Some 32% of affluent consumers follow blogs or vlogs, while 22% have executed a transaction via a mobile device."
Being able to see the new collection on our Iphone, make up demonstrations (by Dior), the main saling points of a luxury brand makes it much easier for such a demanding client.
However, I personnally noticed that these apps were not always updated in time.
Moreover, do they really provide something to the luxury clients?? In the end, it is only some kind of virtual showcase.
I also personnaly believe that luxury brands were affraid of being left over in the apps development. Indeed, it seems that geolocalisation or booking apps are more useful. But being present on the smartphones of the customers, showing that luxury brands are following the trends as well as the other sectors, is a marketing strategy.
It cost them almost nothing compared to what they earn, and it makes them able to be present daily on the phone of their clients and, as a consequence, in their mind.
I am convinced that this is the point of developing apps for luxury brands. For the moment at least.
An other development was based on another technology: using Facebook pages (fans or groups ones) to keep in touch with the clients.
As far as I am concerned, I think it is a far more useful and ingenious technique. Indeed, the ones who really who uses them as much as possible.
For instance, Versace posts its new collection - the entire collection and all the pictures of the creations - and also all the publications in the medias. They keep in touch almost daily with their clients but all attract potential clients. Indeed it gives the impression to its "fans" to be as important as VIP clients who buy and ware Versace clothes or shoes or accessorizes.
An other example is Calvin Klein, who has been the first to make it possible to all its Facebook fans to watch the direct broadcast of thefashion show during last fashion week.
Luxury is all about feeling cherished, a bit exceptionnal, special. And thanks to this innovative concept, thousands of people were able to be part of one of those exceptionnal moments that are fashion shows:
They also are able to make special offers:
All of these services are part of what we could call 'tech exclusivity'. They increase the feeling of being part of a community based on luxury. According to surveyx previously quoted, it seems that it helps brands increasing their sells.
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