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跟诸多奢侈品同行不同,爱马仕营造了渴望,伴之以数字时代难以维系的神秘感。为达到这个效果,它的手段不限于推出令人望尘莫及的爆品铂金包,而是持续发酵线上想象力。尽管博柏利更多被奉为数字先锋,香奈儿以优雅的Yo u Tu b e频道著称,更不用提其个性张扬的时装秀,而爱马仕通过多渠道推出的极具创造性的数字营销玩法同样值得称道:从古灵精怪的演示视频,到定期低调发布各色内容的游击式电子商店……在这个消费人群日渐年轻化,人人追求互动体验的时代,有着178年历史的爱马仕不断以神秘感和趣味性吸引消费者:近期又推出了一个带情绪的
Unlike many luxury peers, Hermes has created the thirst, accompanied by the digital age difficult to maintain the mystery. To achieve this effect, its means is not limited to the launch of the explosive explosive platinum package, but continue to ferment online imagination. Although Burberry more regarded as a digital pioneer, Chanel elegant Yo u Tu be channel known, not to mention its personality Zhang Yang fashion show, and Hermes launched through multiple channels of creative digital marketing is equally commendable : From weird demo videos to guerrilla e-shops that regularly publish cool, colorful content ... The 178-year-old Hermès continues to be mysterious and entertaining in a time when the consumer base is getting younger and everyone seeking an interactive experience Sexually appealing consumers: Recently launched a band of emotion