31 Mar '15, 8am

Monetizing social media can hurt luxury branding: Spring exec

Promotional image for Spring app NEW YORK – A luxury brand’s digital presence should be more about storytelling and branding than driving direct response, according to panelists at the Columbia Business School Retail & Luxury Goods Conference March 27. During the “Technology and the Creation of a Premium Retail Experience” session, panelists discussed the ways that digital has made it easier for consumers to purchase items, from social media to in-store technology. While tempting to drive ecommerce traffic, the best practice may be to keep direct product page links out of social media. “Luxury brands are storytellers, and oftentimes, they want to sell you on a lifestyle, not just on a particular product,” said Alan Tisch, co-founder and CEO of Spring , New York. “A nd you have to consider with each channel what to use it for. I don’t think that you should look at every sin...

Full article: http://www.luxurydaily.com/monetizing-social-media-can-hu...

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