26 Nov '15, 7am

Different sectors must approach branding, ecommerce differently - Luxury Daily

Different sectors must approach branding, ecommerce differently - Luxury Daily

Vertu Aster LONDON – Understanding the consumer and how she interacts with a product across different platforms is crucial to providing services worthy of a luxury brand, according to an executive from Vertu at Luxury Interactive Europe 2015 on Oct. 28. Vertu, a luxury mobile phone manufacturer, sells devices that can exceed $20,000 and include 24/7 concierge, meaning they appeal to a niche segment of the market. Marketing a niche product requires understanding the consumer and her behavior across different geographies and devices. “We target people that deserve and believe they want the best in life, that work hard and are unapologetic about [having] worked hard and earned their money,” said Elliott Jacobs, head of global ecommerce and sales development at Vertu . “[Our consumers] love traveling, new experiences and learning and researching luxury items is part of their p...

Full article: http://www.luxurydaily.com/different-sectors-must-approac...

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via @LuxuryDaily

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