We’ve been told a consumer’s path to purchase proceeds in a straight line: awareness, familiarity, consideration, purchase … and if done right, it leads to loyalty. It’s a logical step-by-step progression model and gives brands the confidence to manage customers’ engagement and activate them along each step in their journey. Illusion Unveiled The problem is […]
Without warning and with no explanation, Kering-owned Bottega Veneta just closed down its Instagram, Facebook and Twitter accounts. Its abrupt halt to social media promotion has left the luxury fashion world stunned. With e-commerce doubling its share of the personal luxury goods market in 2020, from 12% in 2019 to 23%, and with its share […]
New study by Gartner L2 finds RH (a.k.a. Restoration Hardware) is way behind other specialty retailers in digital performance
This post is contributed by my Retail Rescue partner, Christopher P. Ramey Most retailers, from locally-owned specialty retailers to the national chains, understand the power and importance of having an omni-channel marketing strategy. Some two-thirds of shoppers research products online before setting foot inside a retail store, according to Retail Dive Consumer Survey. In their […]
The secondhand luxury goods market will grow 4X faster than the primary market. The RealReal is in on the ground floor.