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Livestreaming: the new winning strategy for luxury houses

Livestreaming: the new winning strategy for luxury houses

Despite the closure of their network of boutiques, luxury brands are not lacking in communication strategies and marketing ideas. Louis Vuitton, Dior, Yves Saint Laurent and Omega, a number of major houses have presented their latest innovation nugget: the “live streaming”, namely the live streaming of exclusive videos on the Internet. An interactive digital strategy that promises to bear fruit in these times of global crisis.

 

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In the midst of an unprecedented health crisis that is hitting the fashion and luxury economy in the face, it’s time for innovation to counterbalance the dangerous effects of Covid-19. And it’s not the big houses that are ignoring it.

 

In order to compensate for the dramatic drop in their turnover, many luxury brands have decided to go live streaming. A 2.0 technique that allows the broadcasting, on e-commerce platforms, of new content such as images of new fashion pieces or sequences of fashion shows, unless they are presented in “real life” due to confinement.

 

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Featured photo: © Dior

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