President of luxury etailer Mytheresa Michael Kliger has said video content is “king” when engaging an increasingly digital luxury shopper.
Speaking at Drapers Digital Festival 2017 in London today Kliger said luxury has moved on to mobile, so to inspire and build trust with shoppers, video content is a must.
“Luxury has gone mobile. Our shopper buys on the go on her phone, desktop is decreasing and tablet is dying. We sell stories, we sell heritage through our brands. To tell those stories on the go we need video content.
“Video is king. Our shoppers don’t want to read about trends – they want to see the product and that’s why we continue to invest in mobile.”
Kliger said the trend for video was “unabiding” and it is where he sees the main added value coming from in the future.
Mytheresa, which started a boutique in Munich, Germany, launched its online business in 2006.