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The luxury industry has enjoyed greater levels of success

Nishma Robb, Chief marketing and client officer at digital marketing agency iProspect.

As the global recovery has strengthened this year, the luxury industry has enjoyed greater levels of success.

This success is being driven by evolving consumer habits, digital adoption and accelerated globalisation.

In this changing environment it is more important than ever to understand the successes, opportunities, behaviours and attitudes of those consumers. Luxury consumers demand a seamless, consistent experience both off and online, with the same attention to detail, user-friendliness and high levels of customer service.

Brands competing in the luxury space must adapt or suffer decreasing sales and fading relevance.

The PC, and now mobile devices, have changed the way consumers research, buy and interact with a brand.

Engaging content is one way in which brands including Burberry, Swarovski and Louis Vuitton are interacting with customers and creating a personal voice.

And with new emerging platforms and integrated ecommerce sites, luxury brands are now combining not just written content such as reviews, tweets and posts, but also video and live streaming and commerce for consumers.

Heritage and craftsmanship are highly cherished by luxury brands and their consumers. Rather than diminishing these values, digital marketing has a strong, integrated role to play with offline channels to enhance and position brands.

From this research, it is clear that luxury consumers are embracing the convergence of the online and offline purchasing journey. They value the opportunity to read reviews, see celebrity images and view catwalk shows online, and choose whether they purchase in store or at their leisure via their PC or mobile device.

This is a trend that we can expect to see accelerating as we move into 2014.

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