BXP - April 2017 - 23

23

SEPHOR A ALLOWS ITS
CUSTOMERS TO "TEST"
MAKEUP FROM THE
COMFORT OF THEIR OWN
PHONES.

"Each case was printed with an anthem about Puma's and

try-ons have taken off, with brands like Charlotte Til-

the player's commitment to work harder, play harder, and to

bury and Sephora offering customers the ability to "test"

demand more from themselves, their gear and the game,"

makeup from the comfort of their phones.

Slater says. "Within the anthem, there was a code to unlock
the case and grant access to the new boots. Players read

At the end of last year, Alibaba introduced a virtual shopping

and re-read the anthem, collaborating with their teammates

experience using VR headsets-another trend that's expected

to unlock the cases, in an engaging, fun, memorable, and

to highly influence the industry in the near future.

sharable experience. It sent a clear message: These boots are
different-and better."

THE DEMOGRAPHIC GAME
To remain successful, it's vital that luxury goods and services

Webber notes many luxury brands are embracing messag-

reach different demographics in today's age, rather than

ing that sparks a more authentic, human connection, citing

going for just a high-end customer base.

Apple as one company that's done a great job of this with its
shift toward region-specific campaigns like Brazil's commer-

"Aiming for a younger demographic can help potential

cial, "Meu Bloco na Rua," and its recent Apple Watch ads,

customers grow into a brand," Webber says. "People like

which feature people of various genders, ethnicities and ages

to strive toward a level of career and socioeconomic status

as models.

above their own and might start with smaller purchases
within a brand that they view as luxury."

"Mercedes-Benz's recent 'Growing Up' campaign is another
great example, candidly tackling the struggles of becoming

As wealth is accumulated, inherited, transferred and enjoyed

an adult and how to redefine that tradition-through five

over time, luxury brands and goods need to expand and

Mercedes vehicles," she says. "The Celine ad featuring Joan

dominate a greater buying sphere to ensure they are front

Didion is another great example of tapping into authenticity.

and center in mind and heart of future luxury buyers.

The ads appealed to an older demographic, as well as interests outside of fashion. Dolce & Gabbana did a similar thing

"The expanded sphere also potentially acts as an ambient

in Spring 2015 with older women models."

influencer, a brand and product ambassador through social
clouds," Weedfald says. "Although the consumer cannot im-

TECH TIME

mediately make purchases (based upon necessity or pocket-

Luxury brands are creating some really inspirational stuff

books), they can still be a refulgent voice and content sharer

using the latest in technology. For example, virtual makeup

to accelerate brand and product opportunity." 

BXPMAGAZINE.COM


http://bxpmagazine.com

Table of Contents for the Digital Edition of BXP - April 2017

Bxp - April 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Spicing It Up
Going High End
Makeover Challenge 2017
Using Design to Engage From Screen to Shelf
The Debate
The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
Index of Advertisers
The List
BXP - April 2017 - Intro
BXP - April 2017 - BB1
BXP - April 2017 - BB2
BXP - April 2017 - Bxp - April 2017
BXP - April 2017 - Cover2
BXP - April 2017 - 1
BXP - April 2017 - Contents
BXP - April 2017 - 3
BXP - April 2017 - 4
BXP - April 2017 - 5
BXP - April 2017 - Editor’s Letter
BXP - April 2017 - 7
BXP - April 2017 - The Scene
BXP - April 2017 - 9
BXP - April 2017 - 10
BXP - April 2017 - 11
BXP - April 2017 - 12
BXP - April 2017 - 13
BXP - April 2017 - Chief Experience Officer Series: Spicing It Up
BXP - April 2017 - 15
BXP - April 2017 - 16
BXP - April 2017 - 17
BXP - April 2017 - 18
BXP - April 2017 - 19
BXP - April 2017 - Going High End
BXP - April 2017 - 21
BXP - April 2017 - 22
BXP - April 2017 - 23
BXP - April 2017 - Makeover Challenge 2017
BXP - April 2017 - 25
BXP - April 2017 - 26
BXP - April 2017 - 27
BXP - April 2017 - 28
BXP - April 2017 - 29
BXP - April 2017 - Using Design to Engage From Screen to Shelf
BXP - April 2017 - 31
BXP - April 2017 - 32
BXP - April 2017 - 33
BXP - April 2017 - The Debate
BXP - April 2017 - 35
BXP - April 2017 - 36
BXP - April 2017 - 37
BXP - April 2017 - 38
BXP - April 2017 - 39
BXP - April 2017 - 40
BXP - April 2017 - 41
BXP - April 2017 - 42
BXP - April 2017 - 43
BXP - April 2017 - 44
BXP - April 2017 - 45
BXP - April 2017 - 46
BXP - April 2017 - 47
BXP - April 2017 - 48
BXP - April 2017 - 49
BXP - April 2017 - 50
BXP - April 2017 - The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
BXP - April 2017 - 52
BXP - April 2017 - 53
BXP - April 2017 - 54
BXP - April 2017 - Index of Advertisers
BXP - April 2017 - The List
BXP - April 2017 - Cover3
BXP - April 2017 - Cover4
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