Luxury brands aspire to engage a younger generation by adapting and innovating their delivery of fashion.

• A recent study conducted by the Pew Research Center showed that millennials, people between the ages of 18 and 28, are both turned off by more conventional and blatant marketing approaches and have a sophisticated understanding of social media and entertainment.
• Nowness.com, launched by Moet Hennessy Louis Vuitton, exemplifies the new trend of companies utilizing artistic videos and images, implying exclusivity and offering cultural commentary.
• Traditionally, magazines fulfilled the primary role of communicating fashion news to consumers; now many of the brands connect directly with their consumers.

Key Stats

• 75 percent of Millennials regularly use social networking sites.
• Burberry opted to make Harry Potter icon Emma Watson the new face of its brand.
• Last month Armani gained 268,000 new “friends” on Facebook after Lady Gaga wore a space age Armani creation.

Best Quote

“Our goal is always to create a seamless brand experience, especially with our younger lines, communicating the brand wherever the customer wants to touch it – on their mobile devices, via a social network, on blogs, in store, in print and outdoor media.” – John Hooks, Deputy Chairman of Armani

Tags: Armani, fashion, luxury goods, LVMH, marketing