One of the main challenges luxury brands face online is maintaining exclusivity while participating in a platform that is the polar opposite of exclusive, open to all with an internet connection, 24/7. At Squeaky, we have dealt with these challenges first-hand working to craft digital strategies for some of the leading luxury brands including MaxMara, Christian Dior, Lexus, Movado and others.

So how do we translate this notion of luxury on a platform that is accessible by the masses, while speaking to the actual consumers and evoking desire from the aspirational consumers?

One answer we have arrived at in our experience, is to redefine what exclusive means. Rather than exclusive being the clientele the brand attracts, it should instead be the content and experience the brand conveys. Here, the focus shifts to the brand to provide a value add online just as they do offline. By curating the images, videos, copy, content and experience a brand puts out online, exclusivity is created.

It now becomes about luxury brands figuring out what content to offer and how to offer it in order to ensure the online audience receives a premiere experience, just as they would in-store. This provides a distinct opportunity for brands to tap into their heritage and identity to and explore new and exciting technologies in order to achieve a memorable, informative, and exclusive online position.

One way brands are doing this is by curating and editing content to represent not only the brand identity, but to add valuable lifestyle content for the audience.

This post is based on the original article appearing on Elizabeth Schofield’s, Fashion’s Collective.com