Retail TouchPoints: The Impact of Apple Product Marketing On Luxury Retail
Through a special arrangement, presented here for discussion is a summary of a current article from the Retail TouchPoints website.
The fundamental Apple approach to design is an unwavering commitment to the unification of technology and the liberal arts, Scott Forshay, mobile and emerging technologies strategist at Acquity Group, remarked in a recent webcast on Retail TouchPoints.
He said this approach has positioned Apple as a technology catalyst for agile consumer/brand engagement.
"It is important … to consider that undeniable truth — that technology, at its best, is merely an enabler," he said. "The human experience with a brand is not the result of technology, but of emotion."
The webcast, presented by Luxury Daily, a luxury marketing publication, was titled: "What Apple’s Offense Means To Luxury Brands, Retailers And Rivals." The session covered what luxury and other upscale brands can learn from the Apple marketing techniques as well as how Apple’s innovative products have impacted the retail industry significantly in recent years.
Today Apple has gone mainstream, said Tom O’Regan, chief revenue officer for Martini Media. But it was the affluent consumer who began the Apple product adoption that changed the digital world as we know it, and who influenced the market at large.
"Consumers have a much more engaging experience with Apple products," said Mr. O’Regan. "If marketers leverage these products correctly, they have an amazing opportunity to connect with customers like never before, and grow audiences in leaps and bounds."
Apple definitely has raised the bar for luxury brands and retailers, according to Patrick Frend, managing director of Razorfish.
"I intentionally say brands instead of marketers because the impact goes beyond just the way brands market their products but rather to the products themselves," he said. "Luxury is personal and ever-ready to be at your service; these devices are incredibly powerful channels to deliver experiences that are luxurious — rich, smart, immediate."
- Experts Discuss Mobile Growth, Impact Of Apple Product Marketing On Luxury Retail – Retail Touchpoints
What can luxury brands learn from Apple’s marketing techniques? To what degree are those tactics applicable to the luxury channel?