Bulgari’s Facebook purchase app misses the 'social' side of social shopping
by Leonie Bulman on 29th March 2011
Bulgari’s use of a ‘Wishlist’ app on Facebook, allowing users to directly purchase some of the brand’s products, provides a good example of how marketers could ride the e-commerce wave. However, technical difficulties mean users cannot use the app to comment on the products, taking the 'social' out of social shopping.
Dior show how to promote brand exclusivity and encourage online purchase with Lady Dior short video series
by Leonie Bulman on 28th February 2011
Dior show marketers how a premium brand can encourage online purchasing and strengthen its exclusive image with a series of aspirational films featuring French actress Marion Cotillard. By recapturing the prestige of owning a Lady Dior bag, the short features act as a call to action for online purchasing, showing how combining advertainment with social media can help drive e-commerce.
Louis Vuitton successfully re-creates a luxury shopping experience via Facebook
by Leonie Bulman on 24th February 2011
Louis Vuitton's use of personalised e-commerce shows marketers how luxury brands can preserve their exclusive shopping experience and aspirational brand image online. Louis Vuitton is able to offer its traditional personalised service to its community of Facebook users via its Mon Monogram app. Users discuss purchase to a much greater extent than for other post topics, suggesting the app can act as a call to action whilst maintaining Louis Vuitton’s luxurious brand image.
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