Lifestyle

Co-branding in the hospitality industry has existed in one form or other for a while, not only as a competitive differentiator, but to also benefit from the other brands overall image or “luxury halo” as we like to call it. More recently, co-branding with gyms is yet another way for hotels to differentiate. Hotels are seeing more and more travelers, especially business travelers, where the gym is often the deciding factor.

Not much has happened with drugstores since the famed Le Drugstore atop the Champs-Elysées in Paris (now Publicis Drugstore) opened in 1958 when founder, Marcel Bleustein-Blanchet, created a new concept for Paris that became a legend.

There are numerous new businesses that are peddling everything from typewriters and vinyl records to movie projectors and writing supplies, all of which were left for dead with the advent of the digital age.

Like the U.S. economy in general, magazine has been slow to pick up steam. With this in mind, brands /magazines are looking for new partnerships as a means to drive new revenue streams and create new user experience for their consumers/readers.

‘Luxury’ has been a hot topic among marketers since the recent current economic crisis. In most cases, it has become ‘a four letter word’. There was a shift in the psychology of luxury buyers. For some, they felt awkward spending conspicuously, while so many others were in pain. For others, it was more about perception – it just wasn’t “cool” to be spending lavishly on luxury.

In 2009, I spoke about the importance of neo-tribalism (the fragmentation of society into small communities, tribes, driven by personal and social behaviors) and psychographics (the study of personality, values, attitudes, interests, and lifestyles) are keys to fashioning sales messages and ads that resonate with travel buyers.

Is subdued behavior of the recession fading? There are hints that conspicuous consumption is back. Not surprising since the wealthiest consumers are regaining confidence and luxury retail is gaining momentum. According to the latest survey by American Express and the Harrison Group, consumer spending is expected to increase 8% this year to $359 billion excluding travel and cars.

‘60s visionary, Marshall McLuhan spoke of “high tech, high touch.” He predicted a search for meaning, a yearning for community, and a desire for deeper relationships to balance rapid technological change. We see this all around us today. Whether due to our global society, recession, unemployment, telecommuting, today’s 24/7 digital work life, or maybe even that infamous 50% divorce rate, all these forces combine to create a renewed desire to reconnect and share. Twitter, Facebook, Yelp, Match and its endless dating permutations facilitate just that. Via these social media, friends and strangers alike share information, experiences and bond around common interests like never before.

This smart phone software extends a brand’s personality and creates new touch points with customers, giving them anytime/anywhere access. It also reaches a younger more tech-savvy audience, in the hopes of building brand loyalty at a younger age. High-end players are offering innovative touches…..

In 2010, mobile shopping activity began to have a noticeable influence on ecommerce sales. Shopping-related Google searches from mobile devices were up 230% by mid December, reported Internet Retailer. With this in mind, consider this eye-opener: Among 72 of our best-known luxury brands, none bother with user reviews, even though they are now catnip to most prospective buyers.