Nowadays, digital contact points between brands and their clientele are increasing and diversifying, both because of the means of communication used (smartphones, tablets, touch screens, internet-connected televisions, computers, etc.) and because of the behaviours that arise out of these means of communication.
In the post-PC era, the most seductive luxury brands are those that see the digital universe more as a cultural and emotional space than as a technology.
A luxury brand must make its digital presence a major lever of its strategic, creative and economic development, out of a concern for coherence and to control its image.
The design and implementation of an effective digital strategy for a luxury brand thus requires a global vision as well as cross-cutting digital skills, combining in-depth knowledge of the brand and its industry with a refined understanding of customer behavior within its various target markets, more especially in newly-emerging countries.