Chapter 3

Digital Temporalities in Luxury Brands

What are the three digital temporalities identified in luxury brand management?

Past, Present, and Future.

What is the primary function of heritage for luxury brands?

Heritage anchors the brand's know-how, inspirations, and commitments in a narrative that adds meaning and value to its creations.

Name the seven distinct markers that constitute a brand's heritage.

• Pioneering creator

• pivotal era

• distinctive universe

• rich past

• craftsmanship

• territorial anchoring

• iconic ambassadors.

How do luxury brands use storytelling in social media?

To create immersive narratives such as dreamlike, embodied, and engaged narratives that serve various communication objectives.

What are the two types of heritage-based social media content?

Authenticity content (legitimizes brand) and destination content (deepens immersion).

What are the three main narrative types luxury brands use?

Dreamlike narrative, embodied narrative, and engaged narrative.

What is a dreamlike narrative?

Immersive storytelling focused on aesthetic experience and emotional universe.

What are some technological areas luxury brands are focusing on for innovation?

Augmented reality, omnichannel experience, manufacturing excellence, media awareness, and sustainability.

What is an engaged narrative?

Storytelling that emphasizes long-term social and ethical commitments.

What is an embodied narrative?

Storytelling based on the people and milestones that shaped the brand.

What does the 'present' signify for luxury brands?

It is the time for collection launches, social contributions, and interactions with the world, representing major communication efforts.

How do luxury brands maintain control of their messaging?

Through disintermediation, they announce collection news directly on social networks avoiding traditional media.

What has changed in luxury brand communications due to the Covid-19 crisis?

Engagement scores for posts about social action have exceeded those related to products, indicating a shift in consumer expectations.

How has instant messaging expanded luxury brand service?

Through personalized services like concierge and extended after-sales.

What is important for luxury brands when addressing future consumers?

Recruiting Gen Z consumers and converting them into buyers by creating engaging, adapted content.

What are the two sources of brand vision for the future?

The founder’s legacy (conservative source) and the artistic director’s innovation (progressive source).

Why is communicating sustainability and digital innovation to Gen Z challenging?

Gen Z is knowledgeable and can easily detect superficial or opportunistic messaging.

How do luxury brands demonstrate innovation publicly?

By participating in tech events (e.g., CES, VivaTech) and partnering with startups.

What is LVMH’s innovation strategy example?

LVMH's “House of Startups” at Station F, supporting innovation in AR, omnichannel, sustainability, etc.

What is the purpose of digital temporalities in luxury branding?

To reinforce heritage (past), communicate identity and commitments (present), and project innovation and relevance (future).