Zero-party data: the new luxury marketing front line

Zero-party data: the new luxury marketing front line

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American fashion designer Telfar Clemens is reclaiming the way consumers interact with his brand. Its new marketing tool is Telfar TV, a public access channel that serves as a springboard for storytelling and commerce. Consumers looking to purchase a Telfar bag should watch for a QR code broadcast on the channel that takes them directly to a web link to make the purchase.

The drip replaces the drop. The idea, according to Telfar, is to slowly distribute the product to fans who are truly invested in the label, rather than dropping lots of merchandise through e-commerce, where bots have been known to purchase hundreds of Telfar bags at a time. . The channel also gives the designer the ability to engage customers in his creative orbit – anyone can upload their own videos featuring Telfar products for review by scanning a QR code and selecting a category such as “funny”, ” sexy” or “voyeur”. The designer can also share storytelling and messaging directly from the brand.

It’s a world away from physical stores (Telfar doesn’t have any) and traditional digital marketing. Telfar’s attempt to take ownership of the relationship with its customers comes at a time when post-lockdown shopping habits are rapidly changing while touchpoints to capture consumers are shorter and fewer than before, explains Nicole Penn, president of the American advertising agency EGC Group.

Telfar’s approach to community building is also timely: the rules of the game are changing and the cost of CPMs (based on impressions) has increased, making the digital marketing space a more competitive environment, Penn notes. .

Until recently, the third-party cookie was king. Brands used these cookies to track website visitors and collect data that allowed them to target ads to the right audience, but third-party cookies aren’t as popular anymore. The EU GDPR (General Data Protection Regulation) restricts the transfer of personal data. Consumers are demanding greater transparency, and in response, tech giants are phasing out third-party cookies. Businesses need to find new ways to own the customer relationship and acquire data legally, marketers say.

New strategies emerge

Telfar isn’t the only name wanting to rethink how its brand is exposed online. Bottega Veneta closed its social media accounts this year, erasing all content from platforms such as Instagram, Facebook, Twitter and Weibo. The brand relies more on its community or its “fans” to market its products, explained François-Henri Pinault, general manager of Kering, the parent company of Bottega Veneta, during the presentation of Kering’s annual results last February.

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