Zero-party data: the new luxury marketing frontline

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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 who wish to purchase a Telfar bag should look for a QR code broadcast on the channel that takes them directly to a web link to complete the purchase.

Gout replaces gout. The idea, according to Telfar, is to slowly trickle down the product to fans who are really invested in the label, rather than dropping a lot of merchandise through e-commerce, where bots are known to buy hundreds of Telfar bags from. that 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 stories and messages directly from the brand.

It’s a world away from physical stores (Telfar doesn’t) and traditional digital marketing. Telfar’s offer to master the relationship with its customers comes at a time when, post-lockdown, purchasing habits change rapidly while the touchpoints to capture consumers are shorter and fewer than before, has said 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 to use these cookies to track website visitors and collect data that allowed them to target ads to the right audience, but third-party cookies are no longer as popular. The EU’s GDPR (General Data Protection Regulation) restricts the transfer of personal data. Consumers are asking for more transparency and, in response, the tech giants are phasing out third-party cookies. Businesses need to find new ways to make the customer relationship their own and acquire data legally, marketers say.

New strategies emerge

Telfar isn’t the only name wanting to rethink their brand’s online exposure. 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 key opinion consumers (KOCs) or “fans” to market its products, explained François-Henri Pinault, CEO of Kering, the parent company of Bottega Veneta, during the presentation of the annual results from Kering last February.


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