Skywire

  Luxury brands have traditionally used loyalty schemes in a different way from other brands. Because high-end brands don’t give discounts, they tend to use such schemes to offer something more appropriate to their target audiences. That ‘something appropriate’ could take the form of an invitation to an exclusive event, or perhaps a tiny giveaway. However, with world events like the pandemic having led to greater online activity and less face-to-face interaction, what elements would we advise you to incorporate into our own brand’s luxury loyalty strategy ?   Heighten the exclusivity still further  One way that luxury brands can adapt is by creating more exclusive products in strictly limited editions. You might even choose to leverage this with a relevant celebrity to give it additional weight.  This type of marketing can enable you to cater to those that are looking for an investment – a ‘need’ that exclusive luxury goods can fulfil.  Add ...

How well, you might be wondering, is the UK fashion sector continuing to cope amid the cost and supply chain pressures that are presently being felt by us all?  The short answer is, according to at least one source, better than one might have feared. However, there can be no doubt that many retailers up and down the UK are still facing major challenges in their efforts to survive and achieve meaningful growth.   Retailers struggling to find positive signs  First, some bad news – and there was sadly a fair bit of it to be found in the most recent BDO High Street Sales Tracker (HSST).  The month of June 2022 saw the most modest like-for-like (LFL) sales growth since February 2021. Sophie Michael – head of retail and wholesale at BDO – pointed to such worrying factors in this as historically low levels of consumer confidence, a 20-year-low in real wages, and expectations of further increases in interest rates.  In such circumstances, retailers might hope to at...