The challenge for luxury brands is in evoking an aura of desirability across broad audiences, while curating individualized experiences for their core customer base. Luxury brands have to develop strategies that promote both accessibility and exclusivity. Digital and social media can help increase awareness of and perpetuate the myth surrounding the brand, but they must be carefully curated in order to maintain an impression of exclusivity. Furthermore, these channels should be viewed in the context of the store experience.
