goods

The terms “Luxury” and “Exclusivity” are often used, if not interchangeably, then at least with a high degree of overlap. Social networks, on the other hand, are all about openness and sharing. Shouldn’t luxury brands shun social marketing?

The experience of luxury brands like Tiffany & Co and Burberry suggest otherwise: social and mobile marketing have paid enormous dividends for both of those brands, so why the apparent contradiction?