introducing: the digital flagship

These words are poised to redefine luxury eCommerce.

 

"Digital Flagship"

 

We've never seen it in print before but we're betting that digital strategists, advertising executives, art directors, and marketers will take note quickly. "Digital Flagship" elevates the shopping experience from the basic portal for retail locations and collections to something worldly and complete. It denotes premium positioning while remaining approachable.

 

More importantly, the phrase confirms Gucci's investment in eCommerce as more than a channel strategy. It's the solution. 

 

[Update 7.30.12]

A number of our friends on twitter have been quick to point out that the term dates back to 2010 but it is important to note that brands, editors, and PR agencies positioning eCommerce as "digital flagship" is very different than using the term within an advertisement. The term is not new to internal communication but still relevant from consumer point-of-view.

 

For example, Burberry has long been at the forefront of messaging their website as a digital flagship but the eCommerce messaging remains "store". In contrast, the new online messaging on Gucci.com is consistent with the advertisement and redefining the category from a consumers perspective.

 

 

{Editors note: please forgive the photo quality — the magazine got wet in transit.}

{source: Vogue.uk, August 2012}