LinkedIn groups

Invitation to join two new LinkedIn groups

funky  brands by SFToday I want to draw your attention to the two new groups on LinkedIn recently created by SCHMOOZY FOX. First, there's a group called FUNKY BRANDS.

Here is a direct link to this new LinkedIn group and I invite you to join it!

Another LinkedIn group recently created by SCHMOOZY FOX  is called Affordable Luxury.  It is also very relevant to all those who are in the business of building innovative, striking (aka "funky") brands. Here is the direct link to this LinkedIn Group.

In one of my previous articles called How Funky Brands Can Be Profitable, I discussed how a consumer product or service could succeed if positioned in the affordable luxury segment.  This segment can also referred to as mass luxury or new luxury.

From SCHMOOZY FOX's perspective, there's a close link between two groups.

In fact:

The Affordable Luxury group falls nicely with the concept of funky brands.

There are several ways of looking at it.

In fact, most of SCHMOOZY FOX's clients are consumer goods or services seeking to craft a brand strategy that will aim at their positioning as affordable luxury brands. And in our experience, most funky brands are exactly affordable luxury products or services!

Just have a look at our Funky Brand Interviews with all those brilliant businesses that have been built based around such elements as creativity, design, affordable luxury and fun!

SCHMOOZY FOX invites you to become members of one of both groups on LinkedIn!

Schmoozing and fun are guaranteed! :)

Luxury brands are embracing social media, finally

Chanel has a Facebook fan page In December 2008 I published a post called Right moment, right message, right place: how to build luxury brands using social media. It seems that only a year ago most luxury brands were so hesitant to embrace the power of social media and the Internet in general!

Back then, I personally had a bit of a challenge to spot the funkiest first-movers in social media among luxury brands. There was a good debate on some LinkedIn groups related to my search for such pioneers, but the overall opinion of those I asked to share their examples was this, "Luxury brands won't embrace social media because they fear to lose their exclusivity appeal."

And look what's happening in December 2009!

Stefano Gabbana, a co-creator of the Dolce&Gabbana brand, is on Twitter (@stefanogabbana).

Chanel and Alexander McQueen have Facebook fan pages.

It looks like luxury houses have taken note of the fact that even people with the biggest purchasing power -- their potential customers -- hang out on various social media platforms.

"(The web) is very important by the sheer fact people are spending more time online, on Facebook, Twittering," said Emanuel Ungaro's chief executive, Mounir Moufarrige, quoted on brandchannel.com.

As I mentioned in that article a year ago, even if resistant, luxury brands would eventually explore social media, because their customers would digitalize their brands for them. It looks like SCHMOOZY FOX's predictions are coming true to life! ;)

Is this democratization of luxury? Let's watch this trend and see what shape it takes next December.