Luxury brands are obviously embracing technology in order to stay afloat in the tricky high-end market, and now those pricey lines can get assistance from La Maison, a service founded by Google, Condé Nast, And Publicis Worldwide. The new service help decode what consumers want and how to curate a digital approach that will attract them. The partnership plans to tackle three main concerns: understanding luxury consumers in emerging markets, global competition, and the ever-evolving world of digital. So, what will each company be bringing to the partnership? Google will offer up insight on customers via data that notates details like purchasing activity on cell phones and consumption rates on sites, including YouTube and their namesake search engine. Condé Nast will bring their massive archives and editorial partnerships to the table, while Publicis will dip into their digital networks and liaison between luxury labels and digital agencies.
“[La Maison] has unique access that brings fresh insights to our clients–whether it’s understanding the behaviors of Brazilian luxury buyers and spotting the next big social channel in China to providing unique fashion films and exclusive editorial content, we will ensure premium brands are at the forefront of innovative marketing and consumer knowledge.” said Charles Georges-Picot, CEO of Publicis 133, in a statement. La Maison will be lead by Georges-Picot and Raul Martinez, design director at Vogue and chief creative officer and co-founder at AR New York. Additionally, Ariane Rivier will manage the global luxury team at Google, who will provide content and analytics to the clients involved.