As we try to navigate through a ‘new normal’ way of life, luxury watch and leather accessories brand Rapport has adapted and grown during these times of uncertainty: from launching their brand new website to sharing their ‘new rules’ for luxury marketing, post-pandemic.
How has your approach to marketing evolved following the Covid-19 outbreak?
We relied heavily on data-driven insights to adjust our marketing strategies and track our rapidly changing consumer behaviours. This allowed us to tap into what our consumers want now and build better relationships. The ecommerce side of our business was not badly affected and we were able to work with our physical retailers to help them venture online. We felt it was important to show empathy to the situation coming up with practical ways of marketing instead of harder selling techniques that customers would expect during these challenging times.
We spent time on bettering our content – on social media, on ads, and our website. We ensured our content was portraying the correct message at the time by updating it constantly as the world changed around us.
New Website launch
As we try to navigate through a “new normal” way of life, we at Rapport have adapted and grown through a period of uncertainty. Last month saw the launch of our new website. We’ve been using our lockdown time to our advantage in making sure we deliver a website with a reassuringly British luxury experience. We have ensured that our imagery will impress visitors with our products, by showing them in the best possible light, with high quality images and copy and by providing the best possible service for customers, during and after purchase.
We have continued to build on our foundation from the rich history of the brand, and to provide a website with an unflawed usability experience that enhances the customer experience. We hope to welcome many more visitors online!
Rapport features as part of our focus on how the UK’s luxury brands are adapting their marketing and communications in the wake of Covid-19, as we look forward to September’s Festival of Luxury Marketing. Secure your tickets here.
The 5-star Brown's Hotel - based in London's Mayfair - has seen plenty during its 183-year-old history: from Alexander Graham Bell making the very first telephone call from Brown’s in 1876, to Rudyard Kipling penning The Jungle Book while staying at the hotel in the early 1890s. Today, Brown's is renowned for playing host to a multitude of literary stars, political figures, actors, musicians and royalty - that is, until Covid-19 forced the hotel to close its doors for only the second time in its history. To discover more, we spoke with Stuart Johnson, Brown's Managing Director for over 15 years, on how he's navigating the business through these unprecedented times - as well as his thoughts on British luxury and the influence of Rocco Forte - who purchased the hotel in 2003.
"It's important that we don’t focus too much on what the problem is, and make sure we are ready with initiatives to come through this with success - focusing on the future as well as the present is useful."
Today's 'lockdown leader' is Michael Ward, the Managing Director of Harrods and Chairman of Walpole, who discusses how he is preparing to reopen 1 million square feet of retail space from nothing, as well as why investing in people is essential to achieving one of the key pillars of sustainability.
With the world in lockdown, many of us are reaching for the reassuring familiarity of a glossy magazine to while away a few (very pleasant) hours. To discuss how COVID-19 has impacted on the world of publishing - and luxury publishing in particular - we hand over to Hearst's Chief Luxury Officer, Jacquie Euwe.
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