What you say is as important as how you say it. Tone of voice is the personality that brands project to their audiences in words across all touch points, here are 5 ways to harness its power.

Luxury is traditionally perceived to be synonymous with slowness and exclusive access, while convenience has become synonymous with mass market appeal and quick transactions. But the two are no longer mutually exclusive, in an age where luxury has come to mean all things to all people.

Luxury fashion retailers should devise loyalty programmes that truly speak to their affluential audience and differentiate from those of non-luxury brands’.

Fashion retailers need to bridge the gap between their on and offline channels to compete in a “phygital” world—in which consumers of all generations want to be treated as individuals.