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Are You Brave Enough to Slow Down?

Are You Brave Enough to Slow Down?

“The ultimate luxury is time,” Michael Kors said. The world renowned fashion designer said this a few years ago, and it’s long been a key concept in high end retail. Shoppers in luxury spaces are never rushed or hurried along; a significant amount of time is invested by salespeople in starting and maintaining authentic, genuine relationships. Every aspect of the experience is aesthetically engineered to be pleasing, from the choice of fixtures, floor coverings, and ambient music to the personal invitations to trunk shows and calls to let a customer know when an item they’d especially enjoy becomes available.

How does this translate to digital spaces? Conventional wisdom tells us that customers’ attention spans have shrunk beyond any meaningful measure: in a world inundated by advertising, a message must be immediately impactful if it has any hope to get through at all.

We’re not sure that conventional wisdom is correct in general, and we are absolutely certain that it’s flat out wrong when it comes to luxury retail. Whether you’re talking about a legacy brand like Hermes or Tiffany, or an emerging name like Shinola or Coach, generating a split-second instant attraction has never been the point. A given product or design has never been the point. Luxury sales are rooted in aspiration: shoppers follow and bond with brands that articulate a vision of the life they’d like to have.

Have you ever had a good dream end too soon? We want our pleasurable imaginings to continue for hours. It’s a joy to spend time contemplating the finer things. We know the majority of luxury shoppers are not spending all day, every day, in luxury retail environments. They are, however, spending significant time every day on social media and in other digital spaces.

[Tweet “Luxury sales are rooted in aspiration- the life they’d like to have.”]

How do we create an online experience that shoppers want to linger in? Part of the problem may be our devotion to short-form content. Images, unless they are exceptionally arrested, take a few seconds at most to appreciate. Video is a more effective tool, and this is where we need to give that conventional wisdom a serious side eye. While extremely short videos have their place, Ooyala, a marketing research firm that tracks video statistics, has found that people who watch videos on mobile devices – as 80% of Millennials do – will spend up to half an hour with content they find engaging.

Imagine having your customer’s undivided attention for half an hour at a time. Brands that are willing to slow down and spend time crafting content that addresses consumers’ hunger for aspirational, aesthetic experiences are providing the digital equivalent of the luxury retail experience. It takes courage to go against conventional wisdom, but people haven’t changed, even though the technology has. Are you brave enough to slow down and spend time with your customers?

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office