With the advent of social media, some are inclined to think that we entered a new era in which clients do all the work: talk about the brand, create fantastic content, promote products and even buy more of them because they are so passionate about it.

Since its inception, the web has primarily been used by companies for advertising purposes. In the past year, things have changed. Advertising as a whole is facing a true identity crisis.

Why is it that brands take so much time to embrace the online experience? We have been wondering about that for a while and feel that, somehow, the current economic crisis may actually help brands take notice of this tool and finally embrace it fully.

Online advertising doesn’t sell. It takes people their time so they can experience the creativity of a campaign instead of bringing them immediate value. And that’s the problem: the relationship with an ad and the brand behind it usually starts with the wrong foot.

Editorial content and its advertising focused declinations, such as advertorials for example, remain a very effective way to promote or build buzz around products and the brand.

Most luxury brands understand service better than anyone else. In-store sales, event management, or bespoke design are some of the areas where they push boundaries. Why then is it still so rare to see the same level of attention with online services?

A recent article published by WWD Men’s states that men’s luxury fashion is showing a global growth. Some aspects of life are more immune to economics. When it comes to identity, fashion and its statements sometimes appears to go beyond buying power.