Mobile’s role in luxury branding is defined by the mobile’s role in your consumer’s life. It’s as straightforward as that.
Here’s a typical scenario: The customer encounters your brand in a magazine. She checks your site on her smartphone while she’s in her car. She visits your store to check out the product she likes. Maybe she then uses her phone to share her experience on social media. There could be any number of permutations around that simple customer journey. It’s your job to figure out at which points she is likely to use her mobile, and configure your brand experience accordingly. Remember, don’t start with the device or channel, always start with the customer.