I've just finished reading a very interesting study relating to how digital marketing is a must for luxury brands.
Scott Galloway of Luxury Lab (http://luxurylab.org/) has published a fascinating study looking at how some of the world's best-known luxury brands are using SEO, translating their brand online, leveraging the digital medium as a whole and, of course, using social media.
The more obvious tech and automotive brands (Apple, Sony, BMW, Audi, etc.) dominate the top positions but what's interesting is how some of the big fashion brands including Louis Vuitton, Ralph Lauren and Gucci are hot on their heels.
Fashion brands doing well incorporate on-site e-commerce, offer engaging content and striking imagery, tweet about new collections, and utilise Facebook and YouTube to inform, educate and stimulate.