Barbara Jarabik: Luxury marketers may also focus on the heritage and history of their brand, emphasizing its long-standing reputation for luxury and opulence. This can be an effective way to create an aura of luxury, as it suggests that the brand has a long-standing reputation for quality. If your brand was established years ago, make sure to include a history section with interesting facts on your website. Ideally, you should maintain a balance between innovation and tradition in your luxury strategy. An interesting way to do this is by collaborating with artists. A good example is luxury French brand Louis Vuitton, who have worked with Yayoi Kusama, Stephen Sprouse, Takashi Murakami and Jeff Koons.
You can’t purchase boots like these just anywhere which creates an effect of rarity. This builds tension as a result. Customers know that they have limited options when searching for this kind of product, and have to make a decision sooner than later. Let’s be honest. A big reason why consumers purchase luxury goods is to portray a certain image, look flashy, and appear wealthier than they are. I’m generalizing, of course, but keep with me. It’s not outrageous to think that someone buying a luxurious sedan wants to look professional and feel business-like, right? This is exactly why you can market your luxury product by helping them imagine what it would be like to experience having it.
Exclusivity is fundamental to luxury brand marketing as it maintains consumer desire through scarcity and rarity. If anyone could walk into Louis Vuitton and buy a handbag, Louis Vuitton would lose their appeal to those who wish to have something that others can’t get access to. Given the Internet’s accessibility and autonomy, many luxury brands worry about losing their sense of exclusivity when it comes to going online. This, however, is flawed logic.
There’s a reason Gucci doesn’t do infomercials for tiger print duffels. That Equinox doesn’t offer a discount for January first’s newly health-obsessed. That anthropomorphic Hamsters break dance in front of Kia Souls instead of Range Rovers. Advertising for luxury brands tends to focus on, well, luxury. The happiness they inspire. The quality. The sheer opulence that becomes a piece of one’s life when he or she buys free-range leave-in conditioner infused with dolphin tears, or an ornate bottle of some top-shelf botanical cordial. Whether you’re storyboarding a TV spot or building out an ad group in Google Ads (the artist formerly known as AdWords), your target audience needs to feel as though your product or service is a physical manifestation of luxury.
“Everything we do, we believe in challenging the status quo. We believe in thinking differently (why Apple exists). The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly (How Apple achieve their why). We just happen to make great computers (What Apple do).” Communicating the story behind your products, and explaining the values that define a luxury brand, is fundamental to effective luxury marketing. Aston Martin do a great job telling the story of their brand heritage on all of their product pages and digital content. By explaining that your brand represents an assurance of luxury, quality, performance, style, or whatever value you stand by, you will find it easier generating advocacy for your brand online. Read additional info at Barbara Jarabik.
Digital signage mirrors are another way for luxury brands to advertise efficiently : The entire digital signage mirrors market was valued at USD 780 million in 2021. The global market is expected to grow steady at a CAGR of 12.21% to reach USD 910 million by 2023. Digital signage mirrors can greatly improve individual efficiency by choosing outfits as per weather updates while also offering bus and train schedules (including traffic updates). Digital signage mirrors in smart homes, planes, commercial spaces, hotels, etc. are designed to be connected to users as well as with different devices around. Energy efficiency is one of the major advantages that will drive the adoption of digital signage mirrors.