Jarábik Barbara: Marketing luxury brands can be a challenge, as there is often a fine line between creating an image of exclusivity and making the brand seem unattainable. So, what are the key components of a successful luxury marketing strategy? Here are ten tips that will help you reach luxury consumers without compromising your brand identity: Keep it simple. Luxury brands should avoid using too many words or complex images in their marketing materials. The goal is to convey a feeling of sophistication and exclusivity, not to overwhelm potential customers with information.
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.
Email marketing is extremely effective for e-commerce marketing and increasing customer loyalty, as it provides the opportunity to educate consumers and tell them about new experiences or products offered by the brand. Harrods do an exceptional job with their email marketing campaigns, and are well worth subscribing to for email campaign inspiration. In the near future, talking about online and offline will be like talking about the benefits of our left leg vs. our right leg. Both are integral to the other. It seems that every few months Burberry are running a new online brand-awareness campaign, driving luxury shoppers into their stores. Once those customers are in the stores, they’re encouraged to take pictures, share content, watch live streams, and use in-store iPads.
Say you sell shoes hand cobbled by the finest artisans in all of Montana. While the keyword “shoes” will certainly yield traffic, and some of those searchers may very well be interested in buying your exceptional kicks, the overwhelming majority of that traffic falls outside of your target demographic. This becomes even more of an issue as you begin to consider keywords with modifiers. “Cheap,” “sale,” and the dreaded “free” are all words that, when appended to a query, ostensibly eliminate a searcher as a prospect. Account-wide negative keywords ensure you never bid on terms you have no interest in paying for (on purpose or accidentally).
Generally speaking, luxury brand websites are very stylish, but perform poorly when it comes to user experience and functionality. Take Dom Perignon’s website for example. Once you’ve completed a non-essential age verification page, you enter a slow loading flash site that takes about 13 seconds on a high-speed Internet connection to load. If you’re still around, you reach a website that’s very difficult and confusing to navigate. The Chanel website is very similar in that, while the colours and visuals are nice, the design is so unintuitive that it’s almost impossible to find what you’re looking for, let alone buy anything. Read more details at Barbara Jarabik.
Digital signage mirrors are another way for luxury brands to advertise efficiently : The entire digital signage mirrors market was estimated at USD 780 million in 2021. The global market is expected to grow at a CAGR of 12.21% to reach USD 910 million by 2023. Digital signage mirrors can vastly 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.