Scribd
Upload
16 views8 pages

Strategies

Visual social networks like Pinterest are a great opportunity for luxury brands to showcase their products and increase brand awareness. Luxury brand websites need to combine style with good user experience and functionality to better engage customers. Luxury brands should leverage their heritage and brand stories to build emotional connections with customers.

Uploaded by

Ata Mallak VII
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
16 views8 pages

Strategies

Visual social networks like Pinterest are a great opportunity for luxury brands to showcase their products and increase brand awareness. Luxury brand websites need to combine style with good user experience and functionality to better engage customers. Luxury brands should leverage their heritage and brand stories to build emotional connections with customers.

Uploaded by

Ata Mallak VII
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 8

1.

Take advantage of visual social networks

When marketing luxury products, photographs are


one of the best mediums for evoking the aspirational

FORGE
emotions that we connect with driving a luxury
vehicle, wearing designer clothing, or experiencing
something exclusive.

As such, visual social networks like Pinterest


represent a huge opportunity for luxury brands to
raise brand awareness and advocacy.

In fact, Chanel is one of the most ‘pinned’ brands on


the social network, with over 1,244 pins of Chanel
products pinned on the social network per day on
average. This is made even more impressive when
you consider that Chanel does not even have an
account on Pinterest (it’s all driven by their
advocates).
2. Build a website that combines style, user
experience, and functionality

FORGE
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.

FORGE
Aston Martin and Versace are both great examples
of what luxury brands should be doing with their
websites. Their websites are visually stunning, very
easy to use, and highly functional.
3. Use brand heritage to tell the stories behind
products

In his book ‘Start With Why’, Simon Sinek explains how


great marketing starts by explaining why they exist.
Despite this, the majority of brands still market their
products by explaining what they do.

Take Apple for example. Here’s a paraphrased excerpt


of how Apple communicate with its customers:

“Everything we do, we believe in challenging the status

FORGE
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).”

Aston Martin does a great job telling the story of their


brand heritage on all of their product pages and digital
content.
4. Use Facebook Ads to reach luxury shoppers

Facebook Ads are one of the most effective forms of


online advertising, thanks to the high level of
segmentation and targeting that you can do.

You could, for example, target ads specifically to


married 35-year-old males from Paris who like the
brands Prada, Gucci, and Versace. You can even go
one step further and target people by what college

FORGE
they attend, where they work, what their job title is,
what music they listen to, and much much more.

Below are some examples of how luxury brands are


using Facebook Ads:
5. Don’t underestimate the value of good SEO

Google is one of the most influential channels when it

FORGE
comes to helping luxury shoppers find products, learn
more about brands, and make their purchases.

As we’ve already alluded to, most luxury brands have


pretty poor websites. Unsurprisingly, most of those
websites also have extremely bad SEO, making it
difficult for their websites to rank well in Google for
search terms that would otherwise capture potential
customers.

Take Prada for instance. When I search for Prada


handbags, not only do I not receive a link to Prada’s
handbag page (due to their poor keyword targeting,
slow site, and poor on-site structure), but the results
also look messy and untargeted.
6. Supply content that appeals to people’s desire
to display their status

In Jonah Berger’s book, Contagious, he explains that


one of the main reasons why people talk about things,
and spread word of mouth (online or offline) is to display
the traits that they want others to see in them.

Charities, for example, are one of the most liked


categorises of pages on Facebook. While some of this
can be explained by altruism, it’s been found that the

FORGE
main driver for liking a charity on Facebook is to show
others that you’re charitable.

Because one of the primary motivations for buying


luxury goods is to display status, brands can take
advantage of this by creating and publishing content
that, when others share, will make them look stylish,
smart, or cool to their friends.

We found this with Qosy when we created our guide to


the best scotch. Within 48 hours of publishing the guide,
over 4,000 people had shared it – many of whom were
using the guide to show off their own scotch knowledge.
7. Create a sense of exclusivity online

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,

FORGE
however, is flawed logic.

For luxury brands, the Internet does not represent


wider distribution of actual products. It’s a wider
distribution of content that evokes the desire to buy
luxury products.

Translated to the offline world, effective digital


marketing is like running more advertisements on
buses, or more TV ads, or having more stores in
Central London.

Exclusivity can be created online through private


member groups, concierge services, or digitally-
delivered loyalty perks that are reserved specifically
for previous customers

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy