luxury brand marketing

 

Although plenty of luxury brands have been hesitant and slow to move into digital spaces, which these days influences over 50% of all sales, with the decreasing results of other types of advertising, they’re slowly implementing an online presence.

Even luxury shoppers these days are spending a lot more time online, and specifically on their mobile devices, which means that luxury brands should also adapt to this trend in order to thrive.

Visual Platforms

One of the best ways to market luxury products is through photos, which can evoke plenty of positive emotions with consumers.

That’s why social media platforms such as Instagram or even Pinterest provide a great opportunity for numerous luxury brands to promote themselves and raise brand awareness.

When consumers see those images they can connect with wearing designer clothes, driving luxury vehicles, or even experiencing something luxurious. 

This is why, for example, Chanel is one of the most popular brands on Pinterest, and it’s even more impressive because the brand doesn’t have a presence on the platform.

All of the buzz and fan appreciation is created by brand advocates on the platform. 

Brand Website

In general, most luxury brands and their websites are quite stylish, but tend to have poor performance when it comes to functionality and user experience.

Although the need for a stylish design is understandable when it comes to luxury brand websites , they still have to invest in their websites and make them intuitive, well-designed, and user-friendly. 

A brand’s website can still be visually attractive but also easy to use. Unfortunately, these days plenty of luxury brands such as Chanel or Dom Perignon have slow-loading websites which are also confusing to navigate for the visitors.

On the other hand websites for brands like Versace and Aston Martin have high  functionality, are user-friendly, and are still visually attractive. 

Aspirational and Educational Content

One of the best ways that brands can generate engagement and more website traffic is by  creating very visual and aspirational content for social media as well as the brand’s website. When a company is able to focus on visual content and long-form written content, it is able to generate a lot more attention and traffic.

Although this type of marketing effort is quite popular in plenty of other industries, when it comes to luxury brands content marketing is very underused yet can be incredibly effective when utilized properly. 

That’s why more luxury brands should be jumping on the trend of both long form written and visual content, which gets plenty of attention and shares across social platforms, leading to even more brand visibility and awareness.

See also  Marketing in a Recession
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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.