Luxury brand marketing

Among hundreds and thousands of famous fashion brands in the world, high-end brands become the most prominent. Not only because of their “expensive” prices because of their luxury, but also a way of implicitly asserting wealth, power and satisfaction beyond mere needs that other brands cannot provide. In today’s competitive market, luxury brands have to connect with customers in more creative ways than ever. With mainstream brands pushing up into the premium category and traditional luxury fashion and accessories brands moving into the mass market. It means that real luxury has to distinguish itself cleverly and distinctively to retain its cachet and mystique. As shoe designer Christian Louboutin says, “Luxury is the possibility to stay close to your customers, and do things that you know they will love.” Therefore, the marketing strategies of the luxury fashion brands are extraordinary.

Build a customisation offer for uniqueness

Luxury was once handmade by craftsmen to the customer’s specifications, and was so expensive it was the preserve of only the super-wealthy. Today, few people have one-off products made, but many luxury brand marketing strategies include building elements of customisation into their offer.

Christian Dior has been successful in bringing the customers’ special requirements into their designs. For example, with the Dior book tote, customers can choose to put their name on the bag and the brand also offers charms on their sneakers.

Not only Christian Dior, but Louis Vuitton, Chanel and Hermes also offer the customisation for their clients, these elements are the best marketing strategies and express the understanding the requirements of the clients. The uniqueness on the luxury items which worth at least $1000 is the thing that everyone wants.

Luxury brand – more than just a logo

When consumers think about a true luxury brand, they are likely thinking about the entire set of visual symbols they experience, rather than a single icon. These can include: monograms, brand symbols, logos, colors, patterns, images and even concepts.
A good example of this is the luxury brand Bottega Veneta, their leather goods do not display the visible emblems or logo, but they are instead recognized by the high end products.Next one is Chanel. When you think of the brand, you think of black and white, number 5, camellia, pearl, or a little black dress. Luxury brands actively choose a logo for themselves and symbolize it through constant repetition through the right communication channels for the premium product line.

Typical advertising campaign in the fashion world

Hermés – “House of Scarves”

La Maison des Carrés, a small Hermés website, was set up to display the brand’s towels online. Instead of mobilizing customers to buy products online, Hermés chose a more unique way to promote the history and artistic qualities of the brand. Through this marketing campaign,Hermes has ensured a 9.1% increase in brand value and become the world’s most valuable luxury brand with $11.9 billion in 2020.

Inside Chanel

Along with Chanel News, Inside Chanel is a small page that tells the story of the brand – an important part of their marketing strategy. Spliting into 16 chapters, each depicts an important part of the brand’s history, delivering real value to customers. Combined with photography, digital sketching and video – this campaign uses rich content to tell the story more vividly. With investment in production and content deepened through Chanel’s 100 years of history, the Inside Chanel campaign also affirms the quality of the brand. In 2020, Chanel reached the outstanding growth despite the unstable situation of the world economy. The brand value in 2020 reached $13.7 billion with an impressive increase of 19.4% compared to 2019.

Burberry Kisses

Burberry spends up to 60% of their charter capital on digital advertising, so it’s understandable that the brand is the leader in marketing. While most advertising campaigns are experimenting with the “see now, buy now” trend, there is a much broader and more creative campaign – “Burberry Kisses”. The campaign uses the technology to create personal interactions between clients, which allowing users to send virtual kisses to their loved ones, the campaign received positive responses from users in more than 215 countries around the world. Although it had nothing to do with the company’s products, the campaign was still a resounding success and made a deep impression on global customers because of its unique.

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