Marketing Strategy Luxury Brands – Disclosure: We sometimes use affiliate links, which means we may earn a commission if you purchase something through our links.
It’s understandable why luxury brands have been hesitant to go online. However, with diminishing returns in print and display advertising, and luxury shoppers spending more and more time online and on mobile devices, luxury brands need not only to adapt to the digital world, but to thrive.
Marketing Strategy Luxury Brands
While the strategies outlined below will provide useful inspiration, it’s worth pointing out that the best strategies always come from clarifying your goals, breaking them down, and brainstorming brand-specific solutions with your team. For this, we recommend using a tool like TrueNorth or one of the marketing planning tools mentioned here.
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Armed with a solid system for managing your marketing plan and allocation of budget and focus, we can now drill down to some specific channels and experiments you might want to try.
When it comes to marketing luxury goods, photography is one of the best mediums for evoking the longing feelings we associate with driving a luxury car, wearing designer clothes, or experiencing something unique.
As such, visual social networks such as Pinterest offer luxury brands a huge opportunity to increase brand awareness and publicity.
In fact, Chanel is one of the most “pinned” brands on social networks, with an average of more than 1,244 Chanel products pinned on social networks every day. It’s even more impressive when you consider that Chanel doesn’t even have an account on Pinterest (which is all run by their advocates).
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One luxury brand I’ve come across that does a great job promoting itself on Pinterest is 77 Diamonds in London. Their Pinterest profile is aspirational, educational, and strikes a good balance between not being too promotional and raising awareness of 77 Diamonds products.
Generally speaking, the appearance of the luxury brand website is very beautiful, but it is not good in terms of user experience and function.
Take the Dom Pérignon website, for example. After completing an unwanted age verification page, you land on a slow-loading website that takes about 13 seconds to load on a high-speed internet connection.
The Chanel website is very similar, and while the colors and pictures are nice, the design is so unintuitive that it’s nearly impossible to find what you’re looking for, let alone buy something.
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While I understand the need for stylistic design, luxury brands need to invest in websites that are also intuitive and well designed from a user experience perspective.
Aston Martin and Versace are good examples of how luxury brands should approach their websites. Their website is visually stunning, very easy to use and powerful at the same time.
In his book “Start With Why”, Simon Sinek explains how good marketing starts with explaining why they exist. Still, most brands market their products by explaining what they do.
“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, accessible, and user-friendly (how Apple achieves it) reason). We just happen to make great computers (which Apple does).”
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Communicating the story behind a product and explaining the values that define a luxury brand are fundamental to effective luxury marketing.
Aston Martin has done an excellent job of telling the story of its brand heritage across all its product pages and digital content.
By explaining that your brand represents a guarantee of luxury, quality, performance, style, or whatever value you stand for, you’ll find it easier to advocate for your brand online.
Facebook ads are one of the most effective forms of advertising online, thanks to the high degree of segmentation and targeting you can do.
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For example, you could target your ad specifically to a married 35-year-old man from Paris who likes the brands Prada, Gucci, and Versace. You can even go a step further and target people based on what college they went to, where they work, their job title, the music they listen to, and more.
Google is one of the most influential channels for helping luxury shoppers find products, learn about brands and make purchases.
As we’ve already hinted, most luxury brands have terrible websites. Unsurprisingly, most of these sites also have extremely poor SEO, making it difficult for their sites to rank high on Google for search terms that would otherwise attract potential customers.
Take Prada, for example. When I searched for Prada handbags, not only did I get links to the Prada handbag page (due to their poor keyword targeting, slow site speed, and poor site structure), but the results looked disorganized.
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SEO is an untapped gold mine for luxury brands. If your website is not SEO friendly, you could be giving up a lot of potential traffic and revenue.
We’ve found that one of the most effective ways to drive traffic and engagement to Qosy is to create highly visual and ambitious content, like our kitchen island guide.
By focusing on long-form visual content, we’ve generated 10,000 social shares and massive SEO traffic. While content marketing, which is common in many other niches, is extremely underutilized, it can be very effective for luxury brands.
Our newest enterprise, TrueNorth, is the only marketing strategy platform that can plan, plan and track your campaigns all under one roof.
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In Jonah Berger’s book Contagious, he explains that one of the main reasons people talk about things and spread word of mouth (online or offline) is to demonstrate qualities they want others to see.
For example, charity is one of the most popular page categories on Facebook. While some of this can be explained by altruism, it has been found that the main driver of liking a charity on Facebook is to show other people that you are a charity.
Since one of the main motivations for buying luxury is to show status, brands can capitalize on this by creating and posting content that, when shared by others, makes them appear stylish, smart or cool to their friends.
We discovered this in conjunction with Qosy when creating our Best Scotch Whiskey guide. In the 48 hours since the guide was published, more than 4,000 people have shared it – many of them using it to showcase their own Scottish skills.
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Exclusivity is fundamental to luxury brand marketing as it sustains consumer desire through scarcity and rarity. If someone could walk into Louis Vuitton and buy a handbag, Louis Vuitton would lose its appeal to people who want something that no one else can get.
Given the accessibility and independence of the internet, many luxury brands worry about losing their exclusivity when going online. However, this is flawed logic.
For luxury brands, the Internet does not represent a wider distribution of the actual product. It is the wider distribution of content that fuels the desire to buy luxury goods.
Translated to the offline world, effective digital marketing is like putting more ads on buses, or more TV ads, or opening more stores in central London.
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Exclusivity can be created online through private membership groups, concierge services, or digitally delivered loyalty benefits reserved exclusively for past customers.
Email marketing is very effective for e-commerce marketing and increasing customer loyalty because it provides the opportunity to educate consumers and tell them about new experiences or products that brands offer.
Harrods does a fantastic job with their email campaigns and it’s well worth subscribing for email campaign inspiration.
In the near future, talking about online and offline is like talking about the advantages of our left and right legs. The two are combined with each other.
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It seems like every few months, Burberry launches a new online branding campaign to lure luxury shoppers to its stores. Once in the store, these customers are encouraged to take photos, share content, watch live streams and use in-store iPads.
Marcus Taylor is the founder of Venture Harbor. He is also an early investor, advisor and youngest patron of The Prince’s Trust.
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