What makes a brand luxurious?
Well, there’s no sure-shot answer to this. It’s an amalgam of the rarity of the brand’s products, quality, craftsmanship, and history and heritage. People pay more for premium products because luxury brands offer their consumers exactly what they seek and, at times, more. However, becoming a luxury brand takes time, consistency and, most importantly–innovative marketing strategies.
Luxury brands spend about 33% of their advertising budgets on digital marketing. The stat is enough to tell you the importance of strategic advertising. To help you kickstart your ad strategizing journey, we’ve listed a few advertising campaigns of luxury brands in this article.
Whether your brand comes under the luxury bracket or you aspire to bring it, this article speaks to businesses belonging to both categories.
How to Market Luxury Brands and Products
The advertising strategy of luxury brands depends on factors such as its target audience, budget, resources, etc. However, there are a few generic ways to devise advertising strategies.
Let’s look at three simple ways to market luxury brands and products.
Use High-Quality Photographs
Good quality photographs of a product make adding the term luxury before the product easy.
High-quality photographs evoke the required emotions in consumers that create brand awareness and aid in marketing the product, leaving a lasting impact on the user.
A few key benefits of good photographs of the products are:
- High-quality visuals instantly attract the user’s eyes and provoke a specific emotion. Moreover, a stellar image creates aspiration among its target audience.
- You get to convey your brand story and values via imagery that captures and communicates the essence of your brand.
- With high-quality photographs, you can show even the most mundane and minute detail of the product with greater ease.
- Showcasing your product through a particular setting or by associating with an influencer sets an aspiration in the minds of consumers.
- High-quality pictures attract more followers, cultivating a solid consumer base.
Use Aspirational Language
Images enable buyers in envisioning themselves as a part of the lifestyle represented in the image should they choose to purchase a product. However, ensure also to emphasize using aspirational text with images to provoke action among the consumers. Statements like setting the benchmark or going beyond the benchmark set the image’s tone even more.
Examples of aspirational words include– ultimate, dreamy, ambition, etc. Use words that express desire and compel the user to at least visualize themselves using the brand’s product or being willing to use them.
Remember, luxury is not all about a product being expensive. In fact, the exclusivity of the product and the vocabulary used to market and promote it in a way that resonates with the users cumulatively make it a luxurious effect.
Thus, it’s wise to partner with luxury marketing agencies to create exclusive marketing strategy for your brand.
Focus on the History and Heritage of Your Brand
A luxury brand marketing strategy must comprise the why. Conveying the story behind the brand and explaining the values that define the brand is a stepping stone to effective luxury marketing.
Expressing your brand values to the users generates advocacy for your brand online. Despite knowing this, many brands still focus on what they do instead of why they do what they do. So whether you’re a small business willing to upscale your marketing strategy or a luxury brand ready to revamp your luxury brand marketing strategy, ensure all your products have a story woven beneath their existence.
Now that we know ways for luxury marketing, let’s enlist a few brand campaigns that won the hearts of its consumers.
Gucci’s 100 Campaign Celebrating Its 100th Year
Gucci’s 100 campaign celebrates the fashion house’s 100th year by taking its consumers through the commendable musical moments of the last century. The video pays homage to the house’s legacy by showcasing diverse characters moving through the different generations of music.
This marketing and advertising campaign of Gucci is the correct example of fantastic storytelling and bringing nostalgia to consumers. Through the video, the house assures its audience that they’ve seen a lot and they’ll be around to see more. It doesn’t differentiate between the past and the future.
Louis Vuitton’s Bravery Collection Celebrating its Founder’s 200th Anniversary
While there are many social media campaigns for fashion, Louis Vuitton being one of the largest fashion conglomerates is difficult to beat. Louis Vuitton celebrated the 200th anniversary of its founder Louis Vitton by incorporating the jewelry into the brand’s history.
The ad is the perfect example of brand storytelling and evoking an emotion in the viewers. The video leaves the viewers feeling empowered as it shows a woman’s journey, and the background music adds to the effect it aims to create. The ad was made in memory of Louis, barely a teenager, when he decided to set foot in Parish to become a legend in the fashion industry eventually. Bravery is a collection of ninety jewelry pieces celebrating his courageous spirit. Louis Vuitton’s marketing strategy has always been effective, enabling the brand to grow to become one of the most well-known luxury brands in the world.
Chanel’s Spring Summer 2023
Chanel promoting its spring-summer 2023 Ready-to-wear collection is the best example of how luxury ads can be visually appealing yet simplistic.
For this year’s Spring-Summer campaign, actress Kristen Stewart is seen pulling off a timeless and sophisticated summer look in a black and white Paris backdrop and the South of France.
The pictures are shot to capture the essence of spring and summer and make you crave the look. You feel warm and fresh by looking at Chanel’s images. These are the positive feelings that the consumers eventually associate with the brand.
Wrapping up
Luxury brand marketing is successful when the brand creates a solid image and mystery around its specific product. Since luxury brands have a very peculiar consumer base, they need to present themselves in an exclusive and aspirational manner. The campaigns mentioned in this article will help you kickstart your brand’s advertising journey.
However, to market effectively, you must thoroughly understand your brand needs and devise campaigns addressing or expressing those needs.
