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.”
Read on for some luxury brand marketing pointers…
Build a customisation offer for uniqueness
Luxury was once hand-made 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.
Louis Vuitton can involve you in the design process of shoes, bags and trunks, while MyMuesli’s premium custom-mixed cereal offers the choice between grains, fruits, seeds and nuts. Top marks to Absolut Vodka for using colour-generating machines to make four million uniquely designed and individually numbered bottles.
Customisation distinguishes luxury brands – and reinforces the craftsmanship, quality and creativity of the brand.