Luxury Daily, March 19, 2015 – Why luxury brands should rely less on aspirational consumers

March 19, 2015

Today's headlines

Why luxury brands should rely less on aspirational consumers
Luxury Insights Summit 2015 New York, April 29: Register now to learn from industry experts
75pc of affluents expect salespeople to be knowledgeable: report
Mandarin Oriental adds to fan campaign with little fans
Tag Heuer showcases new ambassador with mobile ad
68pc of mobile marketers leverage location-based targeting
Acura exec: Consumers not yet ready for mobile offices
Baccarat heightens lifestyle push with hotel opening
Armani, Lexus, Fairmont and Tag Heuer – Live news
Price adjustments, luxury malls, Swatch and BMW – News briefs
Tackling mobile’s challenge: Cross-device mapping and attribution

Columns Why luxury brands should rely less on aspirational consumers
By a Luxury Daily columnist
	Most brand and media sources reach aspirationals – those who can sample the lifestyle, but not really live it. Entire article

Research Luxury Insights Summit 2015 New York, April 29: Register now to learn from industry experts
By Staff reports
	Join speakers from YouGov, Interbrand, Shullman Research Center, Boston Retail Partners, McCann Truth Central, Havas Media, Ipsos and Wealth-X at the exclusive Luxury Insights Summit 2015 in New York on Wednesday, April 29. Registration limited to 75 attendees. Entire article

Research 75pc of affluents expect salespeople to be knowledgeable: report
By Nancy Buckley
	Superior quality, craftsmanship and customer service are among the top qualities expected for luxury brands by affluent consumers across every generation, according to a new report from The Luxury Institute. Entire article

Internet Mandarin Oriental adds to fan campaign with little fans
By Nancy Buckley
	Mandarin Oriental Hotel Group is celebrating fans of all sizes with a social video chronicling the adventures of doll-sized people through Shanghai. Entire article

Mobile Tag Heuer showcases new ambassador with mobile ad
By Nancy Buckley
	Swiss watchmaker Tag Heuer is expanding its Cara Delevingne “Don’t Crack Under Pressure” campaign with mobile advertisements on British Vogue. Entire article

Mobile 68pc of mobile marketers leverage location-based targeting
By Staff reports
	NEW YORK – Executives at the 2015 Mobile Marketing Association Forum New York revealed that 68 percent of mobile marketers are leveraging location-based targeting and using it as a target parameter in their media buying, although mobile still remains a small component of many digital budgets. Entire article

Mobile Acura exec: Consumers not yet ready for mobile offices
By Staff reports
	NEW YORK – An executive with Honda’s Acura division at the 2015 Mobile Marketing Association Forum New York said that while consumers want more integration between mobile devices and cars, the luxury brand is unlikely to try to attract millennial buyers by marketing the car as a technology hub. Entire article

In-store Baccarat heightens lifestyle push with hotel opening
By Staff reports
	French crystal maker Baccarat officially opened its first branded hotel in New York March 18, which claims to shake up the luxury hospitality industry in the city. Entire article

News briefs Armani, Lexus, Fairmont and Tag Heuer – Live news
By Staff reports
	Luxury Daily's live news from March 18 - Armani gets consumers involved in UNICEF campaign through beauty line; Lexus appeals to the senses with Milan Design Week display; Fairmont Macdonald gathers local community for unveiling; Tag Heuer evens out global pricing policy. Entire article

News briefs Price adjustments, luxury malls, Swatch and BMW – News briefs
By Staff reports
	Today in luxury marketing - Luxury price adjustments likely to trail Chanel; Luxury malls ride out changing US shopping habits; There’s something in the way they move; BMW tempers profit-growth forecast as spending remains high. Entire article

Columns Tackling mobile’s challenge: Cross-device mapping and attribution
By a Luxury Daily columnist
	Marketers have been stuck on desktop, unable to build a reliable bridge to mobile that would allow them to justify mobile spend during this period where the mobile conversion gap is real. Entire article

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