With wedding season just around the corner, luxury marketers should start to prepare marketing efforts for high-end products, venues and services. Above all, emotive marketing is the most important aspect of marketing toward affluent brides this year.
London-based department store Harrods is tapping into locals’ affinity for Queen Elizabeth II to market a product line and a series of in-store events to mark the Diamond Jubilee, the British monarch’s 60th year on the throne.
Today in luxury marketing – Burberry sales up but questions surface over luxury sector; Wealthy households set up shop in Asia; Oscar de la Renta live-pinned its bridal show; Dior takes couture to Shanghai.
Harrods, Four Seasons Hotels and Estée Lauder are using wedding-themed email and online campaigns to market products and services and experts agree that wedding-related marketing efforts can help a luxury brand reach a large audience made of affluent and aspirational consumers.
Luxury marketers took to Twitter during the first quarter of this year to engage consumers with behind-the-scenes news and links to digital branding such as Web sites, photos and videos.
Sephora is strengthening its position in the mobile space by not only revamping the company’s mobile site and iPhone application for a better consumer experience, but also deploying more in-store iPad kiosks to drive sales.
Major events including Fashion Week and St. Valentine’s Day in addition to the debut of Facebook Timeline positioned the social network as an even more innovative marketing vehicle in the first quarter of 2012.
Barneys New York and Mandarin Oriental are tapping Facebook to market a new contest that gives a mother-daughter pair the chance to win a brand-oriented getaway package that will hopefully draw awareness to the retailer’s products and the hotel’s spa services.
