Ralph Lauren, Hermès, Barneys New York, Patek Philippe, Chopard, Gucci and Cartier are aiming for the ultra-affluent audience by advertising in the Mediterranean-themed October issue of American Express Publishing’s Departures magazine.
Location-based mobile ads allow luxury marketers to deliver a highly-personalized, geo-targeted experience for consumers, effectively giving them a high-end environment that correlates with the luxury brand image.
Net-A-Porter’s men’s destination Mr Porter is aiming to grab stylish male consumers with its fall/winter 2012 campaign, “Style Wherever You Are,” which is a print and online effort that depicts four global locations and consumers to whom the retailer ships.
Advertisers including Christian Dior, Hermès, Giorgio Armani, Ermenegildo Zegna and Bottega Veneta helped to propel American Express Publishing’s Departures 30 percent in ad revenue for its September issue.
Hermès, Versace, Neiman Marcus, Saks Fifth Avenue and other luxury advertisers chose placements beyond front-of-book in the 916-page September issue of Condé Nast’s Vogue, likely to grab attention from readers who delved into the 120th anniversary content.
With the online retail space as competitive as it is, brands that offer free shipping give themselves a considerable leg up over competitors.
Italian label Dolce & Gabbana released a social video dedicated to its women’s and men’s fragrances that is likely to add an element of lust similar to other scent-related campaigns from luxury brands.
Today in luxury marketing – British Harper’s Bazaar taps Justine Picardie; Traditional luxury could suddenly become very unfashionable; Emerging markets attract private equity; U.S. stocks pare losses.
Most luxury marketers have reported tremendous profits during the first half of this year, but there are a number of factors including the economy, the presidential elections and recurring debt crises that could hinder this progress.
Jimmy Choo is pushing men’s footwear in its second social video collaboration with British men’s retailer Mr Porter that depicts the daily lives of London-based characters.
