Lifestyle brand Diane von Furstenberg is tapping the database from the high-end women’s line to promote the designer’s new collection at GapKids, using a sweepstakes included in emails to win spring wardrobes for mother and daughter.
Today in luxury marketing – Trump Hotel Collection to turn Old Post Office into luxury hotel; Diane von Furstenberg puts prints on Diet Coke; Ralph Lauren’s third quarter profits up; Halston plots its comeback.
New York’s yellow taxicabs offer a location-based, video advertising platform with Taxi TV that can put luxury brands in direct contact with the city’s affluent tourists and residents.
It takes a special kind of luxury brand to reach out to consumers on an informal platform and maintain the persona of elegance and luxury. Luxury brands are increasingly relying on social media to reach affluent consumers, but some marketers are just on another level.
While brand adoption may not have been as rapid as the industry might have earlier predicted, warp speed growth is definitely in store.
Almost every luxury brand has a Facebook page or Twitter account, but at this point it takes a little more than just showcasing campaigns or breaking the latest collection to get consumer attention.
Luxury brands such as Diane von Furstenberg, Bloomingdale’s, Saks Fifth Avenue, Chanel and Tiffany & Co. have covered New York in outdoor advertisements this season.
Fashion’s Night Out appeared to be a major success for luxury brands in New York, which hosted a variety of guest performers, games, designer challenges and customer rewards to celebrate the event.
