Today in luxury marketing – Clouds are gathering For LVMH, luxury: Sales increases may be more modest; Lucy Kriz named W publisher; Anya Hindmarch: “Luxury is more about a good story than a label;” Ford’s Fields says luxury automakers pull ahead discounts.
NEW YORK – A Forrester Research executive at the Luxury Interactive 2012 conference said that luxury marketers need to have a mobile-first approach to better enhance their brand value and drive in-store traffic and engagement.
Luxury fashion houses and retailers that offer preorders straight from the runway are practically guaranteed to see revenue from the efforts in addition to an increase in customer loyalty through offering exclusive products.
Brands including Rolex, Tous, Tourneau, Aria Resort & Casino, Royal Salute, Fairmont Hamilton Princess and Casa de Campo are targeting affluent New Yorkers via advertisements in Modern Luxury’s Manhattan magazine.
Rolex, Chanel, Christian Dior, Chopard, Audemars Piguet, Patek Philippe and other luxury brands are targeting readers of the latest weekend edition of Financial Times through ad placements in the over-sized “How To Spend It” glossy magazine supplement.
Luxury marketers should not overlook large-scale outdoor advertising since the mass-marketing channel is also a way to single out a label’s target audience in global markets with attractive images and subtle calls to action.
