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.
Advertisers including Gucci and Hermès are scoring optimum placement in the September issue of Condé Nast’s W magazine, but other marketers including La Mer and Fendi are taking up room in the complimentary Trends supplement.
Department store Bergdorf Goodman is using its fall magalog to push its 111th anniversary designer collection as well as display the usual array of luxury brand advertisements and New York-centric editorial content.
Today in luxury marketing – Tiffany has luxury of time; Galliano stripped of Legion of Honor; China’s luxury appetite a boon for Scotland; BMW battles to retain dominance in luxury market.
While luxury marketers continue to reach affluent consumers in top metropolitan areas via multichannel efforts, there are strategies to effectively spread a brand message even further to outlying cities.
High-end advertisers including NetJets, Ralph Lauren, Hublot, Four Seasons and Hermès are targeting affluent Robb Report readers through the Private Aviation Sourcebook that is offered with the September issue.
In time for arguably the most-influential issue of the year, Vogue Paris is flaunting a redesign for its September edition to offer a new look-and-feel that the brand hopes will confirm its position as the leading women’s fashion magazine.
There is still a huge opportunity for luxury marketers to leverage their products and personalities through celebrity endorsements since ambassadors bring to life the values, image and emotions of a high-end label.
Oscar de la Renta is boosting brand affinity, connectivity and online transactions through its new Web site that features unique social media interactivity, videos and exclusive content.
