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.
It used to be that luxury brands created mobile applications just to gain visibility in a growing market, but marketers have stepped it up a notch to truly let consumers into their world.
Retailer Barneys New York is raising awareness for the new shoe floor at its New York flagship store on Madison Avenue by supporting the Human Rights Campaign with shoe purchase proceeds and a Facebook contest.
Bottega Veneta, Condé Nast’s Vogue and Red Digital Camera are partnering to host a contest for undiscovered photographers to award a prize package that includes the opportunity to work on a special project with the Italian fashion house.
To reach the now-powerful group of affluent consumers on the lower-income end of the spectrum, marketers may want to become more accessible via brand extensions or refocused campaigns, according to Unity Marketing’s Annual State of the Luxury Market Report 2012.
