In the product realm, the word “luxury” has become difficult to pin down. In the past, manufacturers adopted the word to distinguish more expensive products from their affordable counterparts. True luxury products were distinguished by having attributes like being made from higher quality materials and requiring more time-consuming manufacturing

Anyone who has watched a bit of HBO’s Madman can appreciate that in order to differentiate a luxury product, a seller must denote the product benefits with a cohesive advertising and marketing campaign that includes branding and channel marketing. Of course today, customer engagement is mostly transacted digitally. This development facilitates the ability of sellers to engage their luxury customer targets, but it also requires careful targeting and market research.

Luxury and Digital Marketing are a Compelling Duo

luxury marketing, marketing luxury products, influencer marketing

The “high touch” aspect of digital marketing allows marketers to embed and reinforce basic luxury precepts in lead-magnets , blogs and service pages. Armed with data gleaned from customer engagement, digital touch points can be modified to bring even more traffic and a greater degree of conversion.

The concept of luxury has also evolved from a more practical notion of an upgraded product or service into an aspirational conception of identity and lifestyle. With a more ecumenical definition of luxury, marketing true luxury has become even more difficult. Many products that are rather ordinary, from real estate to automobiles, routinely adopt the “luxury” moniker.

Marketing Luxury Consumer Products is About Identity

Some market observers denote true luxury as embodying the “3E’s”: expensive, excellent and exclusive. Brands like Rolex and Hermes have perfected this formula, even to the point of making many of their highly sought-after watches, handbags etc. virtually unobtainable for the average consumer as a result of severely curtailing the supply. It is also worth noting that without making an excellent product, the other “Es” are likely not that attainable. With very few exceptions, every successful marketing campaign begins with a great product.

luxury marketing, marketing luxury products, influencer marketing

While the consumer of luxury clothes, accessories, real-estate and automobiles may well be looking for quality in their selection, they are also looking to build an affiliation between themselves and the aforementioned “3E’s”. In this day of influencer marketing, building a personal brand that is synonymous with all things illustrious is a surefire way of attracting a loyal audience of followers eager to live vicariously through such digital content creators.

PINTAYA provides a refined, data-driven approach to luxury marketing. We have helped luxury brands in the retail, real estate and tourism sectors meet and exceed their client engagement and sales goals. We look forward to speaking with you about developing your luxury brand strategy and invite you to send us a note.