The digital era is here and the world will never be the same again. Digital now influences over 45% of luxury brand sales. Obviously, it is understandable why many luxury brands have been hesitant to go online, but with other avenues of advertising and marketing bringing low returns and decreasing, these brands have no choice but to start their online journey. These strategies that we are going to go through will help you to market your luxury brands, but ensuring you have a goal, breaking it down and brainstorming with your team will ensure that you have a good start. In this article, we will go through some marketing strategies for luxury brands.
Keep it simple
When you have a luxury brand, it is best to keep things simple. Nobody wants to feel confused or overwhelmed with information or graphics. Keep it classy, keep it minimal. For luxury brands, it is more important to convey the feeling of being top of the hierarchy, and show sophistication and exclusivity. If you have a site that is too unique, you could put your potential customers off rather than drawing them in and encouraging them to make a purchase.
Focus on quality over quantity
The whole idea of luxury is that not everyone owns the product or can afford the product. This means that you don’t want to be marketing to everyone, you want a select few customers who are of a high quality. By marketing your luxury product to the masses, it not only brings a lot of unqualified traffic to the website, but it also dilutes the brand and makes it less luxurious which in turn, take the appeal away from people who can actually afford it and who likes the product enough to make a purchase.
Create a unique selling point
Just like any business that succeeds, your luxury product or service must serve a unique selling point (USP). This is one of the best ways to get you that competitive advantage and to also get your name out there. The USP is basically a statement that outlines and explains what makes your different to your competitors and why customers should choose you over a cheaper alternative. The USP should want to outline your brands unique strengths and how the can benefit your customers. Or if you only sell antique and vintage jewellery, or have the worlds largest selection of Art Deco engagement rings, then this could be one of your USPs.
Focus on the smaller details
When you are selling a truly luxury product, people are not just interested in the item you are selling, they are also buying into the whole experience of the brand and purchase process, so make everything count. Attention to detail in every aspect is essential. Ths includes amazing packaging, perfect product design, quality of the materials and much more. All of these points will combine and create a truly stunning brand identity that will set you apart from your competitors. If you were selling vintage jewellery, then it can be hard to pick up the finer points, but offering amazing aftercare services, providing beautiful packaging and a beautiful store will all add to the smaller details.