In today’s competitive market, it takes a lot to build a successful luxury brand. Traditional luxury fashion and accessory brands are moving into the mass market, and more mainstream brands keep nearing the premium category. Real luxury brands, therefore, have a tough task ahead of them, and have to distinguish themselves both distinctively and cleverly to retain their intrigue. Successful luxury brand marketing strategies are necessary to help these businesses connect with target customers and also retain them. Luxury brands will have to think beyond the conventional – explore, create desirable experiences and sell them. Laying the groundwork with luxury marketing strategies offers countless benefits to aspiring brands, and there are several ways to achieve those benefits.
Here are some of the strategies to focus on, in order to build a successful luxury brand:
Craft a captivating brand story
For many people, shopping for luxury brand items is a way to stand out from the crowd and show off their wealth and success. This means of telling the world a story about themselves is what attracts customers to the luxury sector. So, luxury brands looking to convert potential customers into advocates and devotees need to make use of storytelling to market their luxury goods and experiences. How can a luxury brand craft a captivating brand story? It all comes down to creating an impression that the brand is, first and foremost, human. Customers are driven by curiosity and a desire to know more about a brand. A unique and credible story about your brand will create a long-lasting impression in the minds of potential customers.
Use innovation as your greatest ally
Of all the cars in the world, Mercedes and Ferrari stand out in a league of their own. Why? Because they think beyond the conventional products and generate an unexpected desire in their audience. Luxury brands need to discover new things, produce new experiences and incorporate them all into their brand. The reality is that luxury shoppers want more than regularity. Deliver that. Find a range of creative ways to communicate your brand exclusivity to create a deep emotional connection with your customers, one that will last a lifetime. Perhaps you could offer a presentation book containing personalised elements? Maybe business cards made from an unusual material or that are infused with a scent? Or carrier bags in a light or heat-sensitive material?
Create an impression of rarity
“Uncommonness” or rarity is what you need to prioritise when planning a marketing strategy for your luxury brand. When it comes to luxury, customer desire is essential. Luxury products were once hand-made by special craftsmen and were so expensive that only the super wealthy could afford them. Today, many successful luxury brand marketing strategies incorporate exclusivity into their offers. Don’t make your products, services or experiences easily accessible; and ensure that your offerings stay uncommon. If everyone can easily get what you’re selling, then it’s no longer a luxury. Make it rare to create a truly luxurious product or service that customers will want.
Have a visually-stimulating physical layout
Stunning colours, images, designs, patterns and symbols all come together to create a visual treat and can help your brand communicate better with its customers. They also make it easy for customers to remember your brand. It’s therefore important to research your target audience to choose the appropriate brand identity and reinforce it through controlled repetition. However, a successful luxury brand has more to offer than a good company logo or an impressive website. One important element that must not be overlooked is the physical layout of your luxury brand, including the way customers walk in and interact with your products. Your store layout should be visually stimulating and designed with your customer in mind. The interior should be comfortable, with rich lighting and good air conditioning for customer comfort. It should also ideally have an intrinsic connection to your brand’s underlying values. For instance, you’ll always see a Chanel store designed to match its brand’s colours of white and black, a Louis Vuitton store will have an ultra-modern look, a Lamborghini store will be highly spacious, and so on. Pay attention to detail to the point where it makes a significant contribution to making your luxury brand a successful one.
Create a sensory experience
While a visually-stimulating environment is important, you can amp up its effect through sensory branding. Create powerful emotions in customers by providing sensory experiences in your brand. Adding an appealing sense of touch or aroma to your luxury brand can do a lot to attract customers. Businesses in the hospitality and luxury retail industries carry out a lot of sensory branding to differentiate themselves and engage with customers on different levels. For instance, luxury hotels make their lobbies and common rooms smell enticing with special scents to lure guests in. Customers are more likely to want to stay with a luxury brand offering a rejuvenating sensory experience. Ensure your marketing strategies for your luxury brand incorporate means of sensory branding to create a stronger customer connection.
Pay attention to social media
In today’s world, marketing strategies are incomplete without incorporating some form of social media presence. Building a successful luxury brand and creating exclusivity doesn’t mean staying away from social media. Social media can help you capitalise on current trends and improve your brand visibility. Your luxury brand marketing strategy will include coming up with your brand’s unique value propositions and using social media to tell customers about them. When used appropriately, luxury brands can easily connect with their audience and continue to create the kinds of products and experiences that will suit their desired lifestyles.
Today’s consumers crave luxury more than ever, and luxury brands looking to dominate the market must be adequately prepared with effective marketing strategies. The strategies highlighted above will go a long way to help you create and maintain a unique and desirable luxury brand.