Examples of marketing in the online luxury sector
Are you familiar with the best examples of marketing in the online luxury sector from which you can learn from? The luxury sector is a growing are with a very specific buyer persona. In accordance with the latest studies on the luxury market, there are currently around 380 million consumers of luxury goods and services in the world; and there will be 440 million consumers in 2020, a 15% increase. Where are Spain and Europe located in this area?
According to the Global Powers of Luxury Goods 2017 report prepared by Deloitte, the 100 largest luxury brands achieved a joint turnover of 212,000 million dollars.
Despite the great crisis, recession, this sector has not been affected, but it has performed better than ever, contrary to what you may suppose. The social differences have become wider, and this is a consequence of that. While the majority of people suffer the consequences of the recession, the rich have become even richer and therefore, they consume more and can afford to spend more.
Opportunity for luxury brands within the digital environment
As a great brand, you should design a digital strategy as well as traditional advertising strategies. It is essential that you provide a unique experience to your clients, that you design a digital strategy to achieve success and capture new customers who already roam the digital world.
The digital environment is the perfect channel to reach your customers. If your company works in this luxury sector, Inbound Marketing and its non-intrusive way of transmitting messages will work for you. It is a perfect and elegant way to capture and convert your users.
The brand is what moves your customers. They are brandlovers who do not care about money when buying. Therefore, this can be a good strategy for you. You have to convince them without being aggressive. You should offer them the most exclusive or the latest thing in the market. This is what will move them without doubts.
7 examples of marketing in the online luxury sector
Create successful social strategies. If you have the ability to combine the advantages of each social network, you will have a complete marketing strategy.
In this sense, the most popular social networks within the luxury sector are Facebook, Instagram, Twitter and Snapchat.
1.- Snapchat and the attraction of ephemeral marketing
During New York, London, Milan and Paris fashion weeks, most designers chose Snapchat to show their runaways to the world.
Although the audience using this social network is very young, between 18 and 28 years old, and is not your target as a luxury brand, there are more users joining new social networks than those that have been in the market for some time. These new networks seem to evolve with different purposes and that is why it is interesting for you to use them.
The great fashion talents have decided to join this social network to show their new collections by means of short 10 seconds’ long videos.
Snapchat achieved a significant increase in popularity recently. If you have a luxury brand, you should consider the advantages it offers to reach a younger audience.
According to a Cowen and Company survey, millennials represent 71% of Snapchat’s user base. It is clear that your audience largely depends on social networks because of the instant gratification they offer. Therefore, as a brand, you have to try to include them even if they are not your direct purchase audience.
For example, Burberry is a good example of how to use Snapchat. The brand understands its ephemeral power, which makes people move to see new content before it disappears. It is a good way to show your news.
When the brand decided to launch an exclusive 24-hour campaign on Snapchat, it knew this decision would really pay off. Its users flocked to this social app with the objective of seeing it before it disappeared forever.
This is one example of marketing in the online luxury sector.
Chanel is another example of marketing in the online luxury sector. If there is a social network where Chanel has found its place, it is Instagram.
The Maison Chanel launched @chanel.beauty, a new Instagram account devoted only to beauty. It was created with the aim of sharing its unique vision of the beauty and makeup universe and its products.
Lucia Pica, creative makeup and color designer of Chanel, uses Instagram to share her references, her tricks and her point of view regarding her products with those who are true to the brand.
In her new account, you will find images of the firm’s culture, information about its events or beauty news. The content of the platform has a clear objective, to help women create and cultivate their differences. Reach them. Thanks to this channel, Chanel reinforces its presence in social networks, but it also consolidates its relationship with those who are true to beauty.
Chanel leads the ranking of luxury brands with the highest number of mentions in social networks with more than 700 million posts from 80 countries.
3.- Moët & Chandon
The aim of Moët & Chandon’s digital strategy is to capture millennials.
In recent years, Chandon has openly declared it has started a digital strategy to capture millennials. Its Instagram profile, @moetchandon, is a true example of marketing in the online luxury sector. It is an example of how a brand can redirect its social media strategy to reflect the target audience’s lifestyle. Its Instagram profile is an explosion of color.
This Italian luxury brand with more than 90 years of history has a Twitter profile. It has more than 5.39 million followers on Twitter, 14 million likes on its Facebook page, and 8 million annual visits on its YouTube channel.
Gucci is another example of marketing in the online luxury sector. it shows how a digitalization process can consolidate the brand within the luxury market, not only increasing its sales, but generating greater commitment with their customers too.
The English firm is the digital luxury brand par excellence. With more than 158 years of history, its constant renewal and avant-garde style are striking. Burberry was the first luxury brand to join the digital environment and to have presence and visibility online.
Burberry’s main digital asset is its corporate website, which is an authentic experience for the user and includes runaways, music, collections, events, videos and photographs that convey Burberry’s essence.
Many of you may ask why a legendary brand like Ferrari needs to be present on social networks. We could say that Ferrari does not need the money of its 16 million Facebook fans, but nevertheless, it is one examples of marketing in the online luxury sector.
This brand main interest is that those fans finally end up buying one or influencing others to buy one in the future.
That is what moves Ferrari to be on social networks. With its fans publishing millions of photos, Ferrari had to be present on social networks to tell its own story through its own portal. Otherwise, the liquidity of the brand and the persistence of its image could have decreased in general. This is the challenge luxury brands face these days. They need to be everywhere while being exclusive at the same time.
With 14 million fans on Facebook, Dior regularly presents models and celebrities on Instagram. The brand targets the audience with a relatively affordable product, while reaching even higher. That is its sales tactic, which encourages its users with not so expensive products to later turn them into customers for life through its exclusivity.
If you need to find a new way to relate to your customers, using influencers is another example of marketing in the online luxury sector.
You can do it on the social networks they use or you can also use celebrity influencers to present a more popular image. It is a good option to get closer to your luxury audience. By taking advantage of the number of followers they have, you will attract a wider audience.
One example of marketing in the online luxury sector is Dior, which joined the music star Rihanna, whose number of followers on social networks is four times larger than that of the company.
Calvin Klein signed an agreement with Justin Bieber. This was done in part to take advantage of the Canadian singer’s followers on Instagram and Twitter, where his audience is up to 15 times larger than that of the company.
When Rihanna uses Dior in an Instagram photo, the reach she gets may not match Dior’s consumer base exactly, but it certainly attracts a wider audience.
Luxury brands have a great opportunity to use the marketing potential offered by social networks. The objective is to reach the audience more easily.
At Antevenio Go we are specialists in strategic performance marketing. If you wish to optimize your digital campaigns for the online luxury sector and be up to date with the latest trends, it is possible and, above all, easy to do it with us.