With an influx of fashion labels branching out into the realm of interiors these brands can forge a complete branded atmosphere similar to an in-store experience by producing scented candles.
Out of home
French apparel designer Lanvin will serve as the official tailor to Britain’s Arsenal soccer team to position its menswear as sporty and classic.
NEW YORK – Lalique’s CEO at the Luxury Retail Summit: Holiday Focus 2013 yesterday shared the brand’s strategy to attract new, younger consumers while maintaining its relationship with passionate brand enthusiasts.
British watchmaker Christopher Ward is generating interest in its timepieces by going above and beyond its competition by sponsoring a mountain climbing expedition on an unclimbed peak in Tajikistan.
Online retailer Net-A-Porter is boasting its same-day delivery service for customers in the Hamptons through out-of-home advertising on plane banners that fly over the area.
LVMH Moët Hennessy Louis Vuitton is eyeing affluent travelers by placing brand advertisements on large digital screens at John F. Kennedy International Airport in New York.
Although out-of-home advertisements are typically used by mass-market brands, luxury marketers benefit from these kinds of ads if they are strategically positioned and designed.
Online retailer Net-A-Porter is targeting Chinese consumers with an out-of-home, takeover advertisement on a Hong Kong tramway vehicle as it tries to make inroads in one of the world’s largest luxury markets.
NEW YORK – An Eye executive at Mobile Marketer’s Mobile FirstLook: Strategy 2013 conference said that out-of-home media is transforming into a mobile engagement opportunity and marketers should seek effective ways to connect these experiences.
Luxury marketers should not overlook large-scale outdoor advertising since the mass-marketing channel is also a way to single out a label’s target audience in global markets with attractive images and subtle calls to action.