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Financial services

Brands should tap into history to reach millennial audience

May 8, 2017

Lanvin fall/winter 2014 campaign; multigenerational marketing offers luxury brands an opportunity to expand their audience

 

By Sarah Jones

NEW YORK – Rather than needing to change their story to appeal to younger generations, luxury brands should find the parts of their unique narrative that will resonate with consumers today, according to the founder of family biography service Bind These Words.

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  1. Bulgari names Chinese actress Liu Yifei as newest global ambassador
  2. Louis Vuitton introduces Visionary Journeys Seoul
  3. Gucci studies connection in spring/summer 2025 campaign
  4. Exclusive Resorts purchases Inspirato for $59M
  5. Prada taps ‘Re-Nylon’ profits to resource environmental education
  6. For high-end fashion brands, wellness is the ultimate luxury
  7. Luxury Unfiltered: Why luxury must evolve from product to purpose to stay relevant
  8. Dior, Rizzoli to release book on Lady Art project
  9. Savannah College of Art and Design debuts SCAD LUXE research center
  10. Veuve Clicquot debuts après-ski activations
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