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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. IHG dedicates new ‘Fancierge’ experiences to rugby fans
  2. Louis Vuitton ambassador Zendaya joins Monogram anniversary effort
  3. Off the Cuff: A Q&A with Wheels Up’s George Mattson
  4. Balenciaga releases Valentine’s Day capsule
  5. Tiffany & Co. highlights HardWear for Valentine’s Day
  6. The Peninsula expands motoring adventure to Scotland
  7. Lamborghini deploys brand showroom in Egypt
  8. Qatar Airways, Art Basel kick off partnership in Doha
  9. Secondhand watch market stabilizes in 2025: Chrono24
  10. Younger, Asian consumers fueling luxury growth: Bain
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