While celebrities have long been favored for luxury campaigns, some marketers are opting for lesser-known models to represent the face of the brand. What it comes down to is the product, the brand personality and who it wants to reach.
Precision-cut crystal maker Swarovski is offering private shopping parties in its Swarovski Elements concept store in London that provides affluent consumers with exclusive access to the store's lounge with an opportunity shop the spring/summer 2012 collection.
Swiss watchmaker IWC is upping its digital know-how by allowing readers a chance to subscribe to the latest installments of its digital magazine in Apple's Newsstand.
High-end spirits brand Hennessy is relaunching itself through an all-encompassing marketing effort for its Wild Rabbit campaign, enlisting the endorsements of Martin Scorcese, Erykah Badu and Manny Pacquiao and what drives and motivates their potential.
Home appliance brand Sub-Zero and Wolf is looking to interact with luxury consumers via a free online quiz that tests food preservation knowledge as a vehicle to market the brand's high-end refrigerators.
Automakers are giving consumers brand-specific updates via live-streaming and news updates using social media outlets during the New York International Auto Show, a move that could help brands stand out in a competitive digital atmosphere.
Today in luxury marketing - Hermès to open store in Connecticut; Japanese retailers report March gains; H&M confirms upcoming retail chain; Setai axes operator; Bidding wars amid flat property prices in Manhattan.
Most upmarket brands are scared stiff that the accessibility of digital media dilutes the exclusivity essential to luxury branding. But they are wrong.
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