Burberry has reaped the benefits of digital experimentation, social-media savvy and public-relations acumen to earn the affection and dollars of young, digitally aligned consumers who will dominate the luxury market in years to come, according to L2 Think Tank.
British automaker Jaguar converted more than 700 consumers into qualified leads for the brand’s XF line of upscale sedans with a mobile advertising campaign targeted at affluent, tech-savvy Australians.
Fontainebleau Resorts is pampering guests at its iconic Miami location by letting them stay connected with loved ones via complimentary Skype video chat sessions during the holiday season.
Leather goods manufacturer Tod’s is targeting affluent female travelers with an iPad application that uses multimedia context to communicate the brand's strengths.
Today in luxury marketing - David Yurman to launch a trio of scents; Will Carine Roitfeld buddy up with Tom Ford after French Vogue?; Rumer Willis will star in Badgley Mischka's new ad campaign.
High-end brands face challenges and opportunities more than mainstream retailers do. While the market for luxury goods is necessarily narrow, retailers in these markets tend to know their customers and prospects better than less focused businesses.
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