Despite a turbulent economy, luxury marketers such as Louis Vuitton, BMW and Burberry are not only surviving but thriving and becoming some of the most-wanted brands worldwide, according to the new Global 500 study by Brand Finance.
New York-based department store Bergdorf Goodman used its spring magalog to explore themes including tailoring, new collections, patterns and New York culture through advertisements, editorial and multichannel touchpoints.
Going beyond traditional line extensions, luxury marketers including TAG Heuer, Jil Sander, Prada and Aston Martin are developing branded smartphones. However, if the brand extension does not seem plausible, money could not be the only component at stake.
Department store chain Saks Fifth Avenue is engaging its social media followers by holding a 10-day caption contest to promote women’s spring footwear on the brand’s shoes-only Tumblr page.
Italian linens brand Frette is promoting a contest with Gilt City through the luxury experience site’s social media and email list that requires consumers to sign up for brand emails to be entered.
High-end automakers, fashion labels, aircraft, yacht and jewelry brands are heading to Concours d'Elegance in London for the ultimate access to affluent consumers who are ready to spend.
Today in luxury marketing - Watch firms see buoyant 2012; Is Apple a luxury retailer?; Mercedes to nix R-Class from U.S. lineup; More luxury diesel cars to enter the market.
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