For luxury brands, direct mail pieces must work to create a call to action to incentivize purchase in-store or online, but must do so in a way that does not dilute the marketer’s message.
Quite a few advertisers are using the August issue of Condé Nast’s Vanity Fair to push new products, but Chanel and Prada made the most impact through multi-page spreads that revealed their fall collections.
Dorchester Collection is drawing eyes with the exclusive ads in the limited-edition “The Best of Vanity Fair’s Private Paradises,” a special-edition throw-back publication that republishes travel pieces from past Vanity Fair editions.
Cartier is using a personalized catalog detailing the heritage of the iconic Tank watch along with current product offerings for that specific model, a move that adds to the steps that the jeweler is already taking to push its history.
Where brands marketing for Mother’s Day focus on emotional, aspirational products, labels eyeing Father’s Day may prefer to appeal to shoppers on the grounds of practicality and needs and wants of the gift recipient.
French jeweler Chopard is using its partnership with the 65th Cannes International Film Festival to push new products, celebrate its legacy and connect with consumers through cultural icons.
International hotel, river cruise and rail company Orient-Express is building its email database through print and mobile in an advertisement in the May issue of American Express Publishing’s Departures magazine.
French fashion label Christian Dior is showing off the history of its jewelry, fashion and perfume collections through a three-book slipcase set published by Assouline.
Coffee company Nespresso released its first television commercial in the United States yesterday under the slogan, “The best café. Yours.”
With wedding season just around the corner, luxury marketers should start to prepare marketing efforts for high-end products, venues and services. Above all, emotive marketing is the most important aspect of marketing toward affluent brides this year.
