Marketing for luxury 


following up from my previous blog regarding phycology within marketing, in this post we are going to dive into the techniques many luxury brands use to ensure costumers make the correct purchasing decisions.


Luxury varies from one person to another depending on the individuals current living situation but for this specific post when referring to Luxury were talking about high end restaurants, fast sports cars and expensive garments. Defining Luxury at this day and age is very important due to the fact the term itself "Luxury" gets redefined every couple year as we have seen many heritage brands move more towards streetwear designs due to changing trends. In the 20th century your luxury consumer was most likely to be a western upper-class citizen, working a busy life within the city, which was able to afford multiple luxury good items, although in today’s world that is one type of consumer, extensive research showed that the market leaders for luxury goods are the youth and Gen Z which are not yet financially established.


Whilst spending thousands of pounds on a single jumper does not sound ideal it has you wondering, why and what type of individual which have not yet established themselves in to being financially free spend that sort of money on clothing which inevitably goes out of fashion. Research shows that most individuals purchasing high end products either in store or online have a high education and income, with almost an equal split between both genders making each purchase and although the research shows who the typical consumer is, with the help of phycology we get to understand to why they do what they do. Boiled down almost all luxury good purchases are hedonic, therefore meaning that they trigger the brain in to releasing a high amount of dopamine making the consumer feel good about themselves.



Luxury Marketing Strategies for Managing Brand Reputation on Social Media



A few examples like high-end advertising, Influencer marketing and most importantly the instore retail experience all have a massive difference on the costumers view of the brand. High end advertising being the use channels like high end fashion or lifestyle magazines or TV commercials with displays of elegant messaging and artsy photography. With the use of influencer marketing creating a buzz around the brand we have seen a surge of luxury houses receive a new type of clients due to influencer sharing their content on platforms like TikTok or Instagram attracting a different crowd. Lastly the high-end retail experience attracting new customers with the lavish shops in busy city’s along with personalized costumer service are a few of many ways luxury fashion houses use to get new customers through their door  


Overall, multiple luxury brands use combinations of these methods to create an exclusive, high-end image and reach their target audience. They focus on creating an emotional connection with their costumers initially which then builds trust and exclusivity.

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