11 Digital Marketing Strategies for Fashion and Luxury Brands

Digital Marketing Strategies

The global luxury market is worth almost $1 trillion annually and increasing…

In the last ten years, the luxury industry has evolved at an unprecedented rate. This is because of the evolving economy and the viral content that is dishing out more and more avenues and aspiration for intending consumers. 

Luxury buyers are no longer the middle aged segment only. Luxury buyers are now getting younger, their values are changing, and they are getting influenced by digital marketing. Digital Marketing is now influencing the most, if not all, luxury sales. How to implement best Marketing strategies for fashion and luxury brands?

In this blog, we will explore 11 Best Digital Marketing Strategies for fashion and luxury brands. A huge part of luxury marketing revolves around storytelling. Whether it’s the history of your brand or the craftsmanship of your products…Luxury marketing is about Content Marketing.

While luxury sales globally are expected to grow now, especially post covid, much of this growth is being driven by millennials and Generation Z. A high-value, personalized experience as well as a focus on quality, scarcity, and sustainability is valued by millennials. Increasingly, internet is becoming an integral part of the purchasing habits of consumers worldwide.

11 Digital Marketing Strategies for Fashion and Luxury Brands

Luxury Marketing Trends

According to Statista, the global luxury goods market will increase from $285.1 billion in 2020 to $388 billion in 2025.

Despite what you might think, online sales of personal luxury goods are growing, too. McKinsey estimates 8% of all luxury sales are made online or around €20 billion. That’s a five-fold increase from 2009. What’s more, the majority (almost 80%) of purchases made in-store are influenced by digital.The consultancy expects online luxury sales to triple by 2025 when almost one in five personal luxury sales will happen online.

Digital channels will be essential for luxury brands going forward. Content Marketing is and will continue to play a huge part in this. The pandemic hit department stores hard and forced luxury consumers to buy online more than before. And in the recent times, luxury segment has seen some amazing surges.

So, What Qualifies as a Luxury Brand?

BMW, Mercedes, Cartier, Gucci, Rolex, Ferrari. For the most part, you know luxury brands when you hear them.

But what does it take for a brand to qualify as a ‘luxury brand’?

I feel It’s up to three things: Esteem, Excellence, and Exclusive.

Luxury products are synonymous with high price tags. This is the most common indicator of luxury, but it is also the most ambiguous. Just because something costs thousands of dollars doesn’t mean its luxury. Atleast, that’s what I feel.

A luxury product also need to have an esteem value, excellence and Exclusivity. The quality has to match the price tag. No negotiations here. 

Good doesn’t cut it in the luxury category; a brand has to be at the very top of the market.

Let’s take the example of ‘Luxury fashion’. Now the best designers are behind luxury fashion whether it is Mussimo Dutti, Michael Kors, fendi or Versace. The best engineers create luxury cars like Mercedes, BMW, etc. Similarly for time pieces or Michelin Star Restuarants.

Finally, luxury products have to be exclusive. It’s not a luxury product if everyone has one. Often, exclusivity is achieved by price or by the esteem value.

A ten thousand dollar handbag is well out of reach of the majority of consumers. But brands can also achieve exclusivity by selling a limited number of products. 

The Best Luxury Brand Content Marketing Strategies

Here’s the thing, luxury marketing isn’t synonymous with digital marketing…yet.

Until now, luxury brands have been able to rely on full-page ads in premium magazines, billboards, in duty-free stores, and high budget TV ads.

But the scenario is shifting. 

Luxury space is getting increasingly competitive as there are new brands on the block who boast to have a better connect with the young adults.

To survive in the increasingly competitive luxury space and attract new customers, luxury brands must understand what the newly evolving luxury consumer wants from a brand and how digital marketing can help them get there.

There are loads of marketing strategies to explore right from SEO to PPC, Apps to Augmented Reality.

Brands often strive to narrate their stories to the audience, while hoping to influence their thoughts. From creatively introducing concepts, to being able to market a certain service, Plush Ink works closely With you to bring out the ‘why’ of the brand. We feel content in luxury segment has to be experiential. Plush ink brings out the quirk or the aspirational aspect of your brand in words.

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Luxury Marketing Content Campaigns

A huge part of luxury marketing revolves around storytelling. Whether it’s the history of your brand or the craftsmanship of your products, you probably have a lot to say.

This makes content Marketing strategies a must for luxury brands.

What should you write about exactly? 

Well, apart from telling your brand story, I recommend using varied forms of content including long-form, short form content: to help consumers find their intended products.

Buying a luxury product is often a big decision, and consumers research their choices thoroughly before committing. Buying guides put your brand front and center for consideration while providing value and establishing a relationship even before the purchase has been made.

This is a strategy my team at Plush Ink adopted for a prominent cosmetics retailer that wanted to increase online sales.

How we used Content Marketing for a prominent Cosmetic Brand

We wrote a comprehensive piece of content, created couple of videos for them about finding the perfect skin essential cream and make-up cleansing techniques that helped traffic from search engines to grow from 10% of all traffic to 30% of all traffic in the first two months of our partnership.

Resulting in Increased online Sales

Your content can continue to add value for customers after purchase. Detailed guides on using and caring for luxury products make for excellent blog posts that can increase brand loyalty while attracting even more consumers.

You’ll want to make sure there’s some form of content for every key term, whether that’s a category page, a blog post, or your brand story.

Like you have seen, Digital Marketing strategies are humungous. Here, here are some of our recommended Content Marketing Strategies:

  1. Build a unique brand identity through storytelling

Why do consumers buy luxury goods? The reasons may be emotional, aspirational, status-related, or plain wish fulfilling. 

Storytelling is the best way to connect with those emotions. You can create unique stories and don’t forget to communicate them well. 

The story could be created around your products, the values that your brand denotes, or the heritage, the legacy behind the brand. An example of beautifully done ads in this arena is Rolls Royce.

The key is to find your core narrative. 

  1. Identify what makes your brand unique – is it luxury, quality, esteem, excellence, innovation or style?
  2. Develop a unique brand voice that expressly carries this narrative through your website, in-store experience, social media, blogs and all other channels.
  3. Content in luxury should be aspirational, or educational, and it should feel exclusive. 
  4. Luxury brands often tend to push boundaries and innovate – for this they use videos, VR, and non-traditional ways of communicating. But the crux of creating a video or any insta post should be the strong message as the core.  Chanel and Dior have a stellar content strategy, which carries the same thread through their stores, their website, and social media

Social Media is key element of all luxury brands Digital Marketing strategies

Social Media is the #1 way millennials discover luxury brands. Hence, it is an important segment of best digital marketing strategies for luxury brands. Social media contributes to brand awareness, help shape perceptions, and create brand engagements.

Choose the right social media channels. A luxury brand doesn’t need to be present on all channels, try to prioritize quality over quantity. 

Instagram is now the top social media site for luxury retail shoppers, both in terms of followers and engagement. 

User-generated content builds trust in the eyes of the audience and helps a luxury brand feel more accessible to a new customer. 

Fashion marketing with Pinterest, YouTube, Facebook all have their own pros and drive traffic to websites anyways.

Visual storytelling

When marketing luxury products, visual storytelling is powerful. By employing video liberally as one of your key storytelling tactics, behind-the-scenes, fashion shows, etc. can be captured to show a complete story.

 Sabyasachi uses Instagram video exclusively to connect with his audience on social media and showcase his upcoming collections.

In this digital age, it makes sense to build a calendar that works for your brand as well as its target audience. 

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Luxury is about Building an Exclusive Community

A luxury customer wants to feel special. Period. All luxury marketing should have exclusivity and aspiration at its core.

Exclusivity can be created through private member groups, loyalty programs, concierge services, or reserved perks. By building a community of highly-engaged, valuable customers that consume your content and engage with your brand often makes it so much easier to launch exclusive products, cross-promotion, and also as direct or indirect brand advocates.

 Artistic Approaches and Creativity are core to Luxury brands

If someone you know designs beautiful spaces, and creates a feeling of luxury by the way they arrange the art pieces, we create the same on paper. At Plush Ink, we believe that engaging content Is the engine that drives all your marketing efforts.

We recently helped one of our esteemed client, in the car industry space with content based on art and creativity. Our approach is to create something artsy, something authentic that develops a strong connect with their ideal customer instantly. 

If you take example of BMW, creativity and true representation of the brand identity is essential for them. If look closely, their global marketing identity is truly based on art and creativity. In almost every ad campaign, there is a feature that imposes something artistic which connects strongly with high-end technology and an unusual concept of the artistic elements.

In the campaign, BMW Australia, collaborates with creative agency partner Clemenger BBDO Melbourne, and has launched Illuminated Landscapes, promoting the new X5. Illuminated Landscapes features artworks lit only by the X5’s Laserlights. Beaming an impressive 500 metres, the Laserlights are just one of the X5’s innovative technical features.

https://www.plush-ink.com/blog/digital-marketing-strategies/

Content Marketing: Blogging is Still Valuable

Provide valuable information to your customers through blogs. Post regularly on trendy topics related to your brand. Creating a valuable, interesting blog will help nurture visitors who are not customers yet but maybe in the future. It will also allow you a place to directly communicate with visitors on owned media, offer advice, and showcase long-form stories.

Tory Burch’s blog is a great example of content and commerce coming together – it is an editorial blog that talks about a variety of topics.

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Omnichannel is Integral

Omni-channel, the strategy of creating seamless experiences through multiple resources, is certainly the future of retail, and for several luxury brands it’s already ‘the present’.

While luxury customers are digitally savvy, they wish to touch and feel the products themselves. They expect digitally integrated experiences – be it shopping on tablets post a fashion show {Burberry}, or personalized jewelry creation vending machines {Tiffany}.

Burberry is a best-in-class example of omnichannel integration in the luxury space. It encourages customers to walk into their stores through their online brand awareness campaigns, and in-store, they’re encouraged to share content, watch live streams, and shop through ipads.

Influencer Marketing is the new black and here to stay

Influencer marketing has huge potential to increase brand awareness and reach a younger audience.

Work with luxury influencers to create authentic content which brings social validation to your brand. However, influencer marketing is complex – it will need a strategy to determine the right partner and the right message. With influencer fatigue piling up, this can backfire if not done right.

Dior did a huge global influencer campaign for the launch of its limited edition #30Montaigne bag.

Role of Loyalty in Luxury Marketing

Luxury brands have loyal consumers. This is important because the more loyal your customers, the less marketing you have to do.

Don’t worry; I’m not recommending creating a loyalty program. That could devalue your luxury brand.

Rather, you need to turn consumers into fiercely loyal brand advocates. One way to do that is through the quality of your products. Another way is through the quality of your marketing.

You can also partner with influencers on social media channels. Influencer marketing is incredibly cost-effective and, if done well, can put your brand in front of the right kind of consumers.

We are also now in the space of Luxury Podcasts. Our Podcast @Luxury Unplugged 

Luxury Unplugged is about most fascinating and successful people in the creative world, their lives and their tryst with luxury.
From world’s leading chefs, to hoteliers to fashion labels to cars: we have it all.
From covering travel stories right from the high street of London to downtown Chicago
From Tenerife, Canary islands to Cyberhub, Gurgaon luxury unplugged brings you all.

Would you like to feature in this podcast?

https://open.spotify.com/episode/6s5OVMDnI8hzu2LC4zJWF8

— Send in a voice message: https://anchor.fm/plushink/message Support this podcast: https://anchor.fm/plushink/support

Or write to us: enquiriesplushink@gmail.com

Mobile is the Present and the Future

All consumers that engage or will engage with your brand use mobile. Luxury consumers, since they are on the upper strata of incomes, stay ahead of the curve by investing in sophisticated mobile technologies.

Ensure that your website is highly responsive and works well on all screens – from tablets to phones to desktops. 

Adjust your strategy to include the mobile preferences of your consumers. You may even explore the need for a mobile app. for e.g., Ritz Carlton has an app for its frequent visitors.

Your content and ads should take into account mobile usage and browsing patterns – the messaging should be succinct, clear, and easily digestible.

Using Guest Stars in luxury brands Marketing Campaigns

Brands have been using celebrities as the brand ambassadors traditionally. In the automotive industry, this is frequently working for the new features and models of the products to especially identify with the new products as well. 

Why is that?

This doubles the connection to customers because the customers love that celebrity and would love what you provide as it is associated with that celebrity. So what they endorse, gets automatically appreciated.

Just to quote an example: M2 Coupe, BMW released its digital-first campaign and enlisted model Gigi Hadid in an interactive 360 degree film. The film, which debuted on YouTube and Facebook, was directed by Marc Forster, who directed films such as “James Bond – Quantum of Solace” and “World War Z”.

SEO For Luxury Brands

Search engines are massive traffic drivers for luxury brands and play an important role in both the research and purchase phase of the consumer journey.

Yet, they are consistently underutilized by luxury brands. It doesn’t help that luxury brands tend to have poorly designed (but very good looking) websites and a lack of content for Google to crawl. Hence,  creating new content consistently is critical for luxury brands who want to succeed online. Targeting new high intent keywords is essential for also important.

But that needs to revolve around strategic well crafted messages.

Casestudies: How we have helped our clients reach their Ideal clients

How Plush Ink helped a luxury clothing brand to target right audience 

 We helped a Gurgaon based Fashion store who was in the process of rebuilding their brand by targeting the younger demographic group in order to leverage growth. The Brand earlier was focused on average middle-aged man who probably owned their customized pieces in suits and shirts. But by Breaking tradition and moving out of its comfort zone, we helped them craft focused messages on ‘brand focused  young adult’. This has enabled the company to scale growth by 25%.

How Plush Ink helped a fragrance store in UK through engaging content

Plush Ink ‘s philosophy is Content is king. A fragrance store in London, UK wanting to maintain a consistent sense of sophistication approached Plush ink. Through well crafted simple messages across all its social platforms, we helped the company share rich, high quality, innovative and engaging content, with its fans through these channels. The content is well synchronized and updated regularly.

How Plush Ink helped a Hotel engage with customers

 ‘Engaging and interacting with customers’ is one of our  hotel client’s  objectives. This Kerala based hotel has been successful in creating a long, everlasting bond with is customers and fans through its digital pursuits. We posted stories, posts and specific brand messaging on their Specific campaigns leading to greater emphasis on customers. 

Conclusion

The luxury market is evolving.

Luxury marketing is no longer confined to the fancy advertisements on the tele, billboards, and glossy magazines. Now is the time to soar high in the digital world as you invest in Content as a strategy and not blindly use SEO, and other paid methods. Yes, Digital Marketing Strategies are humungous but we have to look into the one which suits our requirements perfectly.

So here’s my question to you:

What will be the first piece of content you will use to promote your luxury brand?

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