In the management of luxury brands, almost all the industry players have discovered that experience is essential. However, most of the designing consumer experience is originating from the works developed with the mass brands.
Luxury brands require a very specific drive towards brand management. Following are the successful marketing strategies pursued by the luxury brands.
This is the most important marketing strategy for a successful luxury brand. Luxury brands are advocating beliefs to their consumers rather than simply relying on their brand values. Beliefs are more specific and segregating. In contrast to the mass brands, our luxury brands are not striving to satisfy everyone, but only those consumers whose viewpoints affiliate with theirs.
The investments of luxury brands are concentrated towards the specific viewpoints of the brand themselves thereby generating a concentrated experience to the appropriate consumers.
More than just a Logo:
Whenever the consumers think about the luxury brands, they are more likely to think about the complete set of visual images and not just the logo alone. They include:
- Brand symbols
Luxury brands are actively selecting their logos and represent them through continual repetition.
Involving Consumers in Rituals:
The luxury brands are not stopping their offerings at their products, but they are going further to provide unique rituals. This enables them to begin with something like:
- Attentive sales people
- Prompt customer support
Moreover, they are going beyond this for creating the consumption rituals that enables the consumers to experience their brands.
The Store is the Holy Place:
Luxury brands of the current time are paying special attention to the ways they sell and innovating at the points of purchase. Previously, it was sufficient for the luxury brands to utilize brick stores for selling their products. But at present, the luxury brands are aiming to develop multi-functional spaces that develop brand experience and convey brand belief. Thus, these stores are functioning more or less like a holy place for discriminating customers.
Pulling Consumers to an Exclusive Sphere:
Unlike the mass brands who define their consumers are, the roles of the luxury brands are reversed. The consumers are pulled towards the luxury brands with the assurance of affiliating to an exclusive sphere. Several consumers would want access to this sphere. With this in mind, luxury brands are creating artificial barriers for selecting which consumers gain entry.