Paris is often considered the most beautiful and luxurious city in the world. It’s the capital of art and fashion and home to some of the most iconic high-end brands in the market. This is where Sade Sailors learned the art of luxury brand marketing – both in school and through personal experience. So what were her top five takeaways?
- Strong storytelling is the foundation of successful marketing. Every piece of communication sells the value of the brand; not just the item. The majority of luxury brands never change their core message. Instead, they find creative ways to reemphasize that message in new and meaningful ways.
- An impeccable customer experience at every touchpoint is non-negotiable. I learned this first-hand touring Maison Hennessey – an experience I will never forget. Even as a humble student, I was treated like royalty from the moment I arrived. The experience not only reinforced their brand story, but also provided a memory I’ll cherish forever. It’s safe to say I am a lifelong customer and brand advocate.
- Successful luxury brands know their audience on a deep and personal level. Louis Vuitton is a great example in the way that they position themselves on a global scale. Their product offerings and marketing campaigns differ in every region of the world because they take the time to understand cultural nuances before engaging with the audience.
- Le Mystère is a key messaging component. The true lovers and consumers of high-end luxury are generally private individuals and like to know they are getting the most exclusive version of whatever is being offered. From a marketing perspective, this means adding a form of “mystery” in the messaging to help pique interest.
- Aesthetics reign supreme. It’s almost too obvious to bring up, but it’s too important to ignore. First impressions are everything. Even more so for luxury brands selling a higher-ticket item. Clean, uncompromising aesthetics must be present at every customer touchpoint.