Arguably, both luxury and premium are two of the most overused words in the marketing landscape. When you can have luxury and premium cars and watches, right down to luxury and premium biscuits, the words cease to have quite the impact that aspirational marketers might hope—and may mean even less to consumers.
How much we spend on life’s little luxuries has defined brand extensions in recent years, and nowhere is this more true than occasion or treat products, including Easter eggs.
The major issue with luxury, of course, is that it’s an abstract and subjective concept. In consumer terms, I guess you could loosely define ‘luxury’ as any purchase that lies beyond functional need.
The survey looks at the current consumer trends in the global luxury market, specifically in the UK, and analyses 40 of the top "power" global brands in this category.
Fabergé is celebrating the egg season in NYC rolling out a campaign that features egg creations designed by fashion talents and celebrities.
The house of Dior is highlighting the components of its fabulous aroma compositions with a digital odyssey across the brand’s gardens around the world, from France to Madagascar.
Chanel is putting moon phases into the spotlight in a digital promotion that supports the release of the new J12 Moonphase wristwatch.
Even whilst in the depths of recession, contrary to expectation it seems that luxury brands were able to maintain their popularity and thrive. Traditionally luxury brands have stood the test of time, but what drives the constant demand? When looking at the prestige brand marketplace, there are certain key attributes among the most successful from which aspiring brands can learn.