This one is for all our Emily in Paris' out there! If you have a luxury client or are a luxury brand, your marketing approach should be unique compared to most.

On our Hashtag Managed podcast, we opened up the conversation about luxury marketing and we can't stop thinking about it since.

What Is Luxury Marketing?

By definition, luxury is "the state of great comfort and extravagant living." Luxury marketing means strategizing and promoting these extravagant products and services. Luxury marketing is wildly different than many typical marketing strategies because this audience is very unique. Think about Michelin-star restaurants, if you binged The Bear this summer like we did, you know that when it comes to getting your Michelin-star, everything has to be perfect — from how you strategize, to what you're serving and the quality of ingredients, to the experience you're providing, and the atmosphere. Think of luxury products in services always in this same light. You need to think of all those little details to encompass that luxury "feel." Anyone can have a high-ticket product/service, but only select brands can make it luxury.

High Ticket Vs Luxury

Let's use car shopping as an example. Cars are a high-ticket item, in any shape or form, right? But not all of them are luxury cars. When you think of Volkswagen, the car manufacturer, you might think of the old VW van or the many new car models that you likely see on the road all the time — the Jetta, Atlas, etc. Did you know that they also own Lamborghini? Lamborghini, the luxury sports car, known for years in the luxury space, yet they are owned by the same parent company as the affordable cars we see on the road. Both cars are considered "high ticket," as they are an investment, but only one of those brands is considered to be luxury! How do they do it? Let's break down how to create that luxury feel through branding and marketing.

How To Make Your Marketing FEEL Luxurious

Branding

First and foremost, it starts with the branding! Every element of the branding from the logo, color scheme, and typography, to the tone and voice should be cohesive, classic, and sophisticated! It's important that all brand touchpoints have consistent branding, to make it notable and recognizable. Hands up if you know that Louis Vuitton pattern! It isn't from not using it, right? 😉

Experience

Luxury brands make their marketing an experience. Like we said, Emily In Paris opened up the world of luxury marketing and that's because of the experiences they are creating in their campaigns — offline through events and pop-ups, and online through community building and captivating campaigns. Personalized experiences are crucial in luxury branding. It reinforces their commitment to the consumer so that the question of "why am I spending X amount for X" never looms in the back of their mind. Actions speak louder than words, but in this case, action (experience) and words (branding) BOTH speak volumes when it comes to luxury.

Exclusivity

FOMO is real, even in marketing! We want to make consumers feel like they are getting something unique. Luxury brands often use scarcity marketing tactics, whether through limited editions, waitlists, or high price points, and it works! This creates an overall sense of exclusivity and intrigues your audience to make purchasing decisions.

Credibility

There's a reason why luxury brands team up with celebrities and experts — to establish ethos. Luxury brands have to create a feeling of credibility to back up why their product is worth the price tag. This comes from establishing a deep level of trust. Many brands that are currently in the industry, have such a great advantage of time. They are family-owned and well-known, and celebrities have been using, mentioning, or wearing them. For new brands to come into this market, they have to establish their credibility in a big way.

Simplicity

Visuals for luxury brands are often minimalist and simplistic. Through high-quality photography and graphics, and concise messaging, they communicate a single, meaningful concept. This routes back to the exclusivity, branding, and even quality of the brand.

Storytelling

Unlike lower-ticket items that focus largely on practicality and logos, luxury brands tap into ethos, as mentioned above, and pathos. A great way to lean into both is the element of storytelling! Many luxury brands emphasize their history or family roots, which can create a sense of trust and strike emotions. Storytelling around the brand’s journey or the people behind it helps connect with the customer on an emotional level. Moreso, channeling the messaging around the story, lifestyle and the experience.

In conclusion, you'll notice that all the details of luxury brands from branding, to storytelling, to the "feel" of the brand are the differences between high-ticket items on the market and luxury brands. Considering all these facts is important to establishing your brand in the luxury space and creating a unique customer experience.