BXP - April 2017 - 21

21

Going High End
Branding and marketing trends
for the luxur y goods and ser vices markets
BY KEITH LORIA

A big picture trend among luxury brands today is their desire

create personalized interactions, to begin the "luxury brand

to be more approachable and accessible by nontraditional

experience" at the awareness and consideration stage.

audiences. No longer aloof, many luxury brands are engaging consumers across the affluence spectrum. While brands

"This begins the relationship early so there is a more mean-

that do so risk alienating a small percentage of their most

ingful connection and ensuring that each touchpoint accu-

affluent and loyal customers, they're making that tradeoff

rately represents the brand," she says.

because more customers equates to more sales.
THE ROLE OF SOCIAL MEDIA
"Twenty years ago, having the right name and the right price

Pamela Webber, CMO of 99designs, says luxury is and always

tag were a pretty reliable formula for success," Mark J. Slater,

has been about looks. In 2017, that means high-end design,

associate creative director of Cramer, a branding experience

photography and cutting-edge technology. Responsive and

agency, says. "Luxury brands could offer the same prod-

smooth UX design are essential, as is highly visual content to

ucts as their competitors, at a higher price point, solely on

help with storytelling.

the basis of name. There's less and less of that these days;
the Internet's led to increased consumer transparency, and

"It's no longer about the things you own, but the lifestyle

increased consumer expectations."

you're living-a sentiment highly influenced by consumers'
affinity for documenting their experiences on social media

Kristen Clough, vice president of strategy and analytics for

like Facebook, Instagram and Snapchat," she says. "Addi-

teamDigital Promotions, says luxury brands are seeking to

tionally, consumers are looking more and more for authen-

BXPMAGAZINE.COM


http://bxpmagazine.com

Table of Contents for the Digital Edition of BXP - April 2017

Bxp - April 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Spicing It Up
Going High End
Makeover Challenge 2017
Using Design to Engage From Screen to Shelf
The Debate
The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
Index of Advertisers
The List
BXP - April 2017 - Intro
BXP - April 2017 - BB1
BXP - April 2017 - BB2
BXP - April 2017 - Bxp - April 2017
BXP - April 2017 - Cover2
BXP - April 2017 - 1
BXP - April 2017 - Contents
BXP - April 2017 - 3
BXP - April 2017 - 4
BXP - April 2017 - 5
BXP - April 2017 - Editor’s Letter
BXP - April 2017 - 7
BXP - April 2017 - The Scene
BXP - April 2017 - 9
BXP - April 2017 - 10
BXP - April 2017 - 11
BXP - April 2017 - 12
BXP - April 2017 - 13
BXP - April 2017 - Chief Experience Officer Series: Spicing It Up
BXP - April 2017 - 15
BXP - April 2017 - 16
BXP - April 2017 - 17
BXP - April 2017 - 18
BXP - April 2017 - 19
BXP - April 2017 - Going High End
BXP - April 2017 - 21
BXP - April 2017 - 22
BXP - April 2017 - 23
BXP - April 2017 - Makeover Challenge 2017
BXP - April 2017 - 25
BXP - April 2017 - 26
BXP - April 2017 - 27
BXP - April 2017 - 28
BXP - April 2017 - 29
BXP - April 2017 - Using Design to Engage From Screen to Shelf
BXP - April 2017 - 31
BXP - April 2017 - 32
BXP - April 2017 - 33
BXP - April 2017 - The Debate
BXP - April 2017 - 35
BXP - April 2017 - 36
BXP - April 2017 - 37
BXP - April 2017 - 38
BXP - April 2017 - 39
BXP - April 2017 - 40
BXP - April 2017 - 41
BXP - April 2017 - 42
BXP - April 2017 - 43
BXP - April 2017 - 44
BXP - April 2017 - 45
BXP - April 2017 - 46
BXP - April 2017 - 47
BXP - April 2017 - 48
BXP - April 2017 - 49
BXP - April 2017 - 50
BXP - April 2017 - The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
BXP - April 2017 - 52
BXP - April 2017 - 53
BXP - April 2017 - 54
BXP - April 2017 - Index of Advertisers
BXP - April 2017 - The List
BXP - April 2017 - Cover3
BXP - April 2017 - Cover4
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