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Rohit Arora, Strategic Planning Director, Bates Pan Gulf (BPG Group), Dubai, UAE

! or!being!at!the!red!carpet!herself!and! ! 2 !Qualitative! research,!UAE,!2010.!

Luxury!brands!have ! always!been!a !fascinating! space! and!luxury!brand!marketing! one!of!the!most!complicated!ones.! So,!going!by!the!above!consumer!quote,!t his!paper!attempts!to! decode!what!makes!Louis!Vuitton,!L ouis! V uitton;! Chanel,!Chanel ! ! in!simple!words!what!makes! a!luxury!brand!desirable?! What!are!the!ingredients/components!that! make!up!a!luxury!brand?!

Is!it! the! physical!/!functional!attributes!like!the! product! quality ,!craftsmanship,!des ign,!technology? ! As!one! respondent! in!one!of!the!qualitative!research!in!UAE! said! with!really!high2 quality,!you! ! its!minute! !

Or! is!it! the! selfI asserting! emotional!stimulation!of ! finer!things!in!life ! not!common!to!many ? ! A! respondent!said! I!bought!my!BMW,!just!to!keep!my!key!on!the!table! during! the! Another!respondent!said ! If!I!stop!at!a!signal!I!feel!I!will!attract!attention!of!people !

Or!is!it!that!luxury!brands! are!just!the! stepladder!to!move!to!the!right!circle ! or!an!appropriate!thing!to!have ! or!wear ! in!that!circle ?!A ! respondent!said! !

3" MOTIVAT IONS " +" SELF"ASSERTION," DIFFERENTIATION " AND" GENUINE " APPRECIATION" FOR"PRODUCT"EXCELLENCE: "

In!my! assessment,! by I andI large! the!above!are!the!three!major!motivators!that!d rive!people!to!desire!and!acqu ire! !important!to!acknowledge!that!they!are ! not! mutually!exclusive.!!

the! definition!of! exclusivity ! goes! through!an!evolution .!At!the!early!stage,!having!the! ability ! or ! affluence!to! own! a!luxury!brand! desirable ! and! recognizable ! by!everyone!is!exclusivity.!It! is!a!means!by!which!consumers!assert ! themselves!I ! whether! it!is!to!fitI in!or!simply! to!make!a!stateme nt.!

As!the!consumer!moves!on!and!with!more!people!joining!the ! circle ,! just! owning! a!recognizable!symbol! is!not!enough! ! differentiate ! sets!in!to! further!confirm!their!social!status! and!to!standI out!among! the!equals.! The!source!of!exclusivity ,! then, ! can! manifest!in!form!of!acquiring!limited!editions!or!something!with! extraordinary!product! capabilities! or! rare! materials,! craftsmanship distinctive ! personality!or!simply!the!knowledge!of!the!brand!legacy.! One!can!also!observe!that!people!who!seek!differentiation ! tend!to!have ! larger! repertoire!of!luxury!brands , ! have!a! choice ! of!notI soI common!luxury!brands,!have!a!definitive! reason!for!their!choice ! and! sometime!even! prefer!to!stick!to!specialist! brands.!Few!of!the!consumer!quotes! (below)! from!various!quantitative!researches!in!UAE!emphasize! this! point: !

I! prefer! to!buy!my!watch!from!an!expert! watch2 brand,!not!a!fashion!label. !

I!like!things!that!are!exclusive!and!specialized!like!the!really!top!suit! ies.!You!know , ! where!one!tie!is! the!price!of!a!good!Armani!suit,!b u branches! ! ! and!wear!it!a!few! times ! on!specific!occasions !

While!genuine!appreciation!for!product!excellent!needs!no!explanation ,!as!mentioned!earlier!it!is!not!mutually! exclusive.!In!simple!words,!it!does! not! mean!that!people!who!acquire!luxury!brands!for!either!a ssertingI self!or! differentiation!have!no! appreciation! and!love !for!beautiful!products.!But,!then!there!are!others ! who!buy!luxury! without!having!any!baggage!of!what!others!think.!They!buy!it!because!they!genuinely!love!the! physical!/!functional! attributes!that!the! product! delivers! or! because!they!find!a!profound!connection!with!the!brand!/!the!brand!story .!

The!bottom!line!is! that!whether! it!is! self!assertion,!differentiation! or ! genuine!appr eciation!for!product!excellence,! these!stories!and!the!aura!that!sur r ounds!the!brands!is!what!makes! luxury!brands! desirable.! of!luxury!b rand! marketing,!this!paper!attempts!to!bring!together!the!elements!and!interplay!between!them! that!are! employed!in!the! luxury!brand!marketing ! mix.!Some!of!the!elements!have!been!named!to! fit! the!8P!packaging!and! therefore,!my! humble!request! to! readers!will! be!to!take!the!broadI point!made!versus!getting!stuck!in ! semantics.! Yet,!another!point! important! to!acknowledge!is!that!the!degree!of!significance!of!these! elements!m ay!vary!from! brand I toI brand!and!marketItoI market.! The!pointI of Iview!of!this!paper!is!more!that!of!a!practitioner,!than!a! theoretician.!

THE"8 " "PILLARS"OF" LUXURY " BRAND"MARKETING :"

PERFORMANCE :"

Performance!r efers!to!the!delivery!of!superior!experience! of!a!luxury!brand!at!two!levels! !first,!at!a! product!level! and!second,!at!an !experiential!level .!

t!a! product"level ,! fundamentally! it!must!satisfy!the!functional!and!utilitarian!characteristic!as!well!as!deliver!on!its! practical!physical!attributes! ! a!recipe!of!quality!or!design!excellence!ingredients!like!craftsmanship,!precision,! materials,!high!quality ,!unique!design,!extraordinary!product!capabilities,!technology ! &!innovation.! For!example:!

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! &!innovation.! For!example:! A On!their!70th!anniversary,! Patek"Philippe !

On!their!70th!anniversary,!

Patek"Philippe ! unveiled!a! new!co mplicated! wristwatch.!Along!with!a! unique!column!wheel! chronograph!movement,! the!day!and!month!appear!

in!a!double!window!at!12!

indicating!the!date!around! the!moon!phase.!The!leap! year!is!displayed!in!a!small!

round!window!at!4:30!

opposi te!a!matching! window!for!the!day/night!display!at!7:30. !

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interchangeable!backs ! I! one!in!sapphire!crystal!that! reveals!the! movement! complexity! and!the!elegance!of! its!finishing,!the!other,!a!white!g old!solid!back!that!can! be!personalized!with!a!dedication!or!an!engraving. !

Omega"Speedmaster"Chronograph" " the"moon"watch:

" the"moon"watch: Selection!by!NASA,!a!walk! in!space!in!1965!and!since !
" the"moon"watch: Selection!by!NASA,!a!walk! in!space!in!1965!and!since !

Selection!by!NASA,!a!walk! in!space!in!1965!and!since !

1969!six!mission!to!the!

moon!is!what!makes!this! series!with!extraordina ry! capabilities.!After!it! became!a!life Isaving! instrument!during!the! Apollo!13!miss ion,!the! Speedmaster!went!on!to!

become!a!symbol!of!peace,! as!both!American!&!Soviet! astronauts!wore!it!in!the! first!joint!space Imission! during!the!cold!war.!It! never!left!th e!Space! Program!as!it!still!the!only! watch!certified!by!NASA!for! all!EVAs!(Extra IVehicular! Activities). !

! A!luxury!brand!must!perform!at!an! experiential"level ! as!well,!i.e. !
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A!luxury!brand!must!perform!at!an! experiential"level ! as!well,!i.e. ! the!emotional!value!of!the!brand!the!consumers!
buy!into! ! beyond!what!the!product! is! to!what!it! represents.! For!example: !Rolex!stands!of!symbol!of!heroic!
achievement!&!Tiffany!is!a!symbol!of!love!and!beauty.!
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PEDIGREE :""

Many!luxury!brands!have!a!rich!pedigree!and!extraordinary!history!that! turn!in! to! an!inseparable!part!of!the!brand mystique.!This! mystique! is!generally!built!around!the!exceptional! legendary ! founder!character!of! the! past,!making! up!an!integral!part!of!the!brand!story!and!brand!personality.! !

So,!when!consumers! buy!say! a! Cartier! or! a! Chanel ! product! I ! it!is! not! only ! because!of!the ! product!performance! factor ,!but! lineage,!heritage!and!the!years!of!mastery.!

,!but! lineage,!heritage!and!the!years!of!mastery.! Coco!Chanel!started!her!business!in!
,!but! lineage,!heritage!and!the!years!of!mastery.! Coco!Chanel!started!her!business!in!
,!but! lineage,!heritage!and!the!years!of!mastery.! Coco!Chanel!started!her!business!in!

Coco!Chanel!started!her!business!in!

Karl!Lagerfeld!took!the!helm! !

With!Chanel!Coco!Mademoiselle!campaigns!

1913!and!within!a!few!decades,!

in!the!1980s!and!has!been!

in! 1981,! 2008, ! 2009!&!the!recent!2011, !

became!a!revolutionary!co uturier . !

modernizing!the!brand!ever !! since. !

Chanel!has!continuously!leveraged!its! pedigree!/!brand! mystique . !!

pedigree!/!brand! mystique . ! ! Gucci!opened!the!doors!of!its ! own!museum!in!Florence!to!
pedigree!/!brand! mystique . ! ! Gucci!opened!the!doors!of!its ! own!museum!in!Florence!to!

Gucci!opened!the!doors!of!its ! own!museum!in!Florence!to! mark!the!completion!of!the!house's!90th Ianniversary! celebration. !

Similarly, ! Rolls IRoyce!celebrated!the!100th!anniversary!of!its! iconic!emblem,!the!Spirit!of!Ecstasy ! with! '100!cars!for!100!years'! and!featured!a!collection!of!Rol ls IRoyce!models,!supplied!by! members!of!the!Rolls IRoyce!Enthusiasts'!Club,!dating!back!to!1911

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PAUCITY:"

Ove rI revelationI andI distribution!of!luxury!brand! can! cause ! dilution!of!luxury!character,!hence!many!brands!try!to! maintain!the!perception!that!the! goods!are!scarce. ! C ase!in!point! I ! Burberry!diluted!its!brand!image!in!the!UK!in!the! early!2000s!by!over I licensing!its!brand,!thus!reducing!its!image!as!a!brand!whose!products!were!consumed!only!by! the!elite.!Gucci,!now!largely!sold!in!directly I owned!stores,!following!a!nearly!crippling!attempt!to!widely!license! the ir!brand!in!the!1970s!and!1980s. !

the! actual!scarcity),! the!technology I led! paucity ! and!the!tacticalI ! driven ! paucity.!

Natural"paucity ! is! triggered !by! scarce!ingre dients! like!platinum,!diamonds,!etc.! and/or!those!goods!that!require! exceptional!human!expertise ,!for!example!handcrafted!quality ! that!constraints!the! mass!production.! !

Technology + driven"paucity ! is!as!a! result! of!conceptionI time!involved!in!continuous!innovation!and!research I&I development!process. !

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" " " " " " " " Tactical + " driven"paucity ! are!more!

Tactical + " driven"paucity! are!more! promotional!in!nature!such!as!the! limite d!editions!or!the!special!series!to! generate!artificial!desire! and! demand .! Another!deviation!within!this! is! the!customization!of!luxury!good ,!e.g.!Garson! USA!custom!made!a!diamondI encrusted!Mercedes!SL600!for!Prince!Al I Waleed!bin!Talal!of!Saudi!Arabia!in!2007 .!

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.! ! ! ! ! ! ! ! PERSONA:" !
PERSONA:" ! The!persona!of!a!luxury!brand!is!largely!a! result! of! !first,!its!distinctive!projection!plus!
PERSONA:"
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The!persona!of!a!luxury!brand!is!largely!a! result! of! !first,!its!distinctive!projection!plus! coherence!of! its! applications!
across!consumer!touch I points! and! second,!the!brand!communication!through!its!advertising.!
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The!visual"brand"identity !
and!consistent! orchestration! of!the!identity!is!central!to!establishing!the!visibility,!familiarity!&!common!identifiable!
brand!imagery .!The!visual!brand!orchestration ! can!manifest! by!way!of!its! coherent!application! of!its!identity ,!the!
brand! color(s),!the!other!design!e lements!like!icons,!the!uniquely!identifiable! design,!branded!environment!and!
even!the!tone I ofI voice.!
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While!the! luxury! brand s!visual!identity!is!a!fairly ! stable!factor, ! luxury! brand! advertising ! is! a! more ! dynamic! and! versatile!marketing!vehicle .!While!the!pedigree!of!the!brand!has!its!role,! keepingI up!the!contemporary I appeal!and! the!newnessI factor ! is!crucial!for!e nduring! brand! relevance.!Therefore,!luxury!advertising!not!only!needs!to!generate! the!desire!for!the!seasonal!collection,!but!at!th I quotient,!thereby! making! it! continuously! desirable!and! aspirational.!

At!an!overall!level,!luxury!advertising!messages!can!be! observed:!! As!more!emotional!and!sensual!to!distance!it! from!massI premium!brand s! Create!a!world!and!an!aura!that!is!truly! exceptional!to!their!brand!signature! Generate!major!differentiation!in!its!production! and!execution!

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and!execution! ! ! ! ! ! ! ! ! ! ! ! ! One!of!the! relatively!new!trends !
and!execution! ! ! ! ! ! ! ! ! ! ! ! ! One!of!the! relatively!new!trends !

One!of!the! relatively!new!trends ! within!luxury!brand!communication!is!the!use!of ! the!longI form I commercials! or ! the! shortI filmI videos!to!generate!interest!with!the!online!audience.!It!is! clearly! a! pursuit!where! luxury!brand s!are! looking!to! bridge ! the!gap!between!the!f amiliar!world!of!print!and! the!fastIevolving!world!of!online .!It!has!also! proved!impactful!as!in!a!matter!of!few!minutes,!the!viewer! can!have ! a!clear!understanding!of!the! brand! image ! or! the!story ! the!brand!is!trying!to!convey!or!simply! promotion!of ! the!new!collection.!!

promotion!of ! the!new!collection.!! The!s hortIflash Ivideos ! at!Montblanc! website!focuses!on

The!s hortIflash Ivideos ! at!Montblanc! website!focuses!on ! its!craftsman ship!legacy:! http://bit.ly/uiSQ8F !

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Louis!Vuitton!created!a! 3Iminute! thematic! video! campaign. ! http://youtu.be/NQlueM5ETYU ! !

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A ! oneIand Ihalf!minute!video!by! Tiffany!

&!Co.! focuses!on! promoting!gifting !

during!holidays .! http://youtu.be/BacfKM3876g ! !

Apart!from!these,! with!the!intent!of! enhancing! mindsets,! luxury!brands! have! been!exploring!the!digital!space! by!engaging! them! in!their! activation!programs.!The!objective!is!to! generate!a! genuine!affinity! with! the!brand that!transcends! beyond!the ! product,! to!an!extent!where,! the! consumers!feel!that! they!have!found!a!soul!mate.! !

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With!the!objective!of! association!to! love!and!romance! Tiffany!&!co. !launched! whatmakeslovetrue.com ! and!iPhone!app!as!a!guide!to!those! who!want!to!take!their!romantic!relationship!fo rward. !The! website!also!showcases!select!true!love!stories!of!real!people! to!give!that!personal!touch. !

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,!each!year ! rolexawards.com ! sho wcases! pioneering!projects!of!real!people!that!demonstrated! innovative!thought!and!betterment!of!human Ikind.!Thereby,! establishing!a!personal!affinity!with!their!audience,!beyond! celebrity!endorsement. !

Some!of!the!l uxury!brands!have!also!utilized!the! social!media.!The!objective!may!not!necessarily!be, ! as!deep!as, ! engaging!the!audience!in!their!storytelling,!but!it! has! been! done! largely! to!generate!the! desire! or!the! lust! for!the! brand!or!the!product.!It!is!also!an!effective!tool!to!keep Iup!the! contemporary I appeal!and!the!newnessI factor!by! having!a!continuous!dialogue. !

Gucci ! has! successfully!kept! their!high!numbers! of! Facebook ! fans! engaged!by! continu ally! updating! their !
Gucci ! has! successfully!kept! their!high!numbers! of! Facebook ! fans! engaged!by! continu ally! updating! their !

Gucci ! has! successfully!kept! their!high!numbers! of! Facebook ! fans! engaged!by! continu ally! updating! their ! content,! thereby!sparking! conversations!in!the! comments

Jimmy!Choo ! organized ! a!real

Itime!treasure!hunt!around!

London!via ! Foursquare to!en gage!fans!both!online!and!off.

PUBLIC"FIGURES :""

PublicI figure!or!celebrities! have!been!traditionally!employed!as!one!of!the! marketing! mix! in! luxury!brand! advertising! and!they! still!continue!to! garner! attention,!credibility!and! impact.!Public!figures!can!span! from! filmI stars! to!music! personalities,! from!sports!personaliti es!to!royal!families!and!even! the!designer!themselves.! But!because! celebrity!endorsements!are!no!longer!exclusive!to!luxury!space!and!extensively!used! (and! abused) ! across! mass! categories,!it!take!a!different!meaning!when!it!comes!to!luxury ! brand!endorsemen t.!!

Not!only! ! personality ! have ! to!resonate!with!that!of!the!luxury!brand aura ! role ! is!cra fted,!executed!and!strategically! utilized.!Beyond! traditional! advertising! (largely!print!in!selected!media) ,! less! inI your Iface!advertising!tools!are!employed ! like!

accessorization ! or!dressing! celebrities!for!their! walk!down!the!red!carpet,!product!placements!with in! movies! and! television!programs,! invites!to! special!events.! This!strategy! attempts!to!remove!the!appearance!of! selling ! while! still!promoting!the!product! thereby!positively!affecting! !

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Chopard!has!been!official!partner!of!the!

Cannes!Film!Festival!since!last!14!years,!

showcasing!and!premiering!their! collection!by!acc essorizing!celebrities!on! the!red!carpet. !

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The!Lebanese!singer!and!UNICEF!goodwill! special!guest!at!the!Cartier!International! Dubai!Polo!Challenge!held!in!Dubai,!UAE! in!2010. !

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Omega!have!sponsored!the!James!Bond! franchise!since!1995 ! ! earlier!with! Pierce! Brosnan! and!now!with! Daniel!Craig!

ongI formI commercials! /!shortI films!have! also! utilized!the!celebrity Ifactor.!Chanel!for!instance!recently! create d!3 I minute!short!film!wit h!actress!Keira!Knightley!who!replaced! Kate!Moss!in!its!ads!for!its!Coco!Mademoiselle! fragrance .! Other!previous!faces!of!Chanel!have!included!French!star!Catherine!Deneuve!and!Nicole!Kidman,!who! represented!Chanel!No.!5. !!

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Similarly,!a s!a!part!of!their! co ! campaign,!Louis!Vuitton! used!their!website!as!the!online!medium!to! sh travel!and!inspiring!legendary!journeys.!!

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The!Coco!Mademoiselle!campaign!with!Keira!Knightley! http://youtu.be/TiO2o1NChAU !! !

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Angelina!Jolie one!of!the!celebrity!stories!featured!on!Louis!Vuitton!website ! louisvuittonjourneys.com !

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PLACEMENT :""

The!retail!branded!environment!in!luxury!branding ! is!all! amplifying!the!brand!aura.!Hence,!the!branded! environment,!the! movement!of!truth,!is!where!it!must! that!engages!all!senses!of!the!discernin g!audience.!!

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Starting!from!the!choice!of!store!location,!the!chain!of! touchI presentation!and!the!impact!of!each!touch I point!is! critical!in!creating!a!unique!indulging!experience. "

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That!said ! evolving! luxury!consumers!are!increasingly!seeking!beyond!the! typical!sophisticated,!over I theI top,!cosmetically!elegant!presentation! or!even!the ! exclusive!invites,!privileged!pr eviews.! With!the!increasing! democratization!of!luxury!brands!and!the!rapid!emergence!of ! masstige!brands! ! the!luxury!consumers!have! become!more!discriminating!and!demanding.!They!are!seeking!a!more!knowledgeable!and! professional!assistance , ! a!trusted!and!reliable! collaboration! helping!them!to!manage!their!stature!and!lifestyle.! Not!only!ha s! this!led!to!the! new!business! offerings! like!Quintessentially ! (more!below),!but!also!l uxury!brands!are! increasingly!investing!in! training! and!empowering!their!sales!staff .!

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training! and!empowering!their!sales!staff .! ! E.g.:!Quintessentially,!a!British!company!with!60!offices!

E.g.:!Quintessentially,!a!British!company!with!60!offices!

that!provides!concierge!services!to!affluent!and!high!net!worth! individuals.!Their!services! include!exclusive!access!to!the!hottest! VIP Ievents,!cultural!happenings,!once Iin Ia Ilife!time!experiences,! top!restaurants,!clubs,!spas!and!hotels,!access!to!fine!wines,! private!jets,!luxury!cars!and!yachts,!party!planners;!art,!education!

! and!investment!con sultants;!travel!and!adventure!specialists,! bespoke!gifting!and!styling!services! ! and!much!more. ! http://youtu.be/0Pf2fJ5xcz0 !! "

! Another!important!point!to!note! within!the!placement!factor!is! that!it!is! not!limited!to!the!physical!environment!
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Another!important!point!to!note! within!the!placement!factor!is! that!it!is! not!limited!to!the!physical!environment!
where!the!brand!retails,!but!it!extends!to! all! the! environments!or!consumer!touch I points! that!the!brand!associates!
itself!with.!This!spans!from!the!e xtremely!selective!niche!media ! where!it!advertises!to!the!sports,!the!events,!art,!
conversations!that!it!places!itself!with. !
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If!luxury!is!about!environment!and!aesthetics,!then!fashion! magazines!like!Vogue,!In Style,!Vanity!Fair,! ,! etc.!provide!that! complementing! environment!and!aesthetics! for!luxury!brand!to!advertise!in!print!media. !

for!luxury!brand!to!advertise!in!print!media. ! Due!to! their ! origin!in!the!writing!culture ,! Mon

Due!to! their ! origin!in!the!writing!culture ,! Mon tblanc!supports ! and!honor s ! modern Iday!patrons!of!the!arts! through!forums! like! De!La!Culture!Arts!Patronage,!Young!Artist!World! Patronage,!Young!Directors!Project,!the!Montblanc!Cultural! foundation!and! the! Unicef!cooperation .

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Rolex!associates!itself!with!more!than!150!events!in!golf,!sailing,!

tennis,!motor Isport,!arts!and!at!equestrian! tournament!vs.! associating!with!sports!like!football!/!cricket!that!have!more!mass! following. !

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Ita lian!carmaker!Maserati!placed!its ! GranTuris mo!coupes!in!"a! guerrilla IstyleIpr oductIplacement!for!the!2011!Limitless!movie! where!the! main!character!needed ! a!ride!to!express!luxury,!style! and!performance .

PR"(PUBLIC"RELATIONS ):""

! PR!in!luxury!branding!plays!an! enormous!role!in!image! proliferation ! of!the!brand,!thereby! subtly! influencing!
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PR!in!luxury!branding!plays!an! enormous!role!in!image! proliferation ! of!the!brand,!thereby! subtly! influencing! public!
opinion.! It!is!also! employed!to!convey!other! supporting!messages! and! attributes!of!the!brand!which!cannot!be!
explicitly!captured!in! advertising,!but!by!no!means! are! less!important!to!create! and!
emotional!values! ! I figure!any!of!the!previous!7! !
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It!is!also!a!sophisticated!branding!machine!for!maintaining!ongoing!relevance! and!dialogue! with ! the! luxury!
consumer , !especially!so!in!fashion ,!technology ! and! seasonal!trends!driven!categories.! At!a!tactical!level,!PR!is!
utilized!to!gener ate!buzz!&!convey!the! brand!news,! point!of!views!of ! inspirers! and! influencers!( celebrity!talk!or!the!
designer!speak) ,!a!crucial!support!for!brand!activation! (like!the!fashion!week s,! sportIevents,!themed!previews ,!etc.). !
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P
RICING:""
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Pricing!plays!a!quite!a!big!role!in!the!way!consumers!perceive!luxury!brands.!Consciously!or!sub I consciously,!
consumers!tend!to! generate!a!mental!luxury!stature!or!image! with!the!price Irange!that!the!brand!operates.!
Therefore,!it!is!important!for!luxury!brands!to!pri ce! thmeselves!right! ! as!setting!the!price!lower!than!the!consumer!
expectation!and!willingness!to!pay!can!potentially!harm!the!brand!value,!whereas!the!reverse!can!potentially!not!
given!enough!justification!for!consumers!to!go!ahead!and!buy.!
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The!pricing!strategy!in!luxury!brands!gained!spotlight!in!the!recent!past!not!only!because!of!the!challenging!
economic!environment,!but!because!of!more!informed I andI exposed!consumers!who!are!more!discriminating!and !
demanding,!for!whom!premium!pricing!without!substance! A!recent!research!by!Unity!
Marketing!suggests! that!affluent!shoppers ! I times!more!for!something!only!three ! times! better.! The!
luxury I on!top,!thereby!keep I
up! and! maintain!a!higher!perceived!value.!
!

The!sales! promotions!also!tend!to!be!handled!differently!by!luxury!marketers.!While!few!have!resorted!to!sales!and! discounts,!most!others!play!it!by!adding!more!value!to!the!purchase!like!gif t!with!purchase,!giftI certificates!or! rebates!for!the!next!purchase,!multiple!item!discounts,!online!or!email!exclusives,! more!loyalty!points,! no!shipping! and!handling!charges!by!online!retailers,!etc.! Luxury!brands!also!use!the!channel!of!luxury!retailers ! like!Harvey! Nichols,!Saks!5 th ! Avenue!who!offer!annual!sales!by!offering!them!slightly!lower!prices. !

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t h ! Avenue!who!offer!annual!sales!by!offering!them!slightly!lower!prices. ! ! ! ! ! ! ! ! ! ! !
t h ! Avenue!who!offer!annual!sales!by!offering!them!slightly!lower!prices. ! ! ! ! ! ! ! ! ! ! !
t h ! Avenue!who!offer!annual!sales!by!offering!them!slightly!lower!prices. ! ! ! ! ! ! ! ! ! ! !

Another!way!employed!by!luxury!brands!is!by!creating!an!extension!into!a!secondary!line!with!relatively!lower!price! points!like! Giorgio! Arman I ! Armani!Exchange I ! ! Miu!Miu,!Alexander! McQueen !I ! McQ!lines.!

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! ! ! KEY" LEARNINGS"&"TAKEOUTS :" "
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KEY" LEARNINGS"&"TAKEOUTS :"
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In!conclusion,!the!key!to!luxury!brand!marketing!boils!down!to!the!following! three! points: !
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Product!excellence!by!itself!in!not!enough,!the!luxury!brand!must!perform!at!an!experiential!level!as!well.!
As!luxury!consumers!evolve,! not!only!these!act! as! points!of ! differentiation,!but!also! substance
a!premium!value!and!pricing. !
While!pedigree!factor!is!important!to!exuberate!the!years!of!mastery ! or!lineage ,!it!is!crucial!to!generate!
ongoing!relevance! and! dynamism! through!the!persona,!PR!&!publicI figure !factor .!
! Luxury!brands!must! continue!to!maintain!a!certain!degree!of!exclusivity!and!stature!with!the!paucity!factor!
and!the!placement!factor! ! from!the!retail!experience!to!the!touch I points!it!associates!itself!with. !
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of!luxury ! brand!marketing! can! provide!a! holistic! framework ! to!luxury!marketers.! ! may!not!be!a!
! ! to! audit!and! leverage!the!brand!potential.!
That!said,!a! pragmatic!approach!must!be! underlined,!as!the!situation!and!challenges!would!differ ! from!brand I toI
brand!and!market I toI market.!!
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Rohit!Arora! is!Strategic!Planning!Director!at!Bates!Pan!Gulf!(BPG!Group)!in! Dubai,! UAE .! !

Within!the!luxury! segment,!he!has!worked!on!the!strategic!communication!projects!of! De!Beers,!Ford I Lincoln,!Al!Tayer!Group,! Omega!watches,!luxury!real Iestate!projects,! luxury!healthcare!project,!high I end!consumer!durables!and!banking! designed!solutions! for!the! highIend!consumers.! ! with!agencies!that!also!include ! JWT!and! Y&R!w here!he! worked!previousl y .!

Official"contact :!rohit@batespangulf.com! !

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