There are countless luxury brands out there, from Lamborghini to Chanel and everything in between. Thanks to globalisation, many luxury brands can now reach a huge international target market, meaning that not only are the world’s rich and famous carrying around the latest Gucci handbag or Cartier sunglasses; people from every walk of life are yearning to get hold of a luxury item or two.
Evolving your brand into a successful luxury one requires a number of steps in order to make that transition:
Enrich the experience
The idea of luxury is without doubt a subjective one, so brands such as Mont Blanc have had to come up with creative ways to be perceived as global luxury brands. One way to do this is to enrich the customer experience.
For instance, British luxury fashion house, Burberry, continually pushes the envelope by enriching the in-store customer experience to boost sales. Their flagship London store offers a truly memorable shopping experience complete with stunning interior, interactive mirrors that turn into personalised screens, digital rain showers and much more. This is an experience that stimulates all of the senses, thus ensuring that clients remember shopping in the store long after they have left.
That being said, these luxury brands also understand the importance of creating an enriching online experience. Almost every luxury brand out there has a presence on at least one social media platform, offering an immersive, interactive look into these outstanding brands. No matter what type of brand you operate, it’s essential to have a social presence on at least one or two platforms.
Maintain your appeal in any environment
Even in the midst of the global financial crisis of 2007-8, the luxury brands market still reported sales growth. By maintaining your appeal in any economy, the acquisition of luxury goods remains important in any climate, environment or circumstance.
Keep things simple
As an aspiring luxury brand, it can be easy to assume that the wider your international presence, the better, but this isn’t necessarily the case. Most of the world’s leading luxury brands actually only have hundreds of international stores, rather than thousands. For example, Burberry has 498 worldwide stores while Chanel has just 310. This is a deliberate move designed to demonstrate exclusivity. By placing quality over quantity your devoted clientele will without doubt go out of their way to find you, no matter.
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