THE LUXURY COMMUNICATION

How does the luxury brands communicate?

With Internet, and mostly with the role of the socials medias in our society today, the luxury sector which advocates the notion of exclusivity, had to adapt. But how? And how does the luxury days communicate nowadays.

• The luxury communication

While the accessible brands to everyone are looking for sharing, the proximity with customers, the luxury brands had to maintain a sort of distance with their customers to conserve their prestige image; Few products and services available to a small portion of the population, those who belong to a certain social category. That was true for the traditional communication supporters such as newspapers, television, magazines, etc., it always is with the Internet.

The top priority for luxury brands is to make their customers dream and increase the impression of inaccessibility. To do this, they do not hesitate to surf on the themes of travel, strangeness, etc. Another big trend observed in recent years; luxury brands evoke and promote their values and their commitments.

• How does the luxury brands communicate today?

In addition to traditional means and media, brands are creating more and more brand content to talk about their world and the values around them. Indeed, through videos, short films, books, magazines, exhibitions … they evoke their story, tell their know-how and the origins of their products, we talk about storytelling. The goal; create an emotion in the customer, considered primarily as a person before being considered a consumer.

Many brands do not hesitate to create their own blog to broadcast and control their content, but also to broadcast web-series.

This is not new, luxury brands like to appeal to the stars to convey the image of their brand, between ambassadors and muses, celebrities put their image and notoriety at the service of the brand, appearing in advertising campaigns by participating in events organized by the brand, etc. If luxury brands are present on social networks “basic” — Facebook, Twitter, etc., they are more on the platforms for sharing photos and videos. We can easily mention Vine, Instagram, Pinterest… These “windows” allow them to put their products in context and to testify of their visual universe.