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a-rawaah · 7 years

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Bling-blinging Marketing (cont.)

Hello everyone,

Last week’s blog was about the content marketing progress of luxury brands.And I am back with part two of my analysis.

It seems from what I’ve seen so far that high-end brands are trying to approach a wider consumer segment than their actual clients. The internet and the great spread of social media allowed companies to prove their powerfulness by reaching more than just their target customers. High-end brands offer very costly products, but through content marketing, they are actually giving out stuff for free! When you’re for example using the Tiffany& Co. app to find the perfect ring for you, or Hermès’s s app to learn how to style your scarves, you’re technically using their product. Moreover, if say only 30% of the population can afford those luxury products, almost 100% can enjoy connecting with the brands through free products of content marketing.

I personally felt connected and enjoyed watching Rolex’s Science and Exploration videos, using the Silk Knots app of Hermès and browsing through the Inside Chanel website the most that now I am making my mind about purchasing those companies’ product once I am able to. That being said, Rolex, Hermès, Tiffany& Co., Chanel and other luxury brands are succeeding building relationships with a wider range of customers using content marketing.

5. Dior- Product into Art

Christian Dior is another luxurious France-based company that is excelling at digital and content marketing. Christian Dior became an important name in the fashion industry. Its top quality and highly creative products and marketing campaigns appeal to the sophistication of its target customers.

· Key Content Marketing Tool

Dior definitely is a master at content marketing. And I will explain to you why. First, its Dior Eyes. The one of a kind, innovative campaign that provides store-goers with a virtual experience of attending a fashion show and accessing backstage of their latest runaway shows through virtual reality headsets.

Smart marketers utilize technology that serves the brand, and innovative marketers actually create ones that represents the brand and its vision perfectly.

Another content marketing campaign by Dior was the Dior Poison Club video which was targeted primarily to millennials. On its YouTube channel, it posted a dance-centric film featuring a young celebrity, Camille Rowe as well as a group of other dancers challenging and inviting audience to follow their choreography.

6. Louis Vuitton- Fashion and Authenticity

Louis Vuitton is a major and extremely popular high-end brand around the world. In fact, it was ranked the top one most powerful luxury brand according to Millward Brown’s list of 2011. The company is also French-based and it specializes in making products ranging from leather goods to ready-to-wear, shoes, sunglasses, jewelry and watches. LV’s marketing strategies nailed it at reaching target consumers the right, and hip, way. It heavily utilized celebrity branding and endorsement throughout the years and is currently also playing it right with content marketing.

· Key Content Marketing Tool

Two content marketing methods of LV that grabbed my attention. First, its Nowness website. If you browse through the website you can hardly even notice that it’s a product of LV! This website publishes a variety of high quality, artsy videos that express different topics ranging from food and travel to beauty, art, animation, photography, sports and fashion with almost no branding for the company itself. (picture)

Second, which also happened to be another website of theirs, is the My LV World Tour This website allows customers to personalize an LV bag, luggage or wallet that they wish to purchase. Again, consumer participation and the availability of customization is a key tool to content marketing.

7. Chanel- Class and Sophistication

Chanel is a French couture known for its classy, feminine production. It is a home for fashion, jewelry, makeup and fragrance. Chanel is famous for its classic purses since 1913. The luxury brand takes digital marketing very seriously; it posts regularly and constantly on various social media accounts that are up to date with new features and trends.

· Key Content Marketing Tool

The historical brand definitely realizes the importance of content marketing. On chanel.com, I –obviously- found tabs specified for their product lines, but I also came across the “Inside Chanel” . This page tells the story of the brand broken down into 21 chapters, a timeline and a film. Inside Chanel illustrates the journey of its founder Gabrielle “Coco” Chanel and takes audience through developments of the brand ever since.

8. Hermès of Paris- Elegance Rules

Thiery Hermès founded the company in 1837 in Paris with a vision of serving European noblemen. Their marketing efforts were considered one of Forbes’ most 100 innovative companies. The company reported phenomenal profits last year and I am guessing, their use of content marketing, was a factor. The company excelled at digital marketing in the past few years through being active in Facebook, Instagram, Twitter and Youtube and operating their well-developed, very appealing website.

· Key Content Marketing Tool

Hermès created two free innovative apps; Silk Knots which provides a how-to guides on 24 different ways consumers could tie their Hermès scarves, and Tie Break which was targeted to male consumers in a comic way and provided them with fashion tutorials.

Another great content marketing tool Hermès utilized for it anniversary was their illustrated virtual store that looked like a grand house with a French luxurious feel. The playful Lamaisondescarrés.com website allowed audience to view and purchase products in a fun, interactive way.

#luxury brands #marketing #social media marketing #content marketing #extravagant #business marketing #marketing topics

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