What packs more punch: unknown models or celebrity endorsements?
While celebrities have long been favored for luxury campaigns, some marketers are opting for lesser-known models to represent the face of the brand. What it comes down to is the product, the brand personality and who it wants to reach.
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Swarovski bolsters boutique experience via private shopping events
Precision-cut crystal maker Swarovski is offering private shopping parties in its Swarovski Elements concept store in London that offer affluent consumers exclusive access to the store’s lounge with an opportunity shop the spring/summer 2012 collection.
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IWC upps mobile savvy with Newsstand addition
Swiss watchmaker IWC is upping its digital know-how by allowing readers a chance to subscribe to the latest installments of its digital magazine in Apple’s Newsstand.
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Sub-Zero pushes products via digital quiz
Home appliance brand Sub-Zero and Wolf is looking to interact with luxury consumers via a free online quiz that tests food preservation knowledge as a vehicle to market the brand’s high-end refrigerators.
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Hennessy unleashes celebrity potential to push multichannel Wild Rabbit campaign
High-end spirits brand Hennessy is relaunching itself through an all-encompassing marketing effort for its Wild Rabbit campaign, enlisting the endorsements of Martin Scorcese, Erykah Badu and Manny Pacquiao and what drives and motivates their potential.
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Mercedes, Land Rover use updates from New York Auto Show for added interaction
Automakers are giving consumers brand-specific updates via live-streaming and news updates using social media outlets during the New York International Auto Show, a move that could help brands stand out in a competitive digital atmosphere.
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Hermès, Setai, Japanese retailers and real estate – News briefs
Today in luxury marketing – Hermès to open store in Connecticut; Japanese retailers report March gains; H&M confirms upcoming retail chain; Setai axes operator; Bidding wars amid flat property prices in Manhattan.
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How mobile and social media can drive luxury hospitality brand loyalty
Most upmarket brands are scared stiff that the accessibility of digital media dilutes the exclusivity essential to luxury branding. But they are wrong.
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