Luxury Brand Advertising in Panshanger

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Luxury Brand Marketing in Panshanger

Managing and marketing a luxury brand must be done differently than budget or medium-range businesses.

Competition in this sector is high and difficult, with reputation and word-of-mouth taking centre stage in a way that doesn’t happen for lower-value brands.

Advertising, marketing and talking to both potential and existing customers must be managed in a specialised, targeted way so that brand advertising reflects the quality and aspiration of the product at all times. At PromoMedia we work with luxury brands and high-end retailers, putting together bespoke campaigns using various media channels.

Contact our experienced teams to discuss how we can help create and maintain positive perceptions about your products across the UK market. 

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What is Luxury Marketing?

Put simply it is the promotion and marketing of luxury brands and products; these typically include high-end fashion items including: 

  • Clothes

  • Watches

  • Shoes

  • Bags

  • Perfumes and cosmetics

  • Sports cars

Advertising in the sector is specialised and often encompasses mass market approaches with stunning campaigns - more often than not with striking visual artwork. No expense is spared, and often, these brands are recognised the world over.   

Advertising a Luxury Brand in Panshanger

Luxury brands target a very specific audience and must speak to the audience in a way that is respectful and never patronising. Indeed, high-net-worth audiences often do not like being advertised to; for example, how often do you see Ferrari marketed in mass media?

High-end brands must rely on a solid and respectable reputation alongside a differentiated and strong brand look, feel and message.

In so many cases, these brands should nurture beliefs rather than just values and must always have exemplary and consistent branding. A well-structured marketing strategy should be put together. To achieve all of this is no mean feat and specialist attention is needed. PromoMedia can help you build and manage a brand from scratch or from an existing market position to ensure the success of your company and product.

With luxury brand marketing in AL7 2, you need to be instantly recognisable, desirable and aspirational, but trusted, and we can implement this unique mix to achieve success. 

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Marketing Which Effectively Appeals to a Luxury Brand Audience

To negate the fact that a high-end audience doesn’t need luxury brands message dictated and ‘fed’ to them, in the traditional sense of marketing, your communications should instead invoke a sense of quality and lifestyle. This is completely different from the standard “this is our new product, look how great it is” marketing messages you see daily from more everyday brands.

For example, Chanel will never promote an individual new coat but think about them and you’ll instead conjure up images of pearls, No5 perfume and quilted bags. This invocation is luxurious and sleek and synonymous with high quality, expense and opulence. It’s aspirational already, and yet the brand hasn’t given you any direct information on any product or service!

Luxury Branding Marketing Options

Speaking to a high-net-worth audience should be experiential and never just ‘another ad’.

Traditional channels and the conventional marketing mix should be carefully considered and presenting a brand picture that’s aspirational and expensive is important: it’s unlikely a snap decision purchase will be made and so your company needs to be seen in prime locations to reinforce quality and build recognisability and longstanding appeal. Out of Home options are therefore favoured: 

  • Premium billboard sites are often favoured in key and iconic locations, read more on billboard advertising.  

  • London Underground Advertising - is a favourite, seen by millions of people living in the capital and global visitors, this form of advertising send a positive and bold message, read more on London Underground advertising.  

  • Advertising in airports - which have international travellers and many high-end, luxury outlets, often travellers have time to spare as well. Read more on airport advertising options here.  

  • Digital marketing - suitable for any campaign, digital options can be targeted based on locations and demographics. Read more on digital options here

Point of Purchase Marketing

The point of purchase must be made extra special and experiential for the customer, acting as a ‘temple’ for discerning consumers and the relationship elevated to much more than just a standard transaction. Examples of this include Nespresso, who have tasting bars within their stores and Prada, whose shops are considered ‘epicentres’ for experimental shopping.

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Luxury Good Events

Events (and particularly exclusive events) can be held for both potential and existing customers to reinforce to them the brand’s message without being considered a direct sale. These should be focused on an indulgence or extravagance and should deliver an experience that is seamless, flawless and memorable: creating a positive image in the mind of the consumer so that when they do come to make a buying decision, they think of you.

Flash Sales in Panshanger

For a more clear-cut sales event without the pressure, exclusive ‘flash sales’ or ‘special sales events’ can extend an invitation to purchase without coming across too sales-y. These messages must be extremely carefully managed, however, and the media planning teams at PromoMedia will be able to help advise you and manage this process.

Retail Press Ads

There are numerous publications aimed at high-net-worth individuals, but for the most part, these are extremely segmented and vigorously targeted; so, care must be taken when selecting them! Adverts in luxury print publications should be image-based: consider the 10-15 pages of adverts at the front of Vogue magazine.

None contain specific product or service information, but all a fancy image, sleek logo and subtle messaging. Such ads should be carefully crafted both graphic and messaging-wise. PromoMedia are able to not just advise, but design and place these for you for maximum success.

Experimental Marketing in Panshanger

True luxury need not be directly communicated but instead experienced.

Consumers in Panshanger like to feel both wanted and included, and nurturing this relationship can be beneficial not just to sales and sales value, but also a customer’s lifetime value. A great example of this is Rolls Royce, who don’t advertise their quality but instead invite selected customers into their manufacturing plant and let them see for themselves the care and effort taken.

Frequently Asked Questions About Fashion Advertising in Panshanger

  1. "How do luxury brands advertise?" Advertising tends to be big, bold and confident - typically iconic outdoor advertising sites and heavyweight television advertising is used, to convey scale and aspiration. 

  2. "How do you make a luxury brand?" It must be approached differently from more mass-market options and anything that is considered cheap or mainstream should be discounted, think confident - TV, outdoor and radio - they all send the correct messages to all concerned. 

  3. "How do I create a premium brand?" - Time, energy, quality and look. It's not something that can be achieved quickly or overnight. If you focus on quality from the start, that is the best chance you have. Think of the cliche, "build it and they will come". 

Summary

Several market sectors are becoming crowded, and only the strongest luxury brands survive. Differentiation is key; after all, there’s only so many cashmere sweaters one can own, but there are hundreds of clothing brands on the market, and they’re all being bought from!

Realistically, very few people hit high-net-worth levels during their lifetime, and for many, it’s a temporary situation. Therefore, despite luxury brands launching every day, the market for them to sell into isn’t growing at the same rate.

Many external factors contribute to this, and the current economic uncertainty isn’t helping things. Of course, there will always be a small percentage of individuals for whom wealth is a certainty and they will always spend, but this is a limited market and not one to be depended upon unless you are already extremely well established with an existing loyal customer base.

To best establish your distinct luxury brand's voice, imagery and messaging, it’s imperative to enlist experts who know the space and the customers within it. 

If you are looking to promote your high-end product or service across the UK contact us today and one of our experienced and friendly team members will call you to discuss the various options available to you, putting together a bespoke campaign to see both your sales and public awareness grow. 

We look forward to working with you. 

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Other locations available for luxury brand advertising
Cromer Hyde Tring Wharf Newhall Green Aspenden Goff's Oak Ayot Green Barwick Ford Hitchin Hill Easthall Spitalbrook Hockerill Chipperfield Darley Hall Anstey Norcott Hill Great Offley St Stephens Chorleywood Bottom Amwell Sarratt Well End Weston Charlton Napsbury Park Highfield Ayot St Peter Bragbury End Hertford Heath Poynders End Hunton Bridge Hadham Cross Bovingdon Frogmore End Daw's End East End Green Much Hadham Woodcock Hill Old Hatfield Haultwick Thundridge Gubblecote Sunnyside Bury Green Willian Baldock Piccotts End Holywell Hemel Hempstead Great Amwell Welwyn Garden City Lower Green Hoddesdon Paradise Cooper's Green Blackmore End The Flints West Leith Lucas End Cradle End Patient End Rosedale Wormleybury Long Marston Poplars Cockernhoe Smug Oak Royston Counters End High Cross Fiddler's Hill Little Offley Sacombe Hook's Cross Preston South Mimms Whippendell Bottom The Willows Shephall Little Gaddesden Bernards Heath Hunsdon Colney Street Woodside The Swillett Berkhamsted St Margarets Bedwell Luffenhall Great Wymondley Marshalls Heath Townsend Leasey Bridge Rossway Park Frithsden The Folly Chapel Croft Gorhambury Digswell Kemprow Rickmansworth Tea Green Friar's Wash Trims Green Tolmers Clothall Common Wigginton Snow End Peters Green Tewin Ickleford Westland Green High Leigh Church End Puckeridge Bulstrode Childwick Bury Tower Hill Birch Green Park Street Cokenach Braughing Thorley Bushey Newgate Street Digswell Park Hare Street Stanstead Abbotts Hertford Helham Green Felden Bull's Green Mill End Titmore Green Swanley Bar Puttock's End South Hatfield Porter's End Apsley Nether Street Wakeley Green Tye Ashwell Langleybury Hudnall Wilstone Green Wymondley Bury Shenley Rye Park Markyate Harpenden Common Westwick Row Sherrardspark Pouchen End Hatfield Garden Village London Colney Watford Appspond Gadebridge Brookmans Park Albury Walnuttree Green The Frythe Redhill St Julians Oxlease Wandon End Hailey Furneux Pelham Stapleford Chaulden Hadham Ford Bower Heath Reed Boxmoor Rableyheath Driver's End Ashbrook Frogmore Buntingford Smallford Knebworth Bygrave Cheapside Chapmore End Westbrook Hay Bucks Hill West End Cuffley Broadgreen Wood Upper Dunsley Bullen's Green Old Hall Green Walkern Bourne End Leverstock Green Hogpits Bottom Woodside Staines Green Hatching Green Ley Green Ware Carpenders Park Flamstead Barkway Kimpton Cadwell Old Knebworth Hitchin Newtown Roestock Bedmond Ashwell End The Rookery Welwyn Chells Manor Churchgate Cole Green Holdbrook Lower Green Waltham Cross Southern Green Buckland Green End Mill Green Redcoats Green Warren's Green Colney Heath Mardleybury Cottered Bushey Heath Leavesden Green Rusling End Aldbury Tring Kings Langley Meesden Cow Roast Chorleywood Coleman Green Graveley Green Street Lincoln Hill Great Gaddesden Aldenham Ardeley Codicote Bottom Widford Pirton Mill End The Camp Sopwell Ayot St Lawrence Jockey End Pottersheath Levens Green How Wood St Ippolyts Cheverell's Green Abbots Langley Rooks Nest Ballingdon Bottom Langley Bottom Nup End Green Peartree Welham Green Tringford Batchworth Heath Batlers Green Mackerye End Sawbridgeworth Bulbourne Presdales Cromer Danesbury Roe End Datchworth Green Broadwater Ellenbrook Church End Bramfield Harpenden Marshmoor Barleycroft End West Watford Burnham Green Bury End Park Corner Standon Ganwick Corner Commonwood Ringshall Tylers Causeway Clay End Moor Green Kingswood Snailswell Breachwood Green Wyddial Water End Adeyfield Sarratt Bottom Borehamwood Clapgate Round Bush Old Town Rushden South-end Brickendon Venus Hill Bayford Napsbury Flaunden Maple Cross Patchetts Green Munden Waterford Astrope Whempstead Batford The Folly Meriden Haldens Fleetville Turnford Sandridge Tyttenhanger St Albans Hertingfordbury Winkwell Broad Colney Grovehill Wormley Cumberlow Green Eastbury Bengeo Hinxworth Oxhey Lower Titmore Green North Mymms Bishop's Stortford Little Hormead New Mill Micklefield Green Sandon Bozen Green Digswell Water Newsells Hastoe Little Heath Moneyhill Northaw Wood End Little Berkhamsted Brent Pelham Reed End Potters Crouch Nash Mills Pin Green Lemsford Hickman's Hill Elstree Braughing Friars West Hyde Gilston Park Ansells End Redbourn Langley Two Waters Green End Panshanger Birchwood Garston Puttenham Bell Bar Baker's End Purwell Chiswell Green Northchurch Gustard Wood Piper's End Chells Gravesend Crabbs Green Sergehill Woollensbrook Nuthampstead Hexton Croxley Green Essendon Kinsbourne Green Hare Street Great Munden Wigginton Bottom Loudwater High Cross Broken Green Damask Green Lilley Thorley Houses Hebing End Kelshall Hunsdonbury Dudswell Barwick Heronsgate Rush Green New Greens Throcking Painter's Green Harmer Green Bennetts End Green End St Paul's Walden Watford Heath Green End Gilston Epping Green Flamstead End Watton at Stone Babbs Green Trowley Bottom Green End Childwick Green Hay Street Radlett Youngsbury The Heath Letchworth Little Wymondley Dane End Nobland Green East End Church End Datchworth Wormley West End Dancers Hill Lower Woodside Stevenage Radwell Dassels Kettle Green Thorley Street Roe Green Hatfield Hyde Paynes End Mangrove Green Lea Valley Great Hormead Shenleybury Gosmore Belsize Sacombe Green Wareside Burn's Green Nettleden Little Hadham Caldecote Cold Christmas Jersey Farm Thorley Wash Handside Pimlico Patmore Heath Pine Hurst Nasty Cherry Green Water End Little Tring New Ground Wildhill Stocking Pelham Slip End Woodhall Shaw Green High Wych Holwell Bricket Wood Westmill Roe Green Church End Chandler's Cross Norton Stanborough Broxbourne The Node The Ryde Walsworth Brook End Old Bricket Wood Albury End Bentley Heath Wallington Hatfield Allen's Green Perry Green Redbournbury South Oxhey Monks Green Nomansland Fields End Kitts End Deacons Hill Newnham Wheathampstead Hoo End Hartham Burge End Cupid Green Potters Bar Batchworth Benington Broadoak End Bury Green Green Street Northaw Valley Rush Green Wilstone Temple Dinsley Wellpond Green Upwick Green Barley Aston End Eastwick Waterdale Labby Green Woolmer Green Westmill Moor Park North Watford Colliers End Spellbrook Letchmore Heath Potten End Hall Grove Corner Hall Bamville Wood Letty Green Nast Hyde Clothall King's Walden Hammond Street Standon Green End Codicote Sleapshyde St Ibbs Caldecote Hill Chipping Hall's Green Tonwell Warners End Perry Green Shilley Green Langley End Howe Green Whitwell Hammerfield New Town Shootersway Shaftenhoe End Little Almshoe Black Green Oaklands Rucklers Lane Ayres End Wadesmill Cheshunt Bromley Therfield Hudnall Corner Temple End Symonds Green Todd's Green Hay Green Bendish Bassus Green Fishers Green Aston Marshalswick Frogmore Oakfield Chorleywood West Tewin Wood Smith's End Ridge Latchford Washall Green