Luxury Brand Advertising in Wilmington

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Luxury Brand Marketing in Wilmington

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 Wilmington

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 DA2 7, 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 Wilmington

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 Wilmington

True luxury need not be directly communicated but instead experienced.

Consumers in Wilmington 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 Wilmington

  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
Highstreet Skeete Priestwood Boughton Monchelsea Smallbridge Mountain Street Brook Betsham Underling Green Westenhanger Walter's Green Denton Knowlton Keycol South Stour Sandway Dargate Otford Snoll Hatch Lamberhurst Quarter East Barming Southfleet St Margaret's at Cliffe Monkton Wrotham Heath Gosmere Kemsley Stansted St Leonard's Street Cranbrooke Common Peene Westwell Leacon Rooks Hill Studdal The Pinnock Hunters Forstal Stocks Green Manston Bishopstone West Cross Great Buckland Priestwood Green Castle Hill Wetham Green Shoreham Durlock The Stocks Hemsted Dungate Borden Hill Brookland Twydall Bitchet Green Parkgate Richborough Port Fordcombe Ash St James Forstal Ileden Sarre Horselees Harbourland Field Green Gore Street Tunbridge Hill Staplehurst Ratling Farthingloe North Elham Palmstead Cherry Orchard Green Hill Mundy Bois West Cliffe Kempe's Corner Blue Bell Hill Brandfold Colliers' Green Romford Westwood Cellarhill Mile Town Lower Twydall Fleeden Faversham West Malling Conyer Platt's Heath Bay View Thong Bridge Acton Tudeley East Malling New Street Uplees Peters Village Mabledon New Romney Stone Corner The Forstal Collier Street Watt's Cross Christian Fields East Malling Heath Leadingcross Green Elvington Dunkirk Minster Martin Knatts Valley Upper Rodmersham Stone Cross Bicknor Golford Shepway Roseacre Swanton Boyden Gate Canterbury Tunstall Hook Green Elms Vale Snave Henhurst Hoath Ware Cock Street West Street Four Wents Bluetown Preston The Pound Brattle Deerton Street Bromley Green Hook Green Marine Town Loyterton Stowting Court Blacketts Lynsore Bottom Waltham Four Throws The Bridge Walderslade Brompton Marden Queen Street West Minster Knockholt Chislet Detling Peckham Bush Chipstead Crouch New Town Waterham Foxendown Clapham Hill Whitstable Grafty Green Shatterling Hungershall Park Hoo St Werburgh Martin Mill Otham Hole Church Hougham Wrotham Woodsden Newtown Aldington Frith Iden Green Five Oak Green Hoo Chesley Leysdown-on-Sea Livesey Street Baker's Cross Ospringe Westbrook Twenties Chegworth Benenden Faversham Lakes Wissenden Upper Harbledown Adisham Stone Street Perrywood Durlock West Langdon Upton Great Bower South Darenth Beltinge Frogham Sole Street Stubb's Cross Bredgar Park Wood Capstone Dunn Street Barham Arpinge Hawley Sutton Valence St Mary Hoo Longford Crockham Hill Stone in Oxney Hale Camden Hill Claygate North Street Coppins Corner Burham Chainhurst Ewell Minnis Printstile Sevenoaks Finglesham Stowting West End Hernhill Broadoak East Peckham Snipeshill Moorstock Knox Bridge Smarden Shottenden Dryhill Tonbridge Stede Quarter Foord Tudeley Hale Goose Green Throwley Forstal Leaveland Round Street Noah's Ark Sly Corner Shelvingford Stone Denton High Halstow Clap Hill Cop Street Hamlet of Shellness Knockhall Kettle Corner Sheerness South Street Lewson Street Grain Colt's Hill Powder Mills Hareplain Bramling Coolinge Farthing Corner Luddenham Stone Hill Horseshoe Green Heath Side Burmarsh Cobham Brookfield Lamberden Hollingbourne Morehall Littlebourne Wouldham Gillingham Murston Long Reach Kemsley Street Key Street Noke Street Cooper Street West Hythe Westbere Chislet Forstal Broad Street Statenborough Allhallows Mereworth Lower Green St Dunstan's Wildernesse Lower Haysden Howt Green Rochester Brasted Chart Sandgate Halfway Houses Westwood Green Street Green East Langdon Bethersden Ightham Standen Dunton Green Loose Hill Thurnham Bowmans The Valley Fordwich South Street Meresborough Pearson's Green Newnham Maplescombe Stonestreet Green Little Mongeham Pye Corner Broomhill Bank St Nicholas at Wade Stelling Minnis Ditton Tenterden Bluewater Deans Hill Buttsole Coombe Chillenden Chestnut Street Lower Heppington Park Side Stockland Green Plumtree Green Silver Street Halstead Lunsford Darenth Whitehill Lower Higham Oldbury Brook Street Rodmersham Rhodes Minnis Warmlake Broadstairs Oad Street Bromstone Great Pattenden Hartlip Hill Wormshill Sibertswold Reculver Garlinge St Mary in the Marsh Bogle 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