The promotion of luxury goods. Key features of the implementation of promotions

1. The promotion of luxury goods. Key features of the implementation of promotions

Made by Babenko Anastasiia

2. Many luxury brands have remarkable brand history that turn into an integral part of the brand’s mystique.

L'odyssée de Cartier is a Cartier advertising company
that tells a beautiful story about the key jewelry of the
brand, shown through one of the symbols of the house
of Cartier, the Cheetah and its journey through space
and time. The video shows key moments for the brand,
as well as iconic jewelry
https://www.youtube.com/watch?v=AyEZMySNR4c

3.

The DNA of the Loro Piano brand is based on
attention to detail, as well as attention to raw
materials. The brand owns farms and buys one
of the best types of cashmere - baby cashmere.
And as you can see from their communication,
the brand is actively focusing on the raw
materials that they used
https://www.youtube.com/watch?v=_5biy5hBp
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4.

5.

Panerai is an Italian watch brand with an
interesting history. 50 years ago, they produced
watches for the Italian Navy, later the house of
Panerai began to produce watches for everyone.
One of the methods of marketing
communication is to sponsor and organize a boat
show, one of which takes place on the French
Riviera. Every year, the event attracts a lot of
press, athletes, brand ambassadors and
celebrities
https://www.youtube.com/watch?v=qMrokYi0wv
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6.

Many fashion brands have started creating
additional objects that are not related to their
main business, in order to further maintain the
brand's atmosphere and create an experiential
side of luxury. For example, the Italian jewelry
brand Bulgari, which created hotels under the
brand name around the world
https://www.youtube.com/watch?v=ewtNl_dms
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7.

Armani, who created not only the Armani
cafe, the Armani Hotel and the Armani
SPA, but also the fashion Museum in
Milan, Armani Silos
https://www.youtube.com/watch?v=rAVtVit
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8.

Creation of a collaboration of the French premium
cosmetics brand lancom with the famous Italian blogger
Chiara Feragni, with a large instagram audience of more
than 20 million subscribers
https://www.youtube.com/watch?v=lohdWWgeikc

9. Conclusion:

Therefore, luxury advertising not only needs to generate the desire for the seasonal collection but
at the same time, it must also enhance the brand’s cool-quotient, thereby making it continuously
desirable and aspirational.
At an overall level, luxury advertising messages can be observed as:
• As more emotional and sensual to distance it from mass-premium brands
• Create a world and an aura that is truly exceptional to their brand signature
• Generate significant differentiation in its production and execution

10. Thank you for your attention!