Luxury Fashion

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Promotion

Luxury fashion brands need to make sure that the image ads and targeted publicity transmit the right message. Each campaign need to relieve in a complex, creative, and sophisticated promotion strategy in order to make presence in the fashion world. Also, to create brand awareness. Brand awareness has become very important as today consumers are very sensitive to environmental and social factors when making daily buying decisions. As a consequence of the social influence, luxury fashion brands had been using pre-collection promotion strategy; during the past years. This strategy is used for summer and autumn campaigns. The strategy consists of unique events around the world presenting some of the new and upcoming fashion trends. Those shows are called, “jet-set experiences” where everybody wishes to be part of. Louis Vuitton in Rio de Janeiro, Chanel in Cuba, Gucci in new York, Versace in London, and Dior in England are a few of the best elaborate shows of the past year. Also, the summer pre-collection called cruise-resort collection display 15-20% of the collection in stores during December. This helps to increase sales after holiday season where sales tend to decrease and summer collection is coming. This presentation was originally created targeting wealthy customers that spend Christmas, Holidays, and winter vacations in exotic places . Pre-collection presentations generates an extra turnover and capture active clients that travel and seek the brand renewal and uniqueness, professionals in the field, and the press that are invited on a VIP trip offering a unique experience. Chanel chose Habana, during the month of the French culture in Cuba making the most important in event in the country after restoring political relations between Cuba and United States becoming the first French fashion show that took place on the Island. Guests were invited to a long weekend of activities that culminated in the house’s Cuba-inspired Resort show inspired by the colors and old elegance of the country. Louis Vuitton chose Latin America, Rio de Janeiro for the resort collection presentation. Dior organized the sophisticated and elegant event at the Blengeim Palace in Oxfordshire.

Luxury Fashion brands also make them visible using advertisements, journals, banners, but since 2013 social media takes the biggest advertising campaign( por favor poner algo bonito ahi). The luxury Fashion global market spent over $1 billion on digital ads in 2016, and on magazines advertisement declines 8%.

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One strategy used in social media is to hire bloggers and famous people around the world to promote their brand in their pages.

Positioning for Luxury

For Luxury Fashion and for any luxury industry, the luxury itself is the main reason of selling point. The Luxury Fashion creates a story around their products, an aura where customers want to be part of their legacy and exclusivity. But, seeing it objectively the story is just a point to justify the high prices the customer are paying for. Marketers around the world make this luxury fashion brand image by positioning their products attached to elements such us country of origin, time in the industry, family heritage, man-made, exclusivity and limited edition. Luxury Fashion brands can be measure by the positioning map. The map is a useful tool used to understand where companies mean for consumers and, moreover, compare the competition.

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According to the map Luxury Fashion brands want to creates an exclusivity world of exclusivity and proudness in order to mantling its high prices. In the map above we can see how Gucci is targeting more to the mass market rather the exclusivity point. The Fashion brand can be try to re-position making their products more exclusive. In that case, they will be in directly competition with more prestigious brand like Louis Vuitton or Chanel.

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Observing the chart above, we can see an example about what about Luxury brands Ranking in China, we can conclude that in China the principal customer preferences in luxury Fashion using the positioning map tool are prestige price and exclusivity

Source00map: https://louisvuittonbrand.files.wordpress.com/2013/01/positioning-map.jpg

Luxury Fashion Brands

The increase in global tourism and also of online retail have led to a higher transparency on the differences between international prices. In this new socio-economic context, luxury brand need to mitigate market volatility and to find the best method of delivering both locally and globally. The influencing factors in the luxury products market, as exchange rate fluctuations and vacation shopping, have imposed the need of luxury brands’ adoption of new promotion strategies. Consequently, luxury brands from the fashion sector use as promotion strategy the presentation of pre-collections, for both summer and autumn collections. These pre-collections are conceived as jetset experiences with planned shows worldwide, where the element of surprise is counted upon, being created by a unique event to which one is drawn to take part in. If the strategy of the “rock star tour” is beneficial to the fashion houses, this may turn into a sophisticated and elegant brand promotion instrument, including of the brands sponsoring shows and luxury automobile brands. This instrument may offer beneficial and successful solutions for everyone. Also, current communication campaigns of luxury brands need to be adapted to the significant increase in video content and online support.