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Today’s luxury consumers have increasingly busy life styles want the stores to come to them

Trunk shows; privately held fashion shows, where the new collection is presented before being available in a store.

Pre-season; an extension of the trunk show. The difference lies in the fact that these shows are mostly held by invitations from the brands. Their focus lies on sub-collections launched before the main season’s complete collection.

Post-season sales; the equivalent to price discounts held by ‘mass-range’brands. In the luxury sectors these events are private and mostly by invitation. They include the sales of the collection of the previous season.

Personal stylist shopping; is a personal stylist who buys clothes for a client. This has existed since decades, both in the luxury and in the nonluxury sector, but is now more and more required by a broader consumer base.

The shopping lunch: This method is rather new and mixes the art of entertaining and socializing with shopping in a private event. The products presented include ‘pre-order-only goods’ and goods that are not yet in the stores.

Outlet shopping villages: Already established in the ‘mass-range brand market’, but rather new in the luxury sector. The contrast here is that the names of the malls have no connection to the ‘brand names’. The ‘luxury brands’ do not provide the addresses of those outlet stores in their advertising media.

Luxury Costumer Profile

Smart & Intelligent

Powerful

Individualistic

Highly Demanding

High Expectations

Disposal Attitude

Strong Values & Principles

Chanel optimizes site pages for mobile 

Tiffany & Co.’s What Makes Love True campaign 

Burberry lets customers shop from the runway 

Missioni for Target – The partnership between mass retailer Target and Italian label Missoni built anticipation through creative social media, television and Web marketing that avoided the latter’s luxury status dissolution. 

Orient-Express’ A Journey Like No Other campaign – 

Alexander McQueen’s “Savage Beauty” exhibit Metropolitan Museum of Art in New York Story-telling and align the brand with quality. Consumers from all over the world came to see the

namesake brand founder and late creative director’s vision at the museum.

On the heels of the closing Alexander McQueen “Savage Beauty” exhibit in New York, the Metropolitan Museum of Art announced that the exhibit drew in 661,509 visitors.

The Savage Beauty exhibit is the most-visited among the exhibitions curated by the Met’s Costume Institute since its inception in 1946.

In the three months that the exhibit ran, the museum gained 23,000 new members, which is more than double the same time last year.

The design, detail and craftsmanship that go into the making of luxury goods are now being highlighted in museums around the world.

Venues like a museum can demonstrate the value of a brand in a more sophisticated, cultural and less marketing-oriented situation.

In addition, as new markets emerge, brands need to ensure that the new pool of affluent consumers understand the brand history and associate the brand with luxury.

Luxury brands using Facebook commerce the age of digital and Facebook is

becoming one of a brand’s most prominent marketing channels

Italian jewelry and accessories manufacturer Bulgaricontinued the push of its Mon Jasmin Noir fragrance with ambassadress Kirsten Dunst by creating an Enchanted Garden Facebook app where consumers can buy branded products.

 Apparel designer oscar de la renta is using facebook to sell exclusive products available only to fans of the brand on the social network site. There is one original item per month.

Digital retail Burberry’s new flagship, the eighth store in

Shanghai for the brand, is located within the Kerry Centre.

The design of the store was based on the brand’s global flagship at 121 Regent Street in London

Burberry’s three level store is designed to be an event space, entertainment center and store.

Forty screens and 130 speakers will play brand content, creating a new version of the label’s Burberry Retail Theatre concept

Events will be held at the Shanghai store and broadcasted via live-stream to the brand’s global audience.

Burberry has woven radio-frequency identification technology into select clothing and accessories to further incorporate technology into shoppers’ experience. When placed in front of a mirror, multimedia content, including runway footage and product videos, automatically appears.

https://mtc.cdn.vine.co/r/videos/EA11C244B61069272099820072960_23826d6a220.0.1.7086828510591477059.mp4?versionId=MI29AvadjdyEVszStI5IAQO5xjLYlZxu

The Shopping Lunch

Personal Stylist Shopping

PreSeason Sales : By Invitation Post season Sales : Mostly by Invitation Trunk Shows : Privately held fashion

Shows for select clientele Shopping Villages : Resemble small towns

,Instead of housing feature only shops & restaurants.Prada(Florence) ,Gucci (Florence)

Luxury Concept : Danziger

Luxury Brand Types : Heine

Media: fashion Magazines Public Relations: Product placement in movies &

TV series Events : 1)Events Organized by Brand Itself :

fashion shows & Store openings 2) Sponsored events usually in sports3) Ceremonies ,cannes film Festival Websites : Social Networking websites, Blogs,

Company Website, Advertising & promotions online,E mail marketing

Direct Marketing : Mailings ,catalogues & brouchers

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