In the luxury and exclusive goods sector, advertising can play a fundamental role, although its application differs markedly from conventional marketing strategies. Luxury brands, with their aura of exclusivity and prestige, do not only seek to sell products; their approach is focused on strengthening the brand identity, cultivating an aspirational narrative that resonates deeply with a very select target audience. This effort goes beyond the simple fact of selling, since each campaign is designed to reflect the craftsmanship, history and lifestyle that these brands represent. In this sense, building a strong image becomes an imperative, thus justifying the high prices associated with their products.
Luxury brands’ advertising is intrinsically linked to their market positioning, and despite being globally recognized, these brands seek to perpetuate their image as the most desirable option in their respective categories. They use meticulously designed advertising strategies to remain in the mind of an exclusive consumer, preventing other brands or competitors from occupying that coveted space. This is particularly relevant in emerging markets, where luxury brands are intensifying their advertising efforts to attract a new generation of high-spending consumers who aspire to live the lifestyle that these brands embody.
Luxury brands have begun to move away from traditional television and adopt new marketing strategies
The data reveals that between 2021 and 2023, digital advertising costa rica telegram phone numbers in the luxury sector experienced an approximate growth of 55%, with social media making up around 45% of this budget. In this sense, Instagram is positioned as the leading platform, hosting around 70% of the presence of luxury brands, followed by Facebook with 60%. This phenomenon not only reflects a change in consumer behavior, but also an adaptation by brands towards platforms where aspiration and aesthetics can be communicated more effectively.
Luxury brands are increasingly taking an approach away from traditional television, focusing on marketing strategies that better align with contemporary consumer preferences. Investment in digital platforms and social media has intensified, allowing these brands to create engaging visual content and connect more authentically with their audience. Through collaborations with influencers and content creators, they are able to resonate with their customers’ values and generate greater engagement.
Despite increasing investment in digital advertising, some luxury brands choose to avoid traditional methods of mass advertising, choosing instead strategies that reinforce their exclusivity. For example, brands such as Hermès have shown that it is possible to maintain a prestigious image without conventional advertising . Instead, they focus on word-of-mouth marketing, where recommendations from influential customers are crucial. In addition, private events and personalized experiences help build strong relationships and customer loyalty, creating a sense of community around the brand.