luxury goods

How Grey Goose used experiential marketing to tell its luxury story

Marketing luxury goods is hard. As soon as you charge more than another brand for what is essentially the same product on the surface, you lose the biggest bargaining chip of them all: price. 

You have to persuade people to choose your product for reasons other than its price tag, i.e. the quality, its rarity, the way it makes you look socially. 

This is the challenge Bacardi faced when trying to come up with a campaign for its Grey Goose vodka last year, and the resulting campaign won it a Masters of Marketing award under the Luxury category. 

luxury-fashion

How creative SEO can deliver big wins for luxury fashion retailers

According to our friends at Google, the most searched for fashion term in 2015 was “How to walk in heels”.

This may come as a disappointment to fashion brands who have been told search is all about sales.

Customers were NOT hungrily Googling the latest pictures from catwalks in Paris or Milan and working out where they could ‘get the look’.

How Selfridges uses digital to create extraordinary multichannel experiences

As a multichannel retailer dealing in the luxury end of the market, Selfridges has to offer customers ‘connected and extraordinary experiences’ across its digital and physical properties.

That’s according to the brand’s head of digital marketing Claire Higgins, who spoke this morning at the Festival of Marketing.

Here’s a summary of some of the tactics Selfridges uses as part of its multichannel strategy…