Branding Strategies For Luxury Fashion Brands
When talking about marketing high end luxury brands we have to first consider what makes a brand “luxury”. Some things that make up a luxury brand are their brand exclusivity, when their products are limited and priced higher. Another thing that makes up a luxury brand is their logo and style. Having a recognized logo and style by many consumers is essential for brand recognition. High fashion brands also make sure their audiences know that all their products are premium quality, which increases trust between the brand and its audience.
In high end luxury fashion brands, marketing is the most essential tool in maintaining brand image and authority. When it comes to promoting their new products, it is essential that high end fashion brands create marketing campaigns that will solidify their brand image. Let’s look at some of these marketing strategies that high luxury brands use in order to sustain their brand identity.
Website
First and foremost they update their website to show the new collection they currently have in stock. As well as updating all online shops they may have in order to show the new products.
Social Media
They update all their social media with their latest products, make promotional videos using product placement as well as updating audiences on any new or upcoming events that they might be holding.
Brand Ambassadors
Brands will use brand ambassadors, usually someone who is more well known by the public, in order to gather and reach wider audiences while promoting their latest products.
Brand Examples
Let’s look at some examples that include these kinds of marketing strategies:
Jimmy Choo
Jimmy Choo’s brand image is to give a sense of empowered glamor with a playful and daring spirit. The way they create and maintain this image is through their social media posts and promotional videos. By making sure all content being produced has the same style the brand authority increases, this is essential for marketing campaigns and product marketing.
Their latest summer collection for 2024 as can be seen prioritize their brand image as well as maintains a sense of summer in their launch. They are using brand ambassadors such as Sydney Sweeney to promote their latest summer collection.
Valentino
When it comes to Valentino everyone knows their style and brand image is all about elegance, sophistication and femininity. Being able to embody all these aspects into their collections shows their brand image.
On their website, Valentino showcases their latest Fall 2024 brand launch with descriptive photos of what the launch represents as well as some of their newest products. They also use social media as a way to promote their brand.
Prada
Prada’s brand image represents glamor and chic. This aesthetic can be seen throughout their marketing campaigns and brand image.
Prada's latest launch is Met Gala 2024 looks. Inspired by the theme of the garden of time. They promoted all their looks with many brand ambassadors and big name artists posting on social media to create more awareness of their products.
