Report

Experiential Marketing for Luxury Brands

 

Luxury brands have a unique challenge when it comes to marketing their products – they need to create an emotional connection with customers in order to differentiate themselves from competitors.

Benefits

Experiential marketing is an effective way for luxury brands to connect with customers on a personal level and create memorable experiences that will keep them coming back. This type of marketing allows luxury brands to communicate their message and values in a unique, creative way that makes customers feel like part of the brand’s story.

Here are some benefits of using experiential marketing for luxury brands:

Increased Brand Awareness

Experiential marketing activities can help spread awareness about your brand and encourage customers to talk about it on social media. This can be especially effective if you hold an event in a public place, as passersby may become intrigued by the activity and even join in.

Example: Yayoi Kusama at Harrods

A decade after the teased collaboration between Louis Vuitton and Yayoi Kusama at a 2012 Paris’ Jardin du Palais Royal event, Harrods has brought the iconic nonagenarian artist’s work vividly to life through the creation of a site-specific experiential playground to support the accompanying LV 2023 collection. The pop-up includes an outstanding 15m sculpture of the artist painting her iconic dots on the side of the building, dedicated pop-up spaces inside the store that display the goods, and even themed patisserie inside the store.

Customer Engagement

Experiential marketing activities also provide opportunities for luxury brands to engage with their customers directly and create lasting relationships that will keep them coming back. This type of marketing allows luxury brands to interact with customers in a more personal way and build trust, which is essential for any successful business

Example: Anya Hindmarch

Through the creation of her Village Store concept, and the launch of a unique immersive consumer experience with the launch of her new products, Anya Hindmarch provides an excellent example of luxury brands doing experiential well. Driving expectation and intrigue around the launch of new ranges, Anya Hindmarch creates experiential spaces that reflect the core ideas of each new product. From Chubby Clouds to mazes, Hindmarch is an expert at luxury world-building to drive sales, most recently launching a pop-up ice cream shop with unusual flavours that went viral.

Unique Experiences

Luxury brands should strive to create unique experiences that customers can’t find anywhere else. This could be anything from a private dinner party to VIP access to a fashion show – whatever makes customers feel special and connected to the brand.

Example: Loewe x Howl’s Moving Castle

Booked as a separate exhibition on the ground floor of London’s infamous Selfridges department store, the 2023 collaboration between Loewe and Studio Ghibli’s masterful film Howl’s Moving Castle is being showcased as a walk-through exhibition. Complete with an Instagram-friendly ‘cloud room’ where consumers can snap a reaction photo with a billowing cloud of water vapour, this soft touch approach to promoting the brand provides a unique experience targeting an audience used to a more hands-off sales approach.

Conclusion

In conclusion, the use of experiential marketing activations for luxury retail can work well to present a brand in a unique and engaging way, far from the traditional method of downlit leather bags and intimidating interiors. Encouraging consumers to step into the world of a brand, and consider the quality and value associations attached to them, allows for a creative sales environment that stands out from competitors.