Luxury brands are facing massive challenges in attracting and retaining customers. To overcome this problem, luxury brands are taking the influencer marketing route and choosing to work with people who have a large and dedicated following of millennials on social media.
Lessons in luxury marketing
Today, we see some of the most iconic luxury brands in the world leveraging the power of influencers to connect with their prospects.
If you’re a luxury brand looking to understand influencer marketing or a non-luxury brand who’s curious about luxury marketing, the stories of these 5 luxury brands are something you’ll be interested in:
Rolex is at the top of the list of the best luxury watch brands in the world. When it comes to influencer marketing, Rolex plugs into this very fact by enlisting those influencers who are absolutely in love with the brand.
Rolexwhisky may be the biggest Rolex supporter in the world, and he’s the influencer who Rolex have chosen to get the word out about their brand. With over 24,000 followers on Instagram, Rolexwhisky has a wide reach and influence over his targeted audience.
The watch connoisseur unveils the brand’s prized collections, gives audiences insights into its aesthetics and functioning, produces amazing photos of the watches and shows followers why it’s cool to own a Rolex.
L’Oréal garnered over 5.5 million viewers for their YouTube advertising by enlisting the help of powerful YouTube influencers.
The world’s largest and most innovative cosmetics brand enlisted the best beauty vloggers-cum-influencers – Lydia Millen, Ling KT, Victoria, Ruth, Kaushal Molasaria, Patricia Bright and Emily Canham – led by fashionista Kristina Bazan to promote their new line of products – Beauty Squad.
The women joined forces and produced multiple videos of themselves using L’Oréal products and provided clickable links to the company’s product pages.
What would you say if you received a white gold Love Ring from Cartier as a symbol of your partner’s commitment to you? Well, fashion influencer Chiara Ferragni took to her blog, The Blonde Salad, wrote about her romantic encounter and commended Cartier on their fabulous product. It’s safe to say that the Italian influencer’s endorsement was enough to set sales skyrocketing for Cartier.
As a company, Cartier enlists only the very best and the uber-rich as influencers. Ferragni, who has also partnered with Chanel, Pantene and Tod’s, routinely posts pictures of herself using Cartier jewelry and perfumes and heading out to the most happening events in town.
Burberry chose an unconventional path to promote their clothing line when they hired David Beckham’s son Brooklyn Beckham to photograph stills of models in Burberry clothes across London. In a campaign entitled #ThisisBrit, the multi-million dollar brand entrusted their international image to the hands of an inexperienced, albeit famous youngster.
What most of them thought was a poor move by Burberry, turned out to be a stroke of genius. Although the photos were far from perfect, Brooklyn’s staggering social media handle got the clothing brand much-needed publicity and strong sales in the millennial segment; a segment that claimed the least share of the brand’s market.
Gucci has cemented itself as the influencer’s dream company to work with by their magnanimity and support. Recently, in a bid to strengthen relationships with key influencers, the iconic fashion brand gifted top beauty vlogger Jeffree Star with custom-designed pink Gucci luggage, made to Star’s exact specifications. This included the perfect shade of pink, the right luggage measurements and all the bling that Star had ever wanted on a travel bag.
As a result, the extremely popular social media figure wrote a detailed description of Gucci, their hospitality and their brilliant product range that was to-die-for. He posted photos on social media and made videos of using the Gucci luggage on his travels.
A consequence of this planned brilliance, Gucci earned media mentions and sales worth $1.6 million.
If you’re a luxury brand and are looking for help with influencer marketing, contact ifluenz to find the influencer who is right for you.