Luxury brand marketing: The art of luxury

This article compares luxury brands with art, arguing that both avoid rational justifications for their existence.

Luxury brand marketing: The art of luxury

Paul Simonet and Carlos VirgileImagination

Art culture can teach luxury brands how to sustain the essence of exclusivity and aspiration while enabling popular accessibility.

To paraphrase Walter Pater, the renowned Victorian essayist and critic, who famously remarked 'all art constantly aspires to the condition of music', it could be said that 'all true luxury aspires constantly to the condition of art' … and when it doesn't, it runs the risk of no longer being luxury at all.

Where luxury tends, by definition, to be elitist and aims to attract just a few,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands