Luxury brands are emotional and cultural purchases that defy many traditional laws of marketing, particularly around the use of promotion and distribution. The market is growing and many brands are setting new standards in digital advertising strategies that engage the consumer during the lifetime of the brand relationship. Today, luxury is as much about unique brand 'experiences' as it is about the product itself. Marketers can tap into a brand's heritage to enhance its luxury credentials.


The luxury sector ranges from ‘premium FMCG’ brands, which rely on wide distribution and popular, yet aspirational appeal, through to brands that live or die by extreme exclusivity.

Key insights

1. Luxury brands should balance exclusivity and accessibility

There is no evidence that brands harm their image based on where they are sold – Dom Perignon sells more champagne at warehouse club Costco that any other retailer in the US – so luxury brands have little incentive to sacrifice volume by limiting distribution. Luxury chocolate brand Godiva successfully maintained the essence of the brand and its luxury cues with a mainstream introduction into UK supermarket Sainsbury’s thanks to its Chocolate Never Felt So Good campaign. This was crafted to make people feel the intensity of Godiva chocolate as a multi-sensorial experience and increased perceptions of Godiva as ‘worth paying more for’ and ‘produces high quality products’ by 50% and 31% respectively.