Targeting luxury consumers: The new rules of engagement for media

Louise Martell

To future-proof growth, luxury brands now recognise the need for a multi-channel media strategy. Luxury brands that at first were reluctant to use digital and e-commerce have embraced both as digital touchpoints have reshaped the luxury category.

Luxury audiences are getting younger, more diverse and harder to track. They are increasingly dispersed across different markets and attention is fragmented. Simply advertising in premium media is no longer enough. Alternative ways of targeting and engaging with these audiences are required, and marketers are turning to influencer marketing, collaborations with youth brands and a greater online presence.

Until recently, luxury goods marketing was fairly straight forward. Identify the relevant High Net Worth Individuals (HNWI). Reach them through HNWI-friendly media such as the Financial Times, Condé Nast titles and maybe retail or airport out-of-home sites.

How things change

While the...

WARC subscribers can sign in to keep reading

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