Targeting luxury consumers: The new rules of engagement for media

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...

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