The luxury goods sector aims to convey emotions and experiences in their brand products. Top brands are the result of the effort of generations and countless working years. Their missions is to excite and enthrall their customers, which is the main path towards brand loyalty.
This industry needs to run parallel to the experiential, the digital, and the artistic. The luxury goods sector establishes as an independent submarket, with a totally different behavior compared to the general market. In the context of marketing and branding in particular, there is a specialization in this type of brands. In spite of the general decrease of goods acquisition, the luxury goods are always in demand.
The major objective for a brand is not to increase the sales numbers, but increase its own value. This is achieved by increasing their exclusivity. Breaking the rules, leading trends, and inspiring the world. Sales are specifically segmented and exclusively addressed by means of internet, bespoke services, or limited production. This exclusivity sacrifices quantity in order to gain added value and prestige.
Years ago, despite the circumstances resulting of the new social and economic paradigms, the luxury goods sector was not properly dealt with by the marketing industry. Instead of providing a differentiating treatment, it was analyzed in isolation and ruled by fixed norms. Nowadays, when faced that this sector not only consists of production and logistics of expensive good for specific clients, its activity has focused on a specialized field of marketing, for the appropriate integrated management.
On the other side, within the Influencer Marketing, 78% of luxury, fashion, and cosmetic brands chose these professionals to implement their campaigns. The presence of these sales gurus is gaining importance, as 60% of luxury brands are currently increasing their budget for influencers.
