5 Luxury Marketing Strategies to Boost High-End Sales

At its core, the concept of luxury marketing is to promote and sell high-end products and wares. A strong brand name coupled with a luxurious product can sell at a high price. But how do you define a luxurious product?

This all depends on the perception of consumers. If the product is perceived as luxurious and exclusive, it can be considered high-end.

And so, companies would redefine their products for high-end prospects. They can also expand their brand to use luxury marketing tactics to drive high-end sales. We’ll discuss the top luxury marketing strategies in-depth below!

1. Make the Most Out of Visual Social Networks

Photographs are one of the best mediums for evoking a sense of aspiration to obtain luxury products. For example, seeing how chic or elegant an outfit looks on a model can stir the consumer’s desire to exude the same elegance as the model.

As such, you can observe how visual social networks can be a big opportunity for luxury brands. It can help raise brand awareness and advocacy towards its shoppers. Pinterest and Instagram are great examples of this.

On Pinterest, Chanel is one of the most pinned brands. It has over 1,244 pins of Chanel products per day but what makes this impressive is that it’s all done by their advocates. Chanel itself doesn’t have an account on Pinterest.

If you’re going to use visual social networks, we recommend striking a balance between promotion and awareness. You can educate them about your brand’s aspirations and advocacies without being too promotional.

For example, if your brand specializes in selling lab-grown diamonds, you need to include facts about why it’s better than mined diamonds. What are your advocacies for promoting lab-grown diamonds? What will your consumers end up supporting besides your brand?

2. Build Your Website: Style, UX, Functionality

Generally, luxury brand websites can be dazzling and stylish. But when it comes to user experience (UX) and functionality, they don’t perform as well as their looks. Some suffer from having really slow loading times. And this happens even if the user has a high-speed internet connection.

To make matters worse, their website could be highly difficult to navigate. Those factors are all off-putting for any visitor and could turn them away from browsing your products further.

Luxury isn’t supposed to make things more difficult for your consumers. Just like your products, your website should also serve them with the feeling of luxury. It should have fast loading speeds and high-quality pictures. The descriptions and instructions for purchase should also be comprehensible.

If your consumers need assistance while shopping online, an employee should be available to answer their queries. Having such a luxurious and smooth user experience will compel them to return and recommend your website to their friends.

3. Tell the Story Behind Your Brand

It’s almost always effective marketing to explain why your brand exists. You can tell them what your products do, but you still need to share the story behind your advocacy. What does your brand stand for? What do you believe in and how will you achieve it?

Communication is important in establishing and strengthening relationships. This applies between your brand and your consumers. Communicate with them what your luxury brand is all about. What is your brand heritage and how does it apply to your products?

For example, you want to produce wedding rings that couples can wear with a clean conscience. Hence, you promote lab-grown diamonds where the materials are ethically-sourced. The younger generation loves these kinds of advocacies and will certainly promote your business in turn.

This approach will assure your consumers of the luxury, quality, values, etc. that you stand by.

4. Use Good SEO to the Fullest

Whenever you search on the internet, you’d notice that Google is one of the most influential channels for shoppers. What appears on the first page is all that visitors often check.

Unsurprisingly, poorly designed websites can also have bad SEO so you won’t see them on the first page of Google at all. This can apply to luxury brand websites which implies how many customers they fail to capture.

For example, if you’re looking for lab-grown engagement rings, the best luxury websites selling those should be among Google’s top rankings. By being on the first page, as a consumer, you’d likely visit their website and check their products. This is a good way to be introduced to newer luxury brands as well.

As a marketing strategy, using SEO is a goldmine for luxury brands. An SEO-friendly website will have a lot of potential traffic and revenue flowing in.

5. Create a Sense of Exclusivity with Your Brand and Products

The basics of a luxury brand always involve exclusivity or at least, the perception of it. It makes a product seem rare which in turn, makes it desirable.

Imagine if just anyone can walk into Gucci and buy their product. The brand will lose its appeal to those who want products that aren’t easily accessible. This might seem impossible online where everything is accessible to everyone.

However, the internet doesn’t equate to a wider distribution of products for luxury brands. The brand’s online visibility only makes content available to everyone which can create a desire to buy their products.

If we’re to apply digital marketing to reality, its equivalent will be having more advertisements on TV and on buses. Everyone can see the content and products you offer but attaining it remains an exclusivity. Online, your brand can be exclusive by using concierge services and loyalty benefits for previous customers.

Conclusion

Luxury always meant having access to the most exclusive and desirable things on earth. As a luxury brand, you need to embody and evoke that feeling from your consumers. They need to feel and perceive that they are buying luxury products.

You can use visual social networks for that by posting images of your products worn by models who exude a luxurious image. For example, you can hire a model to wear your diamond tennis bracelet with diamond stud earrings to match. This will increase your online visibility and attract consumers who wish to emulate the luxury your model exudes.

It’s also important for your brand to have a story that lets consumers know about your advocacies. If your values align, they’ll consistently visit your shop and recommend it to their friends.

When you build your website, we recommend emphasizing user experience and functionality as much as style. An aesthetic website can attract your consumers but it’s the user experience that makes them stay.

Once your website is out, don’t forget to make it SEO-friendly. This will ensure that you’re on the first page of search engine results, like Google. This is essential for increasing traffic and in effect, your revenue.

This doesn’t mean that your luxury products can be bought just by anyone. It will lose its prestige and the perception of exclusivity among luxury brands. Maintaining your product’s exclusivity is extremely important as a luxury brand because that’s part of what makes it more desirable.