When it comes to luxury brands like Balenciaga, Dior, Louis Vuitton, and Jacquemus, the association with marketing seems almost contradictory. In the luxury industry, the word “marketing” remains a taboo, and no house officially acknowledges it. This sentiment is also reflected in many marketing lectures where the focus is often on other aspects of the industry. However, personally, I must confess that I am a fan of marketing, particularly when it comes to luxury marketing. The modern foundations of this field were established by Jean-Noël Kapferer and Vincent Bastien in their influential work “Luxe Oblige” and its famous anti-marketing laws, published 10 years ago.
The recent fashion week events showcased the immense power of luxury marketing. Take, for example, Jacquemus, who transported us to the mountains for the presentation of the AW21 collection for both men and women. With a reinterpretation of the see-now-buy-now concept and the presence of popular models Kendall Jenner and Bella Hadid, the brand ensured immediate sales and buzz.
Dior, known for its collaborations with influential personalities, partnered with American rapper Travis Scott for their latest venture. This collaboration marked the first co-created menswear collection with a music star, merging Dior’s couture heritage with contemporary sportswear style.
Buzz marketing, a term that may be outdated but still relevant, is also thriving at Balenciaga. The brand strategically created a total blackout of its Instagram account just before its show, reminiscent of what was done by Bottega Veneta. In addition, Balenciaga announced its collaboration with iconic American drag queen RuPaul Charles, further fueling excitement. The brand even transformed its traditional runway into a video game called “Afterworld: The Age of Tomorrow,” developed in partnership with gaming reference Quantic Dreams.
At Louis Vuitton, designer Virgil Abloh continues to impress with his SS22 collection, which embraces tribal marketing. The latest show drew inspiration from Rave Party culture, diving into the world of subcultures and their archetypes.
Luxury not only inspires current marketing practices but also disrupts the game with its unconventional approaches. This audaciousness is a key factor in the commercial success of luxury brands, which often defy expectations and create waves within the industry.
Here are two useful links related to luxury marketing:
1. The Digital Disruption in Luxury Marketing
2. Luxury Marketing Strategies: What Really Works?
