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Luxury Brands’ Foresight Through Pandemic Could Pay Off July 01, 2020 (0 comments)
New York, NY—As the world snapped into lockdown mode, advertising immediately pivoted as well. By the third or fourth week in, almost every TV ad started out with “in these uncertain times” or some version thereof.
Luxury brands, however, tended to focus more on creating targeted, valuable content for customers and building goodwill by reassuring consumers of the brands’ commitment to global well-being. That approach may pay off handsomely as the world continues to reopen, says this article in Luxury Daily.
For instance, fashion brands Erdem and Off White immediately shifted their manufacturing from clothing to non-medical masks. And three LVMH-owned perfume factories (Christian Dior, Givenchy, and Guerlain) immediately converted to producing hand sanitizer.
Other companies, such as Mandarin Oriental, Four Seasons, and other luxury hotel brands, focused on personal wellbeing, such as offering online cooking classes or yoga classes taught by chefs and instructors from their various properties. Image above: Italian jewelry brand Bvlgari also runs a chain of luxury hotels. In this video, Bvlgari Dubai Resort pizza chef Federico Zolofra shows guests how to make the facility's famed pizza at home.
Suzanne Darmory, founder/president of The AGNCY, New York, told Luxury Daily that spending so much time at home with loved ones has reframed the way consumers think about their world. Connecting with consumers through content they care about is an opportunity to build stronger relationships with them.
“The world will never be the same post-COVID,” Darmory told Luxury Daily. “The way we shop, the way we travel, the way we eat will change for life.
And, like it or not, going forward in this changed world, brands will need to add their voices to crucial social issues, such as the Black Lives Matter protests and more, she said.