Articles and News

New York, NY—The luxury bride is highly susceptible to emotive marketing, perhaps because she has the means to indulge her fantasies of a perfect wedding.

According to this article in Luxury Daily, marketers who use a multi-channel approach are able to tap into the affluent bride’s emotions at different times in her wedding planning process, from the early research and inspiration phase through the actual day. Brides do seek inspiration and guidance, and bridal purchases—emotional to begin with—are even more so when a big budget is involved, says the article.

Two jewelers cited in the article are De Beers, for its iPhone/iPad apps that serve as a wedding jewelry finder and consultant on diamonds and the brand, and Cartier’s traditional print ads, which are placed in high-end publications like Town & Country and Tatler.

Read more here.

Photo: Affluentbride.com