Page 28 - GrapevineMarApr 2022

Marketing
Around The Vineyard

Luxury Brands Up Their

Marketing Game

By: Susan DeMatei, Founder of WineGlass Marketing
C oco Chanel once said, “The best things 93% of Consumer Engagement with

Luxury Brands Occurs on Instagram
in life are free. The second best are very
expensive.” The mistress of iconic fashion
couldn’t have stated it more succinctly. Luxury (Source: Digimind)
today, as it was in Coco’s time, is not essential but COVID accelerated a trend already in the making
continues to be highly desirable and prestigious – the economy saw a massive shift to eCommerce,
because of the quality, price, and prestige it confers and marketing shifted accordingly to digital plat-
on its consumers. forms. Not surprisingly, luxury fashion, jewelry,
cars, and retail brands were the first to commit to
However, when it comes to marketing, luxury social media. They immediately recognized that
brands are like any other brand. They market them- absent the ability to go to a store, the stories and
selves to those who can afford to buy them and images shared in the new virtual market will make
those who aspire to own something, anything, cre- up the building blocks of a brand’s image and equi-
ated by them. Like all brands, they battle for share ty. And these touchpoints, albeit digital, make for
of mind and wallet. real and tangible engagement, interest, loyalty, and

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