Barbara Jarabik discussing about luxury brands advertising impact after Covid-19 pandemic: Focus on quality, not quantity. It’s better to have a small number of high-quality leads than a large number of low-quality ones. When luxury brands mass market, they risk diluting their message and appeal. Create a Unique Selling Proposition. The best way to give your brand a competitive advantage is to create a unique selling proposition (USP). This is a statement that explains what makes your brand a unique product and why customers should buy from you instead of your competitors. Your USP should be based on your brand’s unique strengths and how those strengths can benefit the customer. For example, you could focus on luxury, quality, or customer service. Make sure that your USP is memorable and easy to understand.



Don’t neglect customer service: When you step into a designer store like Burberry or Louis Vuitton, what’s the first question you’re often asked? “Would you like a glass of champagne or tea?” That’s how it’s done. Brands like these treat their customers like kings and queens. Offering champagne and having a lounge within stores also adds to the luxurious branding. It makes you feel like you’re in a completely different world. Loyalty and repeat purchases are huge components of a successful luxury business. Customers who come back to purchase new releases or existing products have very high average lifetime values. This is why you must treat them extremely highly and ensure they are 100% satisfied. As a matter of fact, 55% of consumers would pay to have a better customer service experience.

Facebook Ads are one of the most effective forms of online advertising, thanks to the high level of segmentation and targeting that you can do. You could, for example, target ads specifically to married 35 year old males from Paris who like the brands Prada, Gucci, and Versace. You can even go one step further and target people by what college they attend, where they work, what their job title is, what music they listen to, and much much more.

Expanded Text Ads are now our reality, and there’s never been a better time to market your high-end product using the power of paid search. With all that extra space comes the ability to differentiate yourself from the rest of the SERP with language instead of relying solely on brand recognition. After all, even when you’re bidding on branded keywords, there’s a good chance you’ll be competing with third party distributors and your direct competitors. The copy you use in your text ads will be the difference between earning a prospect’s click and watching them scroll on by. As you can see in the column on the left, STA (what used to be called Standard Text Ads) placed tight restrictions on your ability to say anything compelling in your ad copy. How can you stand out from the competition when everyone’s pigeonholed into using the same five-ish sentence fragments? Off the top of my head, hiring a commercially motivated haiku writer was the only plausible solution.



While I appreciate the need for stylistic design, luxury brands need to invest in websites that are also intuitive and well desgined from a user experience perspective. Aston Martin and Versace are both great examples of what luxury brands should be doing with their websites. Their websites are visually stunning, while very easy to use, and highly functional. In his book ‘Start With Why’, Simon Sinek explains how great marketing starts by explaining why they exist. Despite this, the majority of brands still market their products by explaining what they do. Take Apple for example. Here’s a paraphrased excerpt of how apple communicate with their customers. Discover even more information at Barbara Jarabik.

Digital signage mirrors are another way for luxury brands to advertise efficiently : The global digital signage mirrors market was valued at USD 780 million in 2021. The world market is expected to grow steady at a CAGR of 12.21% to hit USD 910 million by 2023. Digital signage mirrors can greatly increase individual efficiency by choosing outfits as per weather updates while also offering bus and train schedules (including traffic updates). Digital signage mirrors in smart homes, planes, commercial spaces, hotels, etc. are designed to be connected to users as well as with different devices around. Energy efficiency is one of the major advantages that will drive the adoption of digital signage mirrors.