I've mentioned the importance of social media and the convenience it brings for some brands and consumers. But what about those luxury brands that appeal to luxury consumers that are stifflers for traditional marketing. Luckily, some brands have noticed that print ads for expensive products will always appeal and target their ideal customers because they can maintain a "high-end" image. Those that have come to value the traditional marketing of print ads; Cartier, Oscar de la Renta, Carolina Herrera, and Harry Winston, are along those brands. These brands have cashed out some of their marketing funds to include print ads in not only Hearst's Town and Country October issue, but their fall/winter issue as well.
Matt Egan, strategy director of Siegel + Gale in New York, believes
"Town & Country is a great vehicle for reaching classically-minded, truly affluent customers." He says their readership includes exactly the types of people that have emerged from the recession and are ready to splurge on expensive accessories, including those for weddings.
Cartier Ad:
Oscar de la Renta Ad:
Luxury items claim to have a sort of love affair with print ads because they create that ideal dream positive with a glossy print ad. This channel truly creates brand value and integrity that consumers will come to realize.
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