Luxury brands have been on my mind recently with the release of the new iPhone 5S alongside the new iPhone 5C (that some refer to as the iPhone "cheap").
It seems to me there is much to think about marketing a luxury brand and there are lessons to learn there to apply to next generation loyalty as well.
Retail Online Integration has a fairly common sense article up about how to market luxury brands in the digital marketing world, the Participation Age.
digital-strategies-luxury-brands
Here is a snippet from that article:
Luxury brands by their nature must approach digital marketing in a far different manner than brands that appeal to the masses. This includes everything from targeting to customer service. Luxury brands must be able to take the services their customers expect in-store and provide them in the digital space.
...
1. Provide exclusivity, even in the digital space. Companies looking to reach high net worth individuals need to take special care to provide consumers with exclusive content. Individuals spending large amounts of money don't want the couch they just bought to show up as the first result during a Google search for "furniture."
Happy reading,
J.W. Gant
**UPDATE**
Bit of a write-up about this was posted on Gigaom a month after this post:
why-is-apple-hiring-luxury-fashion-execs-it-wants-to-be-a-lifestyle-brand/#
**UPDATE #2**
This is a worthy addition to this line of thinking:
the_art_of_attracting_the_affluent
Good reading all together.
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