Luxury Brands Integrating With The Miami Homeowner LifestylesNovember 26, 2012
As Miami homeowners slowly begin to feel less of an effect from the financial crisis, which struck more than four years ago, many of these folks are becoming more comfortable with the idea of buying things they may not need, but want.
Manufacturers of luxury brands have noticed this purchasing trend, and are currently working towards capitalizing on it as it gains momentum. That being said, companies, which deal goods of this nature, are engaging various marketing strategies to integrate their brand into the lifestyles of consumers across different categories.
Corporations usually executed such advertising methods with products designed to target the middle and lower classes. For example, a company would advertise their beverage by taking a photo of a group of teenagers sitting at a table, apparently having fun, while the company’s product is clearly displayed at the table’s center.
This particular ad would obviously target teens, and the beverage is clearly depicted as an essential “prop” within the photo. Again, this tactic is widely used by manufacturers of relatively affordable goods, but is also becoming more popular amongst luxury brands.
Research conducted shows that a large portion of these prestigious brands currently consider themselves “luxury lifestyle brands”, as they’ve expanded from exclusively targeting those belonging to the upper classes, to practically everyone in general.
Of course, the rate in which they’ve expanded; campaign strategies implored; and the number of categories actually buying from these luxury manufacturers differs from company to company.
Studies show that approximately 15% of major apparel brands, including Roberto Cavalli, are trading in more than six consumer categories. Corporations that deal multiple products, but center their business mainly on clothing, apparently making the most progress in the quest towards becoming luxury lifestyle brands.
Approximately 36% of accumulated studies’ respondents, such as Kenzo, were found to be trading within four categories. 28% of those interviewed by analysts were reportedly selling merchandise to five categories, while 17% of the total, including Carolina Herrera, only competed within three.
Analysts were able to point out several underlying reasons why these luxury brands sold well amongst the masses, which include the utilization of traditional advertising through magazines, newspapers and video content.
Other organizations dealing pricey items were able to reach out to markets within Miami and across the U.S. – while minimizing their advertising costs – through the internet, including social media networking, blogs, and apps.