There are numerous ways to celebrate the important milestones with your loved ones. Abelow PR, a NYC boutique public relations agency, has more than 25 years of generating brand and building consumer awareness and sales, and ultimately moving the needle on luxury consumer products including fashion designers such as Sonia Rykiel and high end brands like Veuve Clicquot Champagne, among many others.
Our luxury pr firm stays abreast of key industry trends in developing our public relations programs for our luxury accounts.
Emerging Luxury Trends
Marketers should note of the following luxury trends.
- HENRY (i.e. High Income Earners Not Yet Rich) are currently defined as consumers, also known as Millennials, ages 24 to 35 with household incomes ranging from $100,000 to $300,000. This group presents tremendous potential for luxury brand marketers.
- Brands targeting this market must demonstrate the value of their product. Some brands have “hosted debates on luxury from aesthetic, conceptual and cultural perspectives,” according to the Luxury Society.
- Emerging markets such as China, India, and Russia have created an unprecedented demand for luxury goods around the world. It pays to reach those audiences, and they travel to the U.S.
- Although exclusivity and the personal touch has been key in terms of selling luxury goods such as jewelry, cars and private yachts, the next generation of luxury consumers are extremely tech savvy. Research reveals “75 percent of luxury consumers have multiple digital devices,” notes McKinsey & Company.
Our luxury pr firm often implemented a thorough media relations program to secure feature and round-up print and broadcast stories for our luxury clients. Here are a few tips for helping consumer brands, such as jewelry designers, break through the clutter and capture share of wealth.
1. Cause-Related Marketing Program
Positioning your jewelry company as a good corporate citizen dedicating a percentage of sales to be donated for a worthwhile cause such as breast cancer, domestic violence and heart disease and others makes good marketing sense.
It is a win-win situation for the jewelry company and the charity because consumers have a limited time to make a purchase and often they will be motivated to raise funds for a specific cause through a purchase.
2. In-Store Promotions and “Open Studio” Events
Consumers love the opportunity to meet the jewelry designer during in-store promotions or “open studio” events at major retail outlets such as Bloomingdales and Macy’s, as well as boutique outlets across the country.
These promotions are often marketed through the company’s network of influencers through e-mails, social media channels, print and/or digital advertising, as well as in-store signage to highlight the upcoming jewelry designer’s visit. Of course, standard PR channels such as online, newspapers and magazines are also highly worthwhile.
3. Product Placements/Photo Shoots
Although a picture is worth a thousand words, it does help to have a collection of jewelry – earrings, necklaces, bracelets and rings – to provide to the accessory editors at major publications such as Elle, InStyle, Martha Stewart Weddings, Nylon, Vogue and other influential fashion magazines for major photo shoots.
4. Celebrity Events
High-profile celebrity events such as the Emmys, Oscars, and People’s Choice Awards are another way to create a favorable buzz for your jewelry client. Some clients often see a spike in sales from having a celebrity wear their merchandise at a high profile event.
5. Social Media Outreach
It is vital to have a digital campaign posting at least two times a week general news, photos, limited time offers on Facebook, Twitter, Instagram, and Pinterest.
If the jewelry company has an e-commerce store, then it is a very effective way to promote your online shop and stimulate sales.
Over the last 25 years, Abelow PR, a NYC boutique pr firm, has established a track record in propelling luxury consumer product companies such as jewelry designers capture their share of wealth.
We are here to help. Give us a call at (212) 941-9247.