A Halt on Mass Exposure: Luxury Brands' New Approach
Contemporary approach towards extravagance in the media landscape
In contrast to the widespread pursuit of audiences across a sprawling media landscape, high-end brands are veering off course. Their objective isn't to grip the attention of the masses, but to resonate deeply with a select few. Cherry Collins, a global strategy partner at Havas Media Lux, plays a crucial role in crafting media strategies for these premium clients. Her main focus? Crafting an indelible brand presence.
"For us in luxury," she notes, "we’re not on a wild goose chase for reach. We’re definitely eyeing resonance."
Havas collaborates with esteemed brands like Hermès and Abercrombie & Kent. Their media strategies, according to Collins, aim not for ubiquity, but for longevity in memory – a mark in the mind of the affluent few who truly matter.
This strategy steers clear of the disorderly, intrusive digital formats that dominate today's media world. Instead, Havas seeks out media environments that mirror the exclusivity or craftsmanship of the products they represent. "High-end brands like Hermès are on the chase for the 1% – or even the 0.1% – of high-net-worth individuals," Collins explains. "These individuals, who’ve sculpted their lives to elude the clutches of the attention economy, are the perfect prey."
From tasteful print placements to intimate experiential events, every touchpoint is carefully selected to embody the brand’s values. Collins adds, "These formats slash through the overwhelming digital clamor that has become a tedious cacophony for luxury consumers. They offer moments of laser-focused engagement that echo the curated experiences these consumers crave."
Experiential events, Collins suggests, hold particularly potent power. "They're the key to cracking open those indelible, culturally resonant moments. They need to be ubiquitous, yet innovative – finding ways to break through the noise and truly deliver those immersive, memorable experiences."
While conventional demographic categories – such as age or income – retain relevance, Havas fixates on 'tribes' – communities tied by a shared value system, aspirations, and lifestyle. As Collins puts it, "We don’t talk about audiences in terms of age groups or income brackets. We actually discuss them in terms of tribes and communities. We're well aware that an 18-year-old might possess the same passions and interests as a 50-year-old."
Among the tribes garnering Havas' focus are the 'Memory Makers' – consumers who use luxuries to create emotional, lasting memories. They exhibited characteristics that prioritize significance over status and seek a clear, reciprocal exchange for every acquisition. Another key tribe is the 'Joy Rejuvenators', who rely on luxuries to bring a whirlwind of spontaneity into their lives, offering a much-needed boost.
Havas research, 'The New Codes of Luxury', confirms these shifts in luxury aspirations. Conducted alongside Evolve OOH, the study reveled that 41% of United Kingdom's ultra-high-net-worth individuals view luxury purchases as means to create enduring memories. Moreover, a staggering 84% of all luxury consumers regard advertising as an art form.
To tap into these evolving audiences, Havas employs Converged – an AI-powered platform equipped with creative strategy, media activation, and performance measurement combined in a single space. Built with client control and privacy at heart, Converged enables luxury brands to execute decisive actions without compromising sophistication.
"It's a superpower," Collins beams. "We can plug in data and maximize returns on investment."
This harmonious blend of emotional acumen and machine learning empowers Havas to design what Collins refers to as "counterintuitive" media plans – strategies that surprise traditional planners but are finely tuned to maintain the delicate balance between exclusivity and accessibility.
Instead of overwhelming mass-awareness campaigns, Havas favors a diverse medley – a carefully orchestrated mix of formats, cultural influence, data-informed targeting, and long-term performance tracking.
"Often people rush to launch big media campaigns first and reap the immediate rewards," she muses. "But actually, it's ensuring the brand evolves wisely. That's what propels success in the long run."
Main image by T. Selin Erkan on Unsplash.
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Luxury Brands' New Media Strategies
Luxury brands are adapting their media strategies to focus on building lasting and meaningful connections with high-net-worth individuals. Here's a rundown of the key components of their approach:
1. The Pursuit of Resonance over Reach
Luxury brands are forgoing mass exposure and focusing on deeply connecting with their audience. They seek to resonate with a niche, affluent niche that values exclusivity[3].
2. Curated, Personalized Experiences
Luxury brands create carefully crafted experiences, which reflect their brand values, and cut through digital noise to offer meaningful and engaging brand interactions[3].
3. Values, Personalization, and Storytelling
Luxury brands emphasize the brand’s values, personalization, and storytelling in their messaging to foster deeper connections with their audience[1].
4. Tribes and Splintering Audience Segments
Luxury brands identify and target specific "tribes" within their audience, defined by shared values, motivations, and lifestyles. These tribes help brands deliver more tailored, resonant messaging[2].
- In contrast to mainstream advertising strategies, luxury brands are prioritizing resonance over massive reach, aiming to create deep connections with a select few high-net-worth individuals who hold similar values and lifestyles.
- To stand out in the digital clutter, high-end brands like Hermès are opting for tasteful, personalized experiences, such as intimate experiential events, that mirror their brand's exclusivity and craftsmanship, offering moments of laser-focused engagement to luxury consumers.
- Instead of conventional demographic categories, luxury brand strategists, such as Cherry Collins at Havas Media Lux, are focusing on 'tribes' – communities tied by shared values, lifestyles, and aspirations – to craft more effective and resonant messaging for their select, niche audience.
