luxury brands and how their marketing is different from other common brands.

1. Identify any three luxury brands and state, using
examples, how their marketing is different from other
common brands.
Dhruv Gupta

2. ◦ Hermès International S.A. listed as a French high fashion luxury goods manufacturer established
in 1837. It specializes in leather, lifestyle accessories, home furnishings, perfumes, jewellery,
and ready-to-wear. Its logo is since the 1950s,

3. ◦ Hermès does not look at celebrity endorsements as a brand-building tactic and has actively stayed away from
this form of marketing (a practice that is quite common in the LVMH brand stables). The very fact that only A-
list celebrities and the ultra-wealthy can afford and get access to their most premium and exclusive products is
an authentic endorsement of the brand.
◦ Hermès to increase the value of its products uses celebrity names for its products example, "Kelly and Berkin
bags" is named after Grace Kelly and Jane Berkin.
◦ Hermès does not follow strategies of launching region-specific collections or product offers. The same product
collections are sold everywhere in the world.
◦ Hermès products are never offered on discounts.
◦ Outdoor advertising Fashion show to promote new products and get feedbacks from customers.

4. ◦ Rolex SA is a Swiss luxury watch manufacturer based in Geneva, Switzerland. Originally founded as
Wilsdorf and Davis by Hans Wilsdorf and Alfred Davis.

5. ◦ ”Celebrating Cinema” — highlighted its iconic onscreen moments
To prove this, Rolex showcased a 60-minute montage titled “Celebrating Cinema” in the 2017
Academy Awards. The clip showed Hollywood icons such as Marlin Brando, Al Pacino, Peter
Sellers, Jim Carrey, Harrison Ford, Paul Newman and Dennis Hopper–wearing Rolex watches in
their most memorable scenes.
What’s striking is that these actors weren’t sponsored or paid by the luxury brand. It’s just that
they coincidentally wore a Rolex in these dramatic moments.
The montage is a compelling reminder of the brand’s heritage and its constant presence in
cinematic history.

6. ◦ Uses Social Listening to Determine What Consumers Want
Rolex mines brand mentions in social networks to determine the content that people want to see.
Last July, it scraped Facebook comments and found that consumers wanted to know more about the
brand’s distinctive features. As a result, it created a “Did You Know” series.
In one post, Rolex explained the Clockmaker’s Four (i.e. the use of IIII instead of IV), which garnered
119,000 likes! This victory was a clear sign that their social listening strategy worked. In fact, the brand
even scored the highest engagement rate in Facebook.
By listening to their consumers conversations, Rolex is able to create content that people want to see.

7. ◦ Posts Impressive Visuals to Highlight Its Aesthetic and Quality
The brand’s images and videos perfectly capture the aesthetic and quality of a Rolex watch.
Rolex knows this too, which is why its Youtube videos about its latest Oyster and Cellinni
collections, feature the watch alone. There’s no copy and no explanation as to why viewers
to buy the product, Because Rolex doesn’t need to words to explain why their timepieces are
special.

8. Burberry Group PLC is a British luxury fashion house headquartered in London, England. ... In 1879,
Burberry introduced in his brand the gabardine, a hardwearing, water-resistant yet breathable fabric.

9. 1. Burberry Bespoke – enabled customers to customize their trench coat
Burberry took customization to a whole new level with their Burberry Bespoke campaign. The
brand enabled customers to choose the style, colour, fabric and materials of their trench coat.
Customization is easy. Users indicate their sex first on the brand website. After which, a model
appears onscreen and the customers can design their trench coat on real-time. They can
from 10 style combinations and from several options that allow different looks.

10. 2. Burberry Kisses – send a virtual kiss to anyone in the world
The brand wanted to promote its beauty product. At the same time, it aimed to explore the concept of love
through a kiss—the most common symbol of human affection. Burberry understood that their millennial
market loved technology and the online world. So, it partnered with Google to create a tech experience like
other.
The collaboration’s result was a fairly simple campaign. With the use of Google’s facial recognition
Burberry enabled users to send personal messages, sealed with their own virtual kiss. The kiss was captured
a webcam, and the computer replicated a user’s lips. Once the message was written and sealed with the
kiss, the message was sent.
Not surprisingly, Burberry Kisses had phenomenal results. It garnered 253,000 search results and users from
13,000 cities sent a kiss within the first 10 days.

11. 3. Uses Snapchat to Deliver Exclusive Content
The brand provided users with a “snapcode” that they could use to unlock exclusive content.
the content of its Mr. Burberry fragrance to the behind the scenes events of its campaign,
Burberry provided all the juicy details in a snap! In fact, the brand’s Spring/Summer 2016
collection debuted on Snapchat, a day before it’s release.