Luxury Brands Embrace Experiential Marketing to Stay Relevant
Photo Credit: Pharrell Williams partners with LOUIS XIII on its latest brand activation. BPCM / Carrie Ellen Phillips
Skift Take
Louis XIII Cognac's most recent activation is a great example of how luxury brands are aligning with meaningful causes and influencers to appeal to luxury consumers' growing desire to feel their purchases are part of something bigger than themselves.
Luxury brands once relied on the tailored customer experience perfected at boutique storefronts on the most fashionable streets of the world’s most glamorous cities to bring their ethos to life.
With a new generation of luxury consumers interacting with brands online rather than in-person, it can be difficult for a brand to differentiate itself and play up the nuances of its legacy, heritage, and superior production.
Thus many brands from across all luxury sectors are turning to activations, or experiential marketing, as an opportunity to provide the high-level, white-glove experience that is missing in the digital customer relationship.
“It helps them stay relevant and memorable with affluent, influential buyers,” explains Robin Lickliter, chief experience officer at brand experience agency Sparks. “Consumers and audiences want mor
