When we say May, we say Cannes. Every year, on the red carpet of the legendary Cannes Film Festival we meet the most admired luxury brands of the moment. The excitement surrounding the Festival, as well as the eagerness of the public to take part in such an event (even indirectly, only through TV broadcasts), turns the whole planet into one filled with excitement and excitement.
The two weeks of the festival are a true show of glamour, heritage and exclusivity. The personalities present at the event, as well as the luxury brands with which they are displayed, give the event a high degree of exposure, a visibility that reaches maximum heights. The association is not accidental in the world of luxury, here the brand speaks of status, well-being and success, and those who wear it borrow from its attributes.
Exclusive brands on the red carpet
The renowned French jewellery brand Chopard is a traditional partner of the event both as a sponsor and as a supplier of accessories worn by the actors present at the Festival. On the occasion of its 150th anniversary, at the event at the luxury Martinez Hotel, Chopard launched the jubilee collection “The Magnificent Marilyn Diamond Set” in memory of Marilyn Monroe. The enduring piece of the collection was a necklace with 12 diamonds carved in the shape of a heart.
In the same year, the vodka brand Grey Goose launches in partnership with Chopard, the limited edition “Elegance”, distinguished by the special design of the hood symbolizing a Chopard ring.
San Pelegrino also rose to the height of the event, releasing a limited edition inspired by Federico Fellini's La Dolce Vita. George Clooney and Diane Kruger were among the actors present at the event.
Luxury means dream, for most people an aspirational dream, a permanent seduction, and the big brands have always found ways to make this dream affordable for every pocket. Chanel were the ones who opened this way with the “Low Budget Edition” of their lipstick. He was joined by Hermes, with scarves accessible to anyone, but also Bulgarians. Furthermore, brands have come to meet “low budget” consumers, providing them with true brand experiences. An example of this kind is the occasional opening of factories for visits by potential consumers, a real foray into the brand story.
Trends in the luxury industry
Established brands such as LVMH, Armani, Vertu, Ralph Lauren or Hermes already have a mature, loyal audience with a sophisticated, precious, discreet consumer style. But the mere fact of promoting the story of the branding process seems to be insufficient to secure a comfortable position in the category.
New exclusive brands have emerged in recent years, dedicated to the “connoisseur” segment, which although they do not have the financial power to promote established brands to become accessible to the general public, attract luxury consumers with their degree of exclusivity for whom the unique value makes a difference.We are talking in this case of luxury brands associated with the idea of attachment and emotional involvement.
Luxury brands in the digital age
Consumers of luxury brands are sophisticated, and this is reflected in their buying behavior. At the same time, this type of consumer is always up to date with the latest technologies, being attentive to every new invention in the field. This was understood by luxury brands. Brands knew that in order to get as close as possible to exclusive communities, they needed to expand their communication across digital and mobile environments. Today, brands connected to the business environment use sophisticated online platforms, smartphone applications, social software, responsive design of websites and online stores adaptable in terms of content for all types of display screens (PC, laptop, tablet, mobile) to “showcase” their product images and make it possible to search, inform; and even buy from online stores of a particular distributor thus considered more transparent.
Online campaigns to activate or engage consumers, increase brand experience are centered on images and video spots with products dedicated to online communities of fans, loyal consumers and aspiring consumers alike.
For all this, however, the luxury brand needs to be part of the everyday life of exclusive, but also aspirational communities, to be connected and present with novelties and to always surprise by reactivating the state of dreams and emotions.