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Luxury Marketing by Lourdes Berho


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Luxury Marketing by Lourdes Berho

  1. 1. <ul><li>Lourdes Berho </li></ul>Premium Marketing Wealth Management | ICG | Premium Cards | Middle Markets | Goverment Banking | Loyalty | Valor
  2. 2. What is Luxury Marketing?
  3. 3. What is Luxury Marketing? <ul><li>“ Luxury is a universal concept with individual definitions” </li></ul><ul><li>Tom Murry, President and CEO of Calvin Klein. </li></ul><ul><li>“ Tailoring is everything, customization, selling the experience, cohesive communication, and be aspirational”. </li></ul><ul><li>E dgar Huber, CEO Juicy Couture. </li></ul><ul><li>“ Start high- Stay high” </li></ul><ul><li>LeonardA. Lauder, Chairman Emeritus, The Estèe Lauder Companies Inc. </li></ul>
  4. 4. <ul><li>Relationships </li></ul>Conversation Topics Environment Experience Lifestyle Fashion Personalities Money Social Responsibility
  5. 5. Status Trends From products and symbols to experiences and histories Generosity as an status statement Environment / Eco Friendly Belonging to a Social Network Having / Knowing the latest gadget / Intelligent information
  6. 6. Ten Commandments for Luxury from the heart: 1. Embrace the challenge. “tenacity against all odds” What is Luxury Marketing? 2.Hold to true values . “Be meaningful-value the investment” 3. Rediscover the beauty of human feeling. “pampering personal importance” 4. Romantic the first time . “Treasure the first time”. 5. Step into a better future . It’s not business as usual. 6. Find luxury in the real thing. It exists in the essence of life. TAM 7. Make an understatement. Ostentation is out of place 8. Support investment as the new spending. Beyond the season 9 Embrace the story of the inside . “No more mannequin whitewash”. 10. Generate a high return on time. “Time is the ultimate luxury” Source : Saatchi&Saatchi LATAM