The luxury market is more flooded than ever before, which means staying ahead of the curve is a necessity for brands and businesses that wish to stay afloat. As competition becomes ever more fierce, next year, they will be leveraging increasingly clever PR and marketing tactics to place themselves at front and centre of their target customers’ consciousness in the hopes not just of winning them over, but keeping them engaged for the long-haul.
In today’s digital world, the latest technological innovations are rapidly changing the way brands communicate and appeal to their audiences, and those same companies are having to adapt quickly to keep up with constantly evolving consumer demands.
From cutting-edge technology and personalised experiences to an unwavering commitment to sustainability, the relationship between luxury brands and their discerning audiences is set to be redefined forever.
Here, we take a comprehensive look at the trends set to shape the world of luxury PR and marketing in 2024, handpicked by the experts at Create Vista, the leading graphic design tool.
Augmented reality integration
Luxury brands and businesses have long been some of the first to adopt the latest technological innovations in a bid to utilise marketing tactics that place them far ahead of the masses, and in 2024, it’s a trend that’s set to continue. Augmented reality (AR) has been slowly but surely seeping into every aspect of our lifestyles of late, and with the development of the metaverse now well underway, this is only set to continue.
To set themselves apart, luxury fashion brands like Philipp Plein are already leveraging AR to allow consumers to virtually try on products before they buy, and it’s a trend that is set to spread throughout the high-end fashion world as competing brands catch on. Luxury interior design and home furnishing companies are also using this tactic to allow potential customers to visualise how designs and items will actually look in their homes before making a purchase
Personalisation and customisation
One of the major cornerstones of effective luxury marketing is personalisation. The discerning clientele of high-end brands does not respond to the one-size fits all approach, and the need to provide a unique experience that feels thoroughly exclusive is at an all-time high when it comes not just to attracting customers in the first place, but also retaining them.
Thanks to artificial intelligence (AI), the possibilities are growing for luxury brands and we’ll see a new era of personalisation in 2024 that goes far beyond just the basics. This new tool for learning customer behaviour and analysing preferences is allowing them to get to know potential and existing clients better than ever before so that they can speak to them in a language they best understand – whether that be inspired recommendations, exclusive events or free gifts – and combines with the latest social media advertising tools, personalisation and customisation is becoming easier than ever. The level of accuracy that is now possible is impressive, and will be the key to forging deeper connections between high-end brands and consumers.
Sustainability placed front and centre
Where once, luxury brands might have adopted sustainability credentials in little more than a bid to box tick and satisfy their demands, it’s no longer enough, and in 2024, we’ll see them wholeheartedly embrace a more eco-friendly way of working, starting with sourcing and continuing all the way down the supply chain.
Sustainability is more than just a passing trend, and represents a fundamental shift in consumer expectations, and a growing emphasis on environmental and social responsibility amongst high-end brands will go beyond simply being a clever marketing tactic to win favour, and get down to the nitty gritty of meaningful change as it becomes a key value embedded in their overall ethos.
Live-stream shopping experiences
Live-streaming has been enjoying a moment over the past couple of years, with platforms like Tiktok, Youtube and Instagram all offering the functionality to users and boosting overall engagement by significant amounts. A new trend emerging as an offshoot is livestream shopping experiences, and in 2024, we’ll see high-end brands leveraging this tool to create interactive shopping experiences that allow customers to see products and ask questions about them in real time before going on to make seamless purchases.
If the QVC shopping channel shows of the 90s are coming to mind, then think again, because we’re talking more along the lines of sophisticated and exclusive personal shopping experiences that offer maximum comfort and privacy because they can be enjoyed from anywhere, from your own sofa to a luxury hotel and are dedicated just to you.
