For luxury brands targeting modern consumers, a new guiding principle is emerging — relevance over reach.
Driven by young consumers seeking deeper connections at a time when traditional luxury marketing approaches are diminishing in influence, the result is a surge in crafted luxury content that resonates deeply within specific global locations or within a clearly defined local community.
Young consumers are failing to connect emotionally with global campaigns that don’t necessarily fit into the narratives of their own lives and lifestyle values. Instead, they seek brands that understand their local cultural nuances or the experiences of their community or tribe, that provide deeply personalized experiences yet still feel luxurious.
The key is in creating content that is unmistakably luxurious while still catering to local nuances and preferences. High-quality visuals, carefully crafted storytelling and messaging that emphasizes brand values ensure consistency across all markets. This dual visibility reinforces brand prestige while highlighting its commitment to local narratives. It also aids the narrative of local talent as they gain exposure through a global brand association.
A luxury group where global brands can sit alongside hyperlocal entities indicates the direction of travel both in terms of ownership and the campaigns that support those assets.Talent networks are made of real people with their own hopes, ambitions and expectations. Merging their perspectives with that of a large, global brand is a balancing act.
Featured Industry Sectors Marketing Opinion Columns Hyperlocal Marketing Luxury Luxury Daily Luxury Marketing Luxury News Marketing Oisin James Deady Twelvea.M.
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