How advertising strategy for luxury brand changing to take account of Dissertation

How advertising strategy for luxury brand changing to take account of using internet for customers - Dissertation Example One of the reasons for the importance of online channel is the popularity of internet and its boundary less feature that has made the world a global village. Part of this has also been responsible due to the immense popularity of social networking sites like Facebook and Twitter as well as sites like you tube that are extremely popular among the target market audience (Weening, 2011, p.4). The luxury goods industry is also expected to have a very deep relationship with e-commerce and internet marketing. A research report shows that most of the consumer segments for the luxury brand category are essentially net savvy and are influenced by internet marketing. The report also quotes the Chinese market that is considered to be one of the largest markets for luxury brands as an example to show the importance of internet marketing in case of luxury brands (The Levin Institute, 2011). A research report conducted by KPMG also shows that internet has been one of the factors that has been resp onsible for the growth of luxury brands especially in nations like India and China where the spirit of Westernisation and luxury brands have been propagated using the internet (Schwarz & Wong, 2006, p.31). These findings provide a sufficient reasoning behind analysing the topic of present study as internet marketing can help shape up the business prospects and fuel growth of the luxury brands in the market. Literature Review The advertising strategies for commodities pertaining to the luxury class would certainly differ from normal day to day use products. Anderson and Vincze (2006) state in this regard that advertising activities in relation to luxury products endeavour to focus more on making the product exclusive to the public eyes.... The paper tells that the advertising strategies for commodities pertaining to the luxury class would certainly differ from normal day to day use products. Anderson and Vincze state in this regard that advertising activities in relation to luxury products endeavour to focus more on making the product exclusive to the public eyes. Thus in order to reflect the exclusiveness of the product the marketing and advertising campaign in relation to such products proceeds to tie up the product image with other events like sports and also in relation to other popular luxury brands. In regards to an example it is found that how Ferrari the luxury car company in order to highlight its new models have increasingly tied up such with leading jewellery brands. Moreover in another advertising strategy using the help of billboards the company tends to reflect the new launches upon a shinning silver background. Such billboards are planted in highly popular places to attract large number of viewers. To en hance the exclusiveness of the luxury brand the marketers also tend to focus on selected target audiences rather than going over investing on mass market advertisements. This focus on selective markets helps in creating a niche market which would thereby help in enhancing the sales of the product. Luxury Brands like other common brands also was found to take resort to the use of print and visual media for the advertising of their products. Shay observes that the luxury brands in order to gain a more exclusive sphere in the consumer’s eyes carved out a more strategic approach while tending to advertise via the print media.