Welcome Guest to Happi

Subscribe Free: Magazine | eNewsletter

current issue May 2015
 •  US Economy Slips in Q1  •  Gojo To Expand Footprint  •  "Break Up with Your Makeup"  •  Ulta Posts Strong Q1  •  Fortunate Ones
Print

Ads Don't Drive Luxury Sales, Reputation Does



Published November 22, 2005
Related Searches: advertise customers sales brand
Post a comment
Advertisements don’t drive luxury sales or create desire, according to Pamela N. Danziger, president of Unity Marketing, Stevens, PA. Ads may build brand awareness, but with the advent of TIVO and remote controls, consumers tend to skip television commercials. Also, most magazines are bought for their editorial content, not ads. Ms. Danziger insists there is a subtle interplay among three influencal factors: product brand, dealer or store’s reputation and price/value relationship.
For example, Ralph Lauren created contexts or “worlds” that customers can buy into, explained Polo Ralph Lauren’s Jeffrey Morgan. “We try to understand the worlds, create the worlds, communicate the worlds, and develop exciting products that fit into those worlds,” he said.
Ms. Danziger will launch her latest book, “Let them eat cake: marketing luxury to the masses—as well as the classes” in January. More info: www.unitymarketingonline.com.


blog comments powered by Disqus