Too posh to push direct? (how luxury brands are successfully using direct marketing)

Strategic Direction

ISSN: 0258-0543

Article publication date: 11 October 2011

Keywords

Citation

Handley, L. (2011), "Too posh to push direct? (how luxury brands are successfully using direct marketing)", Strategic Direction, Vol. 27 No. 11. https://doi.org/10.1108/sd.2011.05627kaa.010

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited


Too posh to push direct? (how luxury brands are successfully using direct marketing)

Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 11

Handley L.Marketing Week, June 2011, Volume 34 Issue 24, Start page: 29, No. of pages: 3

Reports how the traditional trend for luxury brands to steer clear of direct marketing in a belief that it is for the mainstream only is being revised, with good results. Explains that premium and luxury brands are often regarded as keeping consumers at arm’s length, with marketing focused on glossy print advertisements in high-end magazines promoting a glamorous lifestyle, but with several upmarket brands now successfully choosing to communicate with people on a more personal level. Illustrates these points with particular reference to UK car company Land Rover and clothing brand Boden, both of which won Marketing Week magazine Engage awards for their direct marketing and customer relationship management campaigns respectively. Discusses how premium brands can use direct marketing to best effect, and why such premium brands might avoid it. Offers the viewpoint of marketing expert Simon Russell (Scott Dunn), and the top trends and predictions for 2011 by four marketing experts (Simon Russell (Scott Dunn), Neil Warburton (Boden), Jerome Mackay (Ettinger), Mark Beamont (Land Rover UK)).Article type: ViewpointISSN:Reference: 40AN372

Keywords: Consumer behaviour, Customer profiling, Customer requirements, Customer satisfaction, Customer services quality, Customer surveys, Customers, Direct marketing, Marketing models, Marketing philosophy, Marketing planning, Marketing strategy, Marketing theory, Organizations, Premier brands, Retail trade, Retailing, Sales campaigns, Strategic marketing, United Kingdom