Proven Strategies To Understand And Reach Luxury Market Audiences: Let's Dive Into It

As the economy experiences challenging shifts, brands are striving to prepare themselves for the upcoming holidays. In order to help brands and advertisers recognize the needs of consumers when shopping for luxury items.

Image source Tenor on Google

Deep down, over 1,000 luxury customers spend at least $1,000 annually on designer fashion. The results highlight the motives that could continue to drive consumer behaviour during key gifting occasions over the next year.

Image source Dribbble on Google

In addition, a deep understanding of the type of content that sybarite ( luxury) consumers prioritize, both when shopping and during their everyday activities such as streaming TV shows. A study found out how much overlap there is between luxury consumers in the US and frequent Amazon users. Amazon has many digital platforms like Prime Video, Twitch, and the Amazon Store, which are used by 97% of luxury consumers in the US and over 67% of luxury consumers in the US visit the Amazon store several times a week, making it a significant channel for discovering and buying luxury items.

Study reveals that Amazon can help advertisers engage high-spending and high-volume luxury shoppers, even if brands do not have a storefront on the Amazon store. Because, reaching consumers with branded content through these various channels could help support luxury consumers' discovery and reference paths, even if they are not directly shopping for luxury stuff on Amazon.com.

Three types of content resonated well with luxury consumers:

• Messaging Around Novelty

• Premier designs

• Limited editions

• Sustainability

• Innovative materials

• Storytelling around heritage

• Values with a strong interest

• Celebrity ads and content to inspire lifestyle-oriented consumers.

Lastly, the research breaks down the segments, motives, content needs, and holiday purchasing habits of luxury consumers, while identifying the overlap with users of Amazon touchpoints. This research provided essential insights for brands and marketers strategies their advertising strategies for the coming year.