Do you know the best examples of online luxury marketing that you can learn from? Luxury is a booming sector with a very specific buyer persona . According to the latest studies on the luxury market, there are currently around 380 million consumers of luxury goods and services in the world, and in 2020 there will be 440 million consumers, an increase of 15%. How does Spain and Europe position themselves in the sector?
In total, the 100 largest luxury companies achieved a ukraine number screening combined turnover of 212 billion dollars, according to the Global Powers of Luxury Goods 2017 report prepared by Deloitte.
Contrary to what you might think, the truth is that despite the great crisis, this sector has not only not been affected, but has fared better than ever. Social differences have increased and this is a consequence of this. While the majority suffers the ravages of the crisis, the rich have become richer and therefore consume more and can afford to spend more.
Spain is among the top countries in the study, with a 9.7% growth in sales, higher than the world average and only surpassed by France, which ranks first with a 14.9% growth in sales.
The perfumery firm Puig, the Textile Company Lonia (Carolina Herrera and Purificación García), the jewellery company Tous and the watch brand Festina Lotus are present in the Top 100 prepared by Deloitte.
Looking more closely at the figures for Spanish companies, Festina Lotus' sales growth stands out, reaching 14.5%. Close behind are Tous (9.9%) and Puig (9.1%). However, it is Sociedad Textil Lonia that registers the highest profit margin, reaching 9.7%.
Europe, in the lead
Europe is the geographical area that has seen the greatest growth in luxury goods sales. This sector has seen a slight decline in traditionally dominant countries such as China and the United States, mainly due to fluctuations in exchange rates and the relocation of some brands.
Although France is in first place for growth, Italy continues to lead the ranking of countries with the largest number of companies in the Top 100, with 26, three fewer than in the previous study. The same number of brands has been gained by the United Kingdom, which has reached France and Switzerland.
The opportunity for luxury brands in the digital environment
As a major brand, in addition to creating traditional advertising strategies, you should also bet on a digital strategy. It is essential that you provide a unique experience to your clients, that you create a digital strategy to achieve success and attract those new clients who are already moving in the digital sphere.
The digital environment is the perfect channel to reach your consumers. If your company is related to this luxury sector, Inbound Marketing and its non-intrusive way of transmitting messages will work for you. It is a perfect and elegant way to attract and convert your users.
Your customers are driven by the brand; they are brand lovers who don't care about money when it comes to buying. That's why this can be a good tactic for you. You have to convince them but without being aggressive.
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