Our resident millennial example is 26 and a law graduate, although she currently works in fashion and lives with her parents on the lower north shore. She’s digitally savvy and uses her smartphone to do more than just communicate. She almost lives through it, shares her luxury experiences with it, and in doing so enjoys them even more.
When it comes to Luxury Connection, our millennial cares more about what luxury brands say about her than the goods themselves. She is all about making a statement, creating an experience, building social capital and making an emotional connection to her favoured celebrities or influencers and their incredible lives.
This is why we call those like her the Luxury Re-inventors
The shopping experience for Luxury Re-inventors largely involves online shopping and mostly by mobile – as long as it’s a trusted brand. However, when they do shop in-store, they expect some type of unique reward. This is because they feel the actual spending experience outweighs the desirability of the object itself.
So what does that mean for brands targeting this audience? Quite simply, optimal mobile sites are key. It also means key opinion leaders are important to form part of the brand story – whether they’re celebrities, influencers or authoritative media brands. Brand stories must also deliver extraordinary experiences good enough to share.
The News Prestige Network can help you connect with luxury millennials just like our resident example, or as we call them Luxury Re-inventors. In fact, we reach 85% of them.
We are the leaders in digital and social reach to millennial men and women through Vogue and GQ. To millennials, these brands represent trust, quality and relevance.
Plus we have the ability to deliver extraordinary brand experience through video, be it shoppable, or how-to’s featuring our talent, or pure entertainment.
We offer sophisticated methods to target millennials such as visual and interactive mobile experience and creative executions. We can deliver this audience at scale across our style and prestige digital assets.
We can also help you deliver a real world experience for millennials through our calendar of prestige events like Vogue American Express Fashion’s Night Out or even create an experiential activation just for your brand.
And now through our exclusive publisher partnership with influencer marketing platform Scrunch, we can take the risk and complexity out of influencer marketing by finding the right influencer for your campaigns. We then engage them to produce premium content for your brand and amplify their content through our fast social footprint.
Source: EMMA TM conducted by Ipsos MediaCT, 12 months ending May 2017
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Vogue American Express Fashion’s Night Out has proven to be an international phenomenon, injecting much needed optimism and revenue into the retail sector worldwide.