Design Inc’s first client was lifestyle brand ‘Skyjet’ jet charter operators and we still work for their owners Bombardier today, over 25 years later. Marketing products and services to UHNWIs has always been a core part of our client base and we have partnered with some leading brands in these sectors to provide joined-up branding, advertising, DM and experiential campaigns.

Whilst not a volume market – and exclusive by definition – high-end brands face intense competition and require differentiation as much as any other. Striking a balance between promoting the generic benefits of the service or product and what sets an individual brand apart can be challenging, especially when clients want to bring first-time customers to the market.

Naturally, there are givens to any premium offering – quality of product or service, tailoring, and attention to taste and detail, convenience, flexibility, privacy, restricted access to places and spaces for example.

Personal service and customer relationships run deep in these markets and taking such traditional attributes into the digital realm using technology touchpoints as younger consumers become more likely to engage and transact online has become central to much of our work.

Clients in the sector have benefited from the following:

• Marketing strategy, planning & positioning
• Brand strategy
• Advertising campaigns
• Digital marketing solutions
• Web build
• Ecommerce
• Experiential solutions

The look and feel of luxury brands

Brands created for the sector tend to exude quality, be understated, less is more, with much use of white space and often a ‘signature’ personal feel. Colour palettes tend to be subdued. Images – whether photography or illustration – should be unique and put together with the best possible models, props, locations and stylists oversight. Monochrome photography is popular for this sector.
These are general observations of course, but within this framework of expectations, carving out a memorable point of difference takes unconventional creativity. Words, fonts, patterns and textures can be effective along with brand narratives, ambassadors and influencers. Style over fashion and subtlety over the obvious.

Our luxury and lifestyle clients have included travel, private jet, helicopter, yacht and powerboat manufacturers, brokers operators and charterers, architecture and interiors, property developers, to exclusive hotels & resorts, hospitality, fashion, events and concierge companies.

High end digital UX

The Internet is a great leveller, enabling agile start-ups to compete with longstanding infrastructure-invested brands. Trust in .com businesses through development in secure e-commerce, appealing T & Cs, consumer law and GDPR has led to higher value transactions being made online.  Many Generation Z users put the convenience and trust in digital brands ahead of those only trading traditionally.

Ensuring the digital experience matches that of the old-school boutique can be achieved through the considered balance of engagement, immersion, personalisation, checkout and of course fulfilment and ongoing CRM.

Online trading is accessible 24/7 and once signed-in, everyone can feel the benefits of a personal account. This may include bespoke, and loyalty building offers as well as the simplicity of stored profile details including personal preferences.

There is the opportunity through rich media to bring the product or service to life – to sell the dream, hear endorsements – so long as the reality follows through and delivers.

Establishing niche channels

As well as dynamic branded websites with intuitive trading tools, Apps remain on users’ devices and can be customised helping make that next booking or purchase very few clicks away. Merchants are also moving into selling within social media. These are all areas where our integrated strategic, creative, and technical teams can support luxury and lifestyle clients with a seamless service covering branding, marketing and e-commerce websites, digital and social media marketing.

Whilst there has been an encouraging uptake of digital marketing and business administration by the sector, there is still a need for connected and visible activation in the real world and is coverage in the most effective and influential places in the media. Channels have become more niche and diversified, and partnerships can work very well when brand devotees exhibit shared passions.

Cooking up the best recipes for success in PR and events requires an inside track on the behaviours of the cognoscenti in common areas of interest across the arts, culture, sports and environment for example. Over the years we have built up a network of associates – within these communities and their media channels.

Your social secretary

All brands want to be talked about. But by whom and in what light makes a lot of difference. Management of social media strategy, content creation, search – organic and paid, broadcast and engagement for luxury and lifestyle brands is an area where our copywriting, design and social media management team can help be the glue between the digital and experiential brand activations. Providing a cross-pollination of market sectors and user profiles.

We are experienced in devising engaging content of all kinds, optimal use of paid search and social platform selection to capture the most relevant prospects, customers and influencers with branded content that cuts through. We will ensure all actions are measurable for ROI and hooked up to the optimum user journey and sales funnel CRM.