Creating luxury brand experiencesTips to bring your brand to life through customer

experiences

www. dianasherling.com / dianasherling@yahoo.co.uk

1. CONSUMER TRENDS

‘Collector of experiences’

“This year I made a promise to myself. Each week I would try

something new that expanded my view and forced me to step

out of my comfort zone.. I would become a collector of

experiences”

‘breaking the fourth wall’“Revolutionising the way brand tell their stories in retail

environments to create brand immersive experiences” Future

Foundation

‘BRAND experiences are shared experiences’‘The new customer experience is actually a journey and it’s driven by the shared experiences. It’s perpetual. It’s emotional. With big data, social media listening, research, customer information is more than readily available’ PSFK.com

‘PERSONALISATION and CUSTOMISATION’‘Brands are adapting to give consumers a more

individual experience of their products’ Trendwatching

Crafted brand bespoke

experiences are the best way

to target the wealthy

http://www.wealthx.com/wp-content/uploads/2014/04/Wealth-X-Luxury-Sentiment-Survey-Vol-21.pdf

2. Out-of-the-boxbrand experiencesDriving emotional connection to brands

Sephora recognised the

need to connect the

importance of scent with the

value of tactile experiences.

The ‘pop up’ museum set in

the fashion orientated meat-

packing district of

Manhattan mixed education

and entertainment in an

appealing manner for their

fashion-conscious key

target audience

Aloft’s (Starwood Hotels)

stay and play connected

their guests love of music,

their passion for discovering

new talent and their

excitement for love

performances with

emerging music talent.

The campaign enabled Aloft

to further solidify the

brand’s image as a brand

that ‘get’s and celebrates

the lifestyle of their guests

by helping them explore

music through emerging

talent.

Adidas France noticed that

their sales were down

particularly with their 14-19

year olds.

Through research they

learned that this group

hated to run, didn’t consider

Adidas, but loved action

films.

‘Real-life’ experience

enabled a teenager to be

the central hero of their own

Mission Impossible

adventure.

3. Automotive brand experiencesDriving experiences and track days

Bentley on Ice in Finland6x programms in 2015, in Jan and Feb,

with 18 places in each group.

4 day excursion, guests drive on icy

lakes, ride snowmobiles, husky dog sled

rudes and relax in the Ruka Peak

Resort. Promotes loyalty through

immersive events.

New offers in 2013 of driving tours and

curated exepeirences in UK, Italy,

France and US and links with partners

such as Chanel and Harrods.

Ferrari CavalcadeEvent host to 90 Ferrari ownersfrom 27

countries on the course through Sicility

annual drive

“This is an absolute marketing technique

on three levels,” said Charles Hughes,

founder of Brand Rules, Snowmass,

CO. “First, for the lucky people who are

there, it is the trip of the lifetime, it is

magic.

“For the owners who can’t be there, it

gets marketed to them and allows them

to dream about it and makes them feel

like they are part of a special club by just

being a Ferrari owner,” he said.

“And lastly, for those who do not own

one, it gives them an idea of what

owning a Ferrari might be like.”

Master Maserati driving

coursesDriving courses

with the promise

of authentic

Italian cultural

experience at

the Varano De

Melegari course

in Parma for

owners

Bugatti’s Dynamic Drive

Experience

Dynamic Drive

Experiences in the

Grand Sport Vitesse at

4 events annually in the

US and Canada and the

first this year in Las

Vegas.

All drivers are

accompanied by the

Bugatti Test Pilot