For those brands that have earned the label of being “luxury” – and elevated themselves from the competition – there’s a constant pressure to remain aspirational. That means everything a luxury brand puts its name to must be made with the quality and values that its customers have come to expect.
In their attempts to differentiate themselves from premium and mass-market players, luxury brands have returned to print advertising, a recent survey shows.
About one-fifth (19%) of luxury brands said they were planning to increase spending in print, Forbes reports, compared with 17% last year. Perhaps more significantly, plans to decrease spending on print is way down, from 48% last year to 33% this year, as the number of companies that will maintain spending in print at current levels has risen – 49% as compared with 35% last year.