Fashion’s New Obsession: Partnerships With Hospitality Brands
Photo Credit: Dior Spa aboard Belmond's Eastern & Oriental Express. Belmond
Skift Take
Glossy magazines and digital marketing can’t always deliver the connections that luxury brands want to foster with their top customers. Physical hospitality experiences are where we’re seeing the most creativity.
On Experience
Colin Nagy is a marketing strategist and writes on customer-centric experiences and innovation across the luxury sector, hotels, aviation, and beyond. You can read all of his writing here.We're seeing the writing on the wall for high-end luxury magazines. Recent issues look thin and titles like Vanity Fair are anemic shadows of their Graydon Carter heyday. These publications are no longer moving the needle for their luxury clients and advertisers. What's more, some digital marketing isn't working for the highest end customers who matter most. According to McKinsey, just 2-4% of the global luxury customer base drives approximately 40% of market spend (and most of the projected growth). But digital ads increasingly fail to connect with these top-tier customers. While it might work well for mass luxury, the sludge and maw of digital marketing in some ways represents the antithesis of exclusivity. When everyone sees the same content, the mystique evaporates.
Enter hospitality: luxury's new battleground.
The Experiential PivotPhysical hospitality experiences solve the digital dilemma. They're inherently limited by space, time, and access
