Meet ‘The Millennial’; a sophisticated and digitally savvy shopper, looking to be excited as much by the product as by the experience of researching it and flaunting it.
For today’s time poor, money flirtatious audience this is no longer just about Tiffany earrings Dahling; it’s also about the ‘to die for’ set of champagne flutes, the ‘totes in’ beach bag and even the simply ‘must have’ centre piece for the dining table.
The make up of luxury is getting a make over, and if it’s not pixel perfect then brands will need to prepare to be considered mainstream.
Not only do consumers want to be enveloped in a beautiful, seamlessly immersive experience, they expect it, so when working with premium brands, I have these three key points as my guide:
- Are we sparkling: To be a cut above the rest, we must have the edge when it comes to going from design diamond in the rough, to top quality grade. If we can’t cut through and achieve stand out, we’ll quickly become mediocre.
- Size matters, but not in the traditional way where whoever shouts loudest wins. Today consumers can access content wherever they are and will do so with whatever they have to hand, so our diamond needs to make the most of every screen size out there. I aim to be creating for 5 screen optimization at least, and an extra little tip; think mobile first, and mobile last.
- Less is more. If we haven’t got something interesting to say, then I encourage not to say anything. With the rise of social continuing to grow it doesn’t mean copy and paste everywhere, we don’t have to be ‘always on’. We should be authentic, inspiring, but most of all we must be relevant, be always there, when our consumers want us to be.
Getting it right takes research, time, dedication and constant evaluation. We must know and understand our audience in order to take our brand to their space in a meaningful way.
No pressure, no diamonds.