The Luxury Network Magazine

    What's Hot

    Flying Higher: Vito Gomes On The Legacy And Future Of Aviation Services Management (ASM)

    April 15, 2025

    Royal Salute Unveils 21 Year Old Rio de Janeiro Polo Edition

    April 7, 2025

    Maserati Meets Giorgetti: An Inspired Collaboration Comes to Life at Milan Design Week 2025

    March 26, 2025
    Facebook Twitter Instagram YouTube
    The Luxury Network Magazine
    • Home
    • Articles
      • Art
      • Automotive
      • Aviation
      • Beauty
      • Electronics & Technology
      • Fashion & Accessories
      • Food & Drink
      • Health & Wellbeing
      • Home & Garden
      • Jewellery & Watches
      • Marine
      • Real Estate
      • Sports
      • Travel & Hospitality
    • Interviews
    • Print Editions
    • Contact Us
    The Luxury Network Magazine
    Home » Why Luxury Brands Look to Affinity Marketing
    Business & Finance

    Why Luxury Brands Look to Affinity Marketing

    February 28, 20173 Mins Read

    Rowan Kelshaw and Fares Ghattas
    Rowan Kelshaw Managing Director of The Luxury Network Los Angeles and Fares Ghattas Global CEO of the Luxury Network

    Affinity marketing, also known as partnership marketing, facilitates collaboration between companies with similar demographics, increasing customer base and brand prestige.

    In the luxury industry, high-end brands are targeting a high-net-worth buyer, so marketing efforts need to be extremely specialized and specific.

    Affinity marketing in the luxury space allows brands to access these pre-qualified buyers through co-branding and joint events with other marketers that have the same target customer.

    In bed with

    Brand partnerships can be very valuable, but marketers must make sure that the brands with which they align are non-competitive, share the same values and have a qualified client base.

    The luxury industry is currently experiencing fluctuation in the face of mass digitization and shifting customer attitudes.

    Experiences, rather than tangible goods, are becoming increasingly valuable to consumers, and luxury goods brands need to adapt.

    Experiential events are emerging as an advantageous affinity marketing tactic to reach affluent customers.

    We have seen this trend for non-luxury consumer brands such as Casper, which outfitted a retro airstream trailer with its mattresses and black-out curtains, so customers could experience the mattress in space with a bedroom-like feel.

    In the luxury space, Savills Singapore, a global real estate services provider, and Ferrari teamed up for a supercar test drive and luxury properties showcase evening.

    While Savills represents properties worth $2 million and above, high-performance Ferraris cost more than $1 million. This by-invitation only event is fitting for both brands targeting the same demographic clientele.

    Ferrari was able to offer invitation-only test-drives to Savills’ customers. Likewise, Ferrari’s customers previewed pre-launched off-market luxury properties by Savills. This creates a superb win-win situation for both brands through an exclusive event, which can also expand into the digital realm.

    On track

    While social media can be tricky for luxury brands because the aspect of exclusivity must be maintained, there are opportunities for brands to appeal to desired customers with a refined approach.

    For example, photos from the event could be featured on each brand’s social media and other digital properties to drive further awareness and showcasing the experiential aspect of each brand.

    Digital co-branding is also a way that brands can experiment with affinity marketing.

    Oculus Rift and Lexus collaborated on a virtual reality mobile application that let fans take their RC F model for a spin on the Ascari racetrack in Spain from the comfort of their couch.

    Luxury brand marketers’ biggest concern is that they are reaching the right consumers who have the means to purchase their products or services.

    Affinity marketing leverages a brand partner’s database of clients to ensure that the right people are targeted in a unique and engaging way.


    This article was originally published on Luxury Daily

    Share. Facebook Twitter LinkedIn WhatsApp Telegram Email
    Previous ArticleUltimate Driving Tours Launch 2017 Experiences
    Next Article 10 Reasons to go Heli-Skiing with Last Frontier

    Related Posts

    Business & Finance February 26, 2024

    Procigar Honored with Prestigious The Luxury Network Award at Gala Dinner

    Business & Finance February 17, 2024

    The Luxury Network International Awards Gala 2024 Celebrates Excellence in Marrakech

    Business & Finance January 30, 2024

    Ooredoo Qatar Champions Equestrian Excellence as Sponsor of the Prestigious HH The Amir Shalfa Race 2024

    Art December 4, 2023

    The Luxury Network Awards 2024 Charity Partner in Morocco: SOS Children’s Villages to Support Earthquake Survivors

    Art December 4, 2023

    Celebrating the Pinnacle of Luxury Excellence at The Luxury Network Awards 2024

    Business & Finance August 10, 2023

    BetArabia: Casino Du Liban’s Online Gaming Platform Redefines Convenience, Excitement, and Security

    Demo
    Don't Miss
    Interviews April 15, 2025

    Flying Higher: Vito Gomes On The Legacy And Future Of Aviation Services Management (ASM)

    The Luxury Network UAE is thrilled to welcome Aviation Services Management FZE (ASM) as our…

    Royal Salute Unveils 21 Year Old Rio de Janeiro Polo Edition

    April 7, 2025

    Maserati Meets Giorgetti: An Inspired Collaboration Comes to Life at Milan Design Week 2025

    March 26, 2025

    Johnnie Walker Vault: The Dawn of a New Era in Luxury Scotch Whisky

    March 25, 2025

    Stay In Touch
    • Facebook
    • Twitter
    • Instagram
    • YouTube
    THE LUXURY NETWORK MAGAZINE

    The Luxury Network Magazine operates under The Luxury Network Holding SAL, a company limited by guarantee, and forms part of the international network of independent member firm.

    Our Picks

    Flying Higher: Vito Gomes On The Legacy And Future Of Aviation Services Management (ASM)

    April 15, 2025

    Royal Salute Unveils 21 Year Old Rio de Janeiro Polo Edition

    April 7, 2025

    Maserati Meets Giorgetti: An Inspired Collaboration Comes to Life at Milan Design Week 2025

    March 26, 2025
    Facebook Twitter Instagram YouTube LinkedIn
    Copyright The Luxury Network Magazine © 2025

    Type above and press Enter to search. Press Esc to cancel.