High-end luxury brands do not advertise their products

Lamborghini expressed a few years ago that they do not spend any money on TV advertising since their shoppers usually don't have sufficient time to hunch and watch TV.

So how does Lamborghini do it?

Well, it's all essentially portrayal and manifestation. Luxury brands offer expensive products that only a few with money can afford which narrows down their audiences.

What Qualifies as a Luxury Brand?

Qualification of a luxury brand can be brought down to the three Es:

Expensive, Excellent, and Exclusive.

Luxury products are synonymous with high price tags but they also need to be excellent and exclusive. This is the most common indicator of luxury, yet it is also the most misleading. The quality has to match the price tag. It cannot be classified into a luxury product if everyone has it. Often, exclusivity is achieved by price.

Here is a list of 6 such brands that relish in the notion of 'Good things need not be talked about and thus don't advertise much and are still ridiculously famous-

• ZARA - Spending only about 0.3% of sales on advertising, ZARA has become one of the most sought-after apparel brands.

• Rolls Royce - The brand reaps the benefits from its reputation among its wealthy clientele. Just saying, the brand beat a 107-year-old sales record without any traditional ads.

• Shahnaz Husain - With the marketing strategy as "the best advertisement is when the public says it's good," Shahnaz has always marketed based on its unprecedented range of quality products, without spending much on traditional advertising media.

• Tupperware (India Market) - The brand's only strategy was to demonstrate to their prospective clients the product benefits at women-only parties.

• Naturals Ice Cream - This brand has never advertised and only relied on word of mouth which has led them to a market share of over 10% now.

• Krispy Kreme - This brand has never spent huge proportions on traditional media and relies majorly on word-of-mouth. The relatively speculate in investing in digital, apps, social and their employees.

These brands beautifully emanate that showing off is not always the only way to promote your company. Quality is the main key to success irrespective of the field. Thus, all brands should focus on spending money on the quality of the product rather than advertising it.

How do luxury brands promote themselves?

Luxury brands don't advertise, but they promote themselves differently. With mainstream brands pushing up into the premium classifications and conventional luxury fashion and fixture brands moving into the crowded market, real luxury has to discern itself cleverly and distinctively to secure its cachet and mystique.

Here are the top five strategies for advertising luxury brands.

A) Use of social media to share on-brand images and reinforce premium product desirability

Luxury brands should not condone the impact of social media on their digital marketing. Instagram and Twitter are raw arteries for luxury brands to showcase the loaded lifestyle and designer flavours of their target audience.

B) Create a sense of exclusivity through perks

Luxury brands should strive to build their email lists, just like other brands. The email list gives you credible passages to your customers, who have indicated by opting in that they want to hear from you.

C) Invest in aspirational content marketing

Luxury brands have millions of followers who may be unable to purchase brand products, but who crave the look and aura of the brand. Aspirational target marketing is a great way to target these consumers, retain their interest, and position them to become a consumer when they can afford it.

D) Use digital means to tell your story

Luxury brands have always told their story to captivate customers, but the digital realm offers even more ways for brands, from constructing videos to share online, proposing a high-profile influencer a visit to their facility (which must then be shared socially), telling their story on their website to use other digital means and vocalising their portrayals.

E) Don't forget about search engines (SEO)

Luxury brands must not neglect ancestral SEO ploys to get their products found in search. Follow up decent SEO with a website that showcases your brand's temperament and products, but is spontaneous. This way, shoppers energetically searching for your products will be able to renovate via your website.

The target audience for luxury brands

Based on the luxury market reports, today's luxury brand target audiences are 25 to 44 years old, which embodies 64 per cent of this comprehensive audience. Yet, it is instructed not to sleep on the younger, newer generation between 16 and 24 years of age receptacles, also known as Generation Z. They're another big slab of the Luxury Brands target audience.

While there will still be the steps to put in marketing endeavours for consumers in their 40s, it's the younger and thus unusual groups to be a core mark for the brands.

The following are the age frames to be enlightened with the amenity of the luxury brands:

• Generation Z

Generation Z includes those born between 1997 and 2003, making them 16 to 22 years old today. With this generation never seeing life without the Internet, it unquestionably makes a connotation how it, being privy to a lot of brands and companies, is the most moldable to the leverage of social media and hence, the luxury commodities in demand and sensation.

• Millennials

Millennials are no longer the youngest kids born between 1983 and 1996. That makes today's millennials 23 to 36 years old. Although the upswing of this age was without the Internet, luxuries arrived when most millennials were maturing from childhood. From being the first ones to use social media protocols like Facebook, Twitter and YouTube to be the extraordinary shoppers, this generation glommed into it quickly, now that they have money to spend as they see fit.

• Older Millennials

They're too old to be millennials, as that group cuts off after you're 36. Up to 33 per cent of them regularly treat themselves to luxury goods. They don't buy them as souvenirs often (15 per cent). This group is also too young to be Generation X, which are those 43 to 56 years old. Only seven per cent of Generation X adults buy luxury products often. Even more of them, 27 per cent, said they do so rarely so proceeds are plausible to not be amassed from this faction.

Keeping in mind the values they appreciate and then having the apt knowledge of what advertising tactics can be used, the marketing of the products of luxury brands is effective and efficient.

Some anti-laws of marketing for luxury brands

I) Don't pander to your customers' wishes.

II) Don't respond to rising demand.

III) Dominate the client.

IV) Make it difficult for clients to buy.

V) Communicate to those whom you are not targeting.

VI) The presumed price should always seem higher than the actual price.

VII) Luxury sets the price; price does not set luxury.

VIII) Raise your prices as time goes on, to increase demand.

Hence, building a tale behind a luxury brand is the only way to keep up being competitive in these tough moments. Building trust and relationship with the consumers is far more important than an advertisement and that is what sails the ships of luxury brands.

What sets these brands apart is how unique they allocate their marketing pennies and their idea of flouting the age-old pursuits that the traditional marketers seek. Their compelling growth, without going heavy on advertising, is a provocation for all.