Reaching High-End Consumers Through Luxury Marketing Strategies

Not all marketing strategies are created equal. When it comes to selling home decor products, it is important to know your audience before investing the time and money into marketing your goods. For example: the affluent design consumer may be more focused on products that embody luxury, exclusivity, and prestige, whereas the average design consumer may be more focused on functionality, durability, and cost. As a high-end brand, you need to speak to your audience in a unique way so they can recognize the distinction and take notice of what you have to offer. 

Here are some marketing tips to help you reach your high-end audience:

Explain your brand’s story

Baker Furniture describes their “Legacy of Quality” on their company website.

While it goes without saying that your goal is to sell products, you should start by communicating your brand’s values and the story behind the products. Let your brand speak for itself by showing off the history and the rich heritage that inspired today’s offerings, especially for brands that have been around a long time. Be sure to explain important details like precise craftsmanship, quality of materials, or the meticulous process that goes into the creation of each piece. Remember, the audience that is looking to purchase high-end products, need to understand why your products are worthy of that classification. 

Use social media to showcase your products

BRADLEY uses both in-situ and silhouetted images to showcase their products.

Social media makes it easy for anyone to share and view photos whether they intend to make a purchase, aspire to achieve something similar, or just simply enjoy the aesthetics. In-situ photos featuring your products are a great way for people to understand why they should be investing in your products. Allowing your audience to visualize how these products would look in their own possession can also help to move the sales process along faster. Social media platforms like Pinterest and Instagram are great for posting and tagging photos that users can save for reference, or take action and follow your accounts to view your content consistently. 

Appeal to the consumer’s materialistic side

This IRIS | CREDENZA from Carlyle Collective is a limited edition item of only 25.

When it comes to luxury items, there is certainly a materialistic aspect to making a purchase. At some point, everyone experiences the, “I have to have it” moment with a particular item. While your customers may not necessarily be bragging openly about the price tag, the feeling of securing a physical object that evokes happiness is simply unmatched.  

Optimize your paid advertising

Alfonso Marina uses phrases like “hand made luxury” and “finest materials” to attract visitors through their ads.

Paid advertising is a great way to directly reach your intended audience. Popular paid platforms include Google Ads, Facebook Ads, and Microsoft Advertising (formerly Bing Ads). Using paid ads to reach your intended audience puts you at an advantage because you can set the parameters to identify users based on categories such as geography, income, interests, and more. You can also exclude unqualified audiences by incorporating negative keywords into your optimization strategy – for example, users looking for furniture that is “cheap” or “on sale.” As a luxury brand, it’s best to use words that speak to the high-end consumer that depict quality over price point.