Luxury Brands prefer PR

It is known that the luxury brands opt for going to a specific and select target, and due to that they must spoil not just the content of their communication but the selection of the media. The luxury Brands such as Hermes, Dior, Chanel or Lamborghini approach their communication towards a personal relationship, and not as massive as advertising.

Apart from Public Relations, from which they use techniques as events or exhibitions, these brands have found out the usefulness of framing in methods as product placement or new media, as Internet.

Dior and Chanel have used Internet to launch their two new shorts starried by two famous actresses (Marion Cotillard and Audrey Tatou) as an example of the use of this media in the frame of the strategy of a better segmentation, effectiveness because of the sharing of the values of the brand, and in general, better interaction with the potencial customer.

Everything seems that the big luxury companies start to rule out the use of advertising because of two main reasons:

High costs

Low efectiveness with regard to the broad audience

The advantages that we can find in graphic design, like its creativity revered almost as an art, are now part of the past.

 Internet offers a broad range of alternatives to explore, for that reason, very creative and with very low costs.

Luxury Brands are affected by the crisis and have fears related to loose a huge percentage of the market share, so that they think much more than never before in the importante of a direct, believable, personalizad and original relationship that PR can offer.