Why do some famous brands still need advertisement?
I mean brands like Hermes, Chanel, Gucci or other brands that are considered “luxury”.
I see ads for them but I just dont see the point? People are obsessed with them and sees them as proof for their status and they make crazy money so why the need for ads?
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It lets people know they have new products. You can’t sell something people didn’t know was available. It’s not like all the rich people are telepathically made aware of new products in the catalog.
And if the ad is just a brand ad, then it tells those rich people, hey we exist, and that reminds them to check out the store and see if there’s anything new or something they can put their money into, or even have something repaired or serviced, which can also lead to sales outside the door.
For the rest of the people, it’s to keep them as aspirational brands. Even if some of these brands will spit you out the door if they think you’re poor, it still does two things:
1. reinforce the aspirational aspect of the brand such that people with little money would be willing to part with most of it just for their brand, and
2. continually position themselves as a luxury brand and communicate the significance of that to the general public. If a brand is completely exclusive, and the general public doesn’t know that it’s an expensive or luxury brand, then they won’t consider it luxury and just go “who/what the fuck is that and why did you pay so much for it?”
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