C
ompanies managing luxury brands
are adopting diversified strategies to
attract upper-income clientele. They
invest a lot of funds and apply different
marketing strategies to expand their
portfolio and reach their targeted audience.
Representatives of luxury brands are keen to
build a trusted relationship and grow their
network among the affluent. They collect
data regarding the behavior of their clients
and what drives them in order to offer them
customized offers. They also pamper their
clients, providing them with, for example,
the chance to travel and visit where their
goods are made. Sometimes senior managers
contact them directly to offer hot deals.
Est. Hagop Atamian, agents of several watch
and jewelry brands, such as IWC, Jaeger,
Harry Winston, Zenith, Omega, Panerai,
and Chopard, has a client databank. “We
get to know the behavior of each client,
what brands, models, and designs they
like,” said Nathalie Ohanian, Marketing
Assistant at Atamian. The company has a
specific team who calls the clients directly
to follow up with them. “We are selling
items that reach up to $300,000, so we have
to pamper our clients,” Ohanian said. The
company organizes intimate events for the
clients of each specific brand, hosting up to
20 people, to provide them with the latest
catalogues. “The owner himself sits with theUNIQUENESS IS KEY
For bespoke jewelry and watches,
customization and personalization is key.
Bespoke brands work on personalizing their
relationships with prospective clients. “We
reward them with gifts such as a journey
to Paris fully paid by the brand, and take
them on visits to the brand factories,”
said Andrew Abi Khalil, Brand Manager
at Fattal, distributors of premium jewelry
brands such as Boucheron, Pomellato, Dinh
Van, and Rimowa, with prices reaching up
to $100,000. Luxury brands build personal
relationships with customers, to understand
what drives them, their passions and
interests, and what makes them feel special.Links: Click this article’s entry in ‘Table of Contents’ on our websiteLEBANON OPPORTUNITIES, AUGUST 2019 27
Marketing
to the elite
Promoting luxury products
requires ingenuity
SPECIAL REPORT
MARKETING