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Experiences Are the New Black: 3 Luxury Brands That Are Turning Experiences into Marketing Gold

luxury brands with experience centres

Gen Z and Millennials are known for their preference for experiences over possessions. A recent report by YPulse found that over 70% of European Gen Z and Millennials would rather spend their money on experiences like concerts and trips than on material items. Luxury brands have taken notice of this trend and have begun to offer more experiential marketing campaigns to appeal to young consumers. Here are three recent examples:

Prada’s pop-up café in London

Prada recently opened a pop-up café in Harrods, London’s most luxurious department store. The Italian fashion house recreated a Milan-style café in the heart of the British capital to give young people a taste of Italian luxury dining. This is not surprising, as European Gen Z and Millennials told YPulse that Prada is one of the top luxury brands they want to own. The prospect of enjoying Prada meals, small bites, and aperitivo is undoubtedly appealing to them.

Prada is not the only luxury brand that has tapped into the love that young consumers have for food. Gucci has also opened restaurants to give consumers a taste of luxury private dining. And last year, Louis Vuitton opened a restaurant in the French Riviera and recently gave it a “Mediterranean makeover.”
This is a smart strategy, as Gen Z and Millennials are more likely to spend their money on experiences than on material possessions.

Christian Dior launched a spa on wheels in Scotland

Christian Dior has partnered with The Royal Scotsman, a luxury train that travels through the Scottish Highlands, to offer spa treatments on board. Two carriages have been converted into treatment rooms, where passengers can receive full-body massages, facials, and other wellness treatments. This is the second wellness-focused initiative from Dior, following the opening of a spa on a boat on the Seine in Paris last year.

The Dior Spa on The Royal Scotsman is a unique way to experience the beauty of Scotland while also pampering yourself. The treatments are designed to help you relax and rejuvenate, and the train’s luxurious accommodations will make you feel like royalty.

Fendi redesigned a beach resort in Spain

Fendi has transformed a beach resort in Spain into an Instagrammable wonderland. The Italian luxury brand has partnered with Puente Romano Beach Club in Marbella to bring its own collection of beach furniture to the resort, all in a candy-cane color scheme. Lounge chairs, daybeds, beach huts, and even surfboards have been decked out in Fendi’s signature colors.

There is also a Fendi pop-up shop on site where guests can purchase the brand’s latest products.
This experiential marketing campaign is a way for Fendi to connect with young consumers who are more likely to spend their money on experiences than on material possessions. It is likely that we will see more luxury brands invest in experiential marketing in the years to come. This is a trend that is here to stay, as brands look for new and innovative ways to connect with consumers.

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