Find out how The Editorialist can support you, no matter what sector you work in.
We develop editorial content that truly meets your objectives.
The Editorialist is an editorial leader, specialising in the production of high value-added content.
CONTENT CREATION IN THE LUXURY SECTOR
The luxury sector has seen huge changes in recent years, from the growing importance of digital to questions of sustainability and Asia’s rise. These developments directly affect communication by luxury groups and brands and the editorial content that they produce. Align the excellence of your content with the brilliance of your know-how through editorial solutions that can meet the needs of your brand image.
COMMUNICATION CHALLENGES IN THE LUXURY SECTOR
Because it forms part of the overall luxury experience, communication in the sector obeys its own conventions. Not just any media or method will do. Luxury communication needs to address multiple challenges.
1. REACH A BROAD AUDIENCE WHILE PRESERVING BRAND EXCLUSIVITY
The presence of younger consumers, digital’s increased importance and shifting regional balances pose a new set of challenges for luxury communication.
Today’s luxury communication is embracing social media with verve and creativity, while stepping up reliance on influencers. Brands need to continue to explore the possibilities opened up by the editorial formats emerging on platforms such as Instagram, Snapchat and TikTok, while appropriating and leveraging their conventions to generate more horizontal and closer relationships with their audiences.
This is the communication paradox facing many luxury firms today. To be with the times, they need to be on social media, but they also want to maintain a sense of exclusivity to safeguard the value of their brands and protect their desirability over the long run.
2. SHOWCASE YOUR KNOW-HOW AND HISTORY
At the heart of luxury houses lies their unique know-how, which is a key aspect of differentiation. Craftsmanship, skilled professions, time-honoured expertise and the transmission of knowledge are all deep wells for communication to draw from.
Every luxury brand also has a compelling history, which anchors its authenticity and longevity. From key moments and founders to iconic products and locations, the history of luxury houses is an ever-present feature of communication in the sector, generating emotion, rekindling memories, building strong bonds and forging ties of trust between brands and customers.
Luxury brands also focus regularly on innovation. This is a way to show that your brand or group is moving with the times, affirm its leadership and demonstrate how it is working to invent and shape tomorrow’s luxury.
3. PROMOTE YOUR ENVIRONMENTAL AND SOCIAL COMMITMENTS
In the face of environmental challenges, luxury is transforming to adopt more sustainable models, ensure its long-term survival, and respond to the expectations of consumers, who are increasingly informed and concerned about the impact of their purchases on people and the planet. Sustainability and environmental, social and governance (ESG) challenges more generally have become a central aspect of communication for luxury players.
👉 Scared of bad buzz ? A transparent, properly supported and honest approach that acknowledges the road still to be travelled while looking realistically at your drivers of progress will always be more likely to win over consumers than saying nothing at all.
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WHAT ARE YOUR GOALS?
Through your editorial content, your main goal is not to sell products but to inspire dreams, generate emotion and stoke desire by telling your story and bringing your unique universe to life. Reach your goals with the help of our editorial experts and tailored support.
Example of an editorial programme
Diversifying your editorial formats is a great way to keep your audiences informed. Expert content will ensure you stand out from the crowd while meeting your audiences’ expectations.
TELL YOUR STORY, SHARE THE MICROPHONE
- Timeline, “scrollytelling” data
- Reports featuring interviews with prominent spokespersons
- Podcasts
DEMONSTRATE YOUR COMMITMENTS AND BRING THEM TO LIFE
- CSR or mission report
- Special CSR landing page that assembles all the content connected with the group’s commitments, from news, opinion pieces and video reports, to podcasts, key figures, reports, rankings, infographics, interviews and more
LOOK AFTER FORM AS WELL AS SUBSTANCE
- Attractive films, cinematic productions
- Books, magazines
- Art collaborations
OUR SUCCESS STORIES IN YOUR SECTOR
Get support from our luxury sector communication experts
To communicate effectively in the luxury sector, it’s essential to rely on experts who understand your specific codes and constraints. Our editorial managers and specialist journalists can produce content that is innovative, engaging and in line with your brand’s DNA.
JOURNALISM IN OUR DNA
We produce informative, reliable, properly documented content. A dedicated editorial manager works with you day-to-day, steering content production and suggesting topics, angles, formats and interviewees.
SECTOR EXPERTISE
Our detailed understanding of our customers’ business challenges stems from ongoing inhouse training and our network of specialised and multilingual journalists and writers.
INNOVATIVE FORMATS
Always on the lookout for new developments in media and communication, we offer leading-edge audio, multimedia, editorial and other formats to boost your content strategy and tap into the latest editorial trends.
FAIR, TRANSPARENT PRICING
We believe that the quality of our content and service depend in the long run on transparent pricing for all of our customers and partners. That means charging everyone the same prices – not specific rates for different customers – and paying our writers and journalists fairly.
