Friday, September 7, 2012

Marketing Luxury Real Estate: Beverly Hills Branded Barricades

As a luxury real estate marketing professional it is important to immerse oneself in all aspects of luxury marketing, not just real estate. By observing the top global luxury brands one can learn volumes about communicating to high net worth clients.

Today on an early morning jaunt to Beverly Hills for a meeting, we had time to spare. After fueling ourselves with a warm bagel from St. Urbain, we took a walk on Rodeo Drive in Beverly Hills. Dior had moved up the street to a larger location. They had an innovative branded barricade to mask the remodeling and construction in the store.

Dior created a fa├žade that looks like a quilted leather bag. It was so realistic that we were compelled to feel the paper to make sure it was not leather. Every detail was present including the handle and the Dior bauble that hangs on it. The strategy here was promoting their unique handbags as well as their innovative, creative designs.

The Christian Dior brand, which is part of the LVMH family (Louis Vuitton Moet & Hennessy), is beautifully and harmoniously represented here. Christian Dior, the designer, revolutionized the fashion industry in 1946, departing from the then popular boxy look to more feminine lines. He said, “I have designed flower women," emphasizing the curvaceous form of women. His innovative thinking provided a legacy that lives on as you can see,

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