Luxury Brands & The Power of OOH

The luxury goods market encompasses a wide range of sectors including; clothing, footwear, accessories, eyewear, watches, jewellery and cosmetics. With the rise of social media and that of social media influencers, the appetite for luxury goods is a large one and continues to grow.

 

 

Great Britains luxury goods sector is projected to generate a revenue of a massive £13.61bn this year, with a growth rate of 4.05%. The market continues to thrive, driven by a strong demand for high-end fashion and accessories.

The largest segment within the luxury sector is fashion and some of the most popular brands in the UK include; Rolex, Gucci and Burberry. Known for their high quality products, the luxurious nature of these brands puts them well placed to be included within OOH (out of home) media plans.

Luxury brands are increasingly turning to OOH for their campaigns and Outsmart figures from 2021-2023 reported that cosmetics, as well as clothing & accessories were among the top-spending categories, making up a combined 8% of ad spend. Coupling this with the growth of outdoor, at an impressive 28% last year, luxury clients are wanting to get in on the action.

 

So why is OOH one of the most smart ways for luxury brands to distribute their campaigns?

 

• The luxurious nature of products can be portrayed on a grander scale using OOH. With impressive imagery and placement, OOH gives luxury brands the opportunity to display the very best elements of their products in an eye catching way.
• Local and global reach. Brands can tailor relevant messages according to specific audiences but also simultaneously campaigns can maintain a global brand image with the use of OOH, ensuring that the brand is communicated globally.
• Proximity targeting. Not only can brands reach a large amount of consumers with OOH, but they can also display campaigns in proximity to crucial retail outlets.
• Creative flexibility. OOH gives luxury brands the option to create something impactful, digitally stunning and can create memorable brands experiences for consumers.

Luxury brands are often the first to embrace new technology, something which within the world of OOH can translate into 3D campaigns and even installations alongside digital sites.

 

Last year, Maybelline Cosmetics launched the worlds biggest 3D campaign to promote their New York Falsies Surreal Extension Mascara. Covering 280 screens in towns and cities around the UK, the campaign was the largest 3D OOH campaign of its kind. With the product appearing to pop out of the screen at the viewers, the result was both memorable and eye catching, and really displayed the powerful nature of fantastic OOH.

OOH provides the chance to capture attention, create lasting impressions to connect to an audience in a meaningful and impactful way. Couple this with a luxury brand campaign and the results will speak for themselves.

 

Sources: YouGov, Statista, The Media Leader, Outsmart