The 14th of February, Valentine’s Day, is right around the corner. Luxury businesses are expanding the Valentine's Day theme beyond the romantic by using the occasion to celebrate all types of love. It can be the love for your lover, for your friend, for your family, and even for yourself.
Image Source: Bvlgari
Several companies have produced original content or product offers to celebrate the event related to love. While some firms promoted traditional presents or date night clothes, others are embracing the different ways that people enjoy the holiday.
On the other hand, Valentine’s Day is also an opportunity for brands to share a different and unexpected face of their personalities while still selling "love". Let's consider some successful examples on Valentine’s Day and see how luxury brands prepare themselves for this special day:
1. Classical Approach: Go with Hearts and Pink!
At Gucci, Valentine's Day is all about romance. This is clear from its choice of specifically chosen presents for February 14, 2020. Why is it unique? The Dionysus bag has been upgraded with a candy-pink color and heart-shaped details in deep red. The Italian luxury brand also includes lipsticks, candles with butterfly designs, and silk ties with love and star prints in its collection. A collection featuring many love motifs that promise to be more romantic than before.
The Dionysus mini bag from Gucci for the exclusive Valentine's Day collection
Another successful example is the Italian luxury company celebrating by providing totally customizable #DGLimited sneakers. While it was possible to add badges and other insignia to sneakers in 2019, this year's personalization involves adding the initials of one's other half, drawn or embroidered, to white shoes decorated with street art themes. A custom good gives the buyer a sense of privilege, so buying their Valentine’s Day present from a luxury brand is worth it.
Dolce & Gabbana's Valentine's Day 2020 collection
2. An Approach for Everyone!
Even though luxury brands are frequently rooted in history, they have demonstrated a willingness to change to include more consumer experiences.
A successful example of this part is Versace’s advertising campaign and its slogan. Through a line of T-shirts with vintage logos, Versace is inviting customers to be a "modern Valentine." The company shot a bunch of teenage models in an amusement park to encourage customers to buy gifts "for him, for her, for whoever." The campaign, which was directed by Luca Finotti, shows the posse riding bumper cars or a Ferris wheel. Couples of all sexual orientations and races are shown interacting in the vibrant environment, reflecting the brand's commitment to diversity.
3. “Frost Yourself” Approach
Diamonds and jewelry have been always a symbol of the present to your lover. It was always precious, special, and thoughtful. So, when it is the 14th of February, every year several brands came up with different collections of jewelry.
Tiffany & Co. always comes up with different collections when It comes to Valentine’s Day. For this year, inspirations for gifts are “Always Together”, “Coming Up Roses”, “Say It Like You Mean It”, “The Color of Love”, “The Key to Her Heart” and more… These collections each represent their title by their design.
Images from: Tiffany & Co.
4. I Love Myself Approach
Tamara Mellon believes that women are full on their own and do not require a significant person to be happy. The brand is showing a range of designs with the word "love" integrated into the design, encouraging users to have self-love, rather than pushing a concept of ambition for romance or reputation. A vibrator is offered as a bonus with purchase to customers who buy the brand's Love sandal through its e-commerce website, taking the concept of loving oneself to a new level.
Image Source: Tamara Mellon
Looking at these cases, we can think of several ways to both reach the brand’s desired audience, and the daily but important effect it wants to create. These examples can show us a way to create different strategies for Valentine’s Day, and the consumer profile can be set by the brand’s image.
If you’re interested in special days, you can read our recent blog on Black Friday.
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