luxury brands create experiences

  LONDON: luxury brands such as Hermes and LVMH have developed experiential marketing strategies that consumers see first-hand how the products can be produced.

Hermes chosen a selection of craftsmen to take on tour in major cities as part of its festival program trades, currently in London, shows her work and shows the experience in the creation of premium products involved.

"We want to show that for us the craft something that happens every day," Guillaume de Seynes Hermes told the Financial Times. "What it is not about the history and restoration of old things but now."

And watch craftsmen at work, visitors can also can chat with them and discover some interesting facts begin to justify the price tags that carry luxury goods.

Seynes cites the example of a woman talking to a writer silk Hermes, who had been with 30 years, and to ask how many scarves she had made at this time.

She was surprised by the reaction of 39th "They suddenly realized that a woman working on a copy scarf for a whole year," said Seynes.

He added that the festival, which lasts seven days in each city visited causes an increase in visitor numbers from brick and mortar stores, and found that in Seattle there was an uprising of 20% of store traffic during the following week.

While Hermes went to the customer, the customer is asked to come LVMH, when he's 40 workshops in the United Kingdom, France, Spain, Italy, Switzerland and Poland opens to the public one weekend in its second Special Days event.

In China, luxury brands are also asked to design experiential strategies to attract consumers because physical stores now in the cities abound. Top jeweler Chow Tai Fook recently flew 200 customers in Hong Kong for an exclusive auction and dinner.

"VIP love auctions," Adrian Cheng, Executive Director of Chow Tai Fook, told the Wall Street Journal.

"Previously, customers liked to go to parties around the world. Now they want exclusive preview dinner. Previously, she wanted to visit museums. Now they want to make an artist.'s Experience that they want change."