ICLP - the global loyalty marketing agency is an expert in engendering luxury brand loyalty.
Luxury brand loyalty marketing is specifically concerned with building loyalty to luxury brands as opposed to simply raising brand awareness. There is little point in building brand awareness if customers don't then return to buy the luxury branded products again; therefore instilling loyalty is of paramount importance. Over recent years research has proved that luxury brand loyalty has decreased amongst global consumers. While results will vary it is estimated that the average consumer is considerably less loyal than in previous generations. In the 1970s and 1980s groups of customers were consistently loyal to certain luxury brands that they felt they could identify with.
The reasons for this are several: Price competition has greatly increased which affects luxury brands; choice has massively proliferated - with the number of products within given luxury categories increasing, and it is now much easier in the "information age" to compare product information, giving consumers a more informed and rational, less brand-driven choice. A consumer is now less likely to rely on trusted luxury brand names, and will shop around.
Luxury brand loyalty is a marketing imperative, and as well as understanding the trends and issues facing the luxury brand market, together with many years experience across various sectors, airline, automotive, retail etc, ICLP has the solutions to help a corporation overcome the latest challenges in luxury brand marketing.