Luxury carmakers inspired by high fashion marketing techniques
6 days ago - By Fashion United
Luxury automakers are taking a page out of fashion's marketing manual in a bid to appeal to a similar luxury goods consumer.
Whereas luxury brands do not market clothes as the vital garments that warm our backs, neither do luxury carmakers market their vehicles as solely a mode of transport.
Fashion is about selling a dream, with haute couture at the peak of the fashion pyramid. Luxury carmakers like Rolls-Royce are similarly strategising their communications: “You are not just buying a car but commissioning a work of art, building a dream,” Rolls-Roys chief executive Torsten Muller-Otvos...
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