Turning Exclusivity Into Success Through Luxury PR
Published on Feb. 18, 2025, at 10:53 a.m.
by Olivia Pickens.
What are some of the first names that come to mind when you think of luxury brands? Lamborghini, Hermès, Goyard, Tiffany, Rolex and Chanel are a few that I think of.
These brands might be considered household names; however, very few targeted people actually see their advertisements or own their high-end products. This contrast may be attributed to the established and detailed public relations strategies that make luxury look like luxury.
Sotheby’s Institute of Art names the “4 E’s of Luxury Marketing” as emotions, extension, experiences and exclusivity. The first three of these “E’s” align with most other companies’ PR goals and tactics.
However, the fourth of the “E’s” is what makes PR for luxury brands different. While typical brands appeal to the conveniency of their products, exclusivity soars as one of the key PR strategies for high-end brands.
A prominent tactic used to heighten the sense of exclusivity is product scarcity. From invite-only to limited-edition to personalized products, high-end brands have no problem saying “no” to potential customers who don’t fall within their target clientele.
For example, Harper’s Bazaar names the Hermès Birkin as one of the “top 10 designer bags of all time,” crowning the highly sought-after piece with the title of the “It” bag.
With such high praise, one might assume the Birkin is a consistent sellout on Hermès’ website. Well, if that’s what you think, you’re wrong.
The designer doesn’t sell the bags online and requires potential buyers to come in store just for a chance to be invited to a private room to see the luxury piece if the location even has one on-site.
Similarly, Goyard does not sell products online or through its website. It relies on word of mouth and customer loyalty to keep the reputation of the brand alive.
The brand’s image is inspired by its deep history and extreme exclusivity, with A-listers and royalty being its target customers. Desirability to be a member of its elite community is increased because of its staple hand-painted, customized designs making each bag one of a kind.
The basis of exclusivity in luxury PR goes back to the idea of “everyone wants what they can’t have.” Those who don’t fall within the clientele of designer brands want designer brands, while those who do fall within the clientele of designer brands want the most personalized and unique product.
Capitalizing on exclusivity and being able to tell customers “no” make luxury PR its own powerhouse.
One of the biggest powerhouses: Lamborghini. The brand is notoriously known for saying it doesn’t do commercials because its clients aren’t watching commercials; however, its PR strategies must be so exclusive, I couldn’t even find where that reputation started.
My advice for success in the luxury PR industry? Think like Lamborghini.
