Close
 

Lean back and feel the quality

  • In Association with ACA
  • March 8, 2018
Lean back and feel the quality

In Australia, the luxury market is maturing. With growth being driven by the wealthy Asian market, delivering luxury experiences is top of mind for brands. According to IBISWorld, this has pushed growth in luxury retailing to 11 percent a year over the past five years to reach $1.8 billion in 2016/17. This growth is forecast to continue at 8.2 percent a year to hit $2.7 billion in 2021/22.

And the luxury advertising investment is following suit. In Australia, the premium ad market which includes everything from travel to automobiles is worth an estimated $750 million. According to Zenith’s Luxury Advertising Expenditure Forecasts, luxury advertising spend rose by 3.0 percent in 2016. This report also indicated that despite increasing digital investments, print remains the most important medium for ‘high luxury’ advertisers.

The switch

“Four years ago, every breakfast meeting I had would revolve around ‘future plans for online’,” says Ashley Heath, owner and editorial director of high-end luxury fashion titles Arena Homme+ and POP. “And now, no one really mentions it. It’s a total volte-face.”

This isn’t a one-off experience. Tony Chambers, editor-in-chief of the 100,000-circulation Wallpaper* agrees. “Where there was a question mark over print five years ago, that has now completely gone.”

Of course, that isn’t to say that digital strategies are neglected; it’s simply that the value of print is now no longer a point for debate.

“Five years ago, the general mood was that print didn’t have much longer left,” continues Chambers. “Now it’s the opposite; it’s growing. Brands want both print and digital of course – they need all the touch points. But the print side is more valuable than ever for brands that are moving into the luxury space.”

Race to luxe

Fairfax is one company headlining the race towards the lucrative luxury market in Australia. In August 2017, Fairfax Media’s luxury lifestyle website Executive Style launched a quarterly men’s magazine Executive Style within the pages of The Age and the Sydney Morning Herald. Executive Style is a premium brand extension of the website with the first edition seeing brands such as Audi, Giorgio Armani, and Rolex back the publication.

Media companies aren’t the only ones tapping into the luxury market with print with the travel industry launching quality publications to appeal to this lucrative market.

Take me higher

Flick through the average inflight magazine and you’re faced with content that wouldn’t be out of place in an upmarket newsstand title. Actors, authors and film stars enthuse about their favourite holiday destinations, while leading travel journalists advise on the best hotels and attractions in the world’s most exciting cities.

And it works: American Airline’s relaunch of American Way, which featured the Foo Fighters on the cover, amassed nearly 10,000 likes on Facebook, with one passenger commenting: “I suddenly have the urge to travel somewhere, anywhere, on American Airlines.” Also, British Airways was recently forced to re-stock 10,000 copies of an edition of BA High Life onto its planes, as fans of the issue’s cover star, Benedict Cumberbatch, left the aircraft carrying the magazine.

Creating a luxurious experience depends on creating a perception of exclusivity. Mass marketing on TV, radio or Facebook diminishes the sense that a brand’s product or service is an elite experience for only a few. The tactile and memorable pieces of print make an impression and connect with those most likely to shop for luxury goods in a way that other marketing channels struggle to replicate.

As seen in VoPP Mag Issue three, The Luxury Issue. Subscribe now at valueofpaperandprint.com.au/subscribe.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

How do Kiwis do their Christmas shopping at Mighty Ape?

  • News
  • November 20, 2019
How do Kiwis do their Christmas shopping at Mighty Ape?

New Zealand e-tailer Mighty Ape surveyed 2,962 Kiwi shoppers post-Christmas last year. Among its findings are that Black Friday is officially bigger than Boxing Day among its audience, with almost four times as many products were sold on Black Friday compared to Boxing Day 2018. Cyber Monday, the online-only sale that falls on the Monday following Black Friday, has also proven to be popular with Kiwis. It now also outsells Boxing Day at Mighty Ape.​ ​It's presented further findings in a clever infographic.

Read more
 
 

Introducing New World's 2019 Christmas ad

  • News
  • November 19, 2019
  • StopPress Team
Introducing New World's 2019 Christmas ad

New World and Colenso BBDO have unveiled this year’s Christmas ad, showing the generous Kiwi tradition of inviting every available Tom, Dick and Harry to Christmas lunch, resulting in many mouths to feed.

Read more
 
 

Raglan Coconut Yoghurt's Latesha Randall reports back from the US on what's hip and happening

  • News
  • November 19, 2019
  • Latesha Randall
Raglan Coconut Yoghurt's Latesha Randall reports back from the US on what's hip and happening

Latesha Randall is ​the co-founder of Raglan Coconut Yoghurt, a delicious dairy-free yoghurt born out of a beautiful town two hours south of Auckland. She previously documented the adventures of her company when it was a start-up in a column in Idealog – you can read it here. Recently, Randall traveled to the 2019 Natural Products Expo in Baltimore, USA and observed the food trends that were happening abroad. New Zealand foodies, take note: here, she reports back on what she thinks will be big contenders in the future food space.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Regional rollercoaster
What does retail look like in 2019 for ...
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Outdoor goods retailers Cactus Outdoor and Kathmandu collaborate

  • News
  • November 19, 2019
  • The Register team
Outdoor goods retailers Cactus Outdoor and Kathmandu collaborate

Two prominent Kiwi outdoor goods retailers, Kathmandu and Cactus Outdoor, have collaborated to produce a line of certified ‘Buy NZ Made’ products which will be launched in Kathmandu stores around New Zealand on Buy NZ Made Day this week.

Read more
 
 

Casual brows

  • Opinion
  • November 18, 2019
  • Sarah Dunn
Casual brows

As competition hots up between internationals and local brands in the beauty category, NZ Retail and The Register editor and associate publisher Sarah Dunn considers what comes next.

Read more
 

How New Zealand businesses performed in China’s 11.11 shopping festival

  • News
  • November 15, 2019
  • The Register team
How New Zealand businesses performed in China’s 11.11 shopping festival

This week marked Singles’ Day - a Chinese holiday run by mega-retailer Alibaba that, while still relatively unknown in the western world, is surpassing Black Friday and Cyber Monday in scale and sales. Alibaba reports it generated US$38.4 billion of gross merchandise volume this year.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}