/ LUXURY FASHION & ACCESSORIES
Pursuit has spent years testing and refining media strategies to assist luxury fashion, jewelry, and beauty brands in reaching the right audiences. From broad-based brand campaigns to targeted ROI e-commerce initiatives, we drive consumers to take action through search marketing, email marketing, programmatic media, and video distribution. We are known in the industry as the go-to agency for getting things done.
CONNECTING ELEVATED BRANDING TO CONSUMER ENGAGEMENT
Prior to launching their e-commerce website in the United States, Versace needed to grow their marketing database. Pursuit created a multi-channel strategy to spark engagement with US consumer in a way that was accessible while still embodying Versace’s luxury DNA. In addition to a social media campaign, tactics focused not only on growing the database, but also driving people into stores (including a new boutique in New York’s SoHo neighborhood) included promotions and luxury partnerships. Messaging varied from highlighting specific Versace products to encouraging purchases that would deliver benefits to charitable organizations on National Splurge Day.
SPARKING GLOBAL CONVERSATION ABOUT A SPANISH RETAILER
Although it is the largest department store group in Europe, is ranked fourth worldwide, and carries the most exclusive fashion and accessory brands, Madrid-based El Corte Ingles was not part of the conversation among global fashion consumers. That meant the company wasn’t benefiting from important tourism-related revenue in its stores throughout major cities in Spain and Portugal. Pursuit created a social media strategy targeting 40 countries throughout the Americas, the Middle East, Asia, and Europe. Messaging elevated perceptions of El Corte Ingles as an upscale shopping destination and brought attention to the numerous luxury brands it carries. Within one year, El Corte Ingles’s following grew to 500,000 people worldwide.
FINDING A NEW BRAND AUDIENCE INSIDE AN EXISTING FAN BASE
When international pop-star Victoria Beckham prepared to launch the e-commerce website for her new luxury fashion brand, the challenge was to find an audience who cares about her as a designer without alienating her existing multi-million-strong fan base, the majority of whom could not afford the very high-end line. The global SEP, SEM, e-mail marketing and social media strategy that Pursuit created for Beckham involved development of a voice and messaging about her fashion line that was distinct from, but did not conflict with, her persona as a celebrity. Outcomes included development of a new 70,000+ email marketing list generated solely through opt-in actions.