Bauer Media has turned its attention to the luxury market with a plan to connect brands to consumers via its growing multi-channel network.
The publisher has already invested in the luxury market via the launch of Gourmet Traveller for Chinese New Year (a nation which accounts for 35 per cent of the luxury set), as well as Crystal Magazine, a publication created in conjunction with Crown Resorts for its guests.
Now Bauer has partnered with British trend forecasting agency The Future Laboratory to equip itself with the knowledge of what luxury consumers want and how they interact with brands. The Future Laboratory does this via an analysis of five different stages of consumer brand engagement: acquisition and values, discernment and worth, emotion and experience, responsible and awareness, as well as intellectual and poetic.
The company’s co-founder Chris Sanderson says analysis of the luxury market is now essential if publishers want meaningful engagement of brands. “The shadow of the 20th Century is forcing this realisation that we have to form other types of values; these values are no longer centred around the individual or conspicuous consumption.”
Adnews reports Hearst Brands general manager Marina Go told the audience at the recent Bauer Luxury Future Forum that the brand’s multi-channel content is providing even more opportunities for luxury brands to connect with consumers: “We now have the ability to marry-up audience behaviour across our digital network, not only ensuring advertisers are minimising wastage with ad buys, but more importantly, connecting them with luxury consumers.
