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Luxury Brands, Storytelling, and Millennials

January 28th, 2019 | 3 min. read

Luxury Brands, Storytelling, and Millennials Blog Feature

Jessica Keefe

Jessica is an integrated marketing leader specializing in strategic B2B and B2C enterprise solutions.

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Once upon a time, a little girl dreamed of Gucci belts, Chanel shoes, and Yves Saint Laurent handbags. And now, those dreams can become a reality with luxury brand targeting millennials with the power of storytelling.   For the most part, luxury brands have had a hard time connecting with everyday consumers, making them perceivably untouchable to a wider type of buyer. Luxury brands are now faced with a set of problems: how to communicate the entire ethos, history, and value of their brand through digital media, and how this digital media will relate to Generations X, Y, and Z. But now high-end brands are making headway. With the digital generation demanding high-quality items at their fingertips, millennials are scrolling through social media feeds for their next big purchase.   Mediaplanet explains: “This digital-first generation loves anything a bit edgy and new, but contrarily, they also love nostalgia, legacy and especially, authenticity. A winning campaign should be a mix of all three, served up in a digestible, shareable digital format.”   Considering the customer’s needs wants, and emotions construct seamless alignment between content and customer journey. Understanding your company’s goals allows you to refine your publishable content. Avoiding content gaps like inconsistency across media channels is pertinent to have a clear and concise brand image.   The approximately 80 million Gen Y’s control a purchasing power of about 21% of consumer products with their greatest influence in the retail industry.   A great example of a brand adapting to cater to these millennial consumers is Lacoste. The luxury brand brings their story to life with an onsite storytelling video illustrating a young couple moving through decades, showcasing the timelessness of Lacoste products.   Check it out here:   [embed]https://www.youtube.com/watch?v=IZC02EQqcXc[/embed]   Storytelling has inspired humans for millennia and it’s no surprise that brands are inspiring the latest generation too — with a bit of updating to accommodate this generation's tastes and today's social media environment.