Luxury: Story time: Why luxury brands are entertaining us

Why it is the topic trending:

• Blurring Boundaries Between Luxury and Entertainment: The article highlights the increasing overlap between the luxury fashion industry and the film and entertainment world, with brands now venturing into content production.

• Establishment of In-House Production Divisions: Major luxury players like Saint Laurent and LVMH have launched dedicated divisions (Saint Laurent Productions and 22 Montaigne, respectively) to create their own high-quality on-screen entertainment.

• Shift in Brand Storytelling: This move signifies a new way for luxury brands to tell their stories and engage with their audience, moving beyond traditional advertising and marketing.

• Historical Connections Revisited: The article notes the historical ties between fashion and film (costume design, set design) and how brands are building upon this legacy in a more direct and integrated manner.

• Potential for New Forms of Brand Engagement: This trend suggests a future where luxury brands become creators of culture and entertainment, fostering deeper connections with consumers.

Overview:

The article explores the burgeoning trend of luxury brands and fashion houses entering the realm of high-quality on-screen entertainment production. Traditionally, luxury and film have been connected through elements like costuming and set design. However, in recent years, this relationship has evolved, with brands like Yves Saint Laurent (launching Saint Laurent Productions in 2023) and the luxury conglomerate LVMH (establishing 22 Montaigne) creating their own in-house entertainment divisions. This shift marks a new landscape where the brand itself becomes a central part of the story, offering an exclusive look into their world and values.

Detailed Findings:

• Luxury, fashion, and film have traditionally been linked through shared elements like set design, costuming, performance, and production value.

• More recently, luxury brands are seeking to produce high-quality on-screen entertainment themselves, making the brand or 'maison' a central part of the story.

• Two years prior to the article's publication (2023), Yves Saint Laurent launched Saint Laurent Productions (SLP).

• Also in 2023, LVMH (Moët Hennessy Louis Vuitton) announced the creation of its own entertainment company, 22 Montaigne.

• Yves Saint Laurent has a history with film, as its founder designed costumes in the 1960s and was the subject of a 2014 biopic.

• The Saint Laurent brand previously produced short films with artists like director Wong Kar-wai as part of its Self project, which SLP now oversees.

• SLP's sixth offering was a documentary titled "Sportin' Life," directed by Abel Ferrara.

• The article also mentions a film called "Parthenope," directed by Paolo Sorrentino, though the article excerpt cuts off before detailing its connection to the trend.

Key success factors of product (trend):

• Brand Storytelling Beyond Traditional Advertising: Entertainment provides a richer and more engaging way for luxury brands to communicate their narrative, values, and aesthetic.

• Creating Emotional Connections with Consumers: Film and other forms of entertainment can evoke emotions and forge deeper connections with audiences compared to conventional marketing.

• Expanding Brand Reach and Influence: Content creation allows luxury brands to reach new audiences beyond traditional fashion consumers.

• Elevating Brand Image and Prestige: Producing high-quality, "prestige" entertainment can further enhance the brand's image and perceived exclusivity.

• Owning the Narrative: By creating their own content, brands have greater control over how their story is told and presented to the world.

Key takeaway:

Luxury brands are increasingly recognizing the power of entertainment as a sophisticated and effective way to communicate their brand identity, connect with consumers on a deeper level, and expand their cultural influence, leading to the establishment of dedicated in-house production capabilities.

Main trend:

The "Luxury Brand as Entertainment Producer" or "Prestige Brand Content Creation."

Description of the trend (please name it):

The "Luxury Brand as Entertainment Producer" trend signifies a strategic shift within the luxury fashion industry where brands are moving beyond traditional advertising and marketing to become creators of their own high-quality entertainment content, such as films, documentaries, and potentially other forms of on-screen media. This approach positions the brand as a central element of the storytelling, aiming to build deeper emotional connections with consumers, expand their reach, and further elevate their brand image and cultural relevance.

What is consumer motivation:

Consumers are motivated by:

• Desire for Exclusive Access and Insider Views: Entertainment produced by luxury brands can offer a unique glimpse into the exclusive world and creative processes of these maisons.

• Seeking Engaging and High-Quality Content: Consumers appreciate well-produced and compelling stories, regardless of the source.

• Emotional Connection with Brands: Entertainment can evoke emotions and create a stronger affinity for the brands involved.

• Appreciation for Brand Heritage and Values: Content can effectively communicate a brand's history, craftsmanship, and underlying values in an engaging format.

• A Desire for More Than Just Products: Consumers are increasingly looking for brands that offer experiences and cultural engagement beyond simply selling goods.

What is driving trend:

• Saturation of Traditional Advertising: Luxury brands may be seeking more innovative and impactful ways to reach their target audiences as traditional advertising becomes less effective.

• Power of Visual Storytelling: Film and video are powerful mediums for conveying brand aesthetics and narratives.

• Increasing Competition in the Luxury Market: Brands are looking for ways to differentiate themselves and create a stronger brand identity.

• Technological Advancements and Accessibility of Content Creation: While still requiring significant investment, the tools and platforms for producing and distributing high-quality content are more accessible than ever.

• The Success of Branded Content in Other Industries: The broader success of branded content and storytelling in various sectors is likely influencing this move by luxury brands.

What is motivation beyond the trend:

Beyond the specific context of luxury brands and entertainment, these motivations reflect broader consumer desires:

• The Appeal of Storytelling: Humans are naturally drawn to stories, and brands can leverage this to connect with their audience on a deeper level.

• The Pursuit of Meaningful Engagement: Consumers are often seeking more meaningful interactions with brands than just transactional exchanges.

• The Value of High-Quality Content: Consumers appreciate well-crafted and engaging content, regardless of its promotional intent.

Description of consumers article is referring to:

• Age: Likely targets consumers who are interested in luxury fashion and brands, potentially including Millennials, Gen X, and affluent Gen Z individuals.

• Location: Globally, as both Saint Laurent and LVMH are international brands with a worldwide reach.

• Lifestyle: Individuals who appreciate high-quality and exclusive products and experiences. They are likely interested in culture, film, and the arts, and may follow fashion news and trends.

• Shopping preferences: Value prestige, craftsmanship, and brand heritage. They are likely to be influenced by brand storytelling and perceive value in the intangible aspects of luxury.

• Are they low, occasional or frequent category shoppers: Likely a mix of occasional and frequent luxury goods consumers, who are engaged with the brands on a deeper level than just transactional purchases.

• What are their general shopping preferences-how they shop: They likely research brands and products carefully, appreciate exclusive experiences, and may engage with brands through various channels, including online platforms, flagship stores, and cultural events.

Conclusions:

The move by luxury brands into entertainment production signifies a significant evolution in their marketing and brand-building strategies. By creating their own high-quality content, these brands aim to transcend traditional advertising, forge deeper emotional connections with consumers, and further solidify their position within the cultural landscape.

Implications for brands:

• Invest in Content Creation Capabilities: Luxury brands may need to develop in-house production teams or partner with established filmmakers and artists.

• Focus on Authentic Brand Storytelling: The entertainment produced should align with the brand's core values, history, and aesthetic.

• Explore New Forms of Audience Engagement: Content creation offers opportunities to connect with consumers in more immersive and meaningful ways.

• Consider Long-Term Brand Building: Entertainment production can be a long-term strategy for enhancing brand image and cultural relevance.

Implication for society:

• Increased Influence of Luxury Brands on Culture: Luxury brands may play a larger role in shaping cultural narratives and trends through their entertainment content.

• Potential for New Forms of Artistic Expression: Collaborations between fashion and film could lead to innovative and unique artistic creations.

Implications for consumers:

• Access to Exclusive and High-Quality Content: Consumers may gain access to films, documentaries, and other forms of entertainment produced by their favorite luxury brands.

• Deeper Engagement with Brand Worlds: Entertainment can offer a more immersive and enriching way to experience the brand's universe.

Implication for Future:

We can expect to see more luxury brands venturing into entertainment production, exploring various formats and platforms to connect with consumers and tell their stories in compelling and innovative ways. This trend could potentially redefine how luxury brands interact with their audience and their role in the broader cultural landscape.

Consumer Trend (name, detailed description):

• Name: Immersive Brand Storytelling

• Detailed description: Consumers are increasingly seeking deeper and more immersive experiences with brands beyond just product consumption. They are drawn to brands that can tell compelling stories and offer engaging content that resonates with their interests and values.

Consumer Sub Trend (name, detailed description):

• Name: The Convergence of Luxury and Culture

• Detailed description: Luxury brands are increasingly positioning themselves not just as providers of high-end goods but also as influential players in the broader cultural landscape, engaging with and contributing to art, film, music, and other forms of cultural expression.

Big Social Trend (name, detailed description):

• Name: The Blurring of Lines Between Advertising and Entertainment

• Detailed description: Traditional advertising is evolving into more engaging forms of content that entertain and inform consumers, making the distinction between advertising and entertainment increasingly blurred.

Worldwide Social Trend (name, detailed description):

• Name: The Global Appetite for High-Quality Content

• Detailed description: Across the world, there is a strong demand for well-produced and engaging content in various forms, including film, television, and digital media. Brands are recognizing this and seeking to contribute to this landscape.

Social Drive (name, detailed description):

• Name: The Desire for Connection and Meaningful Engagement

• Detailed description: Consumers are driven by a desire to connect with brands on a more meaningful level, going beyond transactional relationships to find brands that align with their values and offer engaging experiences.

Learnings for brands to use in 2025 (bullets, detailed description):

• Consider Investing in Content Creation: Explore the potential of creating high-quality entertainment that aligns with your brand identity.

• Focus on Authentic Storytelling: Ensure that the content you produce genuinely reflects your brand's values and heritage.

• Collaborate with Talent in the Entertainment Industry: Partner with experienced filmmakers, writers, and actors to ensure the quality of your productions.

Strategy Recommendations for brands to follow in 2025 (bullets, detail description):

• Establish In-House Content Creation Teams: Consider building a dedicated division for entertainment production, as seen with Saint Laurent and LVMH.

• Fund or Commission Film Projects: Invest in or commission films, documentaries, or series that align with your brand's aesthetic and narrative.

• Partner with Streaming Platforms: Explore opportunities to distribute your content through popular streaming services to reach a wider audience.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified): Luxury brands are increasingly becoming entertainment producers, leveraging the power of film and on-screen media to tell their stories, connect with consumers, and further elevate their brand prestige in a new era of brand engagement.

What brands & companies should do in 2025 to benefit from trend and how to do it: Luxury brands should explore investing in content creation capabilities, either through in-house teams or partnerships with the entertainment industry, to produce high-quality films and other forms of on-screen entertainment that authentically communicate their brand narrative and values, fostering deeper engagement with consumers and expanding their cultural influence.

Final note:

• Core Trend:

  • Name: Luxury Brand as Entertainment Producer

  • Detailed description: Luxury brands creating their own high-quality on-screen entertainment content.

• Core Strategy:

  • Name: Prestige Content-Driven Brand Building

  • Detailed description: Using the production of high-quality entertainment to enhance brand image and connect with consumers.

• Core Industry Trend:

  • Name: The Integration of Luxury and Entertainment Industries

  • Detailed description: An increasing overlap and collaboration between the luxury fashion and film/entertainment sectors.

• Core Consumer Motivation:

  • Name: Desire for Immersive Brand Experiences and Exclusive Content

  • Detailed description: Consumers seeking deeper engagement with luxury brands through high-quality and exclusive entertainment content.

Final Conclusion:

The emergence of luxury brands as entertainment producers marks a significant shift in brand communication, signaling a move towards more immersive and emotionally engaging storytelling. By embracing the power of film, these brands are not only marketing their products but also contributing to the cultural landscape, forging a deeper connection with their audience and setting a new precedent for brand engagement in the luxury sector.

Core Trend Detailed: Luxury Brand as Entertainment Producer

• Description: This trend signifies a growing movement within the luxury fashion and goods industry where brands are evolving beyond their traditional roles as creators and purveyors of merchandise to become producers of high-quality entertainment content. This content, which can include films, documentaries, series, and other forms of on-screen media, serves as a powerful tool for brand storytelling, allowing these maisons to communicate their heritage, values, creative vision, and aesthetic in a more immersive and emotionally resonant manner than conventional advertising. The trend aims to deepen consumer engagement, expand brand reach into new cultural territories, and ultimately elevate the brand's prestige and cultural relevance.

• Key Characteristics of the Trend (summary):

  • Shift from Marketing to Content Creation: Brands are actively involved in the production process, often establishing dedicated divisions.

  • Focus on High-Quality Production: Emphasizing cinematic value and artistic merit to align with the luxury brand image.

  • Brand Narrative as Core Element: The entertainment produced often subtly or overtly weaves in the brand's story, history, and values.

  • Targeting Emotional Connection: Aiming to create a deeper affinity with consumers through engaging and memorable content.

  • Long-Term Brand Building Strategy: Viewed as an investment in enhancing brand image and cultural influence over time.

• Market and Cultural Signals Supporting the Trend (summary):

  • Saturation of Traditional Luxury Advertising: Brands are seeking new and more impactful ways to capture consumer attention.

  • Increasing Consumer Appetite for High-Quality Digital Content: There's a strong demand for engaging on-screen entertainment across various platforms.

  • The Blurring Lines Between Advertising and Entertainment: Branded content is becoming increasingly sophisticated and difficult to distinguish from traditional entertainment.

  • Success of Content Marketing in Other Industries: The effectiveness of storytelling in building brand loyalty is a recognized strategy.

  • Historical Connections Between Fashion and Film: Luxury brands are building upon existing ties to the film industry in a more direct way.

• How the Trend Is Changing Consumer Behavior (summary):

  • Deeper Engagement with Brands: Consumers are spending more time with brand-created content than traditional ads.

  • Increased Brand Loyalty: Emotional connections fostered through entertainment can lead to stronger brand affinity.

  • Shifting Perception of Luxury: Luxury brands are being seen not just as product providers but as cultural entities.

  • Greater Awareness of Brand Values and Heritage: Entertainment can effectively communicate the often intricate stories behind luxury brands.

  • Expectation of Multi-Sensory Brand Experiences: Consumers are increasingly looking for brands to engage them on multiple levels, including through compelling narratives and visual storytelling.

• Implications Across the Ecosystem (summary):

  • For Brands and CPGs (Luxury Brands): Requires significant investment in content creation infrastructure and talent. Success depends on producing high-quality, engaging content that resonates with the target audience without being overtly promotional.

  • For Retailers (Luxury Brand Flagships, Online Platforms): These become channels not just for product sales but also for showcasing the brand's entertainment content, enhancing the overall brand experience.

  • For Consumers: Access to exclusive, high-quality entertainment produced by their favorite luxury brands. A deeper, more nuanced understanding of brand stories and values. Potential for a more emotional connection with luxury.

• Strategic Forecast: The "Luxury Brand as Entertainment Producer" trend is set to continue its growth. As consumers increasingly seek authentic and engaging brand experiences, and as the digital landscape offers more avenues for content distribution, luxury brands will likely increase their investment in this area. We may see more collaborations between luxury brands and established filmmakers, actors, and artists, leading to even higher production values and broader audience reach. This could become a standard element of the luxury brand marketing playbook.

• Final Thought: The move by luxury brands into entertainment production is a bold and innovative step that reflects a fundamental shift in how these brands aim to connect with their audiences. By becoming storytellers, they are not just selling products but crafting a deeper, more resonant brand narrative that seeks to captivate and engage consumers on an emotional and intellectual level, ultimately strengthening brand loyalty and cultural influence in an increasingly competitive market.

Source: https://www.creativereview.co.uk/luxury-brands-film-production-entertainment-houses/