What: Luxury brands are leaning into traditional analogue marketing as a way to cut through the noise online and connect with consumers at home.

Why is it important: Post-pandemic, retailers will have to find ways to stand out.

Mansur Gavriel is an interesting example. The brand introduced its first direct marketing campaign this month, in the form of a free 32-page book featuring new editorial imagery as well as past campaigns and original artworks. The brand has already seen a clear jump in new customer acquisition and the next edition will be sent to customers in May. In order to track sales, Mansur Gavriel has a promo code embedded in its book.

Luxury brands have long relied on direct advertising and printed marketing materials. As online spaces are now “flooded” with content, it’s tougher to stand out without investing in paid marketing. Direct mail is also becoming an advertising alternative as brands find a way to prepare for Apple and Google’s upcoming privacy changes, which will make it harder for marketers to track consumer data and personalise.

Books, alongside other physical materials like handwritten notes are like keepsakes, rather than disposable catalogues. Furthermore, top spending customers are increasingly expecting brands to come to them. But there are drawbacks: direct mail is expensive to do well, and tracking is more difficult. Experts say it’s still a worthy investment for luxury.

Post-pandemic playbook - The return to physical marketing