Luxury Retail Ad

Pictured above is the latest ad campaign from luxury fashion house, Salvatore Ferragamo, who currently operates retail stores in 18 U.S. states and is carried at high-end department stores such as Bergdorf Goodman, Saks Fifth Avenue, and Neiman Marcus. While this ad does not currently include the Ferragamo logo as in previous ads (pictured below) it is expected to be formatted similarly to those before it: the image with the brand name inconspicuously across the bottom, as though its customers don’t even need to see the name to know which brand it is or what it is advertising.

As with most luxury fashion brands, this ad reflects the psychogenic need of ego-bolstering, which is part of Maslow’s 4th tier, Esteem Needs. First off, the image of brand itself excludes an air of exclusivity as well as a modern form of social stratification through its high prices, rich heritage, and brand mystique it has built over time. This in itself causes both of the brand’s target markets- the affluent luxury consumer and the aspiring luxury consumer- to desire becoming part of the brand in some way so that they too can be associated with its status. Dana Thomas (2007, p. 18), author of Deluxe: How Luxury Lost Its Luster, describes this exact phenomenon in relation to luxury brand Louis Vuitton: “The suitcase or handbag covered with its intertwining LV logo implies that its carrier appreciates the fine quality craftsmanship, has the money to afford it, and travels in the same circles of other Louis Vuitton customers- in first class”.

This idea also translated through the ad in the mood and expression of the model. The ad is neither warm nor inviting purposely as to not feel inclusive. Instead, the setting is more so gloomy with the model showing no expression at all, thus solidifying the exclusivity and status of the brand and in turn the aspirational desire for it.

The decision to use model, Lilly Aldridge, also gives way to consumer ego-bolstering. Having modeled for Victoria Secret, Michael Kors, and several other well-know brands, Aldridge has become extremely recognizable and thus a part of the current lineup of celebrity models, who’s lives have become of great interest to the consumer market. Thus, her involvement in the ad, makes Ferragamo more desirable and aspirational to consumers who follow pop-culture and Aldridge.

Source: Dana Thomas. 2007. Deluxe: How Luxury Lost Its Luster