guide luxury branding
Robb Report
A website about luxury lifestyle information, The Robb Report Magazine is a renowned niche magazine that brings news about the luxury industry for end-consumers and business owners.
2023 – Mentored by Dr. Brad Davidson
Background __________________________________
Background
The company was founded by Robert White, who began his journey in 1965 with a passion for collecting and reselling antique luxuries. Over time, he expanded his offerings to include a wider range of luxury items and transformed his newsletter into a full-scale monthly publication, featuring diverse luxury products. This evolved into what is now known as the Robb Report Magazine.
By 2023, Robb Report released more than 103 thousand issues in the US. And more than six hundred international issues, 11 different languages in 18 countries.
The magazine content is about business news in the luxury industry. Fashion products and style. Home category about real estate sales, architecture, and interior design. Lifestyle and luxury hospitality include aviation, boats, vehicles, travel, cuisine, and wine.
Issue _____________________________________
Issue
As mentioned, 77% of the audience is over 45 years old and works as business founders, CEOs, and directors. Although, this audience has been diminishing because of their age. While not appealing to younger generations, such as Gen Z
Insight _____________________________________
Insight
Generation Z will be 80% of the luxury industry’s domination by 2030. They also consume more luxury products and experiences than any other generation, according to the Risnews report.
brand to connect luxury guidance robb report
Luxury Industry and Audience _________________
Luxury Industry and Audience
Luxury is a perception, but when defining a brand’s position, it’s crucial to understand how your audience perceives that luxury and what emotions they seek when engaging with your brand. For Robb Report, there are two distinct audiences. The primary customer is someone already living the luxury lifestyle, looking for guidance on more refined and elevated experiences to enrich their opportunities. The second audience consists of those who aspire to luxury, eager to learn about this world so that, when they reach it, they’ll know how to invest in experiences that reflect their success and identity.
Strategy _____________________________________
Strategy
Youngernize Robb Report
To youngernize and elevate luxury expressions, Robb Report is the luxury guidance for those who aspire to wealth.
Shifting Robb Report’s positioning from an “authority” to a “guide” for those seeking luxury experiences will allow the brand to connect more personally with its various age-based audiences. This approach ensures that long-time loyal customers feel part of an exclusive community, valued through a tiered membership club that offers various levels of prestige. In addition to the magazine, members will enjoy unique benefits that enhance their connection to the brand and elevate their lifestyle
