Don't miss the next Ariatu PR Personal Brand seminar on the 7th September. Here's an invitation from Ariatu PR founder, Ronke Lawal.
The luxury goods market in the United Kingdom is worth up to £54bn and whilst Brexit may have an impact on the luxury brand market growth in Europe, internationally the UK has always been considered as one of the go-to destinations for shopping tourists as well as lovers of luxury on a global scale. If you are launching a luxury brand here are a few important tips and ideas that you can use in order to thrive in the luxury sector:
- Understand the power of public relations - It is important to have an in house PR rep even if you do not assign an external party to ensure that the brands reputation is being managed and handled effectively at all times. Reputation is everything in the luxury market, ensure that you have a strong PR and communications strategy to maintain the credibility of your luxury brand.
- Organise Press Days and attend events - This can be co-ordinated in house or by an external agency but the luxury brand experience is crucial in engaging the media and influencers. If you want high impact press coverage take the time to organise press days and events which are in alignment with your core luxury brand values. Take part in luxury brand events, showcase your product or service at events which offer high exposure and industry recognition.
- Use social media - In today's digital age, social media platforms like twitter, instagram, facebook and pinterest allows luxury brands to promote themselves effectively and consistently. The aspirational nature of the luxury experience can enhance a brand's online visibility with the use of high quality images and content. Undertake a social media audit to monitor how effectively you are using social media for your luxury brand.
- Use video content - In the same way that social media has an impact video content can bring your brand to life. Use video to showcase the high quality nature of your brand and why people should spend money with your brand. Video also opens up your brand to wider audiences who shop internationally for luxury goods.
- Assign high quality brand ambassadors - This is where every brand must be mindful. A brand ambassador can leverage their influence and following to encourage their audience to favour a luxury brand however the brand must undertake due diligence. Select an ambassador based on more than follower count, look at credibility and engagement.
- Invest in advertising - It is important to look at the strategic benefits of advertising on the right platforms in the right way. There are more options now than ever before and it is definitely worth considering investing in targeted advertising.
- Research your customers - There are plenty of resources available which can help you research your core customer base and market trends. It is crucial that you keep track of what is happening in the luxury goods market and how your customers are spending their money as well as who your ideal customers are.
- Go beyond the product, be a ritual - Word of mouth is still one of the most powerful forms of promotion, if you focus on the customer experience and turning their buying experience into a ritual they will be more likely to share their positive experiences with their network and keep coming back to be part of that experience.
- Develop a Rewards programme - Create a programme which does not simply focus on discounts, give gifts and add value. Make the customer feel like they are special at every step of their buying journey.
- Tell a story with your visual identity - Your brand values, logo and visual identity must all tell a story, your customers must feel like they are part of your journey and that they are buying a part of your story. Make sure your brand tells a story which resonates throughout the buying experience whether online or offline.
Feel free to share and do not hesitate to contact Ariatu PR if you are a luxury brand start up looking for Public Relations support.
London Based Sierra Leonean Science Graduate Teams Up With Top West End Restaurateur To Launch New African Supper Club
Science graduate Sylvia Browne partners up with a top west end London restaurateur, Suzanne Tiega, to launch a new African supper club in London, My African Hob.
Growing up in Sierra Leone, and emigrating to England in her youth, Sylvia Browne has always enjoyed the West African cuisine and culture of her homeland. Completing two science degrees gave her a deep insight into the importance of nutrition and healthy eating and she wanted to create a supper club to showcase her passion for African cuisine and healthy living. Long term Sylvia hopes to turn this venture into a profitable business with a wider reach across The UK.
East London based Sylvia’s vision is now coming to life as she becomes a food entrepreneur and businesswoman with this supper club partnership. On August 5th 2017, Sylvia will be teaming up with Suzanne Tiega, Restaurant manager at Nando's and previously Garfunkel's, who is an expert in customer service and the restaurant business.
“African dining is growing and gaining momentum every year. Now is the time to launch this supper club. There is a hunger for culture from the continent of my birth. I see this coming from the second, and third generation African and British foodies. I have been lucky to meet Suzanne who comes from Cameroon to help me launch the next event. She is a star at meeting and greeting front of house who will raise the bar in African customer service”, says Sylvia.
The vision of My African Hob is to provide excellence in African food. This means delicious, innovative and high quality food experiences for all diners. My African Hob will deliver consistently great personable service so that guests will value the supper club and recommend to friends.
Sylvia Browne - firstname.lastname@example.org
Notes To Editor
The next My African Hob supper-club will take place on Saturday August 5th 2017, in Hammersmith, West London. It will serve dishes including Banana fritters (akara), Skewered roast beef and Black eyed beans stew and more.
About The Founders
Born to Sierra Leonean parents who emigrated to the UK when she was 11, fond childhood memories of her mother’s cooking meant that Sylvia has always had a passion for West African cuisine.
After completing bachelors and masters degrees in Biomedical Science, and Medical Microbiology respectively, working as a busy science professional meant that Sylvia didn’t really have the time to cook the food that she really loved.
At the same time, her science training deepened her appreciation for nutrition and healthy eating, and so she set about finding restaurants and take-aways, that serve nutritious West African food to fill that need. Whilst a few were quite good, finding places that provided high quality food and good customer service was a frustratingly difficult exercise.
Talking to friends, Sylvia found that this was a widespread problem for fans of African cuisine, and so she decided to do something about it. Dybron’s Catering was born: - a company focused on providing nutritious and authentic Sierra Leonean cuisine, coupled with outstanding customer service.
As a new entrant to the world of African catering, the learning curve has been quite steep, but Sylvia has quickly developed a strong network of supportive and encouraging professionals within the industry, who have provided valuable feedback that has helped Sylvia advance her business.
To that end, Sylvia founded My African Hob, a supper club dedicated to Sierra Leonean cuisine, and healthy eating. My African Hob is also about sharing and documenting African food recipes, and their health benefits. The next event will be taking place on August 6th. For details visit MyAfricanHob.com
Suzanne Tiega: Event & Restaurant Consultant
Born and raised in Cameroon, Suzanne graduated from Edinburgh Napier University with a Master in Events & Festival Management.
Strong of 5 years experience in hospitality and tourism in France and United-Kingdom, she recently founded Zest & Bliss, an Events & Restaurant Consultancy agency.
When she arrived in France at 19 she caught the travel bug and couldn’t stick to one city for more than 6 months. Through her successive moves, she was able to learn first hand “l’Hospitalité à la Française”. She also managed to obtain a degree in Project Management.
Now settled in London, Suzanne uses her free time to volunteer with Inspire! Education Business Partnership, a charity aiming to develop young people’s motivation and practical skills.
Zest & Bliss helps small businesses improve their guests’ experience and food operations. It also designs events to assist upcoming chefs showcase their talents.