Page by page. Politics, business, life. I flipped through, scanning the words seasoned with the typographic aroma. By the last page, my fingers turned black, as it's customary to serve news fresh, not waiting for the ink to dry.
When I hear again and again that the printed press is dead, I recall how regularly I perused the local newspaper. I don't even know what I loved more—reading itself, the educational outcome, or immersing myself in the magic of the process.
It's hard to deny that print media isn't what it used to be. However, completely denying print word is short-sighted—its strength lies in the tradition sealed on paper with ink that hasn't dried.
Why Luxury Brands Advertise in Financial Times
One of such traditions has a name—Financial Times. Founded in 1888, this newspaper has become a status symbol. And even though it has adapted to the demands of the times with a digital subscription (with a majority of subscribers opting for the digital version), having a fresh copy of the Financial Times on the table is like a silent declaration of status, knowledge, and influence.
Luxury knows that. Those who read the Financial Times and/or have a copy on the table to silently proclaim status include categories that form a client group for luxury:
Business professionals: Executives, managers, and entrepreneurs
Investors and Financial Analysts: Individuals and professionals in investment banking, asset management, and financial planning
Policymakers and Government Officials: Decision-makers and advisors in government and international organizations
Affluent Individuals: Readers with high disposable incomes and a keen interest in finance, business, and luxury lifestyles
By snagging prime ad space, luxury brands are strategically positioning themselves to reach and resonate with influential demographics, aligning their names with the aspirations and lifestyles of an attractive potential customer base. And, yes, they are selling.
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Yesterday, I was looking through HTSI, the luxury lifestyle magazine by Financial Times. It's enclosed with the main weekend edition of the newspaper. The advertising I saw seemed to be a perfect case study on how to target a specific audience. We will especially focus on luxury fashion, jewelry, and watches. Enjoy! x
Luxury Categories To Benefit From Advertising In Financial Times
Advertising luxury items in the Financial Times requires targeting affluent, sophisticated readers interested in high-quality products that reflect their lifestyle and status. These categories of luxury items that are well-suited include:
High Jewelry and Watches Can attract readers, who value prestige and craftsmanship, are attracted to items that symbolize status and exclusivity. Luxury watches, in particular, serve as symbols of success and aspiration. High jewelry appeals to those interested in artistry, heritage, and investment value
Designer Fashion and Accessories Aligns with the preference for sophistication and quality. FT readers, affluent professionals, value stylish products that reflect timeless style and craftsmanship. Soft luxury ads can evoke aspiration, connecting emotionally through storytelling and imagery that resonates with their desire for a refined lifestyle
Luxury Automobiles
Fine Wines and Spirits Brands offering exclusive wines, champagnes, whiskies, and cognacs can appeal to connoisseurs among FT readers
Luxury Travel and Hospitality High-end hotels and resorts and luxury travel services offering bespoke experiences can attract readers seeking luxurious travel opportunities
Art and Collectibles Auction houses along with prestigious art galleries, can advertise rare artworks, collectible items, and exclusive auction events to art enthusiasts and investors
Fine Dining and Gourmet Food Gourmet food brands, Michelin-starred restaurants, and culinary experiences can target FT readers who appreciate fine dining and exquisite gastronomy
Private Banking and Wealth Management Financial institutions offering private banking services, wealth management, investment advice, and estate planning solutions can appeal to FT readers who prioritize financial sophistication and personalized service
Luxury Real Estate Developers of high-end residential properties, luxury estates, and exclusive real estate agencies can advertise luxury homes, apartments, and vacation properties to affluent FT readers interested in premium real estate investments
Technology and Gadgets Premium technology brands offering cutting-edge gadgets, luxury smartphones, high-end audio equipment, and smart home solutions can attract FT readers interested in tech innovations with style and performance.
Tailored Approach to FT Ads
When considering luxury advertising aimed at FT readers audience, the approach should indeed take into account their existing status.
Fashion & Accessories
Chanel. An advertisement with only the brand name as text, without any additional information or call to action, can be a strategic choice in luxury marketing. It communicates a message of brand identity and established reputation, gives an exclusive appeal, and can evoke curiosity to browse further.
However, this kind of aspirational approach and "chase me" game from Chanel can fall short with established individuals like FT readers. These readers appreciate informative, engaging content that respects their sophistication and provides clear reasons to explore further. Balancing minimalism with essential information and emotional appeal can enhance the effectiveness of luxury advertising in this context.
Louis Vuitton. The same comes to LVMH-owned Louis Vuitton. The ad features a model on a sailboat, dressed in the new summer collection, with only the brand name mentioned. While it communicates aspirational, luxurious lifestyle (boat), links to brand's aesthetic, it fails to fully communicate the collection's details and relevance to FT readers. Adding more information and context would make it more engaging and effective for this discerning audience.
Saint Laurent (owned by Kering) appears to be more eloquent. It directs attention to its Summer 24 Collection with a minimalist approach. While effective in its simplicity and almost clear call to action, enhancing the ad with more detailed information and compelling visuals could further elevate its impact.
Joe Merino went on a completely opposite path. The ad features the name of an item, which appears to be a core type for the brand, illustrates the core item features, lists a short description in separate text, and even mentions that shipping and returns are free. The ad also includes a QR code that leads to the website and displays the website name.
This ad seems to have perceived lack of luxury appeal, includes overwhelming information, as luxury ads often focus on conveying a lifestyle or brand story rather than detailed product features. If the brand aims to maintain a high-end image, the ad’s content and promotional elements (free shipping & returns) may not align with their expectations of luxury.
To appeal to FT readers while maintaining the brand’s identity, Joe Merino could consider refining the ad’s content to strike a balance between conveying essential product information and maintaining a sophisticated, luxury aesthetic.
The balance was found by Crockett & Jones. It effectively highlights the brand's heritage (Made in England since 1879), quality, and prestige (Royal Warrant) while providing specific product information (best-selling loafer model featured) and a path to learn more by mentioning the website.
Jewellery
A while ago, I wrote about Bvlgari ads in terms of (over)styling. The brand occupied a significant number of pages. Besides the repeated ads throughout the FT newspaper itself and HTSI edition, there are three ad creatives featuring brand ambassadors and close-ups of jewelry. I find the presentation of brand ambassadors, especially Anne Hathaway, overwhelming and leading to lack of focus—which contradicts the perception of high jewelry as an art (which would help to justify its price, if you know what I mean).
*Bvlgari is part of LVMH
Regarding the FT display, the other gap I see is a lack of engagement with the reader. What message does this ad convey? Yes, it definitely benefits from being displayed on multiple pages several times, but the message? Bvlgari was established in 1884. That's it. Of course, I checked the background (the display on the website is overloaded and bad structured too). And—wow—the background is selling. The Aeterna High Jewellery collection is a tribute to Bvlgari's 140-year-long vocation to perfection. 140 carats, more than 140 creations—the hidden symbolism remained hidden with a lost opportunity of heritage storytelling.
It could be significantly improved by providing a clearer and engaging message, and leveraging the brand’s rich heritage. Adding interactive elements like a website invite or QR code would enhance reader engagement and provide a seamless path to explore the collection further.
Chaumet, which is also owned by LVMH, keeps you focused on the object itself (oh yes, it's hard to take your eyes off this huge stone) and subtly immerses you in its history. Message "Parisisan High Jewellery since 1780" highlights a longstanding commitment to high jewelry art. Mentioning "Parisian" adds an element of luxury and sophistication, as Paris is renowned for its fashion and jewelry industries.
The message effectively communicates the brand’s legacy. To improve the effectiveness a few enhancements may be considered:
"Discover timeless creations at (website url, QR code)"
The first part highlights unique selling points, while word "discover" along with website link or QR code serves as call to action.
(I took the word "creations" from a Chaumet Google ad. They used "exceptional creations" for advertising, but I find "exceptional" too strong and slightly plain. It might not fully capture the luxurious and exclusive essence)
Tiffany & Co. Lock bracelet. I love this bracelet and have it on my wishlist. It has lost some ground since becoming a mandatory accessory for all influencers (oh, that aggressive LVMH marketing), but I still like it. The ad effectively combines several elements to resonate with its target audience:
Focus on Jewelry: The object-only shot highlights the Tiffany & Co. Lock bracelet, emphasizing its design and craftsmanship Use of Tiffany Blue: The famous Tiffany Blue background enhances brand recognition and evokes luxury and elegance
Heritage and Legacy: "With love, since 1837" and the note about the heritage (e.g., "timeless icon inspired by a brooch") connect the bracelet to Tiffany’s long history, appealing to those who value tradition
Emotional Connection:The message "An expression of love's enduring protection" adds emotional depth, suggesting the bracelet symbolizes lasting love and protection (I like the moto found in collection description on official website more as it's more clear: A universal symbol of what matters most, Lock keeps safe that which is cherished.
Adding a call to action could further enhance engagement. Overly polished bracelet picture doesn't fully resonate to me—it feels inauthentic and fail to capture the true essence and craftsmanship of fine jewelry (yet another reason for me to develop 2Jour Stylist with unretouched digital looks to showcase the true beauty of luxury fashion and accessories).
Harry Winston (The Swatch Group) also used a single object shot. The other page contains brand name, logo, and a few messages:
Pros:
Highlights a single jewelry piece, showcasing craftsmanship.
Uses #HarryWinston hashtag for social media engagement.
Encourages exploration of "The Sunflower Collection."
Implies exclusivity with "Rare jewels of the world" message.
Cons:
Fails to tell the story behind "Rare jewels of the world" and “the longstanding commitment to the rarest, most exceptional jewels of the world” (as mentioned on the website)
Provides minimal information about the collection. It could be reinforced with the information of its creation: the beauty of nature iconic motif since 1950 (out of description of the collection description on the website)
Misses an opportunity to educate about brand history and expertise.
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