MAD Shoes vs. products in other industries: marketing lessons from high-end product campaigns

Over the past few weeks, I’ve talked a lot about the story behind the MAD brand, including the concept, the UVP, the collaborators & artists, the process, as well as some of the mistakes, lessons learned, and milestones achieved so far. This week’s article is different (and longer, but I promise it will be worth the read). At the end of the day, MAD Shoes is a product brand. And like for any other product brand, the end goal is to sell the product. And what better way to do that than by getting inspired from other industries? 

I thought of writing a more informative piece this time; an article about how high-end brands market their products, exploring what their marketing strategies are, how they implement them, and why these strategies effectively capture their target audience. I bet I know what you're thinking - high-end brands have the marketing budget to invest in the most avant-garde campaigns.

While that might be true, it’s not just about the budget; it’s about how they leverage creativity, authenticity, and strategic storytelling to make every dollar count. High-end brands focus on building an aspirational image that goes beyond the product itself. They create an experience that feels exclusive and irreplaceable, tapping into values like quality, heritage, and status. These tactics can be adapted on a smaller scale by any brand willing to think outside the box and prioritize building strong brand narratives and customer relationships.

What’s at the core of luxury marketing

Luxury marketing transcends traditional marketing techniques. It focuses on building emotional connections and offers unique, high-value experiences that resonate with potential consumers. There are several fundamental principles that underpin luxury marketing, many of which are shared across industries such as fashion, automotive, real estate, hospitality, and even food and beverages. These principles not only elevate the product but also cultivate strong relationships with consumers. Below are some of the key elements that define luxury marketing.

Exclusivity

At the heart of luxury marketing is the concept of exclusivity. Luxury brands often create a sense of rarity and privilege around their products, ensuring that they’re not easily accessible to the masses. This scarcity creates a desire and a sense of belonging among consumers, who want to be part of an elite group that has access to exceptional, limited-offer, products. 

In many luxury sectors, limited-edition releases, private collections, and high price points are introduced strategically to enhance this perception. Exclusivity also involves personalized services, where customers feel valued as human beings, not just as consumers, which strengthens brand loyalty.

Storytelling

Luxury marketing goes far beyond the product; it is about crafting a compelling narrative that connects the consumer to the brand on a deeper level. Storytelling is one of the most powerful tools in luxury marketing because it humanizes the brand, evokes emotions, and creates a sense of legacy and tradition. 

Whether it's the story of how a brand was founded, the journey of artisans crafting a product, or the history behind the materials used, storytelling helps build a narrative that resonates with the luxury consumer’s aspirations and values. It transforms the purchase into a part of a larger journey, making the consumer feel like they are joining an exclusive history.

Brand heritage

Brand heritage is closely linked to storytelling. Luxury brands often emphasize their rich history, craftsmanship, and legacy to reinforce their authenticity and credibility. Brand heritage creates a sense of trust, as consumers feel they are investing in a product with proven quality and a solid reputation. 

It speaks to the values of durability, craftsmanship, and timelessness, that luxury consumers look for when making high-investment purchases. When a brand has a deep history, it not only adds value to the product but also enriches the consumer's experience by making them feel like they are buying into something longlasting.

Sensorial appeal

Luxury is not just seen; it is felt, heard, and even smelled. Sensory appeal is a crucial element in luxury marketing, engaging the consumer’s senses to evoke an emotional response. Whether it’s the softness of the leather, the smooth taste of a luxury chocolate, or the aroma of a high-end perfume, luxury brands tap into sensory experiences to enhance their offerings. 

By focusing on quality and attention to detail, luxury brands create a multisensory experience that elevates the perceived value of their products. Consumers are drawn to products that promise not just utility, but an experience that appeals to their senses, offering an emotional connection that makes the purchase feel even more indulgent.

Humor

Humor can be a surprising yet effective tool to create memorable experiences that resonate with a broader audience. Luxury brands often embrace humor to humanize their image and add a sense of fun, without compromising their reputation. This tactic helps in making the brand feel more accessible while still maintaining a high-end appeal.

One notable example of humor in luxury marketing is Loewe's recent campaign, where they playfully turned their own name into a spelling contest. The campaign, titled "How Do You Spell Loewe?" invited the audience to engage with the brand through humor, with various humorous attempts to spell the brand name incorrectly. This interactive approach not only made the campaign engaging but also light-heartedly challenged the audience’s perception of luxury, showing that Loewe can laugh at itself while still being a top-tier brand.

Similarly, Jacquemus is known for injecting humor into their marketing with a sense of surrealism. One of their standout campaigns featured models holding giant, oversized handbags, creating an absurd, almost comical effect. These bold and playful visuals stand out in the luxury fashion world, capturing attention and making people smile, while still highlighting the elegance and craftsmanship of the brand. Their "Le Chiquito" bag campaign took this to the next level, with tongue-in-cheek humor that hinted at the tiny size of the bags, offering a playful critique of fashion's sometimes impractical trends.

Both brands use humor not just as a marketing tool, but as a reflection of their unique, avant-garde brand identity, showing that humor, when done right, can become an integral part of luxury marketing.

Marketing for luxury shoes vs. other industries

Now let’s talk about the marketing strategies behind a luxury product. The approach differs between categories, with each product type leveraging its own unique attributes, brand positioning, and consumer engagement strategies. Despite these differences, the core principles of luxury marketing - exclusivity, craftsmanship, and storytelling - remain consistent. 

Luxury shoes: craftsmanship, storytelling, and limited editions

Luxury shoe brands focus heavily on craftsmanship and artisanal collaborations, emphasizing the attention to detail that goes into every pair. The narrative of storytelling is central, with the focus often on the history of the design, the unique materials used, and the skilled artisans behind the creation. 

This is where MAD Shoes fits in because we collaborate with national and international artisans who specialize in manipulating porcelain, glass, and 24k gold to create limited-edition capsule collections. This collaboration with artisans and artists enhances the exclusivity of our product, positioning it not only as a luxury accessory but as a piece of wearable art. 

Luxury shoe brands often create limited-edition releases to maintain scarcity. These exclusivity strategies are key in maintaining the allure of the product. Offering personalized services, such as bespoke fittings and custom designs, further builds a connection with high-end consumers. Through these methods, luxury shoe brands provide their customers with not just a product, but an experience that reflects their status.

Inspiration from Amina Muaddi

Amina Muaddi's marketing campaigns often emphasize strong cultural narratives and captivating visuals. For example, in her Fall 2022 ad campaign, Muaddi celebrated her cultural roots by choosing Cairo as the location, with supermodel Imaan Hammam as the face of the campaign. The campaign blended the luxury and femininity of Muaddi's designs with the rich, historic backdrop of Egypt. It featured Hammam alongside a white Arabian horse and posed atop intricately woven rugs, showcasing the brand's signature shimmering detailing on satin pointed-toe pumps, strappy stilettos, and Lucite platforms. ​This approach reflects Muaddi's focus on storytelling that connects her products to deep cultural meaning while showcasing her craftsmanship.

Luxury food & drinks: experiential marketing and exclusivity

In the luxury food and beverage industry, high-end champagne producers or gourmet chocolate makers employ marketing strategies that focus on exclusivity and experiential marketing. The concept of rarity and craftsmanship is paramount, as luxury food and drink products are often made from the finest, most exclusive ingredients, and are presented in unique, limited-edition packaging. 

For example, Moët & Chandon's "Must Be" campaign focuses on celebrating life's most memorable moments with an emphasis on emotional appeal and its iconic champagne. The campaign reaffirms Moët’s role in marking significant occasions with its effervescent luxury. It features a short film directed by Emmanuel Cossu, showcasing diverse and emotional moments - from a young father racing to meet his newborn to an astronaut preparing for a historic Mars landing. These moments, underscored by the sparkle of Moët champagne, symbolize life's unique milestones. The campaign was designed to resonate globally, highlighting the brand's 275-year legacy of redefining celebration.

Launched in 2022, Godiva’s "Godiva is Chocolate" campaign was an initiative designed to reinforce the brand's luxurious and premium image by showcasing its high-quality products, iconic packaging, and rich Belgian heritage. A standout feature of this campaign was its use of actor Chris Evans' voice to narrate, elevating the experience through association with celebrity appeal. The campaign highlights key product lines such as the Signature Mini Bars and Masterpieces, which reflect Godiva's commitment to indulgence and craftsmanship. 

Luxury bags: unique branding, influencer partnerships, and limited collections

The luxury handbag industry has become synonymous with strong, distinctive branding and the power of influencer marketing. By partnering with influencers who resonate with their target audience, brands can instantly elevate their status and desirability, driving demand through social proof and aspirational imagery.

Limited-edition collections, often unveiled through exclusive runway shows or pop-up events, also fuel the allure of luxury bags. Consumers are not only buying a product but are also gaining access to an exclusive, highly coveted item. By restricting the availability of these items, brands enhance the perception of rarity and luxury, making each piece feel like an investment.

Inspiration from Polène

Polène's marketing campaigns are known for their high-end, cinematic quality, blending luxurious product presentations with creative storytelling. One standout example is their collaboration with director Boulawayne for a film highlighting the craftsmanship behind their bags. Shot in the wild, remote landscapes of Fuerteventura, the campaign focused on creating a visually striking and authentic narrative. The production faced challenges, such as harsh weather conditions, tight budgets, and logistical difficulties, but the creative team managed to deliver stunning results that showcased the artistry of the Polène brand​.

Bold brand identity, runway shows, and seasonal storytelling

The marketing of luxury clothing is deeply rooted in brand identity, seasonal storytelling, and high-impact runway showcases. Seasonal storytelling is an essential part of the strategy, as each collection is marketed as a unique expression of the season's theme, influencing both the designs and the campaign imagery.

Runway shows are an integral part of luxury fashion marketing, offering brands the chance to showcase their latest collections in front of global fashion influencers, celebrities, and media. These events not only promote the clothing but also create a buzz around the brand, generating press and social media attention. Fashion weeks, in particular, become an essential marketing tool, as they allow luxury clothing brands to position themselves as trendsetters, setting the tone for the upcoming season’s fashion. By combining powerful visuals, influencer partnerships, and runway events, these brands build an image of exclusivity and high style, making the clothing pieces highly desirable.

Inspiration from Dsquared2

Dsquared2’s brand identity has a playful, high-energy vibe with an emphasis on distinctive and often provocative designs. This identity is communicated through their collections and campaigns, which frequently push boundaries in terms of both design and cultural references. The brand’s aesthetic often blends streetwear influences with high-fashion, creating a hybrid identity that appeals to a wide range of consumers who appreciate both luxury and a certain edginess.

One example of a recent campaign from Dsquared2 is the "Icon New Generation" Fall 2024 ad campaign. The campaign introduces an updated version of their "Icon" line with a forward-thinking aesthetic, featuring oversized silhouettes, sharp tailoring, and experimental accessories. The visual narrative channels the Y2K aesthetic, blending retro elements with modern energy. This campaign embraces a bold new style language while staying true to the brand's roots.

Comparative analysis: Chocolates, bags, clothes vs. shoes 

When comparing marketing campaigns across categories like chocolates, bags, clothes, and shoes, there are both similarities and distinct strategies used by brands to appeal to their target audiences. Here’s an analysis of how brands in these categories approach marketing:

Chocolates

Marketing for chocolate brands, especially luxury or premium chocolates, tends to emphasize sensory appeal, indulgence, and emotional connection. Brands like Godiva use sophisticated storytelling that focuses on creating a luxurious, almost ritualistic experience around chocolate consumption. They often highlight craftsmanship, exotic ingredients, and premium packaging as part of a narrative that positions chocolate as a luxury gift, creating an aura of exclusivity. Marketing campaigns for chocolates are heavily visual, focusing on beautiful imagery and sensory elements, such as the rich textures and flavors of the product​.

Chocolates, unlike other luxury items, often aim for emotion-driven marketing, targeting moments of happiness, celebration, or relaxation. Godiva's campaigns, for instance, often focus on gifting and shared experiences - showing how their chocolates are perfect for any occasion, from romantic moments to gifting during the holidays. The tone is indulgent and aspirational, allowing the audience to associate the product with self-care and elevated pleasure.

Bags

Bags, particularly luxury bags, tend to have marketing campaigns that lean heavily on brand heritage, craftsmanship, and exclusivity. For example, brands like Coach or Tory Burch employ storytelling to highlight their history and the artistry behind their products. Tory Burch, in particular, uses storytelling to bring out the idea of timeless elegance combined with modern energy, focusing on the craftsmanship and design quality that make their bags both functional and fashionable. Coach's campaigns similarly emphasize how their bags are made, often tying back to their legacy in New York City and showcasing the American craftsmanship behind each piece​, seasonal storytelling plays a huge role. The narrative often ties the collections to a particular season or cultural moment, like the holidays or a summer collection. The bags are marketed as investment pieces, and the limited availability of certain collections adds an element of scarcity and exclusivity that appeals to luxury consumers.

Clothes

Fashion marketing for clothes, particularly luxury apparel, often incorporates runway shows, high-fashion imagery, and collaborations to build excitement. Brands like Dsquared2 use high-energy runway events and bold imagery in their campaigns to make a statement. For example, Dsquared2's campaigns, such as their Icon New Generation collection, combine futuristic and retro elements with energetic cinematography, leveraging Y2K aesthetics to engage a younger audience while still maintaining their brand’s disruptive identity.

Shoes

Shoe brands - particularly those in the luxury or mid-range category - rely heavily on visual aesthetics, comfort, and exclusivity. Campaigns for brands like Amina Muaddi and Christian Louboutin play with the themes of luxury craftsmanship and individuality, showing how the shoes are not just an accessory but a statement piece. Their storytelling focuses on how their shoes make women feel powerful and confident, often highlighting the sensual appeal of the product, focusing on how the shoes look and feel when worn. 

Comparative points

• Exclusivity and Craftsmanship: sll four categories - chocolates, bags, clothes, and shoes - use exclusivity and craftsmanship as key marketing points. However, luxury shoes, especially those like Amina Muaddi, often highlight the unique design elements (e.g., the iconic red sole) to elevate the product's status. Bags like Coach and Tory Burch also emphasize craftsmanship, but often with a focus on the legacy and practicality of the design.

• Sensory Appeal: chocolates and shoes focus heavily on sensory marketing, but chocolates emphasize taste and indulgence, while shoes focus on how they elevate a person’s presence and style. Clothes, in contrast, might use runway shows and high-fashion campaigns to evoke sensory experiences through bold visuals, textures, and cultural moments.

• Seasonal Storytelling: fashion brands, especially those in clothing and shoes, use seasonal storytelling heavily. Dsquared2 or Amina Muaddi's campaigns are often designed to align with the zeitgeist of the season. On the other hand, chocolates may use holidays (e.g., Valentine's Day or Christmas) for seasonal appeals, and bags may tie in specific collections to seasonal transitions (e.g., spring/summer, fall/winter) 

Marketing tactics worth borrowing

Brands across various industries use a wide range of innovative marketing strategies to capture attention, build brand loyalty, and drive sales. While each product category - whether it’s chocolates, bags, clothing, or shoes - has its unique qualities, there are common tactics that can be adapted and integrated into luxury shoe marketing campaigns. 

By analyzing successful approaches from other industries, shoe brands can harness the power of emotional appeal, seasonal storytelling, exclusivity, and more to elevate their marketing efforts. Some key marketing tactics worth borrowing: 

Emotional connection and sensory appeal (Chocolates)

Luxury chocolate brands, like Godiva, focus on creating an emotional connection by highlighting indulgence and the sensory experience of consuming the product. Luxury shoe brands can adopt this approach by emphasizing the emotional satisfaction of wearing their shoes, creating a narrative around how each pair enhances the wearer’s confidence, empowerment, or personal expression. Sensory-driven imagery, highlighting textures, colors, and the tactile pleasure of wearing the shoes, can elevate the customer experience and build stronger brand loyalty.

Storytelling and brand heritage (Bags)

Brands like Tory Burch and Coach effectively use storytelling to underscore their rich brand heritage and craftsmanship. Luxury shoe brands can integrate similar storytelling techniques, positioning their collections as more than just shoes, but as timeless pieces reflecting craftsmanship, attention to detail, and an aspirational lifestyle. By sharing the brand’s journey, the design process, or the inspiration behind each collection, shoe brands can evoke a sense of authenticity and tradition that resonates with consumers looking for meaningful purchases.

Runway shows and high-impact campaigns (Clothing)

Fashion brands, particularly those in apparel, often use runway shows and high-fashion imagery to set trends and create buzz. Luxury shoe brands like Amina Muaddi have already adopted runway shows to showcase their collections, but other shoe brands can take this further by creating visual storytelling around the product. High-impact campaigns that showcase shoes in aspirational, high-energy settings - whether it’s a fashion week runway or immersive digital campaigns - can drive desirability and position shoes as more than just footwear, but as part of a high-status, fashionable lifestyle.

Seasonal storytelling (Bags & Clothing)

Seasonal campaigns are a powerful tool in the fashion industry. Bags like those from Coach often align with seasonal narratives, while clothing brands emphasize seasonal collections that cater to the mood and trends of each year’s cycle. For shoes, this strategy can be adapted by introducing seasonal collections with a strong narrative tying each release to specific themes (e.g., a spring/summer collection that evokes freshness and vitality). Marketing can revolve around these seasonal stories, using limited-edition releases to enhance the sense of exclusivity and scarcity.

Exclusivity and scarcity (Bags & Chocolates)

Both luxury bags and chocolates create a sense of exclusivity by positioning their products as rare and highly sought after. This can be a powerful marketing tactic for luxury shoe brands. Limited-edition collections, collaborations with well-known designers or artists, and small-batch releases can create anticipation and increase demand. By promoting shoes as exclusive and difficult to obtain, brands can heighten their allure and encourage customers to act quickly to secure a pair before they sell out.

Humor (Bags)

Another effective, yet often overlooked, tactic in luxury marketing is humor. While luxury brands traditionally focus on elegance and exclusivity, incorporating humor into campaigns can create a relatable and humanized brand image. Humor helps brands stand out by making their message more memorable and engaging, while also breaking down the formality that often surrounds high-end products. 

Loewe, for instance, used humor in their playful spelling contest campaign, showcasing a lighthearted approach to a luxury brand’s identity. This unexpected tactic humanizes the brand, making it more approachable without compromising its luxury appeal. By leveraging humor, shoe brands can create campaigns that not only entertain but also resonate with their audience, leading to stronger emotional connections and increased brand loyalty.

Conclusion 

At MAD Shoes, learning never stops. We’re just getting started and we believe that the MAD brand is on the right track. It’s not easy, but nothing in life worth doing is easy anyway. It’s a journey about taking risks, trying new approaches, and learning from others who have paved the way before us. Building a luxury brand involves more than just crafting beautiful shoes; it’s about creating an experience that resonates with people on a deeper level. From studying successful campaigns across industries to refining our own vision, every step we take is about pushing boundaries and staying true to our values.

We’re excited to bring fresh, innovative marketing strategies to MAD Shoes, inspired by the best in the luxury world, while always keeping an eye on what’s next. Our journey is just beginning, and we’re eager to continue learning, growing, and surprising our customers with memorable experiences.