How 15 luxury brands do content marketing

We often think of luxury brands as being minimal. Perhaps a plain black website with gorgeous photos, tiny prices, and barely-there buy buttons. No product descriptions necessary. 

And certainly no content marketing. Leave that to the middlebrow boring businesses.

Not so fast though. 

Especially in times of economic uncertainty, luxury brands actually do invest in written content. Here are six ways the world’s leading luxury brands use content marketing:

Behind the scenes and full-brand storytelling

Patek Phillipe’s website features multiple stories focused on various aspects of the company’s values, history, and processes. 

Each story is beautifully designed with images and video. The copy itself can look quite minimal. But in truth, it is content marketing. 

Thom Browne’s Journal is essentially a blog showing behind the scene images of projects like the Met Gala here, and other seasonal photoshoots. 

Expanding to multimedia content marketing

Oscar de la Renta opts for video content with a full playlist of behind the scenes, documentary, and commercial style videos. 

Louis Vuitton has taken the audio route with a podcast, just one of many brands to do so: 

Even Aston Martin has a blog, which they nicely title “Brand stories”

Telling the story of your products

Contrary to the idea that luxury products stand on their own, Christian Louboutin has a full-length story page devoted to its Kate pumps. 

Consumer education

Tatcha skin care leans into educational content on its blog, sharing how-to and informational articles with helpful charts and graphics. 

Askinosie Chocolate’s blog features a mix of recipes, product background, and industry articles. By providing industry updates, the company helps education shoppers on why prices may be higher, or change more quickly, than expected, while also helping them feel more knowledgeable about the products they love. 

Product selection tools

High-end brands respect their customers, and never speak down to the discerning few who can afford and want their product. Nevertheless, helping customers learn about and select the right products (perhaps with an upsell or cross-sell built in) can boost profits. 

True Botanicals does this with a skincare quiz. 

Consistent themes, shifting platforms

Kule recently moved its block to Substack, mirroring a trend of brands creating editorial newsletters on the platform. 

This shift to Substack echos the always shifting social media ecosystem. Many brands leapt to create content on TikTok. What’s interesting is that the strongest brands have maintained their brand style on TikTok, eschewing the most viral trends and memes, in favor of sticking with completely on-brand multimedia. J.Crew is a fantastic (and very aspirational) example of this. 

Uncovering your own luxury content strategy

Marketing Brew recently quoted Jhara Valentin, who owns a luxury media agency, discussing the long-term response of brands to tariff increases: “Long-term, the play is really going to be storytelling and leaning into heritage, value, context, and that “why” component. The luxury consumer, I think, is going to be much more inquisitive and open to information and education about the products that they’re purchasing…So how can we parlay that into a marketing strategy and conversation that makes sense, that’s digestible, and that’s consistent? The biggest thing that we’re trying to advocate across every channel is consistency of messaging.”

This is truly timeless advice, regardless of current tariffs. Giving your customers and potential customers content that lets them into your story will continue to be a winning move for brands at all positioning points, perhaps especially in the luxury space.