Marketing and communications in the fashion and luxury industry have an extremely important role, as the products in this industry are sold through aspiration.

Fashion and luxury brands have the task to share with the consumer what their values are, and what buying their products communicates to the rest of the world; in other words they must promote a specific lifestyle.

In order to create these experiences, brands must go beyond traditional adverts on print and social media, they constantly need to create new ways for the consumer to enter their world.

For this reason, fashion and luxury brands organize events such as art expositions to communicate their taste, or arrange all sorts of experiences to connect with the consumer. 

Take a look at the exposition at Through the Glass at  Loewe’s flagship store in Madrid, where they displayed the history of the brand through the firm’s different display window arrangements.