WhatsApp is the latest promotion tool for luxury labels in India

With several reports confirming India’s rising interest in global luxury and premium labels,

brands such as Cartier, Armani, Diesel and Corneliani have found a new way of promoting their products in the country. They are using WhatsApp to connect with target consumers.

Reliance Brands, for instance, which retails labels like Diesel, Kenneth Cole, Zegna and Brooks Brothers in the country; Nordic Kandie, a high-end marzipan chocolate store; Italian menswear brand Corneliani and multi-brand premium retail store Heel & Buckle are among some of the labels that are marketing their range using WhatsApp. The application allows them to personally connect with the savvy consumer by sharing pictures, videos, brand films and other promotional material on a regular basis.

On the other hand, even customers are using the tool to share pictures of the products they wish to purchase with their friends and family, before making a final decision. For example, Italian menswear brand Corneliani has experienced customers trying outfits at their stores, share pictures with their friends or family before picking up the final product.

As per the April study by Assocham, the luxury market is poised to expand three fold in next three years. Increase in spending is anticipated across the country and beyond the walls of the metros, with increasing brand awareness amongst the youth and purchasing power of the upper class in Tier II and III cities in India where luxury cars, bikes and exotic holidays and destination weddings are no strangers.