Luxury brands capitalise on emojis for consumer communication push!

Endaba Group

Looking to become a part of everyday consumer conversations, luxury brands are releasing label-specific emojis! Brands like Michael Kors and Moet & Chandon are tapping into the engagement possibilities of communication, helping consumers share their affection for friends, family and romantic partners with holiday-specific messaging graphics. Luxury brands target audience base tends to be more mature, so this launch may be engaging aspirational rather than active purchasers. So, how effective is this mobile marketing tactic for luxury labels? Are marketers now too focused on young consumers?