Top 10 Luxury Magazines Targeting Europes Affluent Cover

10 Luxury Magazines Targeting Europe’s Affluent

When it comes to luxury brand marketing in Europe, one of the best platforms to use is a range of luxury magazines that are designed specifically for a sophisticated and affluent readership. We have selected the Top 10 magazines (in no particular order) that do just this.

Le Grand Mag

Le Grand Mag is dedicated to “extremely well living”. It covers everything that is to do with an extraordinary life, from helicopters to beauty, from lingerie to cars.

 

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 The Wealth Collection

For advice on luxurious enjoyment, the affluent need look no further than The Wealth Collection. This magazine caters to an exclusive readership and focuses on both managing a personal fortune and embracing the very best in life.

 

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 Luxury Life Magazine

The Swiss-based Luxury Life Magazine is distributed exclusively to HNWI and UHNWI. With an estimated global readership in excess of half a million, it is an ideal advertising platform for luxury brands.

 

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 Sur La Terre

Sur La Terre focuses on the unique and sophisticated. In addition to covering the latest global trends, the 10 editions across Europe and the Middle East feature regional content for the affluent.

 

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 Deutsch Magazine

German luxury magazine Deutsch focuses on fashion and society. It aims to set new trends through high quality content and extensive photography series.

 

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 Reality Sense

Villae International is “for connoisseurs of the good things in life”. It is the official publication of EREN – the European Real Estate Network. This magazine is the epitome of quality and excellence.

 

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 Hearst

The newly launched Hearst Magazinez UK offers a British take on high society, high culture and high fashion. It has the same wit and sophistication as the US publication whilst targeting the UK’s luxury market.

 

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Kempinski Magazine

The Kempinski Magazine is only available at certain exclusive locations, such as Kempinksi hotels and Sixt saloons. It is a celebration of all that is beautiful and elegant.

 

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Robb Report

The renowned Robb Report is synonymous with the global luxury market. It covers all aspects of the ultra-affluent lifestyle, targeting sophisticated connoisseurs the world over.

 

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Departures

Departures is a luxury magazine that targets affluent readers interested in travel, fashion, shopping, lifestyle, art and culture. In particular, it is aimed at American Express’ Platinum Card and Centurion members.

 

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Luxury Spotlight Bryan Peele Founder & President of EMC Cover

Luxury Spotlight: Bryan Peele, Founder & President of EMC

Luxury service should be effortless and flawless. And that is exactly what we can learn from Bryan Peele, the Founder and President of the prestigious Estate Managers Coalition, a non-profit organization for professional estate managers. Apart from working as a professional estate manager himself, he ensures that EMC works to achieve its goals. To achieve its mission, EMC holds professional education events led by experts and monthly mixers with reputed guest speakers.

Let’s take a look into his insight into the world of the rich and the famous.

 

Luxury Spotlight Bryan Peele Founder & President of EMC 1

 

Q1: To be successful in an industry, one must be passionate. How and why did you choose to work as an estate manager?

A1: I’m not able to do anything well unless I am passionate about it. Passion seems to be a common denominator in all that I do, and that passion is the most evident in my chosen profession as an estate manager and president of The Estate Managers Coalition. I fell into the world of estate management quite by accident after a challenging period of my life. I was at a crossroads professionally and a friend of a friend suggested an estate manager position. She said “estate manger,” but what I heard was “estate planner” and almost immediately said no, until she clarified exactly what the position entailed. It was entirely unanticipated and yet perfectly serendipitous, because I took the job and it was a perfect fit for me on so many levels. The rest is history.

 

Q2: Can you tell us a little bit about the mission and goals of the Estate Managers Coalition?

A2: EMC is a non-profit organization that acts as the authority on estate management and was created based on the standards of honesty, integrity and professionalism. We seek to promote higher professional standards, develop improved business models, enhance business conditions and promote the advancement of the industry as a whole. We lead by example and we give back to our community and members through community projects, networking and education. We hold monthly mixers for EMC members and corporate members, and we create Master Classes where our members can learn everything from the art of storing wine to caring for Frette linens.

 

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Q3: Like personal assistants and super-yacht captains, estate managers are extremely influential when it comes to purchasing decisions. Can you explain to luxury brands why UHNWI tend to listen to their key staff when it comes to making large purchase decisions?

A3: Estate Managers have their finger on the pulse of luxury and culture at all times, and we stay on top of trends so that our principals don’t have to. We wear many hats, and one of those hats is a 24-hour concierge. We know the hottest restaurants, travel destinations and luxury brands, and our principals rely on us to know what’s happening at any given moment. As a result of this responsibility, and once trust is established and maintained, principals will organically rely on their estate managers not only to maintain the lifestyle they live, but to elevate it as well. All estate managers are influencers and connectors and we always know how to find the best of the best.

 

Q4: Give us an example of a typical day as an estate manager and why you love your job.

A4: While no two days are typically the same for an estate manager, it’s still important to have an established foundation for each day, including a detailed house manual, trained supportive staff, and a multitude of spreadsheets and checklists that hold each member of the staff accountable for their respective “zones.”

I love this career for many reasons: 1) I am naturally adept at multi-tasking, and this job allows me to shine in that arena, 2) I feel that every day is greeted with a new set of challenges and obstacles, and being naturally resourceful, this allows me to utilize all of my skill sets, talents and connections to make someone’s life easier, and 3) It’s about being of service, and not to sound too cliche (but I will anyway), it was Gandhi who said “to truly learn how to be of service, one must lose oneself in service to others,” and I subscribe to that sentiment.

 

Q5: As an estate manager you have to know how to throw a great party. Any tips for creating an event that is memorable?

A5: To truly create a memorable event I start with a comprehensive understanding of the purpose and intent of the event. My belief is that less is more and that every great event starts with an event flow that I have created and outlines a distinct narrative with a beginning, middle and end. I develop themes based on my personal knowledge of the hosts, such as Black & Blue or 40s Cuba. From there, it’s all about hiring the best caterer, florist and staff to create a unique and distinctive event that will make people feel at home. Whenever I can create something special, I do, such as hiring a mixologist to create signature drinks for the event, or hiring a luxe valet service that leaves a white rose in each car at the time of departure. I believe that all of the little details add up to make a big impression.

 

Q6: In your opinion, is social media a great way to reach UHNWI and/or their estate managers? If so, which social network is used most often?

A6: The UHNWI’s I know and have worked with are not as active on social media, however, their estate managers are and they are a direct route to their principal and they are active influencers.

 

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Q7: It is often said that estate managers guard the door to the fortress pretty tight. For a brand that wants to work with estate managers in the hopes of reaching UHNWI, what is the best way to get noticed?

A7: The best way to get noticed is the same in every industry – access. Obtaining that access to UHNWI’s is where Estate Managers Coalition comes into play. At EMC, we connect estate managers and globally recognized luxury brands that see and understand the value of having direct access to estate managers. EMC holds monthly mixers, which includes corporate members who want to showcase their latest products or services and network with estate managers. Corporate members can apply to become a part of the Estate Managers Coalition and gain access to this exclusive group. As far as I know, there is no other organization or service that can deliver proven results and access like EMC.

 

Q8: According to your personal experience, in terms of marketing, what is the best way for a luxury brand to reach the UHNWI? Should they spend their money offline or online?

A8: It is my personal experience that the best way to reach the UHNWI is through relationships, so that would most definitely be offline. Good old-fashioned relationships that can be fostered and nurtured directly with the estate managers who wield purchasing power over their estates and principals. EMC is the ideal outlet for making those connections, and providing corporate members with the opportunity to showcase their products and services in front of estate managers at our monthly events. It is a small international community, so if you win over the estate managers first it will happen organically through their social media engagement. EM’s are all about discovering “the next best thing” for families, so once they find it they want to be the first to share with colleagues. It’s competitive, but friendly.

 

Q9: What does the future hold for you? And The Estate Managers Coalition?

A9: Personally, I love being an extended member of the family I represent at any given time. I give 100% at all times, and as long as they understand that it is a two-way street and take care of me in return, I am fulfilled. As for EMC, we are looking to expand to create a New York chapter in 2015 and a London chapter in 2016.

 

 

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Q10: As a last question, what is your personal definition of “luxury service?”

A10: To me, luxury service is service without being obvious that it’s service. It’s when things get executed flawlessly and performed with the synchronicity of a Rolex. That said, everything should be accomplished without the principals really ever knowing what is happening behind the scenes, it should appear seemingly effortless. Granted, the challenge is to always maintain the smile and cheerful disposition, which for me starts with gratitude for the job I currently have. If gratitude is my starting place each day it makes everything easier.

Want to get in touch with Bryan Peele? Connect with him on Facebook or Twitter, or reach out to us for an introduction.

 

 


Los Angeles ILHA networking open house and Hospitality Launch Cover

Luxury Spotlight: Barak Hirschowitz, President of International Luxury Hotel Association

Meet Barak Hirschowitz, the President of International Luxury Hotel Association, and a leading influencer in the hospitality industry. Beginning his career as a chef, and becoming the best in this field, he went on to establish the International Luxury Hotel Association (ILHA).

This global non-profit organization has one goal – to improve the standard of service in the luxury hotel industry. And it works to achieve this goal by providing resources for education, training and networking to its members.

He is also the co-founder of Hospitality Recruitment that started in 2004. With a focus on international hospitality recruitment, it assists the world’s best hotels, resorts and cruise line companies source talent.

Here is what he has to say about the luxury hospitality industry.

1. To be successful in an industry, one must be passionate.  How and why did you choose to work within the luxury hotel industry?

I was always attracted to the luxury hotel industry which allowed me to travel and work in the places where people vacation. My hospitality career started in the early 90’s as a chef in restaurants in New York. When I was offered the opportunity to join the team of a new luxury hotel in South Africa, I jumped at it. South African hotels have won best hotel in the world more times than any other country over the past 10 years.  There is something special about the combination of great hospitality, design, food, wine and scenery that sets it apart. I was lucky to be able to spend 15 years in the industry there.

 

Los Angeles ILHA networking open house and Hospitality Launch

2. In 2003, you were voted as one of the Top 5 Chef in South Africa. In your opinion, what makes a Chef stand out from the rest?

The ability to inspire their team, never compromise on ingredients and find their own style.

3. With other key players in the industry, you helped co-found the ILHA. Can you tell us a little about the mission and goals of the association?

The ILHA brings together hotel and travel companies, industry professionals, governments and educators with the common goal of improving standards and promoting innovation in service and design in the luxury segment of the hotel industry. We achieve these goals through education, training and communication in three key areas that differentiate the luxury segment from the rest of the hotel industry: service, design and technology.

4. The ILHA is now considered the largest influencer in the hospitality industry with 185,000 members on LinkedIn. Can you give us a tip on how to grow such a strong community?

The ILHA started in 2008 as Luxury Hoteliers, a small group of around 50 luxury hotel professionals who got together online to share best practices.  At the time, people were still nervous about sharing ideas online with their competitors.  It’s all about transparency and keeping pace with the changing needs of your guests.  Early on our members figured out it was better to work together.  It’s what helped us grow and keeps us growing.  Today, our LI group has over 1000 new members joining each week.

5. For someone new to LinkedIn, what is the best way to get involved within the ILHA community?  

Join the discussions. It will help you stay on top of the industry’s hot topics.  

 

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6. The ILHA will be hosting the Fast Forward 2020 Conference in Washington DC this September. Tell us about it.

We have invited the luxury hotel industry’s thought leaders to DC to answer some of the greatest challenges facing hoteliers today and over the next five years.  

7. An impressive group of speakers will be giving advice at Fast Forward 2020, what should attendees expect to learn?

This is a must-attend event for anyone working with or in the luxury hotel industry.  We worked with leaders from the world’s top hotel groups to find out what are the greatest challenges they are facing right now.   What type of online and social media marketing is working? What new in-house technology is out there? How are the leading hotels managing their online reputation?  How to attract and prepare for business from new travel markets like China, Brazil and the multi-billion dollar wellness/medical travel? Can hotels benefit from partnering with luxury retail brands? The ILHA Fast Forward 2020 will bring together the smartest minds in the business to share their insights on how best to face these challenges now and over the next five years. Our experts are the leadership of hotel groups, universities, and major travel companies. They represent some of the biggest names in the industry including Ritz-Carlton, Hyatt, Trump, Michelin, STR, TripAdvisor, LuxuryLink, Cornell University, Georgetown University, Axess Worldwide and more.  

8. Apart from listening to industry leaders, what else can attendees expect at the conference?

In addition to networking opportunities, the ILHA attendees will have access to the Medical Tourism Association’s Congress being held in partnership with our event. This expo will have over 3,000 attendees and will introduce hoteliers to the fastest growing segment of the hospitality industry.

9. What does the future hold for the ILHA?

We are currently developing service training that can be taken regardless of location. It will help hotels located in remote locations train their staff and can help level the playing field for hospitality professionals wanting to move into the luxury segment. Another focus for us is to introduce chapters and local networking events outside the US.

10. As a last question, what is your personal definition of "luxury service"?  

True luxury service needs to be personalized. It’s what sets the best hotels in the world apart from the rest. When the guest leaves the hotel at the end of their stay, they should feel rested yet a little sad as if they are leaving their family behind.

 

Want to connect with Barak Hirschowitz? Do it on LinkedIn and Twitter. Or, reach out to us for an introduction.


Bespoke Luxury Definition

Bespoke Luxury: What Does It Mean?

Not too long ago, nearly all luxury brands prided themselves on their intimate knowledge of what their customers preferred. The phrase “the usual, Madam?” was as common in affluent circles forty years ago as Louis Vuitton handbags are in the hands of young fashionistas today. Once upon a time, every luxury brand understood that they were targeting la crème de la crème. They needed to provide the utmost level of service to satisfy the particular needs of these discerning buyers.

Now, the scenario is very much different. It seems that popular "luxury" brands think that by adding strawberries to a cup of cream makes for a luxurious experience. The arrival of mass consumption luxury items might satisfy the common "luxury shopper", but truth be told, it simply does not satisfy the ‘exclusivity itch’ of those who deserve the finest.

To scratch that itch, we need to turn our attention to boutique luxury brands, brands that offer bespoke luxury in lieu of mass consumption products. These brands stay true to the real definition of luxury by catering to individuals rather than the mass. But what exactly is bespoke luxury? Let's explore the concept further more.

 

Bespoke Luxury Unveiled

 

The true meaning of bespoke luxury isn’t found in the common dictionary. A good starting point to understand its true meaning would be to use this example: Think of a master drafter drafting patterns from scratch - without using a base or master pattern - to create products that match individual tastes and requirements. This is bespoke.

To further understand the concept of bespoke, we need to explain the fine line that distinguishes bespoke from made-to-measure products. When a client likes an existing product but needs to alter it to his individual needs, we call this custom-fit or tailor-made.

Bespoke stems from creating something truly unique for  an individual, something that will not be duplicated in the future.  In terms of garments, bespoke comes from being able to select everything from the fabric to the cut to the color to the finish. The price says the rest. This is not custom-fit; it is custom-built.

 

The How of Bespoke Luxury

 

Bespoke is not only about clothing. Select luxury brands cater to the discerning consumer in every industry. Think of Feadship, the Dutch superyacht builder which created the utmost  yacht; or of Calzature Marini, a small boutique brand in Rome creating shoes one at a time.

The derived value of a bespoke luxury product increases manifold because it resonates with individual tastes, choices, ideas and needs rather than popular trends or accepted standards. Now, imagine a bespoke item, say a suit made to fit your exact measurements and to your painstakingly crafted specifications. Would this be your ultimate power suit? Or would you prefer to buy a mainstream Hugo Boss suit instead?   Bespoke is a custom-built product, but it will only take on the aura of bespoke luxury if it gives you true value and perfectly complements your personality and style.

Luxury is out; bespoke luxury is in. To stay.

 

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Luxury Brands must Embrace the Digital Lifestyle

Living A Digital Lifestyle

Luxury is a concept that is hard to define. For some it is merely the opportunity to send children to school while for others it's all about owning that second superyacht. Regardless of your social status or your cultural background, our society prizes two concepts of luxury above all else: money and free time.

The idea for this article came about when I was asked by a friend why I did not seek an outside investor to fund our growth like I once thought I needed to do. Sure, the additional funds would be more than welcome, but the mere concept of losing my freedom made me shiver. When I was young, I dreamt of living a luxurious lifestyle surrounded  by a beautiful home, a collection of premium cars, a yacht and a closet full of designer fashion clothes. Now, I find myself seeking the luxury of time above all else.

Let's take a look at my day. It's currently 10pm as I write this article. I will probably spend another two hours answering dozens of emails from luxury brands who want to be promoted on LuxeInACity or curating content for our superyacht clients. My work day started at 9am.

Rest assured, I am not to pity; I am living a digital lifestyle. My office is currently set in an oceanfront villa in a Mexican beach town. Every now and then, I either make my way to the pool or the beach for a quick dip in the turquoise waters, read a passage of my favorite book under a palm tree or enjoy a great conversation on Skype with my family.

I am still young, full of energy and I know that the next few years will require commitment, hard work and dedication in order to achieve great things for AgenceLuxury, LuxeInACity and our clients. To achieve the perfect work-life balance, I have adjusted my lifestyle so that I can work virtually from wherever I may choose. Seems impossible? Think again.

When I started LuxeInACity over two years ago, I asked myself one simple question: what lifestyle did I want to achieve? The one of my childhood dreams or something else. The answer was simple: I wanted to establish a digital agency that allowed every member of my team to balance their work-life schedule according to their individual needs. I also wanted everyone to be free of the typical office with white walls and neon lights. I wanted my team to be free of traditional constraints.

Two years later, my team and I are living the digital luxury lifestyle. My partner/sister Maxine currently lives in Sweden with her husband and two daughters; our team members are located in either Portugal, England, South Africa, India, Philippines, Canada or America; and our clients represent the Netherland, Canada, America and the open sea. We all work according to our schedule while adhering to tight deadlines. We communicate virtually and coordinate everything seamlessly through a digital project management system. If looked at from the outside world, we seem like a typical brick-and-mortar agency yet we are nothing of the sort. We breathe digital in every fiber of our lifestyle, therefore, we truly get the digital space.

A luxurious lifestyle can be defined by the amount of possessions in our care, or, if you are a member of our team, by the free time spent enjoying life.

What is your version of a luxury lifestyle? Could you see yourself living a digital life?