Luxury brands focus on three main things when advertising:A unique brand story Exclusivity Aspirational content. In the digital world, luxury brands can leverage social media to share on-brand imagery and reinforce premium product desirability. They invest heavily in CRM and nurture the lifetime value of their customers. They use different channels to spread evocative stories. Luxury brands tend to avoid mass-market advertising and create a sense of exclusivity and limited availability with very targeted outreach.