BRUSSELS EXCLUSIVE LABELS

Brussels Exclusive Labels (BEL), formerly the “Chamber of High Commerce of Art and Luxury”, is a Belgian organisation founded in 1937. It brings together 80 of the European capital’s most prestigious labels. Whether craftspeople, designers or large international luxury brands, they set themselves apart by constantly striving for excellence.

Having been working since day one of our company with numerous luxury brands, having successfully fulfilled many assignments for prestigious houses, it proved natural that Global Concept Consulting became the official partner for communication of the luxury industry in Brussels.

Mission

Our mission was to provide the luxury industry in Brussels with our extensive communication expertise and our large experience with the luxury world and to develop the best communication campaigns in all formats. To paraphrase the slogan of the BEL: “only the best for the best of the best”.

Additional objectives were to amplify the communication of the 80 brands, to valorise the members of the association and to create a one-stop dissemination point for all the information coming from the luxury industry.

Approach

We developed a communication strategy for the luxury industry that focused on the production of integrated campaigns throughout all media: web, video, newsletters, social media, events and print. We developed and smartly articulated these media according to the time dimension that they specifically cover: the short-term through the hundreds of updates a year of the web portal and social media posts several times a day; a monthly newsletter; the mid-term through the quarterly BrusselsMag magazine; the long-term through the organisation of the annual General Assembly event and the production of videos presenting the annual results. We produced content tailored to the specificities of each communication format.

We amplified the communication of the 80 luxury brands by centralising their information and disseminating it through the communication tools developed for the BEL. Establishing a regular direct contact with each and every one of them allowed us to produce content and design tailor-made solutions that would put them in their best light. In addition, once a month, we gather with the directors of all the luxury brands for a lunch brainstorm to exchange news and trends of the industry.

Results

Our attention to the detail, creativity and proficiency in articulating integrated campaigns transformed each communication tool into a success story.

The luxury industry web portal is visited by dozens of thousands of people every year. The monthly newsletter has a very high opening rate and the number of subscriptions doubles year after year. The social media community has expanded widely and the number of likes sky-rocket. Our videos are one of the main attractions at every event; they accompanied Royal economic missions on other continents and enhanced the participation of the Brussels’ luxury industry in multiple exhibitions and fairs.

Conclusion

Our exciting and efficient communication tools have maximised the attractiveness and the outreach of the communication of the luxury industry and of the 80 brands individually. Never before, there were so many requests for membership and there was such a wide digital footprint of the BEL.

In a world where nuance is queen, our long-term successful partnership with one of the most demanding industries has sharpened our creative eye and enhanced excellence in our company’s DNA.