The marketing of a luxury brand seeks to build brand identity through the use of a recognizable style, enhanced emotional and symbolic associations, and often evokes feelings of uniqueness and exclusiveness in the target audience.
Some manufacturers of electronic cigarettes (e-cigs) are seeking to establish themselves as the Hermes and Channel of the vapor device industry through their marketing. For instance, Vaporetti Luxury Electronic Cigarettes brands itself as the
smooth, sensual, smart and sophisticated alternative to traditional cigarettes. The website calls out to people “who deserve the highest quality, most exclusive vaping experience money can buy.”
Two other brands Luxury Lites and Luxury Vape also market the uniqueness of their product to gain market traction. The brand’s disposable e-cigs are golden in color as is intended as the website puts it to “turn heads” everywhere an individual walks with it. The Luxury Vape e-cig is also bright golden in color.
The buying of luxury goods and being seen using it allows an individual to buy into a high-end social culture that the he/she would not naturally fit into otherwise.