Christie’s is looking to reach younger customers with fatter wallets. Neda Whitney, head of marketing for the Americas, talks about the auction house's effort to promote new popular categories like NFTs, luxury streetwear and wine.
The Christie’s auction house may summon images of richly-priced art, wealthy buyers with small paddles and intense specialists taking bids at a phone bank.
More bidding migrated to the web during Covid-19, while sales of new products like NFTs are redefining the art industry and the way people think about luxury. So Christie’s, with a presence in London, New York and other cities around the world, is looking to update the way people see its brand.CMO Today delivers the most important news of the day for media and marketing professionals.
New kinds of clients were less aware that we’re not limited to those categories. We sell things like NFTs. Luxury can be streetwear—Supreme [the clothing brand] sales, sneaker sales—and wine, watches, decorative art and jewelry.Neda Whitney, head of marketing for the Americas at Christie's.: The definition of luxury is much different than it was before. Sometimes I call it the Kardashian effect. People used to save money for a rainy day, for special occasions and gifting moments.
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