As we move from conspicuous to inconspicuous consumption graduate Account Executive Peter Killalea asks whether the mania for the logo in the luxury sector is fading away. #breakthroughs #newcommunicationseconomy
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Found a compelling Forbes article today on the repercussions of luxury brands breaking the 'Anti-Laws of Marketing.' A must-read for marketing enthusiasts. Here are the key highlights: 1] Luxury brands have broken the rule of demand and supply; they should always be in short supply, i.e., supply should not exceed demand. 2] Unlike fashion, luxury relies on allure, and people chase the brands, not the other way around. 3] Offering discounts on luxury items is considered a SIN as it threatens their reputation. 4] If mass, fashion, and premium brands take a right, luxury brands have to take left. 5] Premium brands are not the same as luxury brands; luxury belongs to a whole different category. 6] Professor Jean-Noel Kapferer speaks about something called the 'Anti-laws of marketing. Read the detailed article - https://lnkd.in/dznjDbcr Read and share it with someone who needs it! 😊 #marketing #branding #brandidentity #startupjobs #luxury #luxurybrands #corporateaffairs
Luxury Brands Are Overstocked, Leading To Discounts That Threaten Their Reputations
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A brand's logo has always been a prominent element in the continuously changing world of luxury fashion. Recent studies, however, point to a paradigm change in favor of "quiet luxury," or modest elegance as opposed to conspicuous displays. Brands are reassessing their logo display methods in response to consumers' growing preference for sustainability and diversity, especially among millennials and Gen Z. Unlike what is commonly believed, consumers may get alienated by brands that prominently display their logos, as this can result in feelings of inauthenticity and decreased coolness. Research by the European Journal of Marketing exposes a mismatch between traditional branding and contemporary consumer attitudes by showing that flashy logos discourage social media sharing as well as purchases. The charm of understated elegance endures in a variety of cultural situations because it appeals to customers looking for authentic, chic ways to represent who they are. Although some may argue that well-known logos have prestige, the research emphasizes the value of subtlety and authenticity in premium branding. To stay relevant in a world when silence is often more powerful than noise, premium businesses need to carefully strike a balance between being noticeable and being subtle. #LuxuryBranding #QuietLuxury #Authenticity #ConsumerTrends #FashionIndustry
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Luxury, Elegance and Innovation LV can be very closely associated with all these words. But what strategies did LV actually use to propel into the world of Fashion Industry. Let's take a look 👝 Do you know why their products are so high priced? The reason lies in their rich heritage and meticulous craftsmanship. By seamlessly blending tradition with modernity, the brand has cultivated a distinct identify that resonates globally. 👝 Innovative Marketing is another point, Their strategies alliances and digital presence have ensured the brand remains relevant and appealing to a diverse audience. 👝 LV has been very careful about selecting locations and fostering a sense of exclusivity, the brand has created an aura of desirability worldwide. LV teaches us that not only about withstanding the test of time,but to thrive in an ever changing market. LV's ability to adapt to evolving tastes while maintaining a signature aesthetic is a hallmark of LV. . Did this case study of LV excite you? There's a lot going behind these luxurious brands. Let us know what you think in the comment section below #luxuryfashion #brandsuccess #louisVuittonsuccess
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Let's get one thing straight: when we're talking luxury, we're not talking price tags. The moment you start haggling or looking for a deal, you've left the luxury zone, period. Doesn't matter if you're wearing a brand that screams luxury. If you're sweating the cost, you're missing the point. Luxury brands aren't playing the same game as everyone else. They're on another level. Raising prices? That's just part of the strategy. It's what separates the high-rollers from the window shoppers. But it's not just about jacking up those prices for the heck of it. That extra dough? It's got a purpose. Quality that blows your mind, advertising that makes you dream. That's where the money's going. Every industry's got its own examples. This isn't about gouging customers; it's about maintaining an aura. Think Hermès. An experience that's so top-notch, so out of this world, that the price feels like an afterthought. That's luxury. If your brand isn't elevating, reinvesting, and absolutely killing it in quality and presence, then it's just playing dress-up. #brandstrategy #thenakedfounder
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The Cartier Chaired Professor of Behavioural Science - Research Chair Turning Points by Cartier - ESCP - HEC Paris - FORBES Contributor
My latest story for Forbes is officially online! In this piece, I discuss a classic marketing topic: brand extensions and its implications for luxury brands. In the 1990s, many brands, including premium ones, ventured into new territories. For fashion brands, a natural extension has always been to launch a perfume line. In the 2020s, luxury brands are becoming more adventurous and venturing into entirely new categories or even industries (see the number of luxury brands with hotels). What does it mean in terms of brand identity? How many territories can a brand successfully claim? #Luxury #LuxuryBrands #BrandExtensions
The Rise Of Luxury Brands Of Everything
forbes.com
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N.E.D. | Advisory Board member | Investor | Guest Lecturer | Former Regional President @Chanel | I believe in Creative approach to problem solving : Collaborative leadership : Positive thinking
Since I left Chanel, I have been sharing ideas with a lot of people from the industry at large and some academics specialised on the subject of luxury, on what luxury will be in the next five to ten years, Our main questions always are: who will be the remaining competitors in ten years and why? and what will the next business model be for them? I particularly enjoy my conversations with you, Ben, and hope that this article will lead to deeper discussions on some of the very interesting subjects that you push forward here.
The Cartier Chaired Professor of Behavioural Science - Research Chair Turning Points by Cartier - ESCP - HEC Paris - FORBES Contributor
My latest story for Forbes is officially online! In this piece, I discuss a classic marketing topic: brand extensions and its implications for luxury brands. In the 1990s, many brands, including premium ones, ventured into new territories. For fashion brands, a natural extension has always been to launch a perfume line. In the 2020s, luxury brands are becoming more adventurous and venturing into entirely new categories or even industries (see the number of luxury brands with hotels). What does it mean in terms of brand identity? How many territories can a brand successfully claim? #Luxury #LuxuryBrands #BrandExtensions
The Rise Of Luxury Brands Of Everything
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People know Rolex for their watches, similarly Le Labo for their perfumes and fragrances. What if these luxury brands would like to be known for everything? Do you think it would be a good idea? Would this kind of extension works? Would they lose their exclusivity, which is one of the foundations of luxury? How to make this strategy works while minimising the risks? #brand #marketing #consumerbehaviour #mktguwa #mktg5406 #mktgui #luxury
The Rise Of Luxury Brands Of Everything
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The first thing that comes to mind is the brand's prototypicality. Prototypicality and a salient image are key attributes that a luxury brand wants to build and maintain. It could bring endless value to a brand in the long run. I agree with the concern mentioned in the article that brand extension for too many product categories might be a risky strategy that causes brand dilution. Too many product categories for a brand will cause the problem that consumers will have difficulty associating it with the salient brand image and its prototypically I reckon that the strategy of choosing the market segment is, to some extent, part of the decision about brand image. The upward brand extension could be a better option, but downward brand extensions would be especially harmful for the luxury brand image. Although the strategy of brand extension might succeed in a few cases, it is not wise for every luxury brand company to do this because the factors behind the success would be very complicated and intricate, far beyond the marketing scope. Therefore, not all brand extensions can play a good role in promotion.
People know Rolex for their watches, similarly Le Labo for their perfumes and fragrances. What if these luxury brands would like to be known for everything? Do you think it would be a good idea? Would this kind of extension works? Would they lose their exclusivity, which is one of the foundations of luxury? How to make this strategy works while minimising the risks? #brand #marketing #consumerbehaviour #mktguwa #mktg5406 #mktgui #luxury
The Rise Of Luxury Brands Of Everything
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What can ultra luxe beauty can learn from luxury whisky? Check out the insights from Butterfly Cannon strategy director Zoe McGee and brand strategist Emma Ralphs in the latest Cosmetics Business magazine. #ultraluxebeauty
What does a Baccarat enclosed fragrance and a rare bottle of single malt have in common? More than you'd think! With US$350bn spent every year on luxury goods, only $20bn is going towards the creams, cosmetics and services that keep us looking and feeling good at an elevated price point. But is that set to change in a big way? As beauty pushes further into premium and looks for learnings out of category, the wonderful Emma Ralphs and I put together a piece on what whisky does best: luxuriate. For any beauty queens (or kings) looking to luxe for inspiration, feel free to DM me or drop a note to Butterfly Cannon. #beauty #luxury #ultraluxe #whisky #design #sustainability
What design tips can ultra-luxe beauty learn from whiskey?
cosmeticsbusiness.com
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🌟 Big News Alert! 🌟 Let's give it up for our very own Press for Success member and style expert, Maggie Gillette Sowislo! 🎉👏 Today, she's gracing the pages of Real Simple - dishing out insights on the irresistible allure of 'Quiet Luxury' brands. 🛍️💼 Don't miss out on her expert take—check out the feature now! #PressForSuccess #StyleExpert #QuietLuxury
6 Quiet Luxury Fashion Brands—and How to Nail This Timeless Aesthetic
realsimple.com
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