As luxury consumers, in our buying behaviors we convey that we are interested in so much more than simply the product. It’s not about the utility of an item, it’s about the story behind it. This story is what initially attracts aspirational consumers and what continues to influence even the most premier customer. Whether that story is about quality of material, integrity of design, innovation, exclusivity, value or trend setting, the story is what prompts interest, and eventually facilitates the purchase. But so often, the story is something to be uncovered, something that brands are crafting without even being aware. For established brands in particular, how can the heritage of the brand and the existing business strategies provide an engaging and valuable tale for consumers?
In working with many of the leading luxury brands, we have learned these fascinating stories and passionately recount them to peers as if we have the ultimate scoop of insider information. Personally, throughout the course of a project, true appreciation forms and, I become a loyal, (if not fanatic) customer, touting the brand’s background to friends with the salesmanship and enthusiasm typically reserved for zealots.
But these stories are not top-secret information. They are not locked away in the brand vault or reserved only for the especially dedicated customer. It’s simply that the brands do not recognize, from a consumer marketing perspective, that this information can help distinguish the brand from competitors and drive ambassadors organically.
Bottega Veneta, for example, as recently covered in Fashion’s Collective, has the celebrated Creative Director, Tomas Maier, select the pieces from the collection that will be sent to the production line, resulting in a finely curated in-store collection comprised of pieces made from finer quality materials. While established as a business strategy, the marketing implications are compelling to a consumer determining a purchase. (See original article here).
Or take MaxMara, a brand that has retained high profile designers to collaborate with internal design teams on many collections over the years. They choose to do so in ultimate secrecy, for fear of being recognized for the celebrity rather than for the high caliber of designs. While at the core a business decision, this introduces an entirely unique appeal to the brand’s collections.
These brands have compelling stories that truly excite the consumer and distinguish the brand, simply in their business strategies. A look into the internal workings of the brand, or to the legacy, can inspire new perspectives and successful marketing initiatives if done correctly and with the consumer in mind.
Photo Credits: Herb Ritts, Photographer, Versace veiled dress El Mirage 1990
Edited by: Gina Conforti
