Lifestyle marketing has become increasingly popular as brands work to associate themselves with a way of life customers aspire to. In doing so, brands become purveyors of the tastes, styles, activities, etc. that compliment their identities and product offerings.
Brand Positioning, Content Strategy, Digital Branding, Luxury Mentality, Marketing »
Detecting the Marketing Opportunities Behind the Business Strategy
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?
Style »
Bottega Veneta Adds Value for the Higher-End Consumer
Imagine you had the good fortune to be able to own a piece of merchandise from one of the most esteemed fashion houses around. Now imagine that, as an everyday consumer, the piece was specifically and intentionally curated for you by the acclaimed Creative Director behind the brand. And what if you had the insider knowledge that the piece you purchased was made from higher quality materials compared to other leading brands of the same price point?
Brand Profiles, Featured Brands »
Bottega Veneta
Established in 1966, Bottega Veneta (literally translated to “Venetian atelier”) was conceived by Michele Taddei and Renzo Zengiaro.
