an article in the ny times discusses bulgari, luxury and the economy. there is something about a brand that can scream security or luxury. many brands over the past few years have moved from their tried and true status into expansion lines that somehow tried to grow, and in some cases diminish, their original brand value
speak to the common man who has a credit card at his disposal. worry not if he really represents your brand; take advantage of his aspirational credit line. and if he starts buying? make your original customer feel safe…take a climb up the ladder away from the common man. make them feel special. how luxurious is burberry when we now have the prorsum line? coach used to be a “preppy” brand and it now speaks to a “hip” factor that one never would have thought.and the consumer they have courted will be the first to stop shopping; or be cut off from shopping. such is the result of tapping the trendy and of the moment. certain brands have gone the other way – how is it that jcrew; one of the tried and trusted brands of the westport fantasy – jcrew is charging $2,000 for a coat? why did j crew feel the need to sell up? and is it selling OUT the brand? jcrew will always have a market; but i do wonder how many of those italian shearlings are selling.
if your brand is luxurious – shouldn’t you always be luxurious and be able to withstand a bump? rise to the very definition of luxury? a material object, service, etc., conducive to sumptuous living, usually a delicacy, elegance, or refinement of living rather than a necessity
if your brand is tried and true and trusted – like a burberry – do you really need the prorsum line? only if you’ve courted the “wrong” consumer to your original brand and offended them.
somewhere along the line people thought that EVERYBODY should be buying luxury brands. and it’s just not true.
i think that many luxury brands have gotten greedy and brought their own standards down. and i think that many tried and true brands have stuck their ground. remained true to their integrity.
The LL Bean holiday commercials (using the music of one of my old favorites Fountains of Wayne) are making me feel like the most luxurious and safe gift i could want this christmas is a pair of shearling slippers. Comfy cozy that i can wear in front of a fireplace, with a dog at my feet, ensconced in my home safe from the literal and figurative cold.
bulgari. time to go back to your roots. luxury was never meant to be for all.