Creating A Luxury Brand From Scratch, part 2
A couple of weeks ago, we introduce the first of a series of blog posts about lessons learned in our first year of launching our luxury lifestyle business. As always, there is a never ending wealth of teaching moments and knowledge that we gain through our first year journey. So let’s cover two more this week: Marketing Our Brand – in the beginning, once your vision work is completed, while creating your business plan, a start-up must decide what their marketing strategies will be to attract their specific demographics. When entering the luxury market, every decision and action made has to correspond with the quality of your products. With that in mind, we study meticulously; the details that high luxury brands use in their language and visuals to communicate to the specific buying market. Let’s consider a luxury American automobile, the Lincoln MKC. The commercials alone exude pure elegance. The choice of using an iconic actor, Matt McConaughey, as their spokesperson, the beauty of the home and the infinity pool he dramatically falls in, his clothes and accessories he puts on, even the aristocratic dogs he carries in his Lincoln speaks quality. Lincoln customers are introduced to that same messaging throughout its social media, its showrooms, the VIP black label program and concierge service which all speak to a supreme experience. As we grow, Beau Satchelle is crafting a similar meticulous message to our audience; we will provide a “white glove” buying experience and our clients will gain pleasure and self-elevation when carrying our leather accessory. Our editorial and e-commerce photos must express beauty at the highest standards by displaying the intricate craftsmanship of our products. Our models and location shots we use create images of class and extravagance. We have to scrutinize the social media history of potential models […]
