This gallery contains 1 photo.
“Beauty is hope. It’s about our dreams and aspirations. Yet, as with everything, digital has made reality creep up on it big time. Where beauty brands, especially prestige ones, once fancied themselves as hovering above the fray in a realm … Continue reading
This gallery contains 9 photos.
In Part I we looked at how premium brands use own flagship stores and retail partners that project exclusivity to keep their glow while extending their distribution. Horizontal geographic expansion around the globe – rather than penetrating a single market … Continue reading
Tagged Aesop, brand extension, brand myth, craftsmanship, exclusivity, expansion, Giorgio Armani, growth, Hermes, horizontal extension, iPhone, John Lobb, line extension, linkedin, Murchison Hume, outlet mall, Outlet store, Renova, Starbuck's
This gallery contains 20 photos.
Marketing “guru” Martin Lindstrom is concerned about the effects that ‘reaching-down’ and the ‘fashionization’ of Luxury labels has on their long-term ability to maintain desirability and premium price points. He writes in his piece “The Luxury Catch 22” “With a … Continue reading
Tagged Aesop, brand manifestation, desirability, exclusivity, expansion, Godiva, Greater China, growth, Gucci, Kiehl's, linkedin, Louis Vuitton, luxury, Martin Lindstrom, point of purchase, price discrimination, Stihl
This gallery contains 28 photos.
– the Australian boutique Beauty Care brand founded in 1987 – intuitively masters the art of “class branding”. It is a perfect case to illustrate key principles that – when lived by – can lift a brand above the masses. Of course their … Continue reading
Tagged Aesop, art, attention to detail, beyond compare, brand language, brand manifestation, brand myth, cult following, cultural strategy, design, linkedin, litterature, megabranding, modern design, philosophy, Sheung Wan, urban cool