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Why do some pay a relative fortune for a MINI car, Renova toilet paper or a skin cream and detergent from Aesop when those seem to have none of the ‘functional superiority’ conventional marketers would seek to demonstrate? Why were … Continue reading
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In this episode we talk to Matteo Fantacchiotti, Global Vice President, Diageo Luxury Division in Singapore. Diageo calls their high-end liquors the ‘Reserve Brands.’ These brands have grown well above category average and well past the previous segment leader in the … Continue reading
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We are discussing Brunello Cucinelli, the ‘Cashmere King’ and his eponymous brand with David LaRocca author, film maker and scholar of philosophy. David, like us, has been fascinated by Brunello, who says he is guided by the great historic thinkers … Continue reading
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There’s a new German player in the super-high-end distillery market: The Wolf. The Wolf calls itself a ‘Weissbrand’ (white brandy) since it is made from grapes, like cognac or other brandies. But it is steel-container and not barrel-aged, which explains … Continue reading
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Bespoke is the new luxury – Again. Many consider Chanel the height of luxury. So it is telling to hear Chanel marketers talk about ‘bespoke’ as the ultimate form of luxury today. They are not the only ones to recognize … Continue reading
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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
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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
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We met the Marketing Manager of Hoshino Resorts last week at a meeting in Tokyo. She gave us a vivid account of the marketing and business model behind the unique, Japanese luxury resort and spa brand – Hoshinoya. But most … Continue reading
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