1.
Introduction
In this chapter, we will answer those listed questions:
– How to start long-lasting trends?
– How to create iconic brands?
– Why do we follow celebrities?
– How to become an opinion leader?
– Why are some people obsessed with Instagram?
– How to recruit the right brand ambassadors?
2. How to Build an Iconic Brand? The Maison de Couture Case
A brand is just a name. A name you trust because of its past, current, and future great
products—its classics. Let’s review with the Maison de Couture case luxury brand do’s
and don’ts regarding brand management and innovation.
3. Reinventing the Brand
During a meeting with the VP for Communications of Maison de Couture, they asked us
to come up with innovative ideas but they did not want to change anything as it had been
working so far. “innovate like before” was the most challenging mission we will ever
receive.
Successful brands, I would say, especially successful brands, had to reinvent themselves,
think of Chanel or Swarovski. The brand codes we studied earlier helped them stay true
to themselves and to adapt in the right direction. Hermès was originally designing horse
equipment and travel luggage, hence their carriage logo.
4. Launching a New Classic
Classics are iconic products that personify and often survive the designers and the brands.
They are also what is needed for luxury brands in difficulty in order to bounce back—
think of Swarovski with its jewelry line, dressing celebrities,
embellishing hotels, and “ensparkling” designers’ creations.
leave them. sensory preferences and motivations are key, and social media can help.
Classics are, in a way, sustainable trends. Black is a great example, as we saw in previous
chapters: Some shoppers just love black so that a trend based on black will be an instant
success and last longer than a season. On the other hand, a trend based on green will be
limited to only a couple of designers and fashionistas who can deal with that color and
just be ignored by most shoppers.
5. From Billboards to Instagram
Major luxury brands are active on social media. One of the most popular ones, Burberry,
gained respect and admiration from many followers because of their daring online media
strategy.
Which celebrity is wearing the brand is probably more important than the billboard
campaign itself, widely replaced by Instagram posts. To be successful a luxury brand
needs to dress and equip the It girl (the trendy girl). Yesterday Grace Kelly, today Cara
Delevingne. And no, dear lady in black from the past, you cannot “innovate like before”.
Social media enables a greater interaction and we will see that some brands use it not just
to push their news, but also to observe their target consumers.
Brand ambassadors are key in the luxury industry. for example, Montblanc makes the
most of brand ambassadors, brand placement, and landmarks—the iconic places—to
target and engage their customers. The influencers framework helps will us structure a
brand ambassador strategy.
