branding

Fashion is not about luxury. Hermès never uses the word, nor does Porsche. An in-depth analysis of many fashion/luxury brands reveals a paradoxical absence of the word “luxury”.  The word “luxury” is connected with scarcity and exclusivity, thus being the privilege of a very specific demographic. But clever fashion/luxury brands do not want to limit […]

Exclusivity: The bravery to choose to speak to the sensibilities of only a few instead of all. We live in the world of niche. There is a magazine dedicated to water! A blog dedicated to growing succulents! A magazine on raising… emus! And one about miniature donkeys. Something exclusive is not exclusionary. It is razor-sharp […]

Even if your business is not a white-glove type of brand, you still need to define what “Luxury” means to you. In fact even more so. Because when you remove the simplicity of exchanging a product with a large lump of money, then you have to exchange a product with a good story.