Other important elements of a luxury brand are an indelible impression, a
recognizable style, fast and high fashion design turnover, a strong country-of-
origin link, especially a country with a strong reputation as a source of excel-
lence in luxury fashion (such as France and Italy).
The key tools of luxury fashion branding are differentiationand emotional
appeal. For example, when you see a woven luxury leather bag or shoe,
you’ll likely think of Bottega Veneta. In the same manner, tweed or pearls on
a product is likely to evoke a Chanel image. This is because these brands have
differentiated themselves through these specific product attributes that also
serve as a signature for the brands. However, product differentiation forms a
part of the tangible aspect of branding which is a complement to the intangi-
ble aspects of branding as explained further in the chapter. The intangible
aspects of luxury branding include the psychological responses that
consumers exhibit towards luxury fashion that leads to an emotional attach-
ment to specific brands and their products and services. Emotional appeal
connects with the consumer’s sub-conscious, sensitivity, intelligence and
personality. This implies an intimate relationship and a special bond between
brands and their consumers.
In the current rife fashion market where the consumer is overwhelmed
with product variety and choices, purchase decisions are mostly based on
brand choices. This means that the brand that consistently reinforces its
appeal to consumers through its differentiated offerings will draw the most
loyal customers.
How can a brand differentiate itself from its competitors? The first step is
through finding the answers to the following three questions:1 What feature does my brand have that will appeal to customers?
2 What makes my brand unique, which competitors cannot copy?
3 What element do I need to make my brand a better choice than others that
offer similar products?After establishing the answers to these questions to ascertain a clear indica-
tion of the differentiation and emotional appeal features, the process of brand
creation and development is set into motion.
In order to create a luxury fashion brand, four factors should be ingrained
in the subconscious of every participant of the brand-creation process. These
points include the following:- Strategic thinking the ability to have a defined brand vision, foresight
and orientation towards long-term brand benefits. - Creativity the ability to use imagination, resourcefulness and innovation
in creating and designing brand elements. - Clarity a clear idea of everything the brand stands for, both for the
company and for the target customers.
106
luxury fashion branding