Okonkwo Prelims

Product naming of luxury goods needs to be credible to consumers. This
means that there should be a reason behind the product name, which should
be communicated to and understood by consumers. Several luxury brands
seem to have caught the ‘product-naming bug’ and are rampantly naming
products in order not to be left behind by the competition. Some of these
product names also seem to have no tactical purpose and therefore are mean-
ingless to consumers. Product naming should be approached tactically,
whether the names are for fragrances, which require naming for their exis-
tence, or leather-goods, wristwatches, and sunglasses, which can exist with-
out names.
While product naming is an excellent strategy for selling luxury, the prod-
uct itself should be distinctive, innovative and highly appealing. When a
catchy and meaningful name is added to an appealing product, it acts like a
complement and contributes to the staying power of the product in the
market. For example, the Hermès Birkin bag is named after famed actress
Jane Birkin while the brand’s Kelly bag is named after Grace Kelly. These
bags that were created several decades ago have remained sustainable and
continuously generate long purchase waiting lists due to their appealing and
classic nature. Also, Mulberry’s Roxanne bag, which contributed signifi-
cantly to the brand’s return to the luxury arena, has been highly successful as
a result of its innovative and enchanting design and name. Yet other products
with potential lasting power include the Chloé Paddington bag, named after
London’s Paddington district, the André Ross Champs Elysées bag, named
after Paris’ Avenue des Champs Elysées and the Gucci Jackie bag, named
after US former first lady Jackie Kennedy.
Figures 5.8–5.13 show some of the signature bags of luxury brands that
have been strategically named or connected with specific associations, which
have turned them into iconic items.

chapter 5 137

the art of creating and managing luxury fashion brands

Figure 5.8 The Chloé

Paddington bag named after

the Paddington area of

London

Figure 5.9 The André Ross

signature Champs Elysées bag,

named after Paris’ Avenue des

Champs Elysées