Okonkwo Prelims

The idea of creating luxury and prestige fashion accessories for a broad

consumer group, which André Ross provides today, was sowed in 1998

when Ross recognized the growing market potential and need for fine

bespoke luxury accessories. He teamed up with a business partner and set up

an atelier in Paris manufacturing only made-to-order goods for a highly

select clientele. As their orders and waiting lists grew, their business

inevitably expanded. This prompted the skilled craftsmen to review their

business practices and strategies and the result was the expansion of their

bespoke luxury accessories business to accommodate a larger proportion of

the luxury consumer market. They launched this new business as André Ross

in 2004.

Brand concept

The André Ross brand has its foundation in designing and producing highly-

crafted bespoke products for a highly sophisticated clientele. This bespoke

heritage base has been transferred to the production of a range of accessories

for a broader luxury consumer group. This simple proposition that bespoke

luxury accessories can be made available to a wider luxury market forms the

essence of the brand.

This brand core was developed from the recognition that the world’s fash-

ionable women invest in stylish accessories that combine fine materials with

intricately crafted hardware. For this reason, André Ross’ products are made

using luxurious leather and fine materials, accompanied by hardware coated

in high-quality solid 23-carat gold.

André Ross has also made its brand synonymous with product customiza-

tion through providing bespoke goods for a broad customer base. This brand

strategy is highly relevant in the current global luxury market as it is an effec-

tive means to addressing the luxury consumers’ increased demand for indi-

vidualism and recognition.

Despite its relatively young existence, the products of André Ross are

sought-after and collected by luxury connoisseurs and an elite consumer

group. The brand’s consumers are also known for their devotion and loyalty.

These results are from a well-defined brand concept and positioning; and an

effectively managed brand strategy. André Ross recognizes branding as one

of its core competences and therefore makes branding the springboard of all

its strategies.

Products and retail

André Ross also places great emphasis on its product development as one of

its key success factors. The products are designed through internal creative

talent and external consultants and designers with outstanding experience. In

some aspects, such as hardware production, the brand also partners with

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luxury fashion branding