brands that have effectively implemented e-retailing for a global luxury
market. Unlike several luxury brands that currently feature limited products
that are distributed to a few markets, André Ross retails its complete product
range to a global market. The brand maintains and protects its brand aura
online through a website that is highly functional, aesthetically pleasing and
exudes a luxurious atmosphere. The products are also retailed through exclu-
sive boutiques in Paris and New York, with planned expansion in other key
markets.Conclusion
André Ross is one of the few new luxury brands that is neither owned nor
funded by a large conglomerate or other corporate investors. It is also one of
a handful of luxury brands that is completely and privately owned by a single
person. The brand’s founder and owner, André Ross Blencowe, is both a
visionary businessman and a talented craftsman. This combination of skills is
one of the core potential success factors of André Ross.
Although the brand has set off on the right footing and headed in the direc-
tion of success, its longevity will depend on its continued adoption of viable
strategies that can sail it through the rife luxury business environment. Only
time will tell if André Ross will maintain its position as the first true luxury
brand of the twenty-first century.Business lessons from André Ross
1 It is possible to launch a new and successful luxury brand in the twenty-
first century, without a long history and despite the high failure rate of new
brands. This is as a result of several factors including the lowering of the
high entry barrier into the luxury sector and info-tech. The cost of success,
however, comes high, as the brand not only needs exquisite products but
also a solid business and branding management system.
2 New luxury brands must highlight their brand core and use this as their key
selling points and success factors. André Ross’ brand core is its savoir-
fairein designing and manufacturing bespoke goods, which is featured in
every product and every communications about the brand.
3 New luxury brands must have extremely high quality, well-crafted and
desirable products with differentiating factors that should set them apart
from the old brands.
4 The key to a successful new luxury brand is to act like an old and new
brand at the same time. This means implementing all the strategies used by
old luxury brands such as tightly controlled distribution and directly
owned stores; and at the same time, adopting modern business techniques
like e-retail and brand equity management.308
luxury fashion branding