New luxury founders always ask: “How do I make people see me as luxury, not just expensive?”
The primary problem is that too many think luxury is packaging. Shiny logo, gold font, some Puccini on the website. But luxury isn’t just the frosting, it’s the things you don’t see, like plumbing in a house. It’s the invoice, the email address, the hold music. (Because nothing says “timeless craftsmanship” like tinny Ed Sheeran!)
If you have to tell me you’re luxury, you’re not. Chanel doesn’t say “luxury handbag shop.”
It’s also staff who can say with a straight face, “We don’t have any bags,” while literally standing in front of them.
That’s branding. And maybe a little bit of arrogance as well.
Don’t fake heritage, don’t panic-discount, don’t call yourself “Luxury Whatever.” It’s better to be an honest Greggs than a dishonest Gucci.
See you next week
Paul
