Luxury branding refers to the practice of promoting the brand based on exclusivity and quality, as opposed to cost and price point. Many who produce ‘luxury’ goods, have always avoided using the term ‘luxury’, choosing to speak of quality instead, and those that emphasize luxury are typically selling the ‘bling’. Overall, The idea of ‘luxury’ implies something that we desire but don’t actually need. Therefore, the activities and thinking that go into luxury branding need to speak to the desire to attain the feel of a certain rarity, impeccable craftsmanship, high creativity, and refinement. High-quality branding plays a major role in a company’s luxury image.
Luxury hospitality and top hotels do much more than offer accommodation services. Oftentimes, hotel groups and luxury travel amenities sell experiences, exquisite cuisine, wellness and relaxation, and much much more. Vacation Rentals and hotel brands and their stories need to be reflected accordingly in their branding asset and marketing strategies. It encompasses aesthetic features such as logos and color schemes and the ideals, values, and type of experience that clients expect from you. Your branding should be distinctive and evocative.
A luxury label with a luxury image applies to industrially produced objects, such as perfumes and sunglasses. Items that can scaled and generate massive revenue. We speak of luxury goods, luxury labels, or luxury retailers.
The French term ‘haute’ signifies ‘higher’ or ‘higher than’. The ‘haute’ implies that the creative person or the craftsman, studio, or house (French: maison) is the visionary, the creator, the god, the expert, the one setting the standards, not the client. The ‘haute’ person is a ‘master’ at something, and that something is expressed in the masterpieces they create. ‘Haute’ also implies that the master and his or her assistants produce ‘by hand’ – which does not mean that mechanical assistance is not permitted or is out of bounds – but it does imply no automation or production line.
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