Does a true luxury really need an explanation?
Recently I have seen lots of buses that had written ‘Luxury’ either on their side or on the front window. What struck me the most though was the fact that those were some old coaches that I would never consider as luxurious ones.
So it made me think…
WHICH BUS WOULD YOU CHOOSE?
I don’t know about you but I am surely going for the black one!
But wait, it doesn’t have the label “Luxury” so how can I be sure it is better than the other, which clearly says it?
I realised that you know a product is luxurious when you see one, no matter if it is labeled as such or not. And this is a beauty of luxurious products. They stand out and you know after looking at them that it is something special.
My belief is that we tend to overuse the word “Luxury”, especially in the world of new fashion brands who want to gain more customers and to justify their high prices. I don’t know if it works for them or not, but I personally think it is an easy path that too many brands follow which causes the deflation of the meaning of the world.
Maybe in the past luxury stood for high-quality. Nowadays, when everyone can use it without any consequences (because how do you define a luxury product? And also, to be fair, you are not going to sue someone for selling you a product that is labeled as luxurious but in fact does not meet your expectations) it is not enough to just put a label on it.
Even more, I believe it is counterproductive and you would be better off trying to show your luxury instead of telling me about it.
Think of a luxury brand. What comes to your mind? Prada, Louis Vuitton, Channel and others I guess. Then go to their website. Not a single of them will use ‘luxury” on their website (maybe very rarely).
Because they don’t have to!
Then go and check the new leather brands or fashion brands in general that were created in the last 10 years. My bet is that the more expensive ones, most of them, will use that label a lot.
But do they have to?
If their products are amazing, if they work hard and position themselves well, eventually they will hopefully break into the market no matter if they are called luxurious or not. If on the other hand, their products are not great, then they are just lying to their customers. Not good enough.
So, what would I recommend?
If you are starting or working on a fashion brand that aims to be the luxury one, prove me that you are worth the price, not just tell me about it by using “Luxury” in every second sentence of your website.
How do you do that?
Create amazing products and work on your positioning. How?
Here are few books that can help you with that.
- “Positioning” by Al Ries
- “All Marketers are Liars” by Seth Godin
- “Visual Hammer” by Laura Ries
- “Purple Cow” by Seth Godin
- Photo was taken from http://www.singaporemalaysiabus.com/luxury.html
- Photo was taken from http://www.vip-shuttle.com/details.html