How Do Some Luxury Brands Explain Their Dna To Consumers?
Consumers are getting more and more educated and can gather information or interact with a brand from many different angles. One common feature within luxury industry is the importance of their history and values which is summarized in the buzz word DNA as a legitimacy driver and a point of differentiation.
As a consequence their ability to develop a momentum out of their DNA became a major source of development.
It is easy to identify the codes of communication within a defined category but it is interesting to look at how very different brands with a genuine and authentic history have capitalized on their DNA to become a reference in their respective product category.
Lets take 3 brands:
Ruinart is the oldest 1729 Maison de Champagne still operating and evolves in the highend of the category. It is one of the MoetHenessys brands LVMH.
JaegerLecoultre is one of the leading watchmaking brand created in 1833 and having developed a unique expertise through their Manufacture. JaegerLecoultre is part of the Richemont Group.
Kiehls operates in a complete different sector skin and hair products. Founded 150 years ago in the USA the brand offers high quality and premium products with an important focus on customer service. The brand is part of the portfolio of LOreal brands.
Communication and advertising are not All First I have done a very simple exercise by looking superficially over the various communication materials.
The game: Replace blanks by one of the brand name!
________ The Quest of Excellence in heritage. A brand which through ages will put always as top priorities the culture of excellence values of authenticity quality and subtleness. Our unique extensive background represents a blend of different knowledge developed and passed on through generations. This is also a matter of passion a passion combined to a long standing history of creation.
________ has been known for over a century as La Grande Maison.
It demonstrates that communication is not everything. These brands have been able to leverage on a real momentum thanks to their savoir faire and a permanent focus on quality.
Some common core fundamentals
Source of origin
The 3 brands are anchored in a very precise geographical region which is in tune with the nature of the brand: Reims in France Ruinart Le Sentier in Switzerland JaegerLecoultre and New York City in the USA the original retail store of Kiehls.
Savoir Faire amp; Values
It is not only a matter of expertise but much more the ability to transfer and enhance the knowledge over time. Ruinart Jaeger Lecoultre and Kiehls have succeeded in understanding and transferring very complex knowledge across a large variety of professions. In each company there is a set of values which are contributing to their culture.
The Founder
here is an original entrepreneur or a partnership who is at the foundation of the company and being part of the heritage.
Products
Even if the 3 brands operate in 3 different categories they have been able to develop and innovate to propose very high quality products. These brands are able to provide their clients with tangible and emotional benefits.
History
These brands have been able over time to build a real momentum based on authentic and genuine roots.
…And specific unique points of differentiation
You could argue that many other brands could tick this list of itemsI agree
However they are not so many which have overtaken the Tipping point. This stems from some unique and specific points of differentiation.
Ruinart has been able not only to develop excellent quality product but a distinctive very elegant and specific taste. They have a recognizable shape of bottle and packaging which are working as a Signature. The potential of this brand could go beyond where it stands today.
JaegerLecoultre has developed some unique attributes. They built an expertise amp; legitimacy in watch movements as an official supplier of prestigious brands e.g. Patek Philippe Vacheron Constantin before deciding to develop their own wrist watches. Major innovations such as 101 movement smallest movement in the world Reverso or more recently Gyrotourbillon 2 Duomtre or Reverso Grande Complication Triptyque. One of the issues of this industry is to recruit train and keep good and qualified watchmakers. They succeeded to combine a pool of excellent experts where seasoned professionals and young talented watchmakers are at the origin of significant breakthroughs.
Kiehls developed very high quality products based on herbal amp; pharmaceutical formulas and reached a very unique relationship with their consumers. They are part of the community where they have established their shops.
For instance their stores can be used by local associations to meet discuss and they take an active part in the daily life of the community. They have been able to develop their business without doing massmarketing but turning their clients in very efficient and effective brand ambassadors.
One of the principles of the staff in a Kiehls boutique is NOT to sell a product for the first visit of a potential client. They are going to focus on establishing an emotional relationship by explaining the products and the philosophy of the brand.
I think that consumers can understand a brands DNA when they are exposed to the products the brand and the communication. The conversion is really efficient through a systemic approach where each initiative or interaction with your clients is perfectly aligned with the fundamentals of the brand.
Thus there is this part of alchemy which leads to an emotional connection between the brand and its consumers beyond the products. The passion and commitment of people behind these brands is definitely part of the recipe.
It is at the end of the day the perfect expression of what should support the Excellence in customer centricity.
About the writer:nbsp;nbsp;I am responsible for the marketing blog www.customercentric.org.
I have held different positions in the area of strategic operational marketing sales and general management.
I am currently Director of New Products in a major international blue chip company leader of its FMCG category
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