What Makes a Luxury Brand?
In my twelve years working in the luxury industry — first as a leading salesperson with Tourneau, the largest retailer of fine watches in the world, and then as President of The Lilian Raji Agency — I’ve had many opportunities to consult, create and execute marketing strategy for both small and global brands.
To better service our clients, I’ve spent countless hours researching and observing what brands do wrong and what they get right. This research is a critical part of the brand building process and it’s the first lesson I will impart to you in this series on how to build a luxury brand.
And it bears repeating:
If you want to build a successful luxury brand, you must first understand the market.
We’ll come back to this again, but first things first: what exactly is a luxury brand?