To create aspiration, we often hear “luxury” associated with many products and brands. Luxury cars. Luxury vacations. Luxury shoes. Marketers seemingly hope that this elevation into “luxury” maintains recession-proof sales. But what exactly does it mean to be a luxury brand? How do we create luxury? And what must it include (or not include) for the consumer?
“Success in luxury rarely comes without a story, and ideally a myth,” according to Paul McGowan of Added Value. This is how brands justify celebrity cachet, selective distribution and a solid marketing strategy to push iconic identity. “If a luxury brand exhibits these attributes, by and large the cool police, the luxury consumers and the analysts are happy,” McGowan said at Added Value.
A fantastic example of a luxury brand pushing its iconic identity was in “L’Odyssée de Cartier” video. The panther, shown as the ever-present aesthetic icon of Cartier, goes on a whimsical journey between dream and reality highlighting the many facets of the brand’s history.
Pierre Adenot composed the original score of this three and a half minute short film. This film took 60 on-set crew members in addition to 50 special effect technicians working six months on the post-production. The stunning visuals shown in the video above were aimed to elevate the brand to existing luxury consumers and entice new markets. Continue Reading