MARKETING : 7 secrets to sell luxury pieces

Luxury fashion pieces
Hi all,
after exchanging with a few customers who explained to me their strategy to get into the luxury market, I thought it would be good to write another article with a few key elements that work for that segment.
Let’s assume your product is good enough to make the cut of the luxury standards. The whole environment you create around your brand needs to perpetuate uniqueness, timelessness, excellence; exclusiveness. Your marketing strategy should create a proper atmosphere and deliver the necessary attitude to sell in this segment.

Here are a few tips you can think of, from “The Luxury Strategy” by J.N. Kapferer and V. Bastien:

  1. Be unique – as usual, my number one advice says to create a unique identity and make a bald fashion statement about who you are as a brand. As for your strategy, do not copy what other brands do. Make the necessary adjustments to tailor your strategy to serve your vision: always be faithful to your brand identity.
  2. Find the flaw that adds character to your brand – of course, impeccable craft and excellence are obviously expected when buying a luxury piece. However, if you can think of small flaw that can be explained by the way your craft or your brand story, assume it and like for luxury watches that lose two minutes every year, make a charming trait out of it as well as a way to guarantee your piece’s authenticity.
  3. Stick to your target customer – since luxury fashion is all about being exclusive, you don’t chase clients so you won’t redesign your pieces in order to make them relevant for other customers. Be faithful to your vision and let people come to you.
  4. Resist the demand – when you sell a limited edition, actually limit the number of products. Luxury is about uniqueness and exclusiveness : do not try to make volumes. Follow what Hermes CEO once stated: “When a product sells too much we stop producing it,”.
  5. You distribute rarity: make your brand desirable – the perfect craft takes time. Make your customers wait for their product.
  6. When advertizing, show a dream vision – advertizing is another means to talk about your creative vision and set up your ideal environment. Luxury advertizing is not about selling, it’s about pursuing a dream.
  7. Have a part of your product handmade – use a traditional craft that is maybe passed on from a generation to another and have it made by hand and look exceptional, even if we are speaking about a small part of the product.

So when you enter the luxury segment, besides serving your brand vision, the decisions you make need to help your line sell excellence while being unique, timeless and exclusive.


Did you find this article interesting?

Find more tools to help you with your fashion business in the number one FXF guide. “The Fashion Business Plan” by Bako Rambini is available on Amazon.


To receive more fashion sales and marketing articles and fashion designer tools, follow us

1448463342_facebook_online_social_media   1448463355_twitter_online_social_media

The pillars of your fashion brand identity

Dolce & Gabbana - souvenir shop 2Dolce & Gabbana - market 2Dolce & Gabbana - pnk and sweetsDolce & Gabbana - masques 2
Hi all,
Touching and seeing Italian craft : my recent trip to Milan was just a mere delight for the senses.
Dropping by Via Della Spiga, I caught a glimpse at the Dolce & Gabbana window, celebrating the Italian lifestyle, one of the pillar of their fashion aesthetics. We could seize their idea of spring in one glimpse: joyful colors and sensual craft in the middle of an Italian scenery. It was very beautiful and cohesive with their fashion DNA as well.
So now it’s your turn. For today’s Monday topic, let’s think of the pillars of our own brand.

What are the fundamental concepts that constitute your brand aesthetics? Are they visible on each of your collections and pieces? How does it translate in the way you sell and communicate with your customers?
Happy week to all of you.
To receive more fashion designer quotes and tools, follow us
1448463342_facebook_online_social_media   1448463355_twitter_online_social_media

CASH & FUNDING: 6 ideas to improve your luxury fashion business

Carlos Campos - Runway - New York Fashion Week Men's Fall/Winter 2016

Source: GettyImages – Getty Images Entertainment – Slaven Vlasic

Hi all,

Clients often call me to help them get a business plan done, expecting FXF to deliver financial projections and charts that will magically win investors over. And yet, when we do the preliminary review of their brand identity, their collection and their strategy, which are the elements to be defined in order to draft a business plan, a few lacks can be observed. Sometimes, there is no cohesion between the brand identity, the collection and the strategy, making a weak brand impact. And in that case, it is no use going through financial estimates since the chances to raise funding are low.
Profits are the result of a whole upstream process. So to help solve that issue, I looked for another kind of resource that provides more insights on  the strategic part of business planning. Today’s CASH & FUNDING topic by Business of fashion is for luxury fashion designers and pinpoints a few ideas to help you work on your business model.
Here are a few take-outs :

  • Manage seasonality by offering inter-seasonal collections (pre-collections, cruise and pre-Fall collections) providing more commercial pieces with more accessible price points
  • Harness the creative talent and edit down the creative output to what will work. In the article, Business of Fashion mentions the example of Gianfranco Ferré, involving several teams dealing with marketing, sales and merchandising. However the point remains valid for smaller brands. You may need to have a critical eye on your collection, streamline the styles produced and go for the prints that will generate profit.
  • Create a bestseller but know when to let go. Identify your cash cow product. Offer some variations from a season to another and find a balanced way to difersify the collection.
  • Invest in retail but focus on the detail. In order to better monitor your brand identity and be able to offer your customers a more cohesive brand experience, having your own store is the ideal situation. Key criteria to look at when choosing a store are location and size. This enables you to keep a high gross margin for your business. However you should properly measure the revenue and risks implied owning your own store
  • A dynamic supply chain can drive profitable growth. Again in this example, Business of Fashion took the example of a larger brand Burberry, that invested in a new IT system to improve its supply chain. For smaller brand, the idea would be to optimize your production planning so that you save costs with your garment maker who won’t have to rush to make your pieces and choose a cheaper shipment company (sea freight instead of air freight).
  • A future dominated by men and computers. Whereas womenswear is saturated, menswear have a strong potential as well as selling on internet. Watch out though, on the internet, return levels are high (around 40%).

I recommend you to read the full article here.
To receive more cash & funding articles and fashion designer tools, follow us

1448463342_facebook_online_social_media   1448463355_twitter_online_social_media

The power of dreams


Source: – June 2014

Hi all,
another week starts.

Always get inspiration from the best. Today, we chose a quote by Donatella Versace about the power of dreams.
May her words inspire you for the week.
We wish you a fashionable week full of dreams!