Velry Digital

Most brands try to make their product relevant to people.

🚗 The Škoda car brand appeals to a wide range of consumers.

It offers reliable products at an affordable price.

They believe that it is easier to sell.

They believe it will allow them to capture the market share of their competitors.

WELL...

I'm not saying they're wrong.

But if you really want to build a luxury brand...

You shouldn't be like them.

Why?

BECAUSE luxury isn't a one-size-fits-all concept.

What is considered luxurious for one person isn't necessarily luxurious for another.

So if you force yourself to make your products relevant to many people...

It means that you DILUTE the value of your product.

That goes against the essence of luxury.

And THAT... is the fastest way to destroy your luxury brand.

Unlike Škoda...

BMW chooses an entirely different direction 🏎️

They aim to appeal to a SMALL group of customers who prioritize quality, performance and innovation when buying a car.

And, of course...

These customers are willing to pay a premium for a luxury car that reflects their personal values.

You might be wondering that...

"If I only target a small group of audience, I'll have a problem with my revenue."

Hah... Take it easy.

BECAUSE...

Firstly… You can sell your products for 2, 5 or even 10 times the average price on the market.

And secondly… Nobody forces you to sell only in your local area.

People who share the same passion for ethically made products exist in many countries.

They're looking for a fashion brand that resonates with their values and is ready to buy.

THAT’S WHY…

Don't make your product relevant to the mass out there.

Focus on a small group of customers.

Then keep building the unique value of your products.

Will you pay a premium for a car that reflects your personal values? Comment below 👇

She was so humiliated that day. Joanna was a genuine music lover 🎶

So she decided to join her school's music club as a violinist 🎻

One day...

Her club was assigned to present a musical performance on the opening day of the new school year.

Joanna was so... so excited.

Having an opportunity to play in a symphony orchestra in front of the WHOLE school was an indescribable feeling.

So she practised non-stop...

Day in... And day out.

Prepare carefully for the upcoming performance.

And then... That big day FINALLY came.

She officially stood on stage with my fellow musicians playing Beethoven's "Fur Elise".

HOWEVER...

For some damn reason...

A terrible thing happened.

Everything was going smoothly until it was time for her solo.

Joanna stumbled and played a different tune than the rest of the orchestra...

The sound suddenly became CHAOTIC.

In the end...

The other players, the teachers and all the students downstairs looked at her with disappointed eyes.

GOD... What a shameee!!!

Joanna couldn't believe that she had single-handedly ruined the efforts of her 27 fellows to present a fantastic performance.

Now you may be asking, "Who is Joanna?"

Well...

Joanna is actually just a fantasy character I just made up.

Because I want you to realise something very profound about your brand identity through this story.

Just like in a symphony orchestra...

To build a powerful brand identity, you need to maintain a consistent brand image across all touchpoints.

Attention!!! ACROSS ALL TOUCHPOINTS.

Packaging...

Marketing materials...

Customer service...

E-VE-RY-THING!

If just one aspect of your business system doesn't reflect the spirit of your brand...

Your brand image will be damaged.

OR EVEN fall apart, like how Joanna destroyed a symphony orchestra just because it had a different tone.

On the contrary...

If a customer has a luxury feeling from the moment they hear about your brand...
.. until they unpack the high-end product they just bought in your shop...

Then your brand is a TRUE luxury brand.

There are still many exclusive insights into luxury marketing.

Follow our next post for more!

“Luxury is only about high prices.

Luxury is only for the super-rich.

Luxury is all about showing off wealth.”

That couldn't be further from the truth!!!

If you're new to the world of luxury branding, be clear about these few things:

1. LUXURY IS NOT ABOUT HIGH PRICES 💸

In fact...

It's about the high PERCEIVED VALUE of your product.
.. The story about a culture that you want to preserve.
.. The mission to create a more sustainable world.
.. The sense of satisfaction that goes beyond just owning expensive things.

And the high price is just a consequence of ALL your product's tangible and intangible value.

2. LUXURY IS NOT ONLY FOR THE SUPER-RICH

Luxury is not necessarily about owning the most expensive things…

But about experiencing the highest level of quality in life.

It can be dining at a Michelin-starred restaurant, staying in a boutique hotel, or owning a premium piece of furniture.

But in fact…

Luxury brands are increasingly targeting a broader audience, including the middle class.

Because not everyone can own a Gucci Sylvie bag for up to $10,000.

Gucci introduce more affordable lines to make luxury more accessible to everyone.

This way, people can at least TASTE what Gucci is like without having to trade in their car for a Gucci bag 👜

3. LUXURY IS NOT ABOUT SHOWING OFF WEALTH

Wealth isn't synonymous with luxury.

WHY?

Because wealth means you have a lot of zeros in your bank account.

But luxury is about something much more personal.

For some, luxury might be a private yacht or a tailor-made suit.

For others, luxury might be a quiet weekend at home with their loved ones

The key is to find out what makes you feel pampered.

Don't identify luxury with material things.

Get rid of those kinds of misconceptions.

Start building your own luxury brand with the right mindset so you can achieve not just money...
.. but also a meaningful journey.

Share with us, what does luxury mean to you?

"Exclusivity is a strategy, a way to stand out and be memorable. It's the difference between being a commodity and being a brand."

That's a quote from Jay Baer - one of Forbes magazine's TOP 10 marketing influencers.

And I wholeheartedly agree with this opinion.

Just look at two famous car brands: Toyota and Ferrari.

There is a vast difference between them.

Toyota produces millions of cars per year.

Ferrari only produces about 10,000 cars.

A Toyota car costs about $20,000. The most expensive one is $60,000.

But to own a Ferrari Portofino, you must spend at least $200,000...
.. or EVEN become one of the 209 lucky ones to drive a LaFerrari Aperta for $2.2 million.

But still...

There's another MASSIVE difference between these two brands that numbers can't express...

While people see the Toyota car only as a tool to get from home to work...

They feel a sense of speed, power and prestige in the prancing horse logo of Ferrari.

So let me ask you a question…

Do you want your product to be a commodity like a Toyota car or something people have always dreamed of?

If you choose the first option...

Then be prepared to keep selling at a low price and compete with countless other brands for customers

But if you say...

"No, I don't accept that. My product must be unique. Everyone who wants it has to pay a fair price."

Then BE EXCLUSIVE like a real luxury brand.

Create a high perceived value for your product.

And sell it only in LIMITED quantities to THOSE who truly appreciate its unique qualities.

Picture yourself relaxing on a soft sofa, sipping on a glass of red wine, and listening to soothing music.

This is such an incredibly wonderful feeling that you have never experienced before.

You need not concern yourself with the actions of your competitors.

The best part?

No matter how volatile the market is, you can be confident that your brand can withstand the test of time and continue to thrive.

Because...

Your brand has such great appeal that people don't even consider other brands.

That's the ultimate power of BRAND IDENTITY.

When most focus on defining the USP that shows they offer customers superior products...

Then it doesn't matter at all for a luxury brand.

They only focus on their brand identity.

It's the symbolic value that gives a brand a strong sense of uniqueness.

Timeless, even.

Over 30 years ago...

Tom Ford came along and saved Gucci, which was on the verge of bankruptcy, with this marketing approach.

From product design to marketing strategy...

Everything is geared towards building a classy brand image.

When someone thinks of Gucci, they imagine something truly luxurious.

And now...

You can feel how confident you'd be if you had a strong brand identity.

So DON'T try to be better than others.

Determine what your brand identity is.

Pursue it.

And unleash its full potential!

Becoming a luxury brand is a daring step for any business owner.

But you know that...

Only a luxury brand can command prices that are 5 or even 10 times higher than your current product price…
.. WITHOUT worrying about other competitors.

But before embarking on this exciting journey, what is the first thing you need to do?

You DON'T need to obsess over PERFECTING your product.

You DON'T need to PLEASE your customers in every possible way.

… or even actively SELLING your product.

Instead, you need to shift your attention to a new understanding of how to market your brand using the concept of luxury marketing.

Yes, because...

Luxury marketing differs significantly from traditional marketing.

And it is essential to remember these two fundamental keys.

The first one...

FOCUS ON YOUR PRODUCT.

You know the Rolls-Royce brand, right?

A man once put a big chunk of money on the table and asked Rolls-Royce to install a radio in his car.

But Rolls-Royce told the man straight to his face: "Sorry, sir, but we don't need the money."

Well...

That was just a joke.

They can't be that rude.

But the fact is that Rolls-Royce didn't accept the request of the man.

Because they found that the radio distracted from the sophistication of their car.

And the thing is...

Rolls-Royce has gone to great lengths to create not only the tangible value of a car but also a lot of intangibles behind it.

They communicate the unique value of their product to the outside world.

And they protect this value at all costs, EVEN IF their customers complain about certain aspects of the car.

That doesn't matter.

As long as the original value of the car remains the same.

That's why Rolls Royce cars are always the desire of millions of people.

And yet...

Its price is not low at all.

That's why instead of focusing on the customer, as traditional marketing...

Focus on your product.

Now...

What is the second most important key?

What else do you need to know about luxury marketing before you start your luxury brand journey?

The answer will be revealed in the next post.

Stay tuned!

You are really out of the way…

You sit quietly in your room.

Your gaze is directed out of the window to a distant place.

You let out a big SIGN.

You've tried everything...

Researching customer needs, analysing competitors, developing a better

product, trying out different marketing strategies...

BUT FINALLY...

You fail to take your brand to the next level.

You spin your wheels, despair and wonder:

"What now?

What must I do to make all people covet my products like they crave a Louis

Vuitton handbag?"

You see...

Brands like Louis Vuitton, Rolex or Ferrari always seem to have a CRAZY

ATTRACTION for everyone.

So if you want people to queue up for months to buy your product...

You have to know the secret behind that "crazy attraction".

And that secret can be summed up in 2 words:

INTANGIBLE VALUE

Go against your customer’s wishes

Highlight flaws of your products

No concern about the competitors.

What you must do is focus on the intangible value of a product.

Because that is the core of the marketing approach that luxury brands use...
.. aka Luxury Marketing.

So to answer the question of how to get people craving for your products...

Ask yourself...

Are you willing to adopt a luxury marketing approach, breaking away from traditional marketing practices?

If the answer is NO, that's perfectly fine.

Then you might continue the series of days of stalemate as you are now.

But if the answer is YES...

You don't need to tackle everything alone.

Because we’ll help you increase the perceived value of your fashion pieces with a luxury marketing approach.

FOLLOW us for luxury marketing tips that will elevate your fashion brand.

You know that you can never be 100% ready.

The most successful people start before they are ready.

Because the reality is: you will never feel 100% ready and prepared.

There is always more experience you could get.

More knowledge you could acquire.

A bigger network you could build and more time you could invest in reading books.

But you know that you need to make the jump first and build your wings on the way down.

Tag a friend who needs to see this.